How to Craft a Hotel People Will Actually Remember | Bashar Wali E49

Sep 16, 2025

Bashar Wali, a seasoned hotelier and founder of This Assembly and Practice Hospitality, shares his remarkable insights from over 30 years in the industry. He emphasizes the importance of emotional intelligence and authentic connections over corporate protocols. The discussion includes critical mistakes first-time hotel owners make and the nuances of different hotel deals. Bashar advocates for unique guest experiences and the value of heartfelt service, reshaping the way we think about hospitality.

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INSIGHT

Feelings, Not Things, Win Loyalty

Shelter and amenities are table stakes; the lasting value is the feeling guests take home.
Make guests feel welcome, seen, and like they belong to win loyalty and memory.

ADVICE

Teach Simple Guest Acknowledgement

Train staff to acknowledge guests with simple gestures like eye contact or a hand on the heart.
These tiny actions cost nothing and raise perceived welcome across every touchpoint.

INSIGHT

Words Shape Guest Expectations

Labeling service people as 'hosts' (Airbnb) creates instant warmth and expectation.
Language and perception shape emotional response before any real interaction occurs.

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The most powerful part of a hotel stay isn’t the design or the amenities, it’s the feeling guests take home.

That’s the philosophy of Bashar Wali, one of the most candid and creative voices in hospitality, who's spent 30+ years building, operating, and reinventing hotels around the world.

In this episode of the Hotel Investor Playbook, Bashar shares:

Why “give-a-shit-ability” beats corporate playbooks
The power of emotional intelligence in hotel teams
The biggest mistakes first-time owners make
The difference between the three types of hotel deals (core, value-add, and opportunistic)

Bashar doesn’t hold back. Whether you’re an operator, investor, or aspiring hotelier, this conversation will reshape how you think about hospitality.

Follow and share the Hotel Investor Playbook so more people can learn how to invest in hospitality assets the right way.

About Bashar

Bashar Wali is a seasoned hotelier, entrepreneur, and the founder of This Assembly and Practice Hospitality, with over 30 years of experience leading and scaling some of the industry’s most innovative hotel brands. In this episode, Bashar shares his playbook across acquisitions, funding, marketing, and operations, revealing how emotional intelligence, design, and culture are just as critical as deal structures and NOI. From building authentic guest loyalty without points, to structuring creative capital stacks, to “making the magic” in operations, his insights are both tactical and timeless. Whether you’re a first-time hotel investor or looking to scale your portfolio, this conversation will give you actionable lessons to apply in your own ventures.

Connect with Bashar

LinkedIn: https://www.linkedin.com/in/basharwali

Instagram: https://www.instagram.com/basharwali

Website: https://www.thisassembly.com

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Invest with Mike & Nate: malama-capital.com/invest
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