The company was founded by Indonesian-hotelier Adrian Zecha, and commenced operations in 2017 with the opening of the group's first hotel in Luang Prabang, Laos.

[3] After leaving Aman Resorts in 2014, Adrian Zecha founded Azerai to operate affordable-luxury lodging, competing in the 3-4 star hotel category.

[4] The company's background is traced back to the Serai Hotel in Karangasem, founded by Zecha to offer various frills and design features reminiscent of an Aman Resort albeit competing at a lower, affordable price point.

[6] In an interview with Hong Kong's Prestige magazine, Zecha stated that "Azerai resorts are designed in an elegant, refined and understated manner, and seek to embrace and blend into the locations in which they are set".

[6] In 2019, Time magazine named Azerai La Residence in its list of the world's greatest places to stay.