Aman to Launch Ultraluxury Hotel Brand With Novak Djokovic

Aman Group is teaming with the 24-time Grand Slam champion on a new ultraluxury, sports-driven hospitality brand — where amenities include a racquet club with indoor tennis, padel and other courts.

Published: November 13, 2026 | Brands

The News

Aman Group is launching a new ultraluxury hotel brand in partnership with Novak Djokovic, built around sport, wellness and elite athletic lifestyle — with planned amenities including a racquet club featuring indoor tennis, padel and other courts.

The partnership fits three converging market currents:

Celebrity-brand ultraluxury is becoming a category. Aman has built the most valuable quietly-held name in ultra-luxury hospitality — nightly rates that routinely lead the market, one of hotel revenue’s highest loyalty-conversion profiles. Adding a live-legend athlete’s identity creates a brand extension that isn’t a spin-off resort — it launches an entirely separate property type: sport-anchored luxury retreats where the destination is partially the sport itself.

Racquet sports are the biggest wellness-lifestyle commodity hotel developers chase. Padel’s explosive global growth — an estimated participation surge across Europe, the Gulf and the Americas — and tennis-adjacent lifestyle facilities have become the highest-prestige wellness amenities hotels can build. Padel courts occupy less land, generate more per-square-meter programming hours, and have a younger, affluent demographic. Aman/Djokovic’s inclusion of padel inside a racquet-club concept is aligned with where the amenity trend has moved.

Longevity and performance wellness are repositioning luxury hospitality. Ultraluxury guests increasingly rate performance amenities — sleep programs, recovery technologies, coaching, nutrition labs — as decisive rather than decorative. Djokovic’s career identity is inseparable from the longevity/performance playbook (plant-based diet, recovery science, hyperbaric and cryotherapy routines). For a brand whose guests expect discretionary wellness spending at the top end, an athletic-lifestyle flag is a natural extension.

For Aman, which operates in a niche of roughly a few dozen ultraluxury properties and a development pipeline that attracts the world’s most discerning guests, the sport brand gives the group a second growth curve without diluting the flagship’s identity. For Djokovic — whose post-playing-career commercial arc will span decades — the partnership converts competitive legacy into a hospitality platform in the sector where his personal values sit closest.

The business logic for owners: ultraluxury sport-anchored properties can underwrite real-estate economics through real-estate-adjacent revenue — branded residences, membership clubs, event hosting and coaching-program fees — rather than room revenue alone.

What it means for hotel and travel businesses

For ultraluxury competitors (Four Seasons, Rosewood, One&Only, Six Senses): Aman entering sport-and-performance hospitality narrows the whitespace you might have claimed with comparable concepts. If performance-wellness is your property’s growth thesis, accelerate programming now — padel courts, longevity clinics, performance labs — or risk the partnership narrative claiming the category.

For luxury developers: The Aman/Djokovic deal adds another high-visibility template for mixed-use luxury sport-wellness destinations — combining hotels, branded residences, racquet clubs and membership structures. Developers with land suitable for sports facilities in aspirational locations (desert, coastal, alpine) now have a concept brand to benchmark new schemes against.

For wellness-house suppliers and operators: Each launch of this type pulls demand for niche infrastructure — padel-court builders, performance-recovery equipment manufacturers, sports-nutrition providers, club-management specialists and celebrity-coaching program designers. Suppliers should watch project announcements closely.

For luxury travelers: Expect a differentiated product in the highest price tiers — where the stay itself is centered on sport and performance rather than beach or culture. Advisors building ultraluxury client books should track openings, limited membership opportunities and event-hosting potential.

Key numbers

• New brand: ultraluxury hotel brand from Aman Group in partnership with Novak Djokovic
• Signature amenity: racquet club with indoor tennis, padel and other courts
• Category play: sport-anchored ultraluxury hospitality; performance and longevity wellness positioning
• Market context: padel’s explosive growth; ultraluxury-wellness convergence; branded-residence-led economics