Aethos announces expansion into five additional European destinations

Aethos Mallorca
Aethos has started 2024 with €100m in funding, a roster of new senior executives, and plans for growth across Europe.

The fast growing lifestyle hospitality brand is on track to launching hotels in Rome, Madrid, Lisbon, Mallorca and Sardinia´s Costa Esmeralda over the next two years.

Ambitious growth plans

The next-generation experience-led hotel and members’ club brand, Aethos, has revealed plans for its expansion, with five properties launching over the next two years. The brand aims to fuse luxury with references to the local culture, and contemporary design.

This rapid growth is backed by €100 million in funding, which came from a consortium of investors led by Limestone Capital.

Aethos will launch a five-star, 60-key resort this May on Sardinia’s Costa Smeralda. The properties this brand has planned for Madrid, Lisbon, Rome and Mallorca are scheduled to open in 2024 and 2025. Each property will reflect the brand’s aim to become known as a leader in the mindful travel movement by inspiring curiosity, fostering community, and promoting mental and physical well-being.

“We’re not just another boutique hotel brand; Our vision is to create spaces that become an integral part of the traveller’s journey—an immersive and enriching experience that lingers in the memory long after the stay,” said Aethos Co-Founder and CEO, Benjamin Habbel.

“With 100 million Euros in funding and a strong executive leadership team we are not only reshaping the hospitality landscape but also setting new standards for boutique hotels in Europe.”

New leadership

At this time of significant growth, key executives have also joined the Aethos leadership team.

Marc Lores, formerly group director of F&B operations for Six Senses, has joined Aethos as VP of F&B, as Aethos places a new focus on its food and beverage offerings.

Melanie Weiler has then joined the brand as VP of Commercial having previously held key sales and revenue management leadership roles in organisations including 12.18., Geisel Privathotels, and Kempinski AG.

Additional, Reza Kalatarian has taken on the role of VP of Membership. Kalatarian, who previously served as general manager at Soho House Berlin, will steer the membership initiatives at Aethos.

Responsible for the new hotel openings is Javier Saavedra who comes to the brand from Nobu Hotels.