The man behind Aman Resort’s industry takeover
The billionaire owner of the world’s most esteemed hotel brand reveals how Aman grew from niche player to big enchilada.
As the owner, chairman and chief executive officer of Aman Resorts since 2014, Vladislav Doronin has diversified its locations, hatched brand extensions and will soon launch a hotel spin-off, Janu, with a focus on well-being. From its launch in 1988 the hospitality brand has gone from niche player to big enchilada.
Aman’s just-opened New York property, a tranquil shrine in the middle of a concrete jungle on the corner of Fifth Avenue and 57th Street, is the first in the network to offer lavish, Zen-style apartments for sale.
Though born in St Petersburg, Doronin has lived abroad since the 1980s as a “global citizen”. Here, he shares the tao of Aman.
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With rates starting at $US3200, Aman New York is the city’s priciest stay. Was that always the intention?
“Our intention is never to ‘be the most expensive’, but rather to price our product in relation to market rates and demand. Aman New York is an all-suite hotel, with suites starting at 235 square metres, and the rates reflect the demand for the Aman experience in the city.”
It has apartments and a members’ club – is this the way forward?
“It sets the tone for the future vision and particularly for our urban destinations. Both Aman Miami Beach and Aman Beverly Hills will feature a hotel, residences, and a club. The club affords members priority access to Aman New York, including the spa, restaurants, and dedicated spaces. Members will have privileged access to global Aman destinations, and experiences curated to their personal tastes. The clubs cater to our loyal clients who live, work, and spend time in those destinations.”
You work with Belgian architect-designer Jean-Michel Gathy often – why?
“I have worked with Jean-Michel for many years, and we have a good relationship. He understands how to bring the Aman DNA of exceptional architecture and design, peace, privacy, and unparalleled service to each property. I have built over 80 buildings totalling approximately 25 million square metres, and Jean- Michel has designed a great number of hotels around the world, so we both have extensive experience. We have passionate discussions, which means we continue to push each other to deliver unique projects.”
With 34 properties and nine more on the way how big can the brand become?
“I’m not focused on how big the brand can become, or how many new properties we can open in a short space of time. The growth of the Aman brand is very considered. We have a strong pipeline of future destinations, but, ultimately, I’m focused on securing the right standout locations for both Aman and Janu.”
How will the Janu hotels set to open in Montenegro, Tokyo, and Saudi Arabia differ to Aman?
“Janu means ‘soul’ in Sanskrit. Designed with a different pace and energy to Aman, Janu hotels will focus on driving social connection between our guests, offering experiences which rekindle the soul and restore balance. Our first, Janu Tokyo, will open in 2023 in one of the world’s greatest cities. With seven dining concepts, a wellness offering centred on group experiences, and an incredible setting in the newly developed Toranomon-Azabudai district, Janu Tokyo will showcase the future of the brand.”
You’re also opening Aman Al Ula in Saudi Arabia next year. What are your thoughts on the kingdom’s tourism ambitions?
“When I’m looking for Aman destinations, the location has to be exceptional and offer our guests an experience unlike anything else on the market. When I first stayed at Al Ula, I was truly blown away – it was one of the most inspiring places I have ever visited. The kingdom has a strong vision for the future, and tourism is an important part of the country’s growth. From the heritage of Al Ula to The billionaire behind the world’s most esteemed hotel brand shares his thoughts on its organic evolution, product lines and the apartment he bought. a city experience in Riyadh or visiting the Red Sea islands, there is incredible breadth to Saudi Arabia, which I believe Aman guests will love.”
“There is a very special feeling when you stay with Aman – a depth of connection to the place and a spirit which is unlike anywhere else”
Is Aman competing with LVMH now with its new product lines?
“Aman is focused on our own ambitions and demand from our loyalists. Aman Essentials was created for guests seeking to extend their experience into the comfort of their homes. We’re designing the complete ecosystem of the Aman lifestyle, and have launched skincare, fine fragrance and herbal supplements. Last year we debuted our first ready-to-wear clothing collection for men and women and, more recently, a capsule of timeless leather accessories.”
You were an Aman enthusiast who bought the company. What was it that captivated you?
“Visiting Amanpuri in Thailand in 1990 completely changed the way I thought about travel. I had never felt so relaxed or at home in a hotel. I was impressed by the peace, privacy and service, not to mention the awe-inspiring architecture and setting. The staff greeted you by name, and it was like I was being hosted by a good friend. There is a very special feeling when you stay with Aman – a depth of connection to the place and a spirit which is unlike anywhere else.”
You snagged one of the 22 apartments at Aman New York. Have you moved in?
“I have a residence at Aman New York, yes, but I have yet to move in. I’m in the process of finalising the fit-out of the apartment.”