British hotelier Jonathan Wix, who founded 42 The Calls in Leeds and The Scotsman in Edinburgh, bought the first riad as a holiday home. It’s now run by his son James, who says the latest expansion was in part driven by concerns about affordability. “I’ve been staggered by the increase in worldwide hotel rates and wanted a better-value option without compromising our standards,” he says. “The new rooms will have the same amenities, linens and level of comfort as the suites. They’ll just be very slightly smaller and more modern, especially the bathrooms.”