Montage reinvented American luxury with a warmer, less formal approach and a deep sense of place. Here is how the brand began, what its philosophy means, what to expect at each resort, and why booking through WhataHotel adds hundreds of dollars in value at the same rate.

How Did Montage Begin?

Montage International was founded in January 2002 by Alan Fuerstman, a hospitality veteran who began his career as a part-time doorman at a New Jersey Marriott in 1973 and went on to run The Phoenician in Scottsdale and help open Steve Wynn's Bellagio in Las Vegas. By the early 2000s, he had concluded that traditional luxury hotels had become formal and even pretentious, and set out to create a brand with an authentic sense of place, less scripted and more genuinely welcoming. In June 2002, Montage partnered with the Athens Group to acquire the Laguna Beach Colony for $190 million, then the highest per-room price for a US hotel that year. Montage Laguna Beach opened in February 2003 as the first property, built in Craftsman style on 30 acres above the Pacific in Southern California's preeminent artist colony. The name itself, meaning an artful compilation, pays homage to those artist colonies and to the idea of people coming together to create something extraordinary.

The Philosophy of Approachable Luxury

Montage broke from the heavy, scripted formality that defined legacy luxury flags in the early 2000s. Fuerstman believed the next generation of travelers wanted a more humble and gracious approach to service, and Montage delivers elevated experiences through comfortable elegance and refined living, but without the pretense. Each property's architecture stays true to its surroundings, with décor inspired by its setting: Laguna Beach's Craftsman tribute to the artist colony, Deer Valley's mountain-lodge warmth, Los Cabos' Baja-inspired feel. The brand instills emotional attachment through highly personalized (never scripted) service, award-winning regional dining, world-class Spa Montage facilities at every property, and a welcoming ambiance, even extending luxury to families through its signature Paintbox children's program.

What to Expect at Each Resort

The flagship Montage Laguna Beach is a 260-room Craftsman resort on a 30-acre coastal bluff, with all rooms offering ocean views, a Forbes Five-Star hotel, spa, and restaurant, the iconic Mosaic Pool, and three signature restaurants. Montage Healdsburg sits on 258 acres of Sonoma wine country with its own working vineyard. Montage Deer Valley offers ski-in/ski-out access in Park City with a spa, restaurants, and even a bowling alley. Montage Palmetto Bluff is a Lowcountry escape along South Carolina's May River, while Montage Big Sky frames the Spanish Peaks just 45 minutes from Yellowstone. Montage Los Cabos spreads across 39 acres where the Pacific meets the Sea of Cortez, with El Arco views from nearly every suite. All share place-based design, regional cuisine, Spa Montage, and famously attentive service.

Your Exclusive Benefits Through WhataHotel

When you book through WhataHotel (a Virtuoso and Signature preferred partner, and a Lorraine Travel company established 1948), you receive exclusive complimentary benefits not available when booking direct, at the exact same best flexible rate. These include daily full breakfast for two per room (typically valued at $60–80/day), a $100 resort credit per stay for spa, dining, or activities (not valid on room rate), a priority room upgrade based on availability at check-in (prioritized above guests who booked elsewhere), early check-in and late checkout subject to availability, VIP recognition and a welcome amenity, complimentary Wi-Fi, and a management greeting. A three-night stay at Montage Laguna Beach, for example, adds breakfast (~$240), the $100 credit, upgrade priority, and VIP status, more than $340 in added value at zero additional cost.

Booking Terms and Loyalty

Montage bookings through WhataHotel are made at the best available flexible rate matching Montage's own site, and are completely fee-free (no $10.95 booking fee). Rates are fully flexible with standard cancellation policies that vary by property. The $100 resort credit is provided once per room per stay for spa, dining, or activities (not valid toward room rate, no cash value if unused), and daily breakfast for two is served in the restaurant or via room service. Room upgrades are based on availability at check-in with priority for our guests, and early check-in and late checkout are subject to availability. All Montage properties participate in the Preferred Hotels & Resorts I Prefer loyalty program, and because these are direct hotel reservations you continue to earn I Prefer points. Montage promotions such as Third or Fourth Night Free can often be combined with the preferred-partner benefits to maximize value.