Dubai, UAE — Sunset Hospitality Group (SHG) is more than just a collection of hotels, restaurants, and beach clubs. Renowned for crafting “lifestyle hospitality experiences,” SHG blends luxury, entertainment and local flavor.
TRENDS spoke with Antonio Gonzalez, CEO of Sunset Hospitality Group, about the Group’s vision and how it has steadily built a formidable portfolio across multiple countries. Gonzalez said that Dubai remains a key area of focus for the Group.
“We still have a large business here with our headquarters and where we were founded as a company.” It’s a crucial location for us. It is one of the world’s most dynamic and competitive hospitality markets, so we will continue to do things here,” he said.
Gonzalez added, “We have a few openings planned for Dubai and the region in 2024. We’ll also be doing a few things in Abu Dhabi, where we see a growing potential. We currently have one operation there and will add a couple more in the coming months.”
SHG continues to expand in other markets as well, such as Qatar. According to Gonzalez, there are already significant markets for SHG, and they intend to double their expansion efforts.
He said the SHG has now settled in Barcelona, where it has an office for Europe and North Africa, and offices in Italy, Spain, the United Kingdom, Turkey, and Morocco. The Group will now be entering Portugal over the next two months, its most recent market addition.
“Furthermore, we are doing something similar by opening an office in Singapore. We are currently operating in Bali, Indonesia, and will be expanding to Vietnam and Singapore in the coming months, bringing our total number of countries where we will be operating to 17,” he said.
Gonzalez defines his company as a lifestyle hospitality group. Hotels and Resorts are a vital part of their business. They currently have four hotels in this context, and they recently opened their fifth hotel in Bali. They also have another four or five hotels set to open within this year.
When asked about the standards they use when starting a new business, Gonzales stated that when they enter a new market, they are more focused on bringing something that will provide value for their guests while also being profitable for the company. Sometimes it’s a restaurant, sometimes a beach club, and sometimes a hotel or resort, so it depends on the situation.
“What we are focused on is ensuring that we can be competitive by creating experiences that are distinct from those currently available in the market and that are consistent with our values, which is bringing people together to celebrate life, entertain them, provide them with something joyful, and provide them with leisure,” he added.
Gonzalez continued, “My Group has been very fortunate to work with great partners who are owners of large real estate companies in the Middle East, but also internationally, and these companies have collaborated with us on providing fantastic real estate that they can develop their brands with hotels.”
“When we enter a new market, we look for the same thing. We look for locations that stand out. However, the location is only one component of the overall offering. You still need a fantastic team to deliver the requirements for a strong brand, a strong offering, and an overall fantastic experience”.
GCC hospitality industry status
The hospitality industry in the GCC countries is experiencing a surge of growth and innovation, driven by ambitious plans, diversification, and a thriving tourism sector.
Gonzalez claims that the GCC countries vary significantly, and that generalization is difficult because we see different trends. Dubai, for example, leads in terms of maturity with a well-established, highly competitive global brand that has been present for several years.
“It’s a fantastic city in which to operate and launch new concepts because the market is ready, and it also pushes you to the edge due to how competitive it is, so it’s very engaging,” he said.
On the other hand, other markets have a lot of potential, but they may need to catch up in terms of development, which is entirely normal and acceptable. They are in different stages of development, such as Saudi Arabia, Qatar, Bahrain, and Abu Dhabi.
“These markets want to grow and create new experiences, but we must balance that with an understanding of the local dynamics of each of those cities. You cannot expect every city in the GCC to be the same; we must adapt and be relevant to each city in terms of how the market works and how your brands perform in that environment. However, we are very optimistic about the region’s future. We see an increase in demand for lifestyle experiences, which is exactly where we operate and excel,” he said.