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.

01:14:29

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Arash Azarbarzin

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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: