Ultra-Luxury Hotelier Aman Launches a New, More-Affordable Brand
Janu is the first spinoff for the standard-setting resorts.
A rendering of Janu Montenegro.
Source: Janu Resorts
Considered by many to be the most luxurious hotel company in the world, Aman is spinning off a second brand 32 years after becoming a standard-setter, with properties set to open in 2022. Called Janu, it looks to be a little more fun, a lot less secluded, almost equally high-end, and about 30% more affordable. Its first three locations will be in Tokyo; Sveti Stefan, Montenegro; and the archaeologically rich city of Al Ula, Saudi Arabia.
“Listening to our guests and to travel professionals, I think we have really identified a gap in the market,” says Roland Fasel, Aman’s chief operating officer, speaking exclusively to Bloomberg from his office in London ahead of the official announcement. “On one extreme you have the Amans of the world, [ultra-luxury resorts] which offer a sort of spiritual experience. And on the other side, you have lifestyle-driven brands,” which he considers to trade some amount of comfort for the sake of accessibility.