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+--- Thread: Adrian Zecha takes luxury downscale (/thread-1533.html)
Adrian Zecha takes luxury downscale - TEAM HARLFORUM - 04-04-2017
Adrian Zecha is up to his old tricks: following the backpackers, but this time with a 3-star-plus brand. This is the latest in a series of profiles of leaders around the world challenging the status quo. Read them all, including Legend Sir Michael Kadoorie of Peninsula Hotels, and Groundbreaker Cyril Aouizerate of Mob Hotels, in [url=http://library.hotelsmag.com/publication/?i=395604#{"issue_id":395604,"page":0}]HOTELS' April issue[/url].
At age 84, the one-time high priest of ultra-luxury, Adrian Zecha, is back with a new 3-star-plus brand that he believes will cater to his former Aman “junkies” because the new hotels will be located in untested areas where the backpackers go first.
“The moment I hear there is a rising crescendo of praise for a new destination, first it would come from the backpackers. They continue to lead me,” says Zecha, who in February soft-opened his first Azerai, a name that blends Zecha’s initials and caravanserai, the Persian word for a courtyard for travelers at rest.
“They are still out there,” says Zecha from his Singapore base. “But I am being very careful not to compete for Aman guests who still love their ‘homes.’ My market is the adventurer, the younger crowd, and this time they don’t have to worry if they can afford it.”