Capella’s Next Chapter: Neil Jacobs on How to Grow Without Going Bland

Capella Hotel Group is trying to do what most luxury brands can’t: grow fast enough to matter globally without sanding down what makes the product special.

The Singapore-based company runs 10 hotels, eight under the Capella name and two under the newer Patina brand, and plans to nearly double its total portfolio by 2030. But while the group is expanding, the Capella brand itself is designed to stay deliberately small.

“It’s never going to be 100 hotels. I hate to quote numbers, but maybe it’s 30, maybe it’s 40, and it could be around there,” Neil Jacobs, senior strategic advisor at Capella Hotel Group, told Skift. “The importance of every single hotel is critical because it’s kind of a precious commodity.”

"The discipline isn't compromised by the pace — it's reinforced by our selectivity," he added.

That tension, between urgency and restraint, defines Jacobs’ role: scaling Capella without undermining what makes it distin