Imagine a place where there are no crowds, no noise, and no blaring signs telling you you’ve “arrived.” Instead, you step into a hidden world where the air feels softer, time moves slower, and every detail seems designed just for you. This is the world of Aman, the most quietly luxurious hotel brand in existence. Aman has an almost legendary reputation among the world’s most discriminating tourists—those who could stay anywhere but consistently choose this place. It all began with a single man’s vision for a holiday home that turned into a network of havens where peace is a way of life.
The World’s Most Secret Luxury Hotels
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Most hotels try to catch your attention with big ads, celebrity endorsements, or glossy billboards. Aman does the opposite. They don’t advertise. They don’t shout for your attention. And yet, Aman has become one of the most desired luxury hotel brands in the world, known and loved by some of the most well-travelled people on the planet.
The Aman story starts in 1988 with an Indonesian hotelier named Adrian Zecha. At the time, Zecha wasn’t planning to start a hotel chain. He was simply looking for a plot of land in Phuket, Thailand, to build himself a holiday home. While exploring Pansea Beach, he came across a coconut plantation with incredible views. But instead of just building a house, Zecha had a new idea: what if he created a small boutique resort here?
He teamed up with his friend Anil Thadani and two other partners. No bank would lend them money because they wanted to build only 40 rooms instead of the usual 500-room mega-hotel. So, they invested their own money, about $4 million, and built Amanpuri. The resort opened with rates that were five times higher than those of other hotels in the area. And people still came. In fact, they loved it so much that Amanpuri became an instant success.
What Makes Aman Different
After Amanpuri came Amandari in Bali, and from there, the brand began to grow. But Aman’s approach remained the same. They kept things small, intimate, and deeply connected to the location. Every property has its own unique character, inspired by local culture, architecture, and landscapes.
They are often in remote locations that take effort to reach, like hidden beaches, desert canyons, mountain valleys, and ancient forests. Amanbagh in India, for example, is a Mughal-style retreat in the countryside near Jaipur, and you can even arrive there by helicopter.
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What makes an Aman stay different is the feeling. It’s not like checking into a regular hotel. It feels more like arriving at a private home where you are personally welcomed and cared for. The service is warm but discreet; the staff are always there when you need them, yet never intrusive.
The Man With The Vision
Adrian Zecha, born in 1933, was no stranger to hospitality. Before Aman, he founded Regent Hotels and was part-owner of London’s Dorchester Hotel and Bangkok’s The Sukhothai. But Aman was his most personal project. He believed that true luxury was about space, peace, and privacy. His philosophy was “less is more,” and that became the DNA of Aman.
Today, Aman is led by Vladislav Doronin, who has kept Zecha’s vision alive while also expanding the brand. Aman now has 36 hotels and resorts in 20 countries, with more on the way. It’s a mix of peaceful surroundings, thoughtful design, genuine hospitality, and a deep sense of calm that stays with you even after you leave.
For over 35 years, Aman has been more than just a hotel stay; it’s an experience that becomes a memory you carry for life.
Cover Image Courtesy: Aman/Website and Aurelia V/X
