In an increasingly competitive and sophisticated market, investors and developers are redefining what it means to create value. It is no longer just about the quality of the physical asset; the future of the sector will be built on more intangible but infinitely more powerful pillars: experiences and sustainability.
This is the vision it advocates Mitra Ghamsari, Ghamsari, director of Persepolis, the investment and development firm behind such iconic projects as the Banyan Tree Residences in Madrid and Marbella. In a recent conversation, Ghamsari stresses that while location and quality of service remain key, today's investors and guests are looking for something deeper.
The concept of «luxury» has evolved. Now, it is intrinsically linked to the creating unique and memorable experiences. In the field of Flexible Accommodation and high-end hospitality, this translates into offering something that cannot be easily replicated: an authentic connection to the destination, an immersion in the local culture, or a service so personalised that it anticipates the guest's needs before they are expressed. It is moving from the transactional to the emotional.
In parallel, the sustainability is no longer an option but an imperative. And not just from an environmental perspective, but also from a social and governance (ESG) perspective. For Ghamsari, sustainability is not just a box to tick; it is a philosophy that should permeate every stage of a project's lifecycle, from design and construction to day-to-day operation.
Institutional investors are increasingly stringent in their ESG criteria, and guests, especially younger generations, prefer brands that demonstrate a real commitment to the planet and the local community. This means that a Flexible Accommodation that integrates sustainable practices, such as the use of local materials, energy efficiency or support for the local economy, will not only be more responsible, but also more profitable in the long run.
The vision of Persepolis is clear: the future of luxury hospitality, including the branded residences and other forms of Flexible Accommodation, will belong to those who understand that true value lies in creating a complete ecosystem. An ecosystem where exceptional design, authentic experiences and a deep respect for the environment come together to deliver something that money alone cannot buy: genuine connection.
