Aman is not a hotel company that trots out new brands very often, but after more than two years of work, it has launched a sister luxury brand called Janu.
The asset-light brand, which sits a slot below Aman, has deals completed in Montenegro, Tokyo and Al Ula, Saudi Arabia, all scheduled to open in 2022. Another four deals are in the works, said Aman Chief Operating Officer Roland Fasel, including two in Asia and one in Europe. Three of those developments are set for secondary markets, he added.
Janu, with a footprint of 18,000 to 20,000 square meters for a typical 120-key property (exclusive of a potential residential component), is expected to deliver a rate about 25% to 30% below the US$1,000-plus Aman brand, depending on location, Fasel said. He added that it will be predominantly a new-build product with Aman generally not looking for any type of equity position. Of the first three deals, one has a residential component, but Fasel expects it to be an integral part of developments moving forward.
Fasel told HOTELS that Janu could be a great option for developers in cities where it is difficult to justify the cost of creating an Aman property, and he believes the concept will work in both resort and urban environments.
“Expansion will be global, and I think we can go fast with no limits to substantial growth,” he said. “Of course, proof of concept will bring many more deals.”
Fasel described Janu, a Sanskrit translation for soul, as a brand with high energy and more of an emphasis on activated F&B, lounges and wellness components.
“Janu will create environments that nurture purposeful connection to bring balance to the head and heart and rekindle the soul,” he said. “The aim is to rekindle the soul by delivering harmony through the dynamic balance of opposites.”
He said potential group activities will surround F&B, for example. Kitchens will be open and some restaurant tables will be communal. Informative and interactive dinners will be hosted by a guest chef or experts on topics such as food waste and cooking techniques. Janu also will serve as a platform for young talent, refraining from using celebrity chefs.
“Entertainment will be huge,” Fasel added. “There will be a very lively context around lounges with music. Sports is also becoming much more experiential.”
Wellness experiences will focus on mind, body and soul with both group and individual programming in expansive wellness facilities that will include hydro and thermal facilities.
Generally, guest itineraries will be shaped around learning, conferences, interactive workshops, festivals, food and fitness.
Guest room sizes will be “substantial” (45 to 48 square meters), according to Fasel, with an emphasis on bigger baths. “Janu design is timeless and contemporary, and warm in context,” he said.
How much Janu can take advantage of the Aman pedigree to market itself is not lost on the development and marketing teams, but Fasel wants Janu to stand on its own as quickly as possible.
“Initially we will say Aman has created a new brand, but we want to cut through the use of that platform and have Janu operate in its own space,” he said. “It is a different family member resourced and positioned accordingly.”