01 About
Creating Hospitality with Purpose
We are not just advisors. We build, we lead, and we deliver.
22.O1 is a Strategic Advisory & Development Studio redefining how destinations are conceived, developed, and experienced.
We craft projects of every scale, from landmark hotels and branded residences to national hospitality brands and masterplans of sovereign scale.
With deep expertise across real estate, hospitality, development, design, and operations, we guide projects from vision to opening; aligning stakeholders, unlocking potential, and driving delivery.
Based in Dubai and operating globally, we partner with visionary developers, hotel and F&B groups, retail brands, investment funds, family offices, individual investors and governments to lead hospitality-driven projects at every stage – from early concept and positioning to full delivery and operational launch.
Our edge lies in combining strategic thinking, creative development, and hands-on leadership. We navigate complexity with discipline, align stakeholders around shared vision, and ensure execution meets ambition. Whether it’s a single asset or a multi-phase masterplan, we deliver real-world outcomes, not just great ideas.
We are not advisors. We are partners in crafting and delivering with purpose, precision, and impact.
Creating Hospitality with Purpose.
We are not just advisors.
We build, lead, and deliver.
02 Expertise
We provide end-to-end strategy and execution services for hospitality and lifestyle projects - seamlessly integrating concept, development, and operations. Our expertise spans a range of typologies, including:
From initial vision to final handover, and long after opening, we manage every aspect of the process with discipline, creativity, and care. We act on behalf of our clients to orchestrate each phase, ensuring a fully connected journey where excellence is not just expected; where it is engineered.
03 Services
We guide owners and developers through critical decisions, with expertise, clarity, and integrity.
At 22.O1, we act as a strategic partner to owners and developers from the earliest stages of a project. Whether advising on feasibility, defining the business model, or selecting the right brand and operator, we bring deep industry knowledge and commercial insight to every conversation.
At 22.O1, our masterplanning service goes beyond land use — we create the foundation for world-class destinations. We develop cohesive, experience-led ecosystems that integrate hospitality, wellness, retail, and cultural components with strategic intent. Every element is planned with precision, from spatial zoning and guest flow to operational efficiency and long-term value creation.
We transform ambition into concept: bold, strategic, and unforgettable.
Every great destination begins with a sharp idea, but only those shaped with precision become truly iconic. At 22.O1, we develop future-ready concepts that are rooted in strategic insight and brought to life through compelling narrative, refined creative direction, and operational awareness. We shape brands that resonate with their audience, align with investor goals, and guide every touchpoint of the experience
We ensure your vision is delivered ; beautifully, and on budget.
From sourcing the finest partners to managing the most intricate technical submissions, we lead every aspect of project execution with precision and authority. We coordinate all consultants and disciplines (architects, interior designers, engineers, construction teams, MEP, lighting, and landscape) ensuring every contributor is aligned and every detail is delivered to standard.
We activate your destination with structure, energy, and excellence.
Whether you project is already operational or near completion, we step in to ensure you property runs
at full strength. Our team brings deep operational and managerial knowledge and luxury hospitality experience to develop tailored brand standards,
SOPs, guest journey frameworks, OS&E curation and production, action plans, trainings, and much
more.
We protect your vision and performance over time. When doors are opened, we stay invested. We support owners and brands with ongoing asset oversight, ensuring operations remain aligned with financial goals and brand standards.
Our team conducts performance reviews, operational audits, and mystery guest assessments, through deep drive methods, to maintain quality and drive improvement.
We help destinations bring to life the most fitting food & beverage concepts, whether through established brands or renowned chefs. Our role is to collaborate with partners in shaping the vision, supporting the development of both signature branded venues and new chef-driven concepts. We identify and connect the right operators or chefs and ensure the right fit for the destination’s character. We also assist brands in deploying into new markets by facilitating partnerships with developers and providing the operational support needed for long-term success.
Tailored expertise for the elements that make a destination whole.
We offer dedicated support for critical hospitality elements that shape the guest experience and strengthen your operating property or brand.
From wellness spaces and kids club, to OS&E curation and production, our team brings category-specific knowledge and creative intelligence to every detail.
04 How We Work
WE THINK LIKE OWNERS.
Every decision we make is driven by long-term value, operational realism, and return on investment.
WE ACT LIKE OPERATORS.
Rooted in luxury hospitality, we understand what elevates the guest experience (from back-of-house flow to front-of-house elegance).
WE LEAD WITH CLARITY.
We connect business, design, and delivery - aligning every project partner around one clear vision.
WE STAY WITH THE PROJECT.
From first sketch to final handover, from first brief to final handover and operations, we stay involved - ensuring momentum, consistency, and quality at every step.