Unbranded to Unforgettable: How Korosh Farazad Reinvents Hospitality | Ep 210 with Korosh Farazad Founder of Farazad Advisory

Korosh Farazad traded a UK law career for two decades of pioneering structured finance in hospitality real estate. Today, his Farazad Advisory specializes in value-add hotel acquisitions—85–200 rooms, no global brands, 3–5-year hold—in gateway cities across North America and Western Europe. From SLS Dubai to a sudden Swiss relocation, Korosh reveals the deal architecture, market pivots, and hard-won lessons behind his boutique empire.Key Discussion Points:

The Spark: How a people-person’s obsession with behind-the-scenes hotel value drove Korosh from courtroom to keys.

Deal DNA: Why only sub-200-room, unbranded hotels qualify, and how minority stakes plus franchise tie-ins deliver 1.8–3× returns.

“SLS Dubai” Benchmark: The guest-experience blueprint that turns check-in into a 24-hour mousetrap of F&B and nightlife options.

Market Pivot: Exiting a cooling UK scene, relocating to Switzerland in five weeks, and sealing first Swiss deals in record time.

Architects of Upside: Balancing debt-serviceability and in-house expertise to self-power roll-off trucks, paving rigs, and franchise roll-outs.

Failure → Fuel: Why every crash taught him more than success, and how relentless iteration builds the confident dealmaker.Key Takeaways:

1. Start Small, Crawl First: Deeply master every back-and-front-of-house nuance before running.
2. Value-Add Over Core: Seek the “unfinished canvas” hotels that reward hands-on branding and operational revamps.
3. Crystal-Clear Criteria: 85–200 rooms • no legacy brand • three-to-five-year hold • gateway city tourist flow.
4. Speed to Market: Quick pivots (e.g., Switzerland in five weeks) beat protracted, high-cost transformations.

Closing Thoughts:

Korosh Farazad’s journey reminds us that hospitality deals aren’t hotel-chain clones but stories begging to be rewritten. Tune in to discover how structured finance, guest-obsessed engineering, and bold market moves can redefine real estate success—one boutique acquisition at a time.

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