In this exclusive interview, Baris Molvali, VP of Europe at Sunset Hospitality Group (SHG), discusses the group’s strategic expansion across Europe. He reveals how UAE-born brands are being adapted for international markets and shares his outlook on the future of global hospitality.
How has the UAE’s hospitality landscape shaped SHG’s global strategy and approach to new markets?
The UAE has emerged as a global benchmark for hospitality innovation, combining guest-centric experiences with bold, design-forward concepts across developments. Moreover, it is home to more than 1,200 luxury hotels and attracts over 17 million international visitors to Dubai annually. Under its National Tourism Strategy, the UAE is forecast to reach AED 40 billion in tourism revenue by 2031. As a result, this level of scale and speed to market has significantly shaped how we think and operate at SHG globally. Consequently, the UAE’s influence pushes us to dream bigger, act faster and elevate our standards with each international expansion. Ultimately, our concepts are born from this culture of excellence and proudly carry that same spirit into every new destination.
What makes Europe a high-priority growth market for SHG?
Europe presents a strategic opportunity for SHG to expand its lifestyle-driven portfolio in markets that align closely with our brand DNA. Already, we are seeing strong momentum with our concepts across Ibiza, Marbella and Morocco, reinforcing demand for elevated experiences. In addition, four new venues at Milan’s Gran Meliá and our recent London openings, Amélie, SACHI and LUUM, are thriving. Furthermore, our growth continues with upcoming launches in Lisbon and Bodrum, as well as major summer openings in July 2025. Specifically, we are unveiling AURA Beach Bodrum and AURA Beach Porto Montenegro, two flagship venues designed for immersive coastal experiences. Meanwhile, Montenegro will host four new SHG destinations at the prestigious Porto Montenegro Yacht Club, including D’LIRIO, Attiko and Folie. Importantly, this expansion is not about quantity alone; it reflects our strategy to enter culturally rich, trend-forward, experience-driven hospitality markets.
How do you tailor SHG brands to different markets while overseeing multiple high-impact projects across regions?
Adaptability is everything. While our brands have a strong identity, we approach each market with cultural sensitivity and respect. In Tivat, for example, we’re collaborating with local partners, incorporating regional aesthetics and curating menus and programming that reflect the local lifestyle. Every city has its own rhythm, so we thoughtfully adapt design, service style and guest experience to resonate with each destination without compromising our brand essence. Balancing this creative flexibility with operational leadership requires a strong team and a clear vision. I stay involved from concept through to launch and beyond to ensure each brand not only fits the market but thrives in it, offering something globally aspirational yet locally grounded.
Looking ahead, what excites you most about SHG’s UAE-born brands going to Europe?
We are expanding our footprint in Spain while simultaneously entering Portugal and preparing for our landmark project Torre Velasca in Milan. At Torre Velasca, we will debut 72 METT Suites & Residences, SUSHISAMBA, MIA Ristorante Italiano and a private membership club. This exclusive club is thoughtfully designed to provide a premium, purpose-driven space where members can recharge, connect and engage meaningfully. Additionally, members will benefit from elevated dining options, chic lounges and bars, curated events and immersive community programming throughout the year. Moreover, the wellness offering includes a modern gym with expert trainers, group classes, infrared saunas, cold plunges and steam rooms. Guests will also enjoy pool access and customized longevity treatments, delivering a full spectrum of tailored health and wellness experiences.
