Espinas Hotel Group: Elevating Senses while Redefining the Summit of Iranian Hospitality
By Mario Candeias General Manager, Espinas Hotels | February 23, 2020
Amongst a conservative and yet-to-be modernized hospitality sector, some examples of disruption start to emerge.
Inspired in the name of northern Iran's highest peaks, mount Espinas, an emerging hotel brand begins to take shape. Its first steps into international hospitality are ambitious and solid.
It all started as most things started in the hotel world… a real estate family with some successful residential and commercial projects under its belt, just kept going and growing.
Isadore Sharp did it in the 50's with Four Seasons in Canada, Paul Dubrule & Gerard Pelisson did the same with Novotel/Accor in France. Soon after, Adrien Zecha with Aman Resorts in Thailand. The Hiltons and the Marriotts started a couple of decades earlier, in USA. To name but a few.
They all have some kind of connection to one or other real estate project or to the Architecture & Design world. From there, they then took it forward, asset by asset, mostly without a clear strategy, certainly with little branding know-how at the time, but with an impetus for growing and exploring uncharted waters, taking calculated risks as they went about it. Relentless and focused workers, following an inner calling for more. Animal Spirits of the hospitality world.
At a certain point in time, potential scale gets small and more ambitious ventures are needed, for both growth and visibility purposes. Internationalization comes to fruition, global branding and distribution becomes a competitive need and an imperative. Growth is no longer an option. It is an obligation and a means for survival.