How Ash Hotels Became the Coolest Brand You’ve Never Fully Defined

If you’ve scrolled Instagram or Design Milk anytime in the last few years, you’ve probably come across a hotel that made you stop scrolling. Not because it was just beautiful, but because it felt like a world. A story. And chances are... that hotel was built by Ash. In this episode, I sit down with Ari Heckman, founder & CEO of Ash — one of the most distinctive hospitality brands redefining how hotels, neighborhoods, and even guest memories are made. Ari’s story is a masterclass in world-building. We explore how growing up in post-industrial Providence sparked his obsession with places that transform. Why he didn’t study hospitality at Cornell (even though he was a stone’s throw from the world’s most famous hotel school). And how Ash went from a small design studio to an experiential powerhouse shaping properties from Baltimore to New Orleans. We get into why modern travelers don’t just want design anymore — they want mythology, meaning, and discovery. We unpack how Ash thinks about cinematic storytelling, why boutique hoteliers must learn to master revenue as much as aesthetics, and what Ari believes is the next great unlock for independent brands scaling today. If you care about hospitality, placemaking, or just building things that matter — this one’s for you. Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.