June 14, 2025 | VOL 15
BENJAMIN HABBEL
AETHOS and the FUTURE of TRAVEL
words Onur Basturk
In an era where hospitality is evolving beyond traditional stays, Benjamin Habbel and Jeff Coe, co-founders of Aethos, are leading this transformation by blending community, technology, and meaningful experiences. With Aethos Hotels and its dedicated app, Habbel is building a global network where like-minded travelers can connect, prioritize well-being, and seek new adventures. “We’re seeing the rise of a new kind of luxury—one that prioritizes meaningful moments over material excess,” says Habbel, who, in this interview, shares the philosophy behind Aethos, its unique approach to hospitality, and what the future holds for travel.
WE’RE MORE THAN JUST A HOTEL —WE’RE A TECH-DRIVEN COMMUNITY OF CURIOUS TRAVELERS
In a past interview, you mentioned that Europe is rich in culture and incredible experiences, yet few hospitality concepts truly embrace this. Did this gap inspire the creation of Aethos Hotels? Could you share the story behind the brand?
Aethos was born out of a deeper need in travel—not just for a place to stay, but for a community that nurtures connection, discovery, and purpose. We’re more than a hotel company—we’re a tech-driven community of curious travelers. Our vision is to create a global members’ club for people seeking more—more connection, more wellness, more adventure. For example, at Aethos Mallorca, we’ve created a barefoot luxury experience that champions well-being and adventure while remaining deeply rooted in the local community. The idea began with a desire to blend meaningful experiences, locally rooted hospitality, and the power of technology to bring like-minded people together across the globe.
Aethos has a unique growth strategy—you acquire and transform existing properties across different regions. What do these properties have in common? When selecting a site, do you prioritize the location or the building itself?
Both matter equally, but what we truly prioritize is the potential to create sanctuaries that inspire connection and discovery. Each property is chosen for its story—whether it’s the architecture, the history, or the surrounding community— and its ability to integrate seamlessly into our global network. These spaces are more than hotels; they’re places where our members can find their people, experience wellness, and embark on adventures.
Who is Aethos designed for? What kind of travelers do you see choosing to stay at Aethos?
Our members and guests are curious, open-minded individuals who crave more from their travels. They’re not just looking for a room; they want connection, wellness, adventure, and cultural discovery. Through the Aethos app, we connect a global community spanning 50+ countries, offering everything from one-on-one introductions to small group digital pods that help our members build meaningful relationships wherever they go.
WE’RE SEEING THE RISE OF A NEW KIND OF LUXURY —ONE THAT PRIORITIZES MEANINGFUL MOMENTS OVER MATERIAL EXCESS
Hospitality is shifting toward brands like Aethos that emphasize ‘community’ and ‘experience.’ How do you see this trend evolving?
This trend resonates deeply with us because Aethos is built on these very pillars. People are no longer satisfied with passive travel; they want active engagement. Our app, retreats, and exclusive spaces create an ecosystem where members can connect, grow, and experience more. We’re seeing the rise of a new kind of luxury—one that prioritizes meaningful moments over material excess.
Are travelers’ expectations shifting in line with this trend? Do you think hotels are becoming more than just places to stay?
Without question. Hotels are becoming platforms for connection, discovery, and personal growth. Aethos properties are designed as sanctuaries where our members can recharge, but also as gateways to transformative experiences—whether it’s a longevity retreat in Ericeira or kiteboarding in Sardinia. Today, hotels must be more than just places to stay—they should spark deeper experiences.
Will Aethos remain limited to Europe, or do you have plans to expand globally?
While Europe remains our current focus, our global mindset is already evident. Our community spans over 50 countries, and our retreats take members to iconic destinations worldwide, from the Galápagos to Sardinia. We plan to expand beyond Europe with intention—always staying true to our philosophy of connection, authenticity, and discovery.
What makes Aethos Hotels unique? What sets you apart from other hospitality brands?
What sets Aethos apart is that we’re not just offering a stay—we’re shaping a global lifestyle. But the real differentiator is our community. Through the Aethos app, our members have access to a global network and curated experiences that expand their body, mind, and soul.
You first entered the hospitality industry with your Voyat venture. What key lessons did that experience teach you?
Voyat taught me the power of technology in shaping guest experiences and fostering loyalty. With Aethos, we’ve taken those lessons further by building a platform that connects members in meaningful ways—through personalized introductions, digital pods, and access to a global network of like-minded travelers.
THE FUTURE IS ABOUT HYBRID SPACES THAT BLUR THE LINES BETWEEN WORK, WELLNESS, AND LEISURE. TRAVELERS WILL PRIORITIZE COMMUNITY, SUSTAINABILITY, AND TRANSFORMATIVE EXPERIENCES
When choosing a hotel, what matters most to you—its design or its facilities?
For me, it’s the overall feeling of the place. Design sets the mood and creates a sense of belonging, but the facilities bring it to life. Whether it’s a serene wellness space, vibrant communal areas, or an adventure hub, what matters is that it all works together to create a space where people feel at ease and inspired.
Have any hotels or destinations inspired you during your travels? How have these experiences shaped Aethos?
I’m always drawn to places that feel authentic— where the culture, history, and soul of a destination are palpable. These experiences have deeply influenced Aethos’ philosophy of rootedness. Every property stays true to its surroundings while creating spaces for connection, exploration, and personal growth.
How does Aethos define luxury?
At Aethos, luxury is about intention and balance. It’s the ability to connect deeply—with yourself, others, and the destination. Our retreats and experiences are tailored to expand your body, mind, and soul, while our sustainable practices ensure we give back to the communities and environments we’re part of. Authenticity and personalization are at the core of everything we do.
Finally, what are your predictions for the future of hospitality?
The future is about hybrid spaces that blur the lines between work, wellness, and leisure. Travelers will prioritize community, sustainability, and transformative experiences. While technology will enhance personalization, human connection will stay at the core. Hospitality brands that embrace this shift—offering more than just a place to stay— will define the next era of the industry.
