When it launched in 2016, the innovative hotel group Habitas put a marker in the sand with its genuine values rooted in sustainability and local community empowerment, while redefining the luxury hospitality experience.
Founded by British entrepreneur Oliver Ripley (Habitas’ CEO) and his partners Kfir Levy and Eduardo Castillo, the brand made a statement with its first property in Tulum – a wild-like, jungle-based property fronted by the ocean – and has continued to expand globally with a flurry of openings in 2021: Habitas Namibia; Habitas AlUla (in Saudi Arabia’s spectacular AlUla region) and Bacalar in Mexico.
The spectacular habitat AlUla.
(Credit: Kleinjan Groenewald)
This year, the company extends even further and will venture into Costa Rica for the first time, with the launch of Habitas Santa Teresa in July. While Habitas Todos Santos, on the Baha California coast, will follow by the end of the year.
Here, exclusively for Forbes, CEO Oliver Ripley discusses the ethos and development of Habitas:
From your first opening in Tulum in 2016 to now, how would you say the Habitas brand has grown and developed?
We never set out to build a global hospitality brand or to disrupt the hospitality industry. Habitas was born out of a passion for travel, human connection and authentic experiences. We began first and foremost as a community of like-minded people who were looking to create a better future for ourselves and way of life around shared values.
In 2016, the opening of Habitas Tulum was actually an experiment. My co-founders, Kfir Levy and Eduardo Castillo, and I wanted to create a home for ourselves and for our friends. The next thing we knew, our ‘experiment’ was outperforming all the other hotels in the area and was being featured in travel magazines as one of the top new experiences around the world. We had created something different that connected with a growing group of people who were all searching for purpose and inspiration.
Oliver Ripley on why he has a responsibility as hotelier.
(Credit: Sasha Maslov)
When we decided to build more ‘homes’, this is when we started running into problems. We found the industry to be traditional and rigid in its approach with multiple stakeholders, who followed a very linear, lengthy and inefficient process. Every problem we encountered, we ended up creating a solution for ourselves. So, instead of relying on third-party consultants – such as architects and engineers – we brought these skill sets in-house and trained our teams to build low impact, sustainably and around nature.
Tell us about how you build your hotels?
We built our own factory for modular construction in Mexico, which uses a variety of different technologies to design, manufacture and flat-pack our hotels, which are then shipped and then assembled on site. We’ve also developed technologies around infrastructure solutions, power, water, energy and around fast assembly.
We ended up disrupting an outdated business model which traditionally takes four-five years to design, build and open a hotel, and, through vertical integration and our technology, we cut it down to 9-12 months, sustainably and also lowering the cost.
In addition, we hire locally and we invest into the local communities – creating jobs and micro-economies. Our hospitality is about smiles and stories and we hire people locally who embody our values.
Today, Habitas is a globally recognized, award-winning hospitality brand, operating in three continents, with a pipeline of over 24 new hotels. We have a passionate and loyal team and a brain trust of investors (across technology, hospitality and venture). We were recognised as one of the most disruptive brands in travel by CNT in 2021 and received the Architectural Digest Design Award for the Best Project in Hospitality in ME 2021 – for Habitas AlUla in Saudi Arabia.
Habitas AlUla won the Architectural Digest Design Award for the Best Project in Hospitality in the … [+]
(Credit: Kleinjan Groenewald)
With ‘sustainable hospitality’ now a buzzword for the industry, how does Habitas stand out when it comes to its eco credentials?
Sustainability is a word increasingly overused. Our approach is not just about sustaining but giving back, improving and regenerating. We focus not just on the environment but on the local communities where we operate.
Many brands strive to have sustainable operations – just focusing on being plastic-free or offsetting their carbon footprint. But we have a dedicated team that is focused on ensuring we are operating to the best standards and holding our operations accountable. However, unlike most other operators, we also control our entire development chain, from the materials we use, to how we build and how we operate.
We use sustainable building materials, and we also make sure we source these materials from producers that our in line with our sustainability practices. Our building methodology is also sustainable and we minimise the use of concrete. Our approach is to be able to remove all of our structures and leave the land in better condition than when we came. So we build using screw piles and we build around nature. We replant any trees we disrupt. We also get excited by using renewable energy sources and building off-grid. It allows us to build and open in more unique and remote destinations.
But it also goes beyond our guest-facing operations and our buildings, it’s also how we create impact and jobs and sustainable micro-economies in the locations in which we build our homes. We source food, produce and goods locally. We support local causes, driving impact, education and awareness, engaging our guests. Ultimately this is our responsibility as humans and good neighbours.
Dive into the desert at Habitas Namibia.
(Credit: Kleinjan Groenvald)
Looking back, is there one moment, in the development of the brand, that you are the most proud of?
It’s today! It’s seeing how far we have come. Many people have doubted us at every step, they believed we would fail, they didn’t understand our brand, our type of hospitality, our business model and we’ve continued to work hard, keep our heads down and dream and create.
Where is your favorite property and why?
It’s like asking who your favorite child is! Each one is a unique part of the journey with its own story, challenges and essence. With each new location our family grows. It’s hard to choose but Habitas AlUla holds a special place in my heart.
Habitas Tulum, Riviera Maya, Yucatan, Mexico.
(Credit: Tanveer Badal Photography / TANVEERBADAL.COM)
Tell us about AlUla and the opening in Saudi Arabia, which some could see as controversial?
I never thought we would be building or operating a Habitas in Saudi Arabia. I first went out there as a guest, curious to see it with my own eyes, and, to be honest, I had pre-conceptions. However, it was so different to what I had imagined and in a very positive way.
Saudi Arabia is a very young country, it was formed 90+ years ago, but it also has a very young population with over 70% being under the age of 30. People are kind, warm, hospitable and very excited for the changes happening in their country. The other very unique thing about Saudi is its history and culture. It’s the gateway to the two holy cities: Mekkah and Madinah. It made me realize again why travel is so important as it creates deeper connection and compassion between people, something the world needs now more than ever.
When I landed in AlUla, it felt like landing on Mars. It’s a UNESCO World Heritage site, dating back to before the Nabatean empire, the same empire that built Petra in Jordan. The area had been protected and tourism had been prohibited, so it remained unspoiled.
From concept to opening the hotel took us a little over 12 months. We signed the deal three months into the pandemic and we all thought Covid would soon be over in a few months. Little did we know then. Building AlUla was an adventure. Being one of the first western resorts to open, local consultants challenged us around needing to build single sex gyms or swimming pools for men and for women, but our brand is also progressive, we stand for community and bringing people together. We were adamant that by coming to Saudi it was important for us to be true and authentic to ourselves and our values but also be open-minded to the conversations and changes happening in the country.
Guests can find exceptional wellness experiences at Habitas Tulum.
(Credit: Tanveer Badal Photography / TANVEERBADAL.COM)
Wellness holidays are a rising trend, especially following the pandemic, what sort of wellness experiences can guests expect at Bacalar in Mexico?
After launching locations on the ocean, in the African wilderness and in the Saudi Arabian desert, we wanted to create a holistic oasis and Bacalar was the perfect location in which to do so.
Bacalar is a very unique place. The lagoon is often referred to as the ‘Lagoon of the Seven Blues’ – it looks like the Maldives, with its crystal blue water. The lake is over 40km long as is home to stromatolites – the oldest living organism dating back some three billion years. The water is fed by a network of underwater cenotes and the lagoon is surrounded by mangroves. A very unique ecosystem.
Our home comprises of 34 sustainably-built rooms, with lagoon-facing views, surrounded by the jungle. There is a health-focused restaurant utilising locally-sourced ingredients, and spectacular wellness experiences, including floating meditations, Temazcal ceremonies, Janzu (water therapy) and treatments that feature local honey and cocoa. The lake is very healing and guests swim, canoe, e-foil or do paddleboard yoga.
Tell us about Habitas Rise – the philanthropic side of Habitas?
Habitas Rise is the impact arm of Habitas. Philanthropy and ‘giving back’ has been a very important part of my life, and that of my co-founders. It has become increasingly important as we developed Habitas, as our key pillars prioritize human connection and supporting local communities.
With this in mind, we believed it was our responsibility to create our own impact initiatives and thus Habitas Rise was born. We focus on giving back by strengthening local communities, education and promoting sustainable and conscious tourism.
We set up pop-up schools to train and hire local people. For us, hospitality is the kind of experience you receive when you come into an old friend’s home – it has to feel local. We also look to source local materials, produce and set up and support local micro economies. Through Habitas we have a platform on which to encourage conscious tourism and set new standards in sustainable development.
Habitat Namibia redefines the safari experience.
(Credit: Kleinjan Groenvald)
Costa Rica is your next opening – what is its USP?
Habitas Santa Teresa marks our first property in Costa Rica. We have developed the property as an eco-sustainable retreat and surfer’s paradise – hidden in a beachfront jungle, on the Nicoya Peninsula, off one of the best surf breaks in Santa Teresa. The property is about pura vida – healthy eating, yoga, surfing, great music, beachside bonfires and incredible sunsets.
Guests will further be able to enjoy some epic experiences including Circuloh Toh with Blue Clay (clay ceremonies are a Habitas’ wellness tradition), Malpais Underwater Volcano Snorkeling and, of course, surf camps for all levels.
How do you see the future of travel over the next few years, following the pandemic? Are you hopeful?
I’m very excited and hopeful. I believe that after being isolated and unable to travel for so long, people will be searching for new experiences, new ways to travel and explore. The fragility of life and its preciousness was highlighted by the pandemic. There was already a shift happening towards an economy where people prioritised less on collecting material possessions and focused more on collecting experiences. I also believe people will look for more meaningful travel, and more immersive experiences.
Before, when people traveled, they were often spectators, now I believe people will want to be participants and this is where change and transformation takes place. At the end of the day what we carry inside of us are the people we meet and the experiences that we have.
The new Habitas Santa Teresa will open later this year in Costa Rica.
(Credit: Habitas)
What next for Habitas?
We are going to keep growing and innovating in new ways. We are going to launch our first residential community – homes that people can buy, building permanent communities of like-minded people around the world.
We have some exciting openings in 2022 including ‘homes’ in Todos Santos (Mexico) and Santa Teresa (Costa Rica). Our overall pipeline stands at over 24 projects globally: including Bhutan, Morocco, Ibiza, Costa Rica, Brazil, Saudi Arabia, and Portugal.
