Masters of Moments

#16: Arash Azarbarzin - CEO of Highgate|Creating, Acquiring, and Scaling Brands

Jun 7, 2023

Arash Azarbarzin, CEO of Highgate, discusses creating amazing branded hotels, F&B strategies, working with Barry Sternlicht, acquiring and scaling brands, employee buy-in, optimal scale for business intelligence technology, and the future of branded hotels.

01:14:28

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Episode guests

Arash Azarbarzin

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Episode notes

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Quick takeaways

The first interaction with a guest sets the tone for their entire stay, making it crucial for front desk staff to make guests feel valued and appreciated by offering a warm welcome and recognition.

Arash Azar-Barsen's personal journey in the hospitality industry shaped him as a leader, allowing him to connect with his team and prioritize hospitality over the business aspect, ensuring a positive guest experience and increased profitability.

Creating a strong connection with guests and understanding their needs and values fosters loyalty and enables the creation of successful brands, as exemplified by the One Hotels brand's high direct business rate achieved through prioritizing sustainability and meeting evolving demands.

Deep dives

The Importance of Warm Welcome and Recognition

Arash Azar-Barsen emphasizes the significance of a warm welcome and recognition in the hospitality industry. He believes that the first interaction with a guest sets the tone for their entire stay, and it is crucial for front desk staff to make guests feel valued and appreciated. Arash also mentions the importance of staff making eye contact and acknowledging guests, as it shows attentiveness and a genuine interest in their experience.

Introduction

2min

The Importance of a Warm Welcome and Recognition

17min

Hotel Portfolio Structure and Organizational Management

10min

Creating a New Brand in the Hospitality Industry

28min

Building an Incredible Team and Effective Management

9min

Avoiding Common Mistakes in Hotel Investments

5min

Favorite Hotel and Disappointing Resort Experiences

3min

Highgate is internationally recognized as a dominant operator across diverse markets and asset types. They have arms in asset management, development, investor management, and technology that have helped grow them into one of the most successful hospitality companies in the world.

On this episode, Jake & Arash discuss:

Key components to creating an amazing branded hotel,
F&B strategies and why it’s such an important aspect of hospitality,
Learnings from working with Barry Sternlicht
Acquiring and scaling brands.

Connect & Invest with Jake:

Follow Jake on Twitter

Take the Hospitality Investing Masterclass

Learn How to Invest with DoveHill

Links

Highgate

Arash on LinkedIn

The Viceroy Hotel: Sugar Beach at St. Lucia

Timestamps

(00:02:38) How do you experience a hotel when you travel and what are you looking for?

(00:05:29) How did you get started in this industry?

(00:09:54) What about your journey has shaped how you are as a leader and how you build brands?

(00:13:02) What are some key elements that separate Hospitality characters from Hospitality business folks?

(00:15:16) How are you making sure employees are bought in?

(00:19:20) How many hotels fall under your portfolio?

(00:21:39) Where are you spending the majority of your time day to day?

(00:23:57) Is there an optimal scale to justify implementing Business Intelligence technology?

(00:27:24) What was most surprising to you when you joined High Gate?

(00:29:12) Do you see branded hotels growing or shrinking?

(00:33:20) Are you working on creating new brands?

(00:42:45) F&B Strategies and amazing restaurant operators

(00:53:54) What are some of the things you learned working with Barry Sternlicht?

(00:57:31) What are some best practices for prioritizing your work?

(01:00:46) How are you trying to grow the business?

(01:04:01) Have you been looking at acquiring brands that your infrastructure is uniquely equipped to scale?

(01:07:01) What mistakes do you see most often from operators and investors?

(01:09:50) What are you seeing in the market forecast?

(01:11:47) What is your favorite hotel?

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Masters of Moments

#16: Arash Azarbarzin - CEO of Highgate|Creating, Acquiring, and Scaling Brands

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Importance of Warm Welcome and Recognition

Finding Personal and Career Growth in the Hospitality Industry

Emphasizing Hospitality First, Business Second

Creating Loyalty Through Connection

Exploring the Potential of New Brands

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Masters of Moments

#16: Arash Azarbarzin - CEO of Highgate|Creating, Acquiring, and Scaling Brands

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Importance of Warm Welcome and Recognition

Finding Personal and Career Growth in the Hospitality Industry

Emphasizing Hospitality First, Business Second

Creating Loyalty Through Connection

Exploring the Potential of New Brands

Get the Snipdpodcast app

AI-poweredpodcast player

Discoverhighlights

Save anymoment

Share& Export

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Discoverhighlights

Get the Snipd
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