Nanni Marsili
September 4, 2022

A New Luxury Hotel In Tulum By Nobu


The last time I visited New York a few years ago, I finally dined at the famous Japanese restaurant Nobu, the partnership between the chef Nobu Matsuhisa and the actor Robert De Niro.

Fascinated by that culinary experience in the City that Never Sleeps, I began periodically visiting the website to stay updated on news and events about the Nobu world.

And it wasn’t a big surprise for me when, in 2013, they announced to enter the hospitality industry with the motto “Dine with us. Stay with us.”

The first Nobu hotel was located inside Ceasars Palace in Las Vegas, NV. Since then, the group had opened 13 hotels around the world, one of them in Mexico at Cabo San Lucas.

When I recently looked at the website again, they’ve embellished the “Hotel Collection” page with 18 new photos of beautiful locations worldwide under the headline “COMING SOON”.

Barbuda, Orlando, Punta Cana, New Orleans, Rome, Madrid, and… TULUM!

Such great news!!!

A Nobu Hotel In Tulum

The hotel will open in the first quarter of 2025.

There is not much information about how the new Tulum property will look or where the exact location will be. 

But with Nobu’s background, we can expect something fabulous.

Tucked away in the charming Riviera Maya, Nobu Hotel Tulum will feature 200 guest rooms and suites including 12 villas, a beachfront Nobu restaurant, expansive meeting space with stunning outdoor venues for weddings and special events, a state-of-the-art fitness center and spa, and 50 stylish beachside residences” the Nobu Hotels website says. 

We are extremely proud to have achieved our 30th hotel milestone in just nine years and honored to share the vision of our hotel owning partners and thankful for the passion of our Nobu colleagues around the world” Nobu Hospitality CEO Trevor Horwell said in a statement. 

The Importance Of The Right Location

When a large group invests in a real estate project, they need to do extensive market research and financial and operating planning work to choose the right place and achieve the expected financial targets.

There are several factors that must be considered before establishing a potentially successful business venture. 

The most important is the location

This component is more important to the hotel industry than any other economic activity. 

The place to build a hotel will affect many other things, including sales volume, occupancy rate, profitability and long-term survival in the market.

A convenient location for creating a hotel should consider factors such as nearby commercial areas, recreation grounds, and infrastructures such as airports, among others.

And no doubt that the upcoming international airport in Tulum, with its estimated 4 million passengers per year (who can look forward to avoid a two-hour trip from Cancun International Airport to Tulum), is a decisive aspect in choosing a new Nobu hotel in this destination.

These factors can help attract a good customer base. 

Nobu Hotel And Tulum: A Luxury Combination

No doubt that Nobu stands for luxury and excellence.

And many past and current celebrities love Tulum, a Must-Visit place.

An important question to consider when choosing a new site for hotel development is the social and economic class of tourists. For someone looking to own property in a glamorous international destination, but also for building a hotel, one destination is not equal to another in terms of real estate value and the potential of making money.

A five-star hotel cannot be located in small towns with low-income travelers, whose ability to spend in such hotels is questionable.

There are several glamorous hotspots around the world that are on the list of the international jet-set.

Looking at the places frequented annually by the people in search of luxury lifestyle  – Tulum, Paris, Gstaad, Ibiza, St Tropez, Bahamas, the Amalfi coast, Thailand, and Miami -, Tulum stands out as an emergent destination with prices still relatively low.With the advantage to be 3-hour flight away from New York, and just over two hours away from Miami, which makes it a perfect weekend destination.

According to Anne Fairfax, a well-renowned luxury travels writer, a Lonely Planet Pathfinder, and award-winning Getty Images photographer,

If you’re looking for somewhere luxurious, healthy, eco-conscious, and unique, Tulum is the perfect place for you to visit!

Tulum: A Different Concept Of Luxury Lifestyle

Once a popular destination for bohemian backpackers, Tulum has developed into one of the country’s most glamorous towns, where Hollywood celebrities come to have fun in the sun and enjoy snorkeling. 

Twenty years ago, hardly anybody knew Tulum.

Since then, it has been a place for VIPs to relax and not worry about being spotted.

That’s why selected groups of rich and famous built the first luxury villas and hotels in this area, to have their parties and get away from everyone’s eyes.

Many fashion brands, from Victoria’s Secret to H&M, are using Tulum as their fashion shoot location. So, it was no wonder when well-paid models came to Tulum to unwind at one of the hotels on the beach after the 2013 NY fashion week. 

As a result, and thanks to Instagram and Facebook, Tulum became famous to the general public in one season, and the then secret hideout spot became a must-stay-place.

That was the year when hotels prices were raised from $70 USD to $300 USD per night.

Tulum became one of the most trendy places in the world.

This destination changes every day: new fine hotels open, Tulum develops and becomes more stylish, with more gastronomic restaurants.

The Tulum fashion style is spreading and inspiring people all around the world.

Here, even the sense of luxury changes: this is not the luxury of things, but the luxury of simplicity and real natural beauty, with its deep spiritual charm.

A place for disconnection and reconnection.

Why Nobu Hotels?

The headline from the Nobu Hotels’ website reads: “Experience our global luxury hotel group.”

From Nobu Hotel “About us” page:

Named one of the luxury’s 25 Most Innovative Brands by Robb Report, Nobu Hotels is ranked among an elite selection of global luxury brands.

Nobu group is recognized as a synonymous of luxury lifestyle.

That’s why Tulum and Nobu Hotel might be the right combination.

PS: I’m anxiously waiting for the Nobu Restaurant at the new Tulum hotel, which will probably be one of the most highly expected features of the property.

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