This summer has seen a surge in the highest end of luxury across the world. Some of it is about revenge travel and increased global mobility: A lot of the Middle Eastern market parked closer to home in Covid and are now shipping their Bugattis to the streets of London and other haunts in Europe. The palaces of Paris, the best hotels in Europe, and five-stars in the U.S. did brisk business at eye-watering rates.
Palisociety Boutique Hotel Chain Expands With Quirky Innkeeper Vibe
25.08.2023 - 14:02 / skift.com / Leslie Barrie
Some hoteliers take a stand-back approach, outsourcing most of the concept creation and design. Then there’s Palisociety’s founder and CEO Avi Brosh — who’s involved in every last detail.
Brosh’s proprietor-driven method seems to have delivered early wins for the quirky-meets-luxury boutique hotel brand. Brosh started the Los Angeles-based hotel group in 2008, and the portfolio now includes 15 hotels, with five more to open this year. During the pandemic, Palisociety acquired the boutique brand Arrive (now called Arrive by Palisociety). It’s launching another brand, Le Petit Pali, this summer.
The brand’s proprietor-driven DNA is now very much of the moment as more and more travelers want to experience a creative person’s point of view.
“Everything is very singular in its vision,” Brosh said.
The Palisociety team — which includes his wife, son, and daughter — designs everything in-house, such as the uniforms, graphics design, food-and-beverage concepts, and playlists for the sound systems. Many of the brand’s furniture pieces are even designed by the Palisociety team.
“Nothing is really design-by-committee,” Brosh said. “There aren’t a lot of outside voices that touch the brand other than our internal team.”
Yet as the brand grows, the question arises of whether Brosh and his family continue to put their stamp on everything. Perhaps the game plan is to reach a certain level of success and then sell out to a big brand with scale expertise like Hyatt or IHG, the way similar brands Joie de Vivre Hotels, Alila Hotels & Resorts, Destination Hotels, Thompson Hotels, and Kimpton Hotels have over the years.
Palisociety began as a development company for urban and residential projects in 1998. Back then, it was called Paligroup, based on where Brosh was living at the time — the Pacific Palisades neighborhood of Los Angeles.
However, Brosh stumbled into hospitality when one of the properties he got involved with seemed to work better as a hotel than a traditional development property.
Coming up with a concept was the easy part.
“I thought that it was an opportunity at the time to create a hotel that spoke more to a very proprietor-driven expression of a property,” Brosh said.
He called in favors from friends in the industry to get his vision up and running, and the theatrically designed Palihouse West Hollywood was born. The overarching aesthetic shouts “hip, theatrical inn,” and it’s likely to please readers of , or — though it’s not aimed at the masses.
“What I was experiencing, myself as a customer, was that my favorite hotels were the ones where I related to the person building them, or making or designing them as opposed to larger chain-style properties,” Brosh said. “So I thought, ‘I’m going to do a
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