With a Dubai debut around the corner, Corinthia Hotels is strategically expanding its luxury arm one region – and one hotel opening – at a time. Editor Hamish Kilburn caught up with the CEO of Corinthia Hotels, Simon Naudi, to understand the trials and triumphs of evolving one of the world’s most luxurious hotel brands…
Given its esteemed reputation among the design community, luxury enthusiast and of course its loyal returning guests, the news that Corinthia Hotels will open a property in the Middle East comes with little surprise.
The 55-storey hotel, which will add to the ever-expanding city skyline of Dubai, is slated to open in 2020. Considering that the destination’s hotel room supply is set to reach 132,000 by the end of 2019, according to a study by the emirate’s Department of Tourism and Commerce Marketing (Dubai Tourism) – and occupancy levels are forecast to remain at 76-78 per cent despite growth in capacity – the question is not why, but rather more ‘why now’. “Real Estate is expensive,” says Simon Naudi, CEO of Corinthia Hotels. “We are looking to expand sensitively. Our plan is to grow the portfolio sensibly and steadily, prioritising on looking for the right building or site in the right location.”
According to STR, the UAE as a whole gained approximately 8,000 new branded hotel rooms last year. As of June 2018, the Middle East had 358 projects/113,830 rooms under construction, up 13 per cent by projects YOY. “We’ve had several opportunities in the past, but we are happy to have waited for this project to come along,” explains Naudi. “We have the right partners, Meydan Group, and the right location, prime seafront on JBR, and a top-notch project being built to make the very best in the city. From the design of the building itself to the interior elements, the aesthetics of Corinthia Meyden Beach with be synonymous with the Corinthia brand: confident, exquisite and elegant.”
While all eyes and ears focus on the brand’s Middle Eastern arrival, further west there’s also much happening between now and then. “Our main focus remains on Europe and the Mediterranean,” Naudi says. “We are currently working on projects in Bucharest, Brussels, Moscow and several other projects are under consideration. We’re also focused on the USA, Manhattan in particular.”
Having recently featured in a two-part documentary with Corinthia London’s Managing Director Thomas Kochs, who also appeared on Hotel Designs’ Brit List last year, Corinthia London is arguably the brand’s most iconic building, and for good reason. With its headline-grabbing extravagant suites, innovative public areas and an out-of-this-world four-floor spa, the hotel has been a timeless gem for almost a decade since it was redesigned. But while the 283-key majestic hotel has stood the test of time, its interior design has had to evolve along with the brand in order to cater to the shifting demands of modern travellers. “Larger bathrooms, the less decreased demand for fixed TVs, connectivity and interactivity are all trends that have required guestroom designs to be functionally different today than they were previously,” explains Naudi. “In our case, we also continue to explore multiple uses of the foyer and lobby space, to double up as a space for meetings, social interactions and evening dining to a degree.”
With esteemed regular guests including a long list of celebrities as well as world leaders, Corinthia Hotels seems to have mastered the formula for offering seamless luxury. “It is tantamount to making an effort,” explains Naudi. “It is an effort in terms of investment on all levels, in the product, in the generosity of space, the quality of materials, the beauty of finishes and in the architecture. It is investment in technology, upkeep, maintenance. It is also effort in terms of choice of colleagues, investment in their training and wellbeing, and above all giving time to the pursuit of happiness. Uplifting lives is our company philosophy, and that is what we aim to do, both with our guests and our colleagues. If all of the above is in place, luxury follows.”
“Our single most effective weapon is indeed our size,” – Simon Naudi, CEO, Corinthia Hotels
Hamish Kilburn: What is the number one item you cannot travel without?
Simon Naudi: My passport!
HK: What has been the highlight of your career to date?
SN: Developing and launching Corinthia London
HK: What is the next destination on your travel bucket list?
SN: The regions of Spain
HK: What would you say is the number-one tool for success?
SN: Hard work, and more hard work
HK: What book are you reading at the moment?
SN: The Wise Men by Walter Isaacson
With so many lifestyle brands emerging in the market under the umbrella of large hotel groups, it’s refreshing to see an independent hotel group, like Corinthia Hotels, expanding and evolving without taking away its own core values as a brand known and loved by so many around the world. “Our single most effective weapon is indeed our size,” Naudi explains. “Being independent, and relatively small, means we can be, and are more open to be, true to who we are, and crucially nimble. We can also stay closer to our colleagues in all our hotels, the people who matter most to our guests and ensure we are all part of the spirit driving the company towards our aim of uplifting lives.”
“In most of our hotels, the spa is a key, central component, with large physical spaces allocated to this activity wherever we could.” – Simon Naudi, CEO, Corinthia Hotels
One of the major trends that seems to be dictating international hotel design, with the aim no doubt to ‘uplift lives’, is wellness and wellbeing, which is one topic that the brand identified early, if its London hotel is anything to go by. “We have always taken wellness seriously,” says Naudi. “In most of our hotels, the spa is a key, central component, with large physical spaces allocated to this activity wherever we could. Our guest profile has evolved over the years, and we are now more geared towards leisure guests, than corporate visitors, although all segments engage with our spas.”
Hotels, especially ones operating in the luxury sector, seem to be adding value to their properties with the openings and renovations of in-house spas. And with Corinthia Hotels arguably leading the way for other hotels to follow suit, the challenge for brand is more around how to build on its already successful products. “We have had several highly successful partnerships with spa brands and products, but we are evaluating all options for our future in 2019,” says Naudi. “We have beautiful spas being built to add to our portfolio and wish to use this as a basis for a spa strategy that is relevant to our guests.”
Now that the hotel brand has pin-pointed its next destinations and is signing on dotted lines to secure them, calling the shots may be stressful and high-pressure at times, but it also carries with it unparalleled rewards. “I would count two main sources of satisfaction,” adds Naudi. “The first is to see old, abandoned properties, many of which may be heritage sites, rebuilt and launched as luxury hotels, with a legacy to span decades. Corinthia London was a case in point, but also our current projects in Moscow, Brussels and Bucharest too. Secondly, is seeing younger colleagues grow into more senior roles and take on leadership and entrepreneurial positions.” And with that, Corinthia Hotels continues to inspire generations by designing a healthy and strong family of hotels worldwide with a luxury metaphorical thread of impeccable service and innovative design connecting them all together.