through the pandemic is an everyday focus for Highgate and now for Azarbarzin , especially considering the group ’ s exposure in big metro markets like San Francisco and New York , where a number of properties remained closed in early September . But he is also quick to point out how well the group is performing in resort and secondary markets , and adds how Miami is having the best year ever .
“ We still have hotels that are closed because there ’ s not enough demand ,” Azarbarzin says . “ We haven ’ t staffed-up to the levels of pre-COVID yet in most of our urban city locations . So , we ’ re going to watch the space very , very carefully , and act very methodically . And as demand comes back , we can grow as quickly as anybody else .”
But Azarbarzin adds that the impact of the pandemic is still affecting business , adding , “ The balance of this year is going to be coughed up to the second or third variant of COVID . But I do feel strongly about next year , and I think 2022 will be one of those incredible years , with so much pent up demand from both the corporate and leisure side .”
Nonetheless , he adds resort destinations – without any European , Latin American or Canadian business – is strong . “ You can look at our Hawaii numbers without any Japanese or Chinese business and we ’ ve been managing to stay afloat and do great ,” Azarbarzin says . “ So , once those borders open , it might not be the first couple of months in 2022 , but it will definitely open , there is discretionary capital for people that are dying to get out and do something fun . We ’ ll be ready for them .”
Bigger picture , Azarbarzin says he thinks the worst of COVID is over and hopes that by the middle of 2022 , they will get back to 2019 numbers , hedging that he could definitely be overly optimistic , especially if corporate travel is slow in returning . “ This has been an incredible year of showing resilience and really separating the good from the great , and how you survived and came through COVID ,” he adds .
When asked what he would say if standing in front of a group of his contemporaries , Azarbarzin says during difficult times you learn more and grow by more than three-fold . “ This is the time to show your teams how you care for them , how you take care of them , and how you motivate and inspire them ,” he says . “ So , if you have the time , spend it with your team , educate them , spend it with your guests , make sure you touch as many people as you can , and then make it through this difficult time .”
He also expresses confidence , citing past cycles , that the eventual rebound will lead to incredible success . “ The roaring ‘ 20s are around the corner , and I would inspire everyone to get ready mentally , physically , and be prepared for when the world comes back ,” Azarbarzin says . “ And how you do that is by cultivating and taking care of your team and making sure they are mentally and physically ready to take care of the biggest years that the hotel industry has seen .”
In May , Highgate reopened The Newbury Boston after a complete reimaging , including the rooftop restaurant , Contessa .