Sunset Hospitality Group (SHG), the Dubai-based lifestyle powerhouse known for its iconic dining, beach club and entertainment brands like Sushisamba, Mott 32, and The Aubrey, is making bold strides onto the global hospitality stage.
Fresh from its first venture into Asia with Singapore’s historic Hotel Fort Canning, the group is poised to rebrand the heritage landmark as METT Singapore by 3Q2025. Spearheading this expansion is Philip Knuepfer, COO of Sunset Hotels & Resorts, who joined the group earlier this year with over two decades of luxury hotel experience, including his tenure as area vice president and general manager at the Mandarin Oriental Group.
“The signing of Hotel Fort Canning is our entry point into Asia, a very important market for us,” said Knuepfer, who is based in Singapore. “Currently, we have 10 hotels in operation or under development, and our goal is to grow to 35 to 40 properties over the next three to five years.”
In 2021, SHG launched METT, its flagship hotel brand, with the opening of METT Hotel & Beach Resort Bodrum, Türkiye, followed by METT Hotel & Beach Resort Marbella-Estepona in Malaga, Spain. Its expansion into Asia is a natural progression, with Bangkok, Phuket, Koh Samui, and the Maldives on its radar after its Singapore debut.
Bringing the energy from restaurants to rooms
Founded in 2011 by two entrepreneurs Antonio Gonzalez and Ahmad Nazih Hafez, SHG currently operates over 81 venues across 22 countries, a majority of which are non-hotel venues. What then drives its foray into the hospitality sector?
“We already touch our guests for two to three hours at our restaurants and beach clubs,” Knuepfer explained. “Why not extend that to a 360-degree experience with hotels? The vision of Sunset Hospitality is all about bringing people together and celebrating life.”
We already touch our guests for two to three hours at our restaurants and beach clubs. Why not extend that to a 360-degree experience with hotels?– Philip Knuepfer, COO, Sunset Hotels & Resorts
Unlike traditional hotel operators that often outsource F&B operations, Sunset leverages its culinary expertise to craft unique, in-house dining experiences at its properties. “Restaurateurs approach dining very differently from hoteliers,” Knuepfer said with a chuckle, recalling his own hotelier roots. “When you have over 30 F&B concepts, there’s a wide range to find the right concept for each hotel location.”
This philosophy extends beyond dining. Sunset reimagines amenities like swimming pools, transforming them into dynamic pool or beach clubs. “We actively encourage external guests to visit, rent cabanas, and bring the local community’s energy into the hotel,” he added.
Redefining modern luxury
The 249-room METT Hotel & Beach Resort Marbella overlooking the Mediterranean Sea.
In a crowded lifestyle hotel marketplace, Knuepfer believes there is still room for innovation and differentiation, especially as a younger generation brings changing notions and preferences in luxury hospitality.
“Not only are the customers getting younger, many of these people with disposable income don't necessarily want to adhere to a dress code to enjoy themselves in a luxury hotel, whether it’s going to the club lounge dressed in shorts or breakfast in Lululemon.”
Mett Hotels & Resorts is carving a niche by embracing “modern luxury” — a concept that Knuepfer described as aligning five-star service with a more personal and casual approach. “Luxury today is about being less formal and more emotional,” he said. “It’s not about rigid service standards but about creating authentic, human-to-human connections.”
This ethos is reflected in the design of Mett’s properties, which feature minimalist, light-filled rooms that provide a calming sanctuary while encouraging guests to connect with the vibrant energy of the hotel’s public spaces, added Knuepfer.
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Mett Singapore: A beach club in the city
The transformation of Hotel Fort Canning exemplifies this vision. Nestled in a historic landmark on Fort Canning Hill, the reimagined property will feature redesigned guestrooms, public spaces, F&B outlets, and meeting facilities.
“We’re introducing three to four of our own dining concepts,” Knuepfer revealed. “The swimming pool will become a beach or pool club in the city, open to the public, with live DJs and performances. It’s a true urban resort, and we’re very excited about it.”
With a second Singapore hotel in the pipeline and ambitious plans across Asia, it looks like the sun is just beginning to shine on Sunset Hospitality Group’s journey in the region.