In an exclusive interview for ftnnews.com, Suat Töre speaks with hospitality expert Avsar Koc, the visionary behind Blazon Hotels and a seasoned leader with over three decades in global hotel management.
From his early beginnings in the U.S. to shaping luxury hospitality in Dubai and beyond, Koc shares his perspective on the evolving hotel landscape, emerging trends in the UAE and Arab world, and how technology like AI reshapes the guest experience without losing the human touch.
Suat Töre: Could you please introduce your background in the tourism and hotel industry?
I’ve been in this industry for nearly 35 years. It all started in the US, working as a young food and beverage enthusiast in various hotels. I then returned home to Istanbul and joined the iconic Hilton Istanbul—the very first Hilton built outside the Americas. It was a place full of legacy, and it gave me a solid foundation.
Then came Dubai, which has been home for most of my adult life over the past 25 years. From Hilton, I moved on to Jumeirah, which at the time was redefining what luxury meant in the region. Working with Jumeirah’s iconic properties—like Burj Al Arab and others that set new global benchmarks—was a defining period in my career. It was more than just working in luxury; it was about being part of a brand that dared to be bold, original, and unapologetically high-end. The standards were exceptional, and the environment was one that celebrated innovation while staying deeply rooted in service excellence.
After Jumeirah, I joined Kempinski, where I had the privilege of contributing to a 130-year legacy of European luxury. Kempinski gave me a deeper appreciation for traditional hotelkeeping—an artisanal approach that stood in contrast to today’s fast-paced world of mass-branding. It was about timelessness, attention to detail, and heritage.
Later, I was fortunate enough to be part of the creation of several hotel brands—each developed with a very simple idea in mind: what do today’s guests and hotel owners truly want from a management company? That mindset led to the creation of River Rock Hotels & Resorts and, more recently, Blazon Hotels under Smart Hospitality Solutions. While operations remain close to my heart, my real strengths lie in brand creation, guest experience, and building strategies that deliver lasting value.
ST: What are your thoughts about the future of the hotel industry in the UAE and globally? And what trends are emerging in the Arab world?
When I first arrived in Dubai over two decades ago, the UAE was just beginning to shape its tourism identity. Fast-forward to today, if you don’t have a presence in the UAE, you’re missing a major part of the global hospitality scene. It’s a true playground for hoteliers—constantly moving, constantly evolving. What sets it apart isn’t just the vision, but the precision in how that vision is executed. Talent from all over the world is drawn here, and the government’s speed in decision-making, unmatched infrastructure, and safety standards make the UAE a benchmark in global tourism.
Looking ahead, I believe we’ll see continued diversification. The days of only building five-star mega-hotels are behind us. There’s rising demand for lifestyle and boutique hotels—properties that connect more deeply with local culture and surroundings. Especially in Arab countries, I think the next big step is embracing authenticity—smaller, well-curated hotels that offer meaningful experiences over mass offerings.
ST: Could you please tell us about Blazon Hotels?
Blazon Hotels is built on one promise: to deliver real hospitality. That means 24-hour service that actually works, craftsmanship in how we train and interact, satisfied guests who leave with a story, and experiences that are meaningful and sustainable. We cater to well-traveled guests with high expectations, but without the stiffness of rigid brand rules.
Each of our hotels is designed uniquely for its destination—no templates, no one-size-fits-all. We give guests the courtesy of choice rather than boxing them into predefined experiences. We manage hotels, not logos. And we only take on projects where we know we can make a difference and lead—not just operate.
Blazon is the result of more than a century of hospitality philosophy, passed down and sharpened over generations. It’s not about scale. It’s about substance.
ST: How will AI affect the hotel industry?
Hotels are, and should always remain, places for human connection. That won’t change—and it shouldn’t. What’s changing is how AI is working quietly behind the scenes to enhance what we do: smarter CRM platforms, more accurate forecasting, better resource management, and above all, more tailored experiences for our guests.
Much like how the internet reshaped guest expectations and operations, AI is now pushing the boundaries further. But it’s not about replacing the human touch—it’s about amplifying it. AI will allow us to respond faster, understand our guests better, and elevate service in ways that were previously unimaginable. It’s not a threat; it’s a tool. And when used with intention, it can help us get closer to the very essence of hospitality.
