New Sanctuaries for the Next Generation of Mindful Travellers

Q: Benjamin, Aethos has been making a name for itself in the boutique hotel sphere. Could you tell us what sets Aethos apart from other boutique brands?

‍BH: At Aethos, we believe in forging a connection - not only between our guests and the places they visit but also within a global community of like-minded individuals.

Our properties are more than hotels to me; they're destinations that celebrate the curiosities of local cultures, surrounded by natural beauty or in sync with the vibrant pulse of city life. They indulge every sense and encourage our guests to immerse themselves in experiences that enrich the body, mind, and soul.

We are always pushing the boundaries of the conventional hotel experience to make every stay memorable. 

Q: Can you explain a bit more about how Aethos is doing that?

‍BH: At Aethos, we're about crafting spaces where the rules of everyday life morph into the freedom of being on holiday. It’s the little, unexpected touches that make all the difference.

For instance, we might surprise our guests with a private concert in a secluded cove, or offer a pop-up gastronomy class by a local chef right in their suite. We encourage our guests to indulge in the whimsical—maybe it's a midnight swim under the stars or breakfast in bed featuring local delicacies at any hour.

Our aim is to create an environment where these moments are not just possibilities; they're a part of the fabric of staying with Aethos. It’s about creating a cohesive concept that threads through every touchpoint with our brand, from the moment they book to the mints on the bedside table, ensuring that every experience is distinctly Aethos, distinctly unexpected, and always memorable.

Q: When considering a new Aethos space, how do you incorporate what today's travellers seek?

‍B: Today's traveller is looking for authenticity and positive impact, both on themselves and the environments they explore. They want more than just a break from the ordinary; they desire meaningful journeys that go beyond entertainment and minimize environmental impact. This new era of adventure travel aims to redefine our connection to the earth and our mental exploration.

As a brand, we strive to resonate with the local culture, allowing it to infuse and inform our services and designs while anchoring every decision in the values and shared spirit of Aethos. For us, it means offering unique experiences in unexpected places.

So, the future of Aethos is rooted in expansion with intent.

We’re exploring destinations not just for their geographic or economic promise, but for their synergistic fit with our philosophy. For our destination on Mallorca which is launching early summer next year, we are, for example, collaborating with local architects, artisans, and businesses to ensure that our spaces are authentic and respectful of the island's heritage, while also contributing positively to the community.

By fostering these partnerships, we're not just creating another destination, but rather a harmonious integration of culture, nature, and mindful exploration.

Together, we're forging a path towards a more enriching and responsible future of travel, where every journey leaves a lasting legacy of connection and stewardship. 

Q: Looking towards the opening of Sardinia, how do you plan to captivate the attention of potential guests among so many choices on the respective islands?

‍A: Most hotels on Sardinia have a 70/80s vibe to them that can undoubtedly be charming. Aethos Sardinia is not just another 5-star luxury resort on the island where your grandparents used to go. It’s a place where guests can feel the glamour and nostalgia of a different time but live in the here and now.

Beyond that we’re focused on offering distinctive experiences that are out of the ordinary. It's also about connecting with our audience on a personal level, showing them that we share their passion for exploration and authentic experiences. We focus on creating an immediate affinity – a sense that Aethos isn't just another hotel, but a place where their stories will unfold and where rules are a little bit different than anywhere else. 

Q: Aethos Monterosa is redefining what a mountain retreat can be. What was the inspiration behind the design choices, and how do they reflect Aethos' core values?

‍A: With the expansion at Aethos Monterosa, we aim to create a tranquil space that exists in harmony with its surroundings.

We’re adding an additional 20 adult-only rooms, an outdoor pool and are improving our overall common spaces including food and beverage offerings. The inspiration for the addition stemmed from the raw beauty of the Aosta Valley—lush green forests and the drama of snow-capped peaks. We integrate elements of the local environment, like the contrasting woods and Alpine stones, and infuse it with modern sophistication. It echoes our mission to craft a sensory-rich experience for our guests that's insightful, and engaging, and rewards their curiosity.

Q: Transitioning to urban hospitality, Villa Helena in the heart of Lisbon is a part of your portfolio. How do you fuse historic elegance with innovative design to cater to city travellers?

‍A: Villa Helena is a nod to Lisbon's storied past, combined with the energy of its future. It's set to be an urban oasis where history is not just preserved but is part of the living experience. We play with textures - wood, steel, stone - and ensure each room tells its unique story. Our aim is always to harmonize the city's electric charm with a peaceful escape that our guests can retreat to after a day of adventure. 

‍Q: Much of what Aethos stands for revolves around conscious exploration. How do you see this philosophy shaping the future of travel?

‍A: Conscious exploration is the heart of Aethos. It's about being aware of our footprint as travelers and hosts.

The future, we believe, will see people seeking destinations that not just accommodate them, but also educate and allow for genuine, sustainable engagement with the locale. Our hotels are set to be these conduits: places where culture, consciousness, and community intersect seamlessly, delivering an impactful, memorable voyage.