Celebrity chef José Andrés is breaking into the hotel sector with a branded hotel slated to open in Washington, D.C.
The Bazaar House by José Andrés The hotel is set to open in Georgetown, the capital’s Georgetown district in 2027. The first branded hotel in the country. José Andrés GroupThe company is known for its 40 buzzy restaurants and has developed it through a strategic license agreement with a real estate firm Thor Equities.
“No matter how luxurious you make a hotel, it’s four walls and it’s soulless, until you program the F&B,” said Sam Bakhshandehpour, who became global CEO of the José Andrés Group in 2024.
Nobu is another chef-driven brand. grown to 19 hotels across eight countries,
The Bazaar House is a multi-restaurant complex that will feature a 67 bedroom hotel, a private club for members, retail and wellness facilities.
From Restaurants to Hotel
José Andrés Group will license its brand and oversee programming, particularly around food, beverage, design, and guest experience.
Bakhshandehpour, Skift’s senior editor said: “We don’t want to operate hotels.” We welcome the opportunity to partner with major operators such as our current partners Marriott, Hilton, or Hyatt. Let them focus on what they are best at, which includes filling the rooms and operating the hotel.
“Let us create it, let us design that ethos.” Let’s tell stories, deliver a unique guest experience and then let the machine do its thing.
Bakhshandehpour says that many hotels consider restaurants to be secondary. He believes that a fully integrated strategy can transform the way a property’s value and perception.
“We aim to be an experiential element that is successful. [hotel guests] “Look forward to,” said he.
What makes The Bazaar House Different?
The first hotel is named after The Bazaar, Andrés’ restaurant that debuted in Los Angeles in 2008 and has expanded to three other U.S. cities.
Not all hotels will be branded with The Bazaar. José Andrés Group will reserve The Bazaar name for luxury markets while introducing more affordable concepts elsewhere.
All properties will adopt a philosophy that encourages guests to stay in the lobby for socializing and business meetings, rather than just using it as a thoroughfare.
The D.C. resort will offer more than just dining. It will also include a private penthouse club and a variety of food venues.
A membership club will occupy some of the land. The global network doesn’t begin there.
Bakhshandehpour explained that “it’s a very localized experience to D.C.” “We’re not looking to get into the members club space … It’s really earmarking a portion of the Bazaar House in Georgetown for guests that want to have that member’s experience.”
José Andrés Group plans to add hotels in the U.S. and internationally. The CEO has not announced any plans for other JAG-branded hotel.
Running F&B for Hotels
The company’s core business is to manage services at hotels without its own brand.
At the Andaz Miami Beach, José Andrés Group will oversee all food and beverage operations, including the new Mediterranean restaurant Aguasal, a Bazaar concept (previously at the SLS South Beach), and a Bar Centro cocktail bar. The group also will manage event and banquet service.
The group is looking into brand licensing with Middle Eastern partners showing particular interest. While international announcements remain pending, José Andrés Group is focusing on domestic growth in key cities like New York, Washington D.C., Miami, and Los Angeles, with an eye on emerging cultural and economic hubs.
“It’s Austins, Nashvilles, Scottsdales,” he said. “I visited Palo Alto recently, and it was amazing to see the energy of the Silicon Valley university and the city. “What’s lacking is a unique product for hotels.”
