Celebrity chef José Andrés is making his entry into the hotel industry with a hotel about to open in Washington DC.
The Bazaar House by José Andrés is scheduled to open in 2027 in the Georgetown area of the capital. The project is the first of the José Andrés Group chain, known for its network of 40 popular restaurants, and is being developed through a strategic licensing agreement with real estate firm Thor Equities.
“No matter how luxurious a hotel is, it’s ultimately four walls and has no soul if you don’t plan F&B,” said Sam Bakhshandehpour, who became global CEO of José Andrés Group in 2024.
Nobu, another chef-led brand, has grown to 19 hotels in eight countries. Bazaar House will include a 67-room hotel, a private members’ club, wellness facilities, retail stores and several restaurants.
From restaurants to hotels
José Andrés Group will license its brand and oversee the programming, particularly in terms of food, beverages, design and guest experience.
“We are not looking to operate hotels,” Bakhshandehpour told Skift. “We welcome working with the large operators, our existing partners, Marriott, Hilton and Hyatt. Let them do what they do best, which is fill the rooms and run the hotel.”
“Let us design it, let us create that ethos. Let us tell the stories and provide that unique experience for guests, and then let them leverage their machine.”
While many hotels treat restaurants as secondary, Bakhshandehpour believes that a fully integrated approach can change the way a property is evaluated and perceived. “We want to be a successful experience element that [hotel guests] look forward to experiencing,” he said.
What’s different at The Bazaar House
The first hotel is named after The Bazaar, Andrés’ restaurant that opened in Los Angeles in 2008 and has expanded to three other US cities.
However, not all hotels will carry The Bazaar brand. José Andrés Group will retain The Bazaar brand for more expensive markets, while introducing more affordable concepts in other regions.
The philosophy at all properties will be to design the lobbies as “destinations” rather than mere transit areas, attracting guests to stay for business meetings and social interactions.
The Washington, D.C. hotel will expand beyond dining to include an exclusive rooftop club, various dining and wellness spaces.
José Andrés Group plans to add hotels in the U.S. and internationally. However, the CEO has no other JAG-branded hotels in his plans.
