José Andrés enters hotel industry with the Bazaar House in Georgetown

José Andrés Group is making its debut in hotel branding with the Bazaar House, set to open in Georgetown in 2027 through a strategic licensing agreement with Thor Equities and first reported by Skift. The sixty-seven room property will feature a private membership club, wellness facilities, retail, and multiple restaurants—all designed to weave culinary storytelling into every guest touchpoint.

Sam Bakhshandehpour, global CEO of José Andrés Group, emphasizes that “no matter how luxurious you make a hotel, it’s four walls and it’s soulless, until you program the F&B.” Rather than operate rooms directly, the group will oversee food and beverage programming, design, and guest experience, while partnering with established hotel operators—Marriott, Hilton, Hyatt—to fill and manage the rooms.

Drawing inspiration from chef-driven brands like Nobu’s hospitality arm, Andrés Group plans to reserve “the Bazaar” name for high-end markets, rolling out more affordable banners elsewhere. Beyond branded hotels, Andrés Group will continue managing food and beverage at properties like Miami Beach’s Andaz, and is exploring further licensing deals in vibrant U.S. and international markets.

Analysts say the move taps into the growing demand for experiential hospitality, where standout dining and design drive profitability and differentiation in a competitive, postpandemic landscape.