tures a fusion of cultural heritage and contemporary aesthetics . There are several lounges and terraces at the former site of bungalows , used first as French officer quarters and later by the Laotian government , before it became a hotel that closed in 2014 .
The rooms are 30 square meters versus the 75 square meters of Aman , with open plans , en-suite shower room , vanities , a convertible king-sized bed and French doors that open to a balcony or terrace with loungers .
Azerai also has a 25-meter pool , a massage retreat and fitness , dining and a bar with a birds-eye view of the main street and night market .
The idea for Azerai is not new to Zecha . He created an affordable luxury concept 17 years ago in Bali under his GHM management company with a hotel called The Serai . “ It was a huge success and we loved it . But we didn ’ t scale it at the time , as I didn ’ t have the time or opportunity ,” Zecha says . “ Now , since I ’ ve been gone from Aman for two and a half years , I started thinking about the concept again .”
Zecha says he feels there is an opportunity in this niche because there is so much room for improvement in terms of design , aesthetic and service . “ My challenge is simple : Can I do one that is better in the hardware and the service product ? That is a question of training and an obsession to create a superior product . I don ’ t doubt at all I can deliver Aman-like service . It ’ s just a matter of doing it .”
YIN AND YANG When asked for his thoughts on the leading trends of the day , Zecha scoffs and refers to himself as a throwback . “ I am guided by how I feel . I have a gut feel if you do the right product that you can get the rate needed to make a profit ,” he says . “ I am not interested in all these trends . I am interested in what I believe in and what I think can work . There is no guarantee but it will work , and if it works in one place it could work in two places , and if it works in two it can work in four . I am honestly convinced that this is something , while it costs a little more than another 60-room , 3-star hotel , can work .”
But 3-star-plus is a big change for the industry legend known for creating the most aspirational luxury brand of the recent past . “ It was wonderful that what we felt could be was actually done ,” says Zecha , who still professes his love for Aman . “ Nothing is perfect , but it brought great pleasure to
“ I AM GUIDED BY HOW I FEEL . I HAVE A GUT FEEL IF YOU DO THE RIGHT PRODUCT THAT YOU CAN GET THE RATE NEEDED TO MAKE A PROFIT . I AM NOT INTERESTED IN ALL THESE TRENDS .”
– ADRIAN ZECHA
View of the pool at Hotel Azerai Luang
Prabang , Laos
a lot of people and it should remain so . To have 31 Amans in 21 countries – there is no other one like it . That should be maintained . Don ’ t change the mantra of Aman .”
While complimentary of the new regime at Aman under the leadership of Vladislav Doronin , Homi Vazifdar of Canyon Equity , Larkspur , California , who owns two Amans in the U . S , adds , “ Many of us Aman owners miss Adrian ’ s vision and sense of aesthetics . He is pushing mid-80s and starting a new brand – pretty amazing . I hope that , even if I live to be that old , I ’ ll have that same passion and drive . There ’ s only one Zecha !”
But Zecha is not looking back and says that as healthy as he feels , he can live to 100 . “ And I look forward to that . I keep working for the love of it ,” he says . “ I don ’ t think retirement is an option . If you love what you do it ’ s not really work .”
With every intention of moving forward with Azerai , Zecha concludes by joking about mortality . “ I just worry the ‘ Godfather ’ will call me sooner because he is having problems with the hotel business up there – not with occupancy , because everyone wants to go there regardless of brand , but the problem is he can ’ t get my rates .”
April 2017 hotelsmag . com 35