Awasi; the success of Matías de Cristóbal
The Awasi hotels offer the ultimate experience, combining optimal comfort with a keen eye for the smallest details, which has made this unique concept an award-winning formula. I will never forget the first time I arrived at one of the Awasi hotels.
Johan in conversation with Matías
During our Gente Mágica interview, Johan spoke to Matías de Cristóbal, general manager of Awasi. Matías talks about Awasi’s success, his passions and the thinking behind the concept.
A real gruelling journey on the way to Awasi
The first time I stayed at an Awasi hotel was whilst preparing for a massive trip involving more than 80 classic cars. I was driving a classic Volvo through the vast and desolate Atacama Desert. My journey to the oasis of San Pedro, where the Awasi hotel is situated, did not go smoothly. My classic car’s engine was playing up and, in a dusty hamlet many hundreds of kilometres from my destination, the car began to falter. Two local mechanics, both long past retirement age, tried to repair my steel steed with a hammer and chisel.
A gruelling ordeal ensued. Whilst searching for a suitable garage, I had to push the car through the dusty streets of a mining town. Eventually, I came across a dimly lit workshop where I had to wait for many hours for the welcome news that my car was once again ready to continue the journey to San Pedro. Tired, dirty, sweaty, but in good spirits, I set off again as quickly as I could.
Just what I needed
After another hour and a half’s drive, and ultimately more than 24 hours behind schedule, I arrived at Awasi Atacama. A young lady who saw me arriving smiled, said nothing, and as I drew nearer, she conjured up an ice-cold beer out of thin air for me and my travelling companions. It was exactly what I needed most at that moment. And this is typical of Awasi. The atmosphere, combined with an eye for detail. Things are already sorted before you even think to ask. The guides are all highly knowledgeable and passionate. They make you feel as though you’re visiting a good friend who lives in a beautiful spot far from civilisation and who’s delighted that you’ve come to see him.
It became clear to me that this experience is part of the Awasi concept when I visited the newly opened Awasi Iguazu in 2018 and set off with my guides Pica and Carlos – you can read more about them in the blog
The creator of the Awasi Concept
The creator and guardian of the Awasi concept is the Argentine Matías de Cristóbal. Matías actually ended up in the hotel industry quite by chance. He began his career as a banker, but lost his job when Argentina experienced one of the worst economic crises of the past hundred years in 2001, leaving the country virtually bankrupt.
However, as the breadwinner of a family with three growing children, he could not – and would not – simply give up. He noticed that in remote mountain villages, beautiful, high-quality handicrafts were being produced, such as hand-woven cloths and ponchos. He knew there was a market for these among the affluent residents of Buenos Aires. By opening a luxury boutique in Buenos Aires, he was able to bring supply and demand together, ensuring that the craftspeople from the remote mountain villages received a fair price for their high-quality handcrafted products. It proved to be a successful move, resulting in a second shop in the Spanish city of Barcelona.
It was ultimately these shops that brought him to Awasi over 15 years ago. One of the owners, who visited his shop in Buenos Aires as a customer, immediately recognised his sense of style and eye for detail, combined with his business acumen, and asked him to help develop a new hotel concept they were planning to realise in the Chilean Atacama Desert. Matías seized this challenge with both hands.
An award-winning formula
Awasi has three small-scale hotels, all situated in breathtakingly beautiful landscapes with unique flora and fauna. In 2007, Awasi opened its first hotel in the Atacama Desert, featuring 10 guest lodges. In 2013, the second hotel opened its doors with 12 rooms in Torres del Paine, the heart of Chilean Patagonia. In 2018, Awasi Iguazu – with 14 guest rooms and situated in the Mata Atlântica rainforest, near the waterfalls of the same name in Argentina – welcomed its first guests.
Visiting a friend
Each guesthouse has its own driver/guide, who looks after their guests from the moment they arrive and takes them on a trip of the spectacular surroundings. It’s as if you’re visiting an old friend who lives in a country you’ve never been to before. On arrival, you’ll be served your favourite drink and, together with your guide, you’ll make a plan for the coming days. A map of the area is brought out and your guide will tell you all about the things to do. But after that, your guide will focus on listening to what you’d like to do, how you’d like to travel and what has made you want to explore this area.
Culinary delights
In between activities, you’ll be treated to culinary delights, as it’s no coincidence that all three Awasi hotels are members of Relais & Châteaux. This is the global organisation that guarantees culinary excellence of the highest standard. Awasi stands for the ultimate experience, combining optimal comfort with a keen eye for the smallest details – a combination that has made this unique concept an award-winning formula.
A conversation with Matías
In our Gente Mágica interview, Matías talks about the long and occasionally bumpy road he has had to travel to achieve Awasi’s success. He shares his passion and his vision. We also discuss his other activities and hobbies. As well as being CEO of Awasi, Matías is a member of the Board of Directors at Relais & Châteaux and a passionate amateur photographer. Watch the interview on our YouTube channel or listen to it as a podcast on Spotify or iTunes.
Please get in touch for more information
For more information about this interview or a visit to one of the Awasi hotels, please feel free to contact us. We’d be happy to help. Send an email to info@sapapanatravel.nl or call us on +31 73 610 62 04. We’d be happy to help.