WHAT IT IS?
At St. Regis Hotels & Resorts, the Evening Ritual is a beloved custom that symbolizes the change from day to nighttime. This daily ceremony, known as Champagne sabering, is modeled by Napoleon Bonaparte’s practice of opening Champagne bottles with a saber after battles, regardless of victory or defeat. St. Regis founder John Jacob Astor IV began the tradition in 1904, during the opening of the first St. Regis hotel in New York City.
WHY IT´S COOL?
It’s cool because it’s not just a show but an experience. Guests are lured to the shimmer of the saber, the satisfying pop of the Champagne cork, and the subsequent joyful toast. Sometimes guests even get to wield the saber personally, which adds a personal thrill to the experience. It’s the ideal combination of elegance, history, and interaction. A moment-worthy scene that reflects the richness and grandeur that St. Regis is known for.
WHY IT HAS FUTURE GROWTH POTENTIAL?
Looking ahead, the ritual has tremendous growth potential. Modern travelers want unique experiences that convey a story, and the Evening Ritual delivers just that. It distinguishes St. Regis from other luxury hotels by introducing a signature tradition that is both memorable and shareable. There’s also room to grow. For example, imagine private sabering workshops, themed Champagne evenings, or unique events in collaboration with Champagne houses. In a world where experiential travel reigns supreme, this century-old institution is not only surviving but also changing, captivating new generations while remaining true to its rich history.
Salman Ali Baabdullah
Science of the Time
Science of the Time
Glauco Rivera
Sofia Flores Abrantes Prado
Sheima El Boutaybi
George Stefan Poponet
Luis Sanchez Ibarra
Thaleia Bamiha
Diana Eid Dibos
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Camila Altieri
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