Famed hotelier Adrian Zecha launches Azerai Luang Prabang in Laos’ tourism hotspot

Why might I be impressed? If you’ve been wondering what Adrian Zecha, the founder of Aman Resorts, has been up to since he left the group, well, he’s been working on a new hotel brand, Azerai, which recently debuted in Unesco heritage-listed Luang Prabang, in Laos.

Azerai? Sounds Harry Potter-ish. You’re way off the mark. This place is fancy: it combines Zecha’s initials with the Persian word “caravanserai”, a resting place for ancient caravan travellers.

So, I’m guessing the brand is opening elsewhere? Yes. Though there’s nothing official yet, well-placed sources say Zecha is opening another 10 or so Azerais. The next outpost is rumoured to be in Vietnam, with Cuba and Iceland also on the list.

What’s in store at Azerai Luang Prabang? Zecha describes his new brand as “affordable luxury”. For the debut, he’s converted an early 20th-century colonial bungalow, which between 1961 and 2014 was the Phousi Hotel, right in the middle of the old town, into a slick, 53-room boutique property. Local materials such as timber and cement tiles are complemented by artwork, hand-stitched fabric and batik inspired by the designs and techniques used by the Hmong Lao tribe.