Habitas hotels Oliver Ripley

Habitas co-founder Oliver Ripley is redefining luxury stays with stylish and sustainably-designed lodgings that radiate communal vibes.

The pool at Al-Ula in Saudi Arabia set against sandstone cliffs.

Socialising with your fellow hotel guests can be a perilous pursuit – just see The White Lotus – yet communing with others is at the heart of Habitas. “Luxury for us is not marble bathrooms, it’s connecting with like-minded people and sharing new experiences together,” says co-founder and CEO Oliver Ripley, a British entrepreneur with tech acumen, boundless ambition and a fondness for describing his hotels as “homes”. The rapidly growing brand, which opened its first hotel in 2016 in Tulum, has launched mindful lodgings in Namibia, Saudi Arabia and, most recently, Morocco. Caravan Agafay, the latest, resembles a nomadic playground in the desert outside Marrakech. All Habitas properties share evocative locations, locavore cuisine and sustainable design – where most hotels require multiyear gestations, its hotels can be assembled in less than a year. We asked Ripley to explain the habits of Habitas.

Habitas co-founder and CEO Oliver Ripley.

What do discerning travellers seek from an adventurous getaway?

“We understand our guests prioritise experiences over material possessions and seek out brands that reflect these values. Our six pillars were established to embody this desire: music, wellness, adventure, culture, learning, and culinary. All are developed to immerse guests in each home’s authentic culture and local environment. Guests participate in this unique atmosphere and don’t often leave as the same person they were when they arrived. Human connection is needed now more than ever.”

Can you expand on the idea of “luxury for the soul”?

“Habitas is a diverse community of individuals who share similar values. As the world continues to escalate into a technologically driven environment, we want

to create a better future for ourselves. We want to travel, create memories, make new friends, reconnect with loved ones, and expand our minds. ‘Luxury for the soul’ describes our belief that luxury cannot be bought or sold, but rather is a feeling that exists in these experiences and memories that we create with others.”

How do the properties mirror their localities?

“Each Habitas home includes full immersion in the natural world, and sustainability throughout the design and execution process. Our experience is designed to authentically celebrate local traditions. For instance, we have a welcome ceremony where we ask guests to set their intention for their stay while burning local incense. In Mexico we burn copal, whereas at Al-Ula, we’ll burn oud. In terms of philanthropy, we focus on strengthening local communications and education, as well as sustainable and conscious tourism. We also look to source local materials and produce, and set up and support local microeconomies.”

A desert lodge at Caravan Agafay, the latest eco-resort by Habitas, set just outside Marrakech.

What logistics are involved in constructing a hotel in under a year?

“Habitas has an in-house team of creative designers, engineers, architects, and project managers who oversee all aspects of each new property. Every stage is vertically integrated and pre-fabricated in our own factory. We pride ourselves in simple installation methods, minimising our construction timelines and environmental impact. Our curated structures allow us to build in a manageable way without compromising design or overall guest experience. We adhere to a ‘flat-pack’ approach, pioneering a modular build with each home so it harmonises with local surroundings.”

How do you define sustainable design? It’s become a hackneyed phrase.

“By the least possible amount of environmental impact. Our properties are run on solar energy and recycled water. We do not generate any wastewater, and we have aquifer access that treats water through an artificial wetland system, so it cycles back into irrigation. In our procurement, we use the most sustainable method of wood-sourcing, and for every tree we use, we plant a new one. Our supply chain is an entirely plastic-free operation. Food is locally and seasonally sourced and food waste is properly disposed of.”

The group’s Tulum property in Mexico is set between the jungle and Caribbean Sea.

What are some standout experiences at Habitas stays around the globe?

“Habitas Namibia is rethinking the safari and wildlife experience and attracting a new kind of audience. The property has diverse natural habitats and hundreds of species, including lions, rhinos, giraffes, cheetahs, antelope, zebras and more. In Mexico, Habitas Bacalar is focused on wellness and restoration, with activities such as paddleboard yoga, kayaking, free-diving and catamaraning. One of my favourite homes is in Al-Ula, with art and culture walks, canyon trekking, yoga, meditation and breathwork. Caravan Al-Ula allows for a unique Airstream camping experience.”

Is San Miguel de Allende the next buzzy Mexican destination?

“We have such a great appreciation and respect for San Miguel de Allende, and want to bring Habitas to the region without disruption. Opening this month, Habitas San Miguel will feature 60 sustainably built, earth-inspired luxe rooms spread across open fields and towering stands of cactus. In keeping with the brand’s commitment to locally sourced produce, the resort will initially offer one gourmet restaurant to guests and outside visitors, with farm-to-table dining highlighting local recipes and ingredients. Artist residencies, cultural workshops, cooking courses, concerts, and screenings will fully embody the culture.”

You have multiple hotels in the pipeline. Is Australia on the list?

“Our vision is for the Habitas brand to continue expanding globally. We plan to fill in the gap between five-star luxury hotels that currently cater towards an older demographic, and appeal to the generation that’s seeking change and adventure. With each community we go to, our goal is to empower the region, create job opportunities, sustainable microeconomics, and deepen human connection. We would be excited for the opportunity to share our philosophy with Australia.”