Last March, one of the world's most exclusive hotel brands did something that caught the entire hospitality industry's attention.
Aman, the brand that built their empire on secluded locations and highly personalized service, opened their first property under a completely new sister brand called Janu.
It's nothing like what you'd expect from the Aman family.
And it’s a brand that we all should keep our eyes on in the coming years…
Since 1988, Aman has mastered the art of creating sanctuaries in the world's most secluded locations.
Think clifftop resorts in Bali, desert retreats in Utah where your nearest neighbor is miles away, or mountain hideaways in Bhutan where silence is the main amenity.
Every Aman property is designed around privacy and high-touch service.
Like you’re staying at a friend's villa.
Janu takes that same legendary Aman attention to detail and five-star service, but flips the entire concept on its head.
Instead of remote locations, Janu plants itself in vibrant urban centers and culturally rich destinations.
Rather than Aman's secluded private villas that offer intimate escapes, they build larger hotels with communal spaces designed for interaction.
Where Aman offers experiences designed for escape, Janu features shared tables, group fitness classes, and social wellness experiences.
It's Aman-level luxury, but built for connection instead of seclusion.
The decision to launch Janu wasn't random…
It's Aman's response to a fundamental shift in how modern travelers want to experience the world.
Today's luxury travelers, especially younger demographics, aren't seeking escape from authentic local culture–they're craving deeper engagement with it.
They want experiences over amenities.
One-of-a-kind, immersive moments that become memories, not just fancy pools.
This generation values Instagram-worthy design that comes from genuine cultural immersion, not from hiding away in a secluded resort.
They're drawn to properties with bold, distinctive architecture and stories they can connect with–places that feel created by humans, for humans, not cold corporate brands.
The post-pandemic world amplified this desire for human connection after years of forced isolation.
Modern travelers want to collaborate with brands and be part of the story, feeling like part of a community rather than just another transaction.
Janu Tokyo perfectly embodies this new approach to luxury hospitality.
Their first location, located in Azabudai Hills, one of Tokyo's most dynamic neighborhoods, puts guests right in the middle of the city's creative energy.
The property features 122 rooms and suites, each with floor-to-ceiling windows and many featuring private balconies, which is practically unheard of in Tokyo.
But the real magic happens in the communal spaces.
The hotel's eight restaurants and bars are designed specifically for social dining, featuring elements like communal tables, counter seating, and open kitchens that encourage interaction.
Their massive wellness center includes group fitness classes like boxing, spinning, and Pilates, plus Tokyo's first hotel boxing ring.
Instead of just individual spa treatments, they offer unique Spa Houses where up to four guests can enjoy treatments together, plus communal hydrotherapy areas that encourage shared relaxation.
The design, created by Jean-Michel Gathy (Aman’s powerhouse designer), maintains that same sophisticated aesthetic but with a warmer, more approachable feel.
Natural light floods every space, art collections spark conversations, and the layout naturally guides guests toward each other rather than away.
Every detail reflects Aman's evolution for the next generation of travelers.
Janu's expansion plans reveal just how confident they are in this approach:
Their next property opens in Dubai's International Financial Centre in 2027, followed by locations in Saudi Arabia's AlUla and Diriyah.
They're targeting eight properties within the first decade.
With twelve more destinations under consideration.
All located in vibrant urban centers or culturally significant destinations where community and connection naturally thrive.
These aren't places you go to hide from the world.
They're places you go to engage with it more deeply.
When a hospitality powerhouse like Aman launches an entirely new brand specifically built around modern traveler preferences, it's worth paying attention.
Janu represents more than just a new hotel concept—it's validation that the shift toward experiential, community-driven hospitality isn't a passing trend.
The modern traveler is here to stay, and they're looking for properties that understand what they really want: authentic connections, cultural immersion, and experiences that bring people together.
Janu is giving them exactly that, with Aman-level execution.
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
If you found any value from the newsletter this week, consider sharing this link with anyone who might be interested in navigating the future of hospitality: https://stayoasi.kit.com/bwnewsletter
P.S. - A handful of you guys have mentioned that you are missing my emails and they are getting pushed to other tabs in your inbox. Here’s two ways to avoid missing the weekly action:
- Move/ drag this email into your “primary inbox”
- Reply to this email
📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on The Bigger Pockets STR Podcast on Redefining Luxury Hotels and Outperforming Traditional Hotel Models
🎥 Check Out My Podcast Episode on the Action Academy about Making Millions Through Direct Bookings
Ben Wolff
Find me on X or LinkedIn
Did someone forward this to you? Sign up here to get value around hospitality, hotels, short-term rentals, branding and business every Tuesday.
Unsubscribe | Update your profile | 13359 N Hwy 183, STE 406-306-37858, Austin, TX 78750
