In a thought provoking session at HICSA 2025, Ashish Jakhanwala, Chairman, MD & CEO of SAMHI, urged the hospitality industry to rethink its approach to design, investment, and brand identity. Delivering sharp insights, Jakhanwala challenged the conventional wisdom that has shaped the sector for decades.
“Hotels have never been redesigned; they’ve only been redecorated,” he remarked, emphasizing the need for smarter, more innovative approaches in the business hotel segment. He dismissed the notion that room rates are tied to room size, arguing that intelligent design holds far more value than sheer scale.
Jakhanwala also pointed out a key challenge within the industry: the dominance of hotel companies over individual brands. “We are still running a commodity business, not a brand business,” he said. For hotels to truly stand out, he stressed, the brand must become the focal point—the hero of the story.
When the conversation turned to investment strategies, Jakhanwala’s advice was pragmatic. He likened the process to a hierarchy of needs, where returns sit at the base. “Spend the least you can to earn the most you can, for the longest you can,” he advised, driving home the importance of disciplined, ROI-focused investments in hospitality.
