Unfolding the story of Aethos, one space at a time
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The intriguing story of Aethos began with Benjamin Habbel, Founder & CEO whose groundbreaking career started after studying at the Copenhagen Business School as an investment portfolio manager. After his graduation, Habbel then moved to California’s Silicon Valley where he entered the Product Marketing Management program at Google. In 2012, he found Voyat, a hospitality technology startup serving brands from Four Seasons to Sydell Group and Highgate Hotels.
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Today, he’s also the lead investor in Emerald Stay - Europe’s leading platform for luxury home rentals - where he serves as a board member supporting the team in the company’s rapid growth. Moreover, as member and founder of Limestone Capital - the investment company that owns the Aethos Hotels - Habbel is responsible for guiding the rapid international expansion of the brand.
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“My background is essentially non-traditional for hospitality - I started out in technology. However, at the same time I grew up in a hotel family where my grandparents were hoteliers. So from a young age I traveled a lot. All our conversations centered around the industry and no matter where we went, we always had the lens of a host - of how to create unforgettable experiences. I did a backpacking trip in India for 10 weeks throughout the country - and even when I had no resources I wanted to stay at or visit the best from Oberoi to Taj Lake Palace in Udaipur for a coffee. I was just so fascinated. Since then I haven't stopped looking out for new discoveries!”
- Benjamin Habbel, Founder & CEO
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Aethos now has 5 hotels in Europe - in Milano in the beating heart of the city, in Saragano a characteristic space nestled in the Umbrian countryside and the latest acquisition of the brand in Champoluc, on the slopes of Monte Rosa a ski resort in the Italian Alps. It further has a location in Ericeira, Portugal - a few steps from the stunning beach an ideal destination for surfers as well as in Corsica in the most picturesque village on the island, Oletta. “Anchored in discovering, innovating and creating - every space is authentic to its location!” he adds.
Upon stepping inside Aethos Milano in the vibrant Darsena neighborhood, an exquisite destination for individuals looking for a private space, within the nexus of the Milanese nightlife can be discovered. Warm, welcoming and full of notable one-of-a-kin design memorabilia - this hotel’s 32 eclectic suites and charming common areas are embodied with an alluring original style brimming with vintage elements and period furniture and magic. The structure additionally features areas reserved for members-only.
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With an international soul, ZAÏA is its lively and social fine dining restaurant experience characterized by countries and cuisines that border the deep blue shores of the Mediterranean Sea. The contemporary cuisine by co-chefs Luigi Gagliardi and Dario Guffanti is spice-forward and seamlessly blended with Italian simplicity bursting with rich flavors. Designed to be shared - the menu effortlessly celebrates high quality ingredients and originality from start to finish. Open for lunch and dinner and on Sundays exclusively for brunch, this space is an invitation to the curious, especially the gastronomic traveler.
Making one feel right at home with a welcoming modern vision, the interior design of the restaurant is by Barcelona’s Astet Studios. Warm wood, bottle green and powder pink, together with a combination of different materials contribute to ZAÏA’s style for gastronomic conviviality. The restaurant room is then separated from an area reserved for Aethos members only - a thick yet elegant velvet curtain offers privacy, absorbs noise, providing a silent intimate aura.
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Recognized for its ambience, service and cocktails - their Doping Bar then imbues Milan’s sophistication. Expert mixologists behind its counter are masters of refined cocktails, evoking a Londonesque atmosphere. Each and every meticulous detail contributes to special, memorable experiences and its innovative drink list incorporates the classics with an international twist, tailor-made and suitable for every personality and preference.
“If you’re able to walk from room to room and each one has a slightly different vibe, different color palette, different lighting - it simply keeps your mind stimulated. Even a bathroom is an opportunity for us to create a different mood. There are times of the day where you want to be in a minimal clean ambience and then in a busy eclectic space. I think it's so exciting!," explains Habbel.
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Aethos Monterosa, on the other hand, is a breathtaking magnificent space for one to rediscover the beauty of nature, participate in activities, spend quality time together, find the perfect balance between external wellness and soothing internal bliss. And yes - this raison d'être is reflected throughout.
Framed by forests, rock faces and rivers, the establishment – formerly CampZero – is located in Ayas Valley, not far from Champoluc, on the slopes of Monte Rosa, one of the highest massifs in Europe.
This refreshingly impressive hotel is constructed in wood, metal and types of stone - complementing the surrounding landscape. Set apart by its understated sleek aesthetic, the 30 suites are immersed in nature, each spanning two floors. The lobby, with its modern furnishings and two designer fireplaces echoes the warm style of the rooms - it’s the perfect place to spend time with others in keeping with the Aethos spirit, which brings together a community of young inquisitive enthusiasts from across the globe.
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In addition to relaxing, Aethos Monterosa is also strategically located for a wide range of outdoor activities and experiences - from the snow-capped peaks in winter which is a skier's paradise to the forests, rock faces and rivers, there are countless sports for enthusiasts to explore during their stay.
An unmissable destination for climbing fans, the hotel is equipped with its own climbing wall on which experienced guests are welcomed to climb by themselves while curious beginners, on the other hand, can reach out to one of the sports managers for guidance and support and even take lessons with certified instructors. In winter, the outdoor area boasts the only ice climbing wall in a European hotel.
Encompassing everything guests need for complete wellbeing - this establishment encompasses a large spa, split between both indoor and outdoor spaces, complete with saunas, a 25-metre semi-Olympic swimming pool and a wellness center with an adjoining gym.
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Striving to find the perfect balance between tradition and innovation, Aethos Monterosa offers dining options to suit every taste (quite literally). Open from breakfast to dinner, the Summit restaurant is a cozy setting where one can sample a wide range of casual options, as well as a selection of the most popular local dishes, making it an ideal spot for families and anyone looking for a delectable break between sporting activities.
In the hotel's second restaurant, 1568, the chefs offer modern interpretations of the most celebrated Alpine dishes every evening, while always staying true to traditional flavors. This unique gastronomic experience is elevated by the classic mountain ambiance.
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“We now want to continue to invest in technology and automation so that the team spends more time with our guests adding to their experience as well as build our communication, marketing - the brand.”
- Habbel
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Apart from its spaces and with inclusiveness rooted at its core - the Aethos Club is a global community of people looking to make connections, to fully experience the group's holistic concept of hospitality. From relationship building to psychophysical well-being, cultural to culinary events - this inviting program offers experiences for all tastes to its members. The values of conviviality and sharing are key to the brand philosophy.
Coming full circle - “I’m the father of 2 boys, aged 7 and 4, and they keep me busy. We indulge in a lot of sports activities, we play soccer and tennis in the summer - so I’m an active dad and even though I travel often this is a big part of my life. And just like how I grew up, we love to travel together as a family, discover new places, go skiing and hiking and just disconnect from this bustling fast-paced world…” concludes Habbel.
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