Transcending Borders

Set in the world’s most captivating destinations, Nobu Hotels’ collection of hotels and residencies span cityscapes and coastlines around the globe. Each location in the portfolio retains a distinctive local charm and individualistic spirit. Here, RLI speaks with CEO of Nobu Hospitality, Trevor Horwell to speak about the continuing growth of the business and how it looks to maintain its blend of Japanese minimalism with the nuances of each location in which they are situated.
Current CEO Trevor Horwell and COO Struan McKenzie joined Nobu back in 2009 to elevate Nobu into a full hospitality brand, with the ultimate goal being to bring the brand’s culture and service to the hotel sector to create a holistic 24/7 experience.
This evolution from renowned restaurants into the realm of hospitality was a natural one and led to the opening of the company’s first hotel in Las Vegas in 2013. In the more than ten years since, the Nobu portfolio has now grown to include restaurants, hotels and branded residences.
Today the business has 43 hotels, 15 residences and 78 restaurants. They currently have 19 hotels and two residences open, with a further 24 hotels and 13 residences in development.
“Our hotels span the globe, from Ibiza to Los Cabos and we continue to scale strategically, with pipeline hotels set to open in Madrid, Rome and Lisbon over the next 18 months. Plaza Athenee Nobu & Spa New York is a true landmark opening for the brand, back where it all began with the first Nobu restaurant in 1994,” explains Horwell.
“Our residential projects are open in Los Cabos and Toronto and we have projects underway in Vietnam, Thailand and the Middle East including Abu Dhabi, Oman, Cairo and Al Marjan Island.”

A key opening for the business this year is Nobu Hotel Roma, which will open on the iconic Via Veneto this spring and will offer guests a spectacular rooftop terrace, spa and fitness centre and the city’s first Nobu restaurant.
Further to making their Canadian debut with Nobu Restaurant and Residences Toronto last year, the company are excited to welcome Nobu Hotel Toronto to its portfolio in spring this year, which will comprise of 36 suites with views of Lake Ontario and the city skyline, along with a city centre wellness sanctuary.
Away from these sites, there are plans to enter several new markets, with debuts set for Portugal, Germany, Egypt and Vietnam. The Middle East is becoming a key region for Nobu and they have been very selective with their partners, working with some of the region’s leading developers and families and they are excited to see how these projects evolve moving forward.
“From the very beginning, Nobu was all about creating memories around food and fully embracing the concept of Kokoro – the connection between emotions, feelings, spirit and soul.”
When speaking about the new sites and what attracts them, Horwell says they always choose a destination where the restaurant will thrive as they want to drive local business to their hotels and want to avoid opening a hotel or residential project in a city where they are not going to get local F&B business. Another key consideration is their partners, as a management company and a brand, it is pivotal they work with developers and owners who positively echo what Nobu stands for and share their philosophy for luxury hospitality.
“We pride ourselves on the ability to tailor our offerings to suit the unique characteristics of each destination. Working with local partners allows us to gain an understanding of each new region’s culture, history and market dynamics. We conduct extensive research and analysis to identify opportunities that align with our company ethos and complement our portfolio,” comments Horwell.

“Whether it is a boutique property or a resort in a vibrant urban centre, we strive to create spaces that seamlessly integrate with the surrounding environment while staying true to our brand identity.”
Remaining current on digital adaptations and social platforms are an essential part of the company’s strategy to connect with their guests. Instead of viewing it as a promotional transaction, they view these platforms as a chance to build connections. They have also introduced the Nobu app which offers guests a platform to book guest rooms and tables in one place, chat with the hotel teams, check-in and check-out, offer a mobile key and provide up-to-date local information. By continuing to leverage evolving technology, they ensure guests have a modern and convenient experience, maintaining their commitment to exceptional hospitality.
As our conversation with Trevor moves onto sustainability, he explains to us that they are committed to providing more sustainable products and services to guests, without compromising the experience. For Nobu, this means that their approach to sustainability is done on an individual basis at each property. For example, at Nobu Hotel Manila, waste is eliminated by reusing coffee grinds and organic waste in its on-property vermicomposting facility. Meanwhile, Nobu Hotel Miami Beach hosts regular Beach Clean Up events which guests are invited to join. As a company, they have partnered with Pathwater in North America to provide refillable aluminium bottles to guests and they are committed to reducing the use of plastic room keys.

We next talk about the main sources of success that has steered the group to where it is today and the CEO points out that as a brand; they entered the hospitality sector with an upside-down business model. They are first and foremost led by F&B – while most hotel operators focus on selling rooms as their greatest source of profit. Nobu Hotels means service and great design, but incredible dining is and always will be, at its heart. As for their global expansion over the years, Horwell believes this can be attributed to a combination of strategic vision, dedication to quality and the timeless appeal of their brand ethos.
“From the very beginning, Nobu was all about creating memories around food and fully embracing the concept of Kokoro – the connection between emotions, feelings, spirit and soul. This will always be the heartbeat of Nobu Restaurants and has since expanded into hotels and residences. Our aim is to deliver authentic and inspired moments that promote Kokoro in all of us,” explains Horwell.
“We celebrated our 30th anniversary last year and we remain excited by the growth ahead of us. We expect to surpass 100 hotels over the next five years and our ongoing strategy is to protect our core restaurant business while also growing our hotels and residences portfolios.”