This is a fascinating hospitality trend, which is often underappreciated. Regions that experience high growth in tourism numbers are accompanied by not only new hotel developments, but also industry innovations of great significance that are copied around the globe. This innovation is often led by family-owned and operated hotels that are driven by passion, rather than by the numbers on a financial statement.
While corporate property owners are more conservative, multigenerational and individual boutique owners set the pace in many areas, including architecture, interior design and luxury standards. They also excel in technology, wellness and other specializations. When we look at the world a decade later, it is clear that they have created a trend.
In this case, we turn attention to the emerging renaissance of hospitality culture in South America – a continent full of lively culture, friendly people, breathtaking landscapes, delicious cuisine and affordable accommodations.
Peru has long been known as a destination for travelers looking to travel the Inca Trail, which connects Cusco with Machu Picchu. It is also one of the new seven wonders. Lima’s capital is now consistently rated as a top 10 food city. A host of adventure and cultural tourism hotspots can be easily accessed, including the Colca Valley, twice as deep as Grand Canyon, and the White City of Arequipa.
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Peru is a country of mountains, rainforests and deserts. The food there is also extraordinary and barely translated outside its borders.
Once again, we see a family-run boutique that is independent and spirited helping to cultivate the next generation of travelers. Ignacio Masias is the CEO and founder of Andean, a collection of six hotels striving to ‘connect worlds’ by crafting a true expression of Peruvian hospitality You can also find out more about the following: multi-property travel journeys for guests to experience the real Peru across the signature destinations of Lima (Atemporal and Fausto Colca Valley HotelsPUQIO), Arequipa (CIRQA), Lake Titicaca (TitilakaTinajani CanyonTinajani).
Andean’s mission is to reinvent Andean travel by cultivating pride and a sense for place. Andean is also fully focused on sustainable tourism. It embodies what modern jetsetters expect from their hotels: authentic authenticity, immersive cultural experience, approachable service, and all of this molded around the comforts in finely furnished guest rooms. Masias’s take on the future boutique hotels is presented here.
Designing a guestroom to reflect the locality is a great way to create a sense place. Titilaka Looking at Lake Titicaca
South America is expected to grow exponentially in the coming decade. What other trends are the Masias seeing in terms of the growth of Peruvian travel and South American tourism?
What’s more exciting to us? How to get started Travel is on the rise. We are seeing a change; guests seem to be more deliberate. Peru is not just a destination for them; they want to immerse themselves in it and feel connected to it. Travelers are increasingly looking for experiences that are personal, grounding and a bit transformative – like sharing time with a local family or walking a quiet Inca trail alone.
As well, we’re seeing travelers turn away from excess luxury. They still desire comfort but they also crave honesty. Places that are beautiful, yes, but also real – where the silence, the people, the stories stay with you.
We’re not worried about the numbers, we just care about how they grow. We want to invite people into these special places without losing the unique qualities that make them so special. The challenge is to find the right balance.
How did Andean come to be and what makes Andean unique?
It wasn’t a planned strategy to create a family hospitality business. It just happened. My parents welcomed travelers to their Andes home long before it was called a boutique-hotel. Sharing what we have and spoiling people was the goal. This way of entertaining became second nature and influenced everything we did.
Andean is not a formula. It’s the sense of what feels authentic and what doesn’t. We don’t try to over-design the experience, but rather let it speak for itself. We adapt to the needs of each guest and we pay attention. The whole point is to make it personal.
An enclosed garden space at Atemporal Offering a break from the crowds of Lima
How does Andean create experiences and itineraries that seamlessly transfer guests from one property into another?
Our properties were never separate stops, but rather chapters of the same story. Each place – whether it’s in the Colca Valley, Lake Titicaca or deep in the highlands –reveals a different facet of the Andes. It’s more about following a natural flow that is guided by curiosity rather than a schedule.
These transitions are carefully designed. We don’t rush or force anything. You may start at the tranquility of the lake before moving to the energy of Arequipa and retreating later into a remote valley. It has a rhythm. We can make these shifts seamless thanks to our local partners and how well we understand each location.
What is the origin of guests and how has this evolved?
For many years, the majority of our guests came to us from Europe and America. That’s shifted. The balance is now better: about one third of all sales are from the US; a similar number come from Europe; and a final third from other regions. The US and Europe numbers have remained constant, but the interest of other regions has grown.
It tells us important things. Peru is becoming more popular, but what’s most important is that there’s an interest in authentic experiences. People are looking for something different, and the uniqueness of this country – its landscapes, its people, its quiet depth – is really starting to resonate.
We don’t try to be universal or cater. We’ve stayed true to our locations. It turns out, authenticity is what attracts more and more customers.
How does Andean help tell the story of Peruvian culture and preserve its rich history?
We consider ourselves stewards of not only beautiful properties but also of history, place and identity. Peru has so much untold history, tradition and local knowledge. Andean is a bridge that connects the past with the present. It’s a way to bring together what’s already known and what has yet to be discovered. The connection is at the core of everything; locals learn from travelers and travelers from locals. The real magic is in the exchange of ideas, especially when done with respect and openness.
Also, we believe in working with existing materials. Many of our properties were repurposed from homes or heritage structures that had been part of landscapes long before we arrived. Instead of replacing them, we give new life to them and allow them evolve without losing essence.
We don’t believe in staging, but rather in revealing. When done with care, this creates a connection you’ll never forget.
