Longtime hospitality leader Bashar Wali has announced the launch of his latest venture, This Assembly. From real estate to hotel management, the new brand will serve the industry by reimagining how hospitality companies find and connect with their guests. This Assembly aims to act an incubator for innovation, an engine for value creation, and a driving force for positive change in the travel and lifestyle sector.
“Over the last year, our industry has been pummeled by a storm of challenges but, the winds of change were blowing well before the pandemic and politics collided so dramatically in 2020,” says Wali, who previously served as president of Provenance Hotels. “Despite the staggering confluence of events last year, I’m confident that we as an industry will recover. We always do. And I’m committed to doing my part by creating companies that propel hospitality, and hotels in particular, forward. Especially built for the terrain ahead.”
This Assembly is made up of a team of partners with a combined century of experience in hospitality, tourism, and hotel investment and management. The company’s first venture, Practice Hospitality, which aims to breathe an independent spirit into lifestyle hotels, was launched in September 2020. Practice Hospitality inaugurated its maiden property, Hotel Colee, an Autograph Collection Hotel, in Atlanta in December 2020, and units in Dallas and Los Angeles are in the pipeline as well.
This Assembly will also focus on sourcing, structuring, and executing on hotel investment opportunities—from advising investors to repositioning underperforming assets.
“Faced with deep uncertainty and historically depressed demand, brand affiliation brings more value than ever and, with Practice Hospitality’s deep experience in the independent world, we are positioned to bring a distinct sensibility and hard-won tactical expertise to bear that can give owners the best of both worlds as they chart a path to recovery and rebuild value in their assets,” Wali adds. “Management is only one arrow in our quiver, but there has never been a more opportune time to offer our services to those who need to revisit their strategy and rethink their deployment of resources.”
