How Ash Hotels Became the Coolest Brand You’ve Never Fully Defined
May 2, 2025
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Ari Heckman, the Founder & CEO of Ash, shares his journey of redefining hospitality. Growing up in Providence sparked his love for transformative spaces. He discusses how modern travelers crave more than design—they seek stories and experiences that resonate. Ari emphasizes the importance of blending aesthetics with financial sustainability and innovative storytelling in boutique hotels. His insights on developing unique hotel narratives and engaging customer loyalty redefine what it means to create memorable guest experiences.
Ari Heckman's journey from design studio to influential hospitality brand showcases the fusion of creativity and functional real estate development.
Modern travelers prioritize rich narratives and unique experiences over mere aesthetics, prompting Ash to focus on immersive storytelling in hotel design.
The evolution of boutique hotels, driven by social media and a desire for authenticity, presents both opportunities and challenges for the hospitality industry.
Deep dives
The Genesis of Ash and Ari's Journey
Ari Heckman founded Ash, transforming it from a design studio into a notable hospitality brand that focuses on creating distinct environments and experiences. Growing up in Providence's post-industrial setting instilled in him a fascination for transformative spaces, driving his passion for hospitality. Rather than following a traditional hospitality path, Ari studied architecture and urban planning, allowing him to blend creativity with functionality in real estate development. His journey began with the Dean hotel in Providence, where he realized the importance of maintaining a unique brand identity that honors the vision of the project.
The Importance of Storytelling in Hospitality
Modern travelers seek more than just aesthetically pleasing accommodations; they desire rich narratives and immersive experiences. Ash emphasizes storytelling to enhance guest experiences, integrating elements from historical architecture and local culture into hotel design. Each property reflects a unique interpretation of the Ash brand, focusing on site-specific influences and mythological themes. This storytelling approach aims to create deeper connections between guests and their surroundings, transforming a stay into a memorable experience.
Navigating the Evolving Landscape of Hospitality
The shift toward boutique hotels has gained momentum, especially as travelers seek uniqueness and authenticity in their experiences. This trend has been accelerated by social media, where visually stunning properties capture attention and inspire travel decisions. However, the hospitality industry also faces challenges, such as rising costs and establishing a strong connection with guests. Innovative strategies, such as integrating local partnerships and creating hybrid dining experiences, are being explored to enhance the guest experience and differentiate from traditional hotel offerings.
Embracing Creativity and Innovation
Ari believes in prioritizing creativity as the cornerstone of Ash, empowering a culture that thrives on innovation. By blending creative vision with business acumen, the team strives to develop hotels that resonate with guests while driving profitability. This includes experimenting with unique concepts, such as curated playlists for guests and collaborative spaces with local culinary talents. Such initiatives foster a sense of community and belonging, ultimately enhancing guest satisfaction and strengthening brand loyalty.
The Future of Boutique Hospitality
As the hospitality landscape continues to evolve, the focus on unique, experience-driven stays becomes paramount. Ari envisions future growth for Ash by embracing branding beyond individual properties, aiming to cultivate a loyal fan base through shared experiences. Collaboration with local talents and other creative partners can amplify brand reach and solidify its position in the industry. Ultimately, the journey of Ash reflects the dynamic nature of hospitality and the importance of adapting to the changing desires of modern travelers.
If you’ve scrolled Instagram or Design Milk anytime in the last few years, you’ve probably come across a hotel that made you stop scrolling. Not because it was just beautiful, but because it felt like a world. A story.
And chances are... that hotel was built by Ash.
In this episode, I sit down with Ari Heckman, founder & CEO of Ash — one of the most distinctive hospitality brands redefining how hotels, neighborhoods, and even guest memories are made.
Ari’s story is a masterclass in world-building. We explore how growing up in post-industrial Providence sparked his obsession with places that transform.
Why he didn’t study hospitality at Cornell (even though he was a stone’s throw from the world’s most famous hotel school). And how Ash went from a small design studio to an experiential powerhouse shaping properties from Baltimore to New Orleans.
We get into why modern travelers don’t just want design anymore — they want mythology, meaning, and discovery.
We unpack how Ash thinks about cinematic storytelling, why boutique hoteliers must learn to master revenue as much as aesthetics, and what Ari believes is the next great unlock for independent brands scaling today.
If you care about hospitality, placemaking, or just building things that matter — this one’s for you.
Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.
Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.
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