What Nobu Hotels Sees in the Ascendant Luxury Market in Warsaw
Photo Credit: A rendering of the Nobu Warsaw, opening in 2020. Nobu Hotels
Skift Take
Nobu Hotels is testing out its restaurant-led hospitality strategy in a market where its luxury cachet is less established. Both Warsaw locals and Nobu's global superfans will need to buy in.
Ibiza, Malibu, Shoreditch, Los Cabos, Miami Beach. These are the types of places you would rightly expect to find an outpost of the Nobu Hotel. The famed Japanese eatery turned luxury lifestyle hotel group opened its first hotel property in Las Vegas in 2013 and has since become known as much for its exclusive take on urban hospitality as its world-renowned dishes of sashimi.
But with its upcoming opening of a Warsaw property in spring 2020, Nobu is taking a slightly different approach: It's opening a property in a market where its reputation might not precede it quite so much.
It's not that Warsaw does not have its share of luxury hotels — it does. But much of them tend to be from large corporate hospitality groups, and it's fair to say the luxury market there is not quite as mature as it is in the cities where Nobu has opened its 12 properties in the past six years.
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