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Since his appointment as partner and CEO in 2022 (after long serving as company president), Brad Wilson has continued to develop Ace Hotel Group’s unique vision for hotels from Brooklyn, New York, to New Orleans.
Ace Hotel Kyoto is the brand’s first hotel in Asia, opening in 2020, demonstrating the global appeal of the lifestyle brand, known for its lively public spaces and contextual dining. Working alongside Kengo Kuma and Los Angeles-based Commune, Wilson and his team carefully paid homage to the city’s rich creative spirit.
Recent debuts in Toronto and Sydney have elevated Ace Hotel Group and in-house creative agency Atelier Ace into hospitality giants. Here, we ask Wilson to share what Ace’s next development direction is.
How is Ace doing this year, following openings in Sydney and Toronto in 2022?
Brad Wilson: Our biggest concern is growth and expansion. We opened a significant number of new stores during COVID-19 – Kyoto, Brooklyn, Sydney and Toronto all opened between 2020 and 2022 – and we increased the number of these properties in 2023. We will announce some new projects in Asia and Europe in 2024. We are excited to work on developing these properties – diving deep into the design process and gaining new cultural roots in the cities and communities in which we invest.
How is Ace working to enhance the guest experience?
weight: Internal guest communication. Our guests tend to be confident travelers and often ask very specific questions when staying with us. To meet this expectation, we implemented text message communication with the front desk, using it to speak directly to guests during their stay. Being able to respond instantly to their needs has proven extremely valuable to our guests, and it’s been a great tool in helping us better understand their wishes.
What other trends are you following?
weight: We’ve always been focused on the idea that consumers are interested in experiences, and we’ve seen this become mainstream in the last decade or so. This trend continues to grow. I’m also seeing a related trend toward more unique locations that aren’t necessarily easy to get to but reward your efforts with something truly unique.
What is your opinion on the current state of the industry?
weight: Today’s operators are more focused on costs than long-term vision. I see this shift to higher rates and less service. Our goal has always been to provide personal, convenient service at each of our hotels while managing the associated costs. In the long run, brands that offer a holistic experience will be the most successful.
Which Ace projects should we look forward to?
weight: We just announced that our second hotel in Japan – Ace Hotel Fukuoka, will open in 2027 – which is rewarding and very exciting for me personally. Ace Hotel Kyoto has been very successful, not only from a guest room and F&B perspective, but also in terms of partners. Last year we brought Noma restaurant to the hotel as one of their famous locations and it was such a great experience that they are back later this year. We are excited to do more work in Japan and across the Asia-Pacific region. We are also expanding our swim club brand and will soon announce plans for Europe.
Hear more from Wilson at the HD Expo + Conference:
Leaders Talk: CEO talks about the current state of the industry
Wednesday, May 1, 3:30–4:30 p.m.
Place: HD Park
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