Since being named partner and CEO in 2022 (after a long stint as the company’s president), Brad Wilson continues to evolve Ace Hotel Group’s singular vision in properties from Brooklyn, New York to New Orleans.
When Ace Hotel Kyoto opened in 2020—the brand’s first in Asia—it proved the global appeal of the lifestyle brand, which is known for its buzzy communal spaces and scene-making F&B. Working alongside Kengo Kuma and Los Angeles-based Commune, Wilson and his team took care to pay homage to the city’s rich creative spirit.
More recent debuts in Toronto and Sydney have elevated Ace Hotel Group and in-house creative agency Atelier Ace as a hospitality powerhouse. Here, we asked Wilson to share where Ace is headed next.
Alder restaurant in the Ace Hotel Toronto, by Shim-Sutcliffe Architects and Atelier Ace
After openings in Sydney and Toronto in 2022, what does this year look like for Ace?
Brad Wilson: Top of mind for us is growth and expansion. We had a spate of openings during Covid—Kyoto, Brooklyn, Sydney, and Toronto all opened between 2020 and 2022—and we spent 2023 ramping those properties up. We’ll announce a number of new projects in Asia and Europe in 2024. We’re happily ensconced in developing those properties—deep in the design process and learning so much about the culture of the cities and neighborhoods in which we’re putting down new roots.
How is Ace trying to enhance the guest experience?
BW: In-house guest communications. Our guests tend to be confident travelers, and often have quite specific questions when they’re staying with us. We’ve implemented SMS communication with our front desk in response to this expectation, using it to speak directly to the guest throughout their stay. The ability to get real-time responses to their needs is proving incredibly valuable to our guests, and it’s a great tool for helping us understand their desires better.
What other trends are you paying attention to?
BW: We’ve always been focused on the idea that our consumers are interested in experiences, and we’ve seen that become mainstream in the last decade or so. The trend continues to grow. I also see a related trend toward more unique locations—ones that aren’t necessarily easy to get to, but reward your effort with something truly distinctive.
Polychrome ceramic bricks clad the reception desk at the Flack Studio- and Atelier Ace-designed Ace Hotel Sydney
What’s your outlook on the state of the industry?
BW: Operators today are more focused on cost rather than a longterm vision. I see this transition to higher rates and less service. Our goal is always to provide personal, accessible service at each of our properties while managing its associated costs. In the long run, brands that provide a great all-around experience will be the most successful.
What Ace projects can we look forward to?
BW: We just announced our second hotel in Japan—Ace Hotel Fukuoka, opening in 2027—which is personally rewarding and very exciting to me. Ace Hotel Kyoto has been so successful, not just from a rooms and F&B standpoint, but also on the partnerships side. We brought Noma restaurant to the hotel last year for one of their famed residencies, and it was such a brilliant experience that they’re coming back later this year to do it again. We are excited to work more in Japan and more generally across the Asia-Pacific region. We are also expanding our Swim Club brand, with a forthcoming European project announcement on the horizon.
Hear more from Wilson at HD Expo + Conference:
Leaders Talk: CEOs on the State of the Industry
Wednesday, May 1st, 3:30–4:30 p.m.
Location: HD Park
