‘When I have someone stay…’: Meghan Markle’s ‘As Ever’ pivots to hotels so Harry finally has a place to crash in the U.K.

Meghan Markle is growing her lifestyle brand, “As Ever,” by moving into the hospitality industry. This step could have a big effect on Prince Harry’s future trips to the UK. The Duchess of Sussex is registering the name “As Ever” for “hospitality services,” which includes hotels, restaurants, short-term stays, and serving food and drinks.

According to GB News, this expansion perfectly fits the image Markle has built for herself as a lifestyle influencer, entertainer, and host, which she highlighted in her divisive Netflix series, With Love, Meghan, and her recent social media posts. The trademark filing suggests Markle plans to offer more than just a place to stay.

According to The Sun, the mention of “provision of food and drink” implies she might include recipes from her Netflix cooking show, blending her brand across different areas. The “As Ever” website calls the brand “more than a brand—it’s a love language,” focusing on cooking, entertaining, and hosting. This matches what she said in her Netflix series: “When I have someone stay, one of my favorite things to do is prep the guest room,” which now seems like a hint at this new hospitality business.

Meghan Markle will keep making businesses until one sticks

Markle’s recent Instagram posts support this rebranding. She has shared photos of herself jogging on a beach, spending time with family at Disneyland, beekeeping with her daughter, and going to a Beyoncé concert with Prince Harry. These pictures show a California lifestyle centered on family, relaxation, and personal happiness for the “As Ever” brand’s appeal. This is a far cry from when she was accused of copying starlets.

Even a debated video of her twerking in a hospital to encourage labor, though criticized in the UK, was well-received by younger American audiences, proving she can connect with different groups. This marketing is clearly aimed more at the U.S. than the UK, which is a key part of her strategy.

The timing of this expansion is interesting, happening at the same time as Markle’s return to social media after restarting her personal account on New Year’s Day. This coordinated effort points to a clear shift away from her past as a royal and toward her new identity as an independent businesswoman. This is very different from Prince Harry’s focus on past conflicts, as branding expert Jack Izzard has pointed out. He says Markle is actively building her brand as she “reclaims her voice,” while Harry seems “stuck in the past and trying to settle scores.”

This difference matters because of Prince Harry’s tense relationship with the Royal Family and his history of choosing hotels over royal residences when visiting the UK. His past decisions to stay in hotels during trips to London suggest Markle’s hospitality business could give him a comfortable and private option for future visits. While a stay at an As Ever property might cost “several hundred dollars,” as Izzard notes, it could offer more privacy and control than dealing with royal traditions.

Izzard’s comments also highlight the business thinking behind Markle’s move. He sees it as a natural next step for her brand, positioning her as a “star hostess, Californian royalty who makes her guests feel welcome.” However, he also warns that moving from lifestyle influencer to hospitality entrepreneur comes with challenges, and the venture’s success depends on providing a top-quality experience.