Montfort Collective, a newly announced luxury lifestyle company based in Savannah, Georgia, says it plans to build a brand around hospitality, travel and personalized guest experiences while positioning luxury as more broadly accessible.

The company’s launch was announced in a press release by founder and chief executive officer Alexander James Montfort. Montfort Collective said its approach will emphasize “world-class hospitality, thoughtful design, and personalized service” without what it described as the usual barriers associated with premium experiences.

“Luxury has become too often associated with exclusivity and unnecessary expense,” Montfort said in the release. “We believe true luxury is not about making something unreachable. It is about making people feel valued, cared for, and appreciated.”

The company identified four initial divisions: Montfort Hotels & Resorts, Montfort Aviation, Montfort Dining and Montfort Estates. The announcement did not provide details on planned routes, restaurant locations, additional properties, financing, staffing, opening dates or pricing.

Montfort Collective’s first flagship property will be Montfort House Savannah, according to the release. The company described the property as historic and said it is intended to demonstrate an approach combining preservation of existing character with modern comforts and hospitality services.

The announcement places the company’s launch in Savannah, a city with a substantial historic-preservation and tourism identity. Montfort’s family background includes longstanding involvement in Savannah restoration work, according to biographical information provided with the release. His father, Thomas Edward Montfort, founded Montfort Restoration & Development, which has worked in historic property restoration, boutique hotels, luxury residences and commercial spaces.

Montfort’s mother, Elizabeth Claire Montfort, worked as a luxury hospitality executive in the Southeast, according to the biography. Alexander Montfort also studied business administration with focuses including finance, hospitality management, real estate development and international business, and completed internships in luxury hotels, private aviation, fine dining and resort development.

In its release, Montfort Collective said it intends to use efficient operations and “innovative business practices” to offer quality, comfort and service at prices below traditional luxury models. The company did not specify what those practices would involve or how its pricing would compare with existing upscale hospitality and travel providers.

“Luxury is not a price tag,” Montfort said. “Luxury is the feeling that someone cared enough to make every detail matter.”

The launch announcement is primarily a statement of the company’s goals and initial structure. It does not include information on current operations, outside investment, partnerships, property acquisition terms or regulatory filings.