For those seeking a glimpse into the world of luxury hospitality, this exclusive interview with Simon Casson, CEO of Corinthia Hotels, offers a fascinating look at a brand that is redefining the industry. Khaleejesque sits down with Simon to delve into the company's rich heritage, tracing its roots back to a humble family-run restaurant, and how these values continue to shape the brand today, emphasizing a people-first approach and the 'Spirit of Corinthia.'
Simon discusses the company's unwavering commitment to exceptional guest experiences, highlighting their focus on understanding guest needs, anticipating desires, and exceeding expectations at every turn. They also touch upon the evolving trends in the hospitality industry, such as sustainability, holistic wellness, and culinary innovation, and how Corinthia is not merely incorporating them, but leading the way in defining the future of luxury travel.
Saira Malik (S.M.): In your opinion, what is unique about the Corinthia Hotel brand that sets it apart?
Simon Casson (S.C.): Corinthia Hotels has a unique approach to hospitality through its deeply rooted family values with its story tracing back to a humble restaurant, Villa Refalo, which later became Corinthia Palace Hotel. This initial venture was more than just a business endeavor for the Pisani family; it was a labor of love, with warmth, hospitality and dedication running through every aspect of the operation. The spirit of that family-run restaurant remains the heart of our brand today, influencing partnerships and service standards across all our hotels.
As we navigate through a period of significant growth, we remain unwavering in our commitment to honoring these roots and bringing the essence of our beginnings to the fore. This dedication to heritage, tradition and a personal touch not only defines our past but continues to inspire and shape our future, making Corinthia truly stand out in the world of luxury hospitality.
We hope to become known for integrating outstanding restaurant and bar partners into the heart of our hotels. By harnessing the passion and expertise of the best local talents, or introducing international concepts that resonate with the neighborhood, we aim to create vibrant social spaces that become a source of pride for the local community. In turn, this will offer international visitors a distinctive sense of place fostering lasting memories and a desire to return.
At the heart of what we do, and how we differentiate ourselves, are the people and unique Spirit of Corinthia. While there are many good 5* hotels, buildings and physical touches, the lead from ‘good to great’ in hospitality is driven by people, humanity and the care of our teams. To anticipate a need, extend genuine care and create unscripted memorable moments; all of this is human and delivered daily by the wonderful teams in our hotels.
(S.M.): Given that the luxury travel market is quite competitive, how do you make sure to design and offer exceptional guest experiences and then measure guest satisfaction?
(S.C.): The best and most effective way to measure guest satisfaction is to ask them! We believe in the art of management by walking around, talking to guests and asking how we can be doing better and more for them. In addition to this we of course have online feedback systems and secret shopper programs that provide further insights. Understanding and anticipating our guests needs allows us to continually elevate the Corinthia experience, ensuring that each guest’s stay is not only luxurious but also tailored to them.
As we expand globally, we remain focused on the values instilled by our founder, Alfred Pisani, infusing our offerings with creativity by bringing diverse individuals into our workforce across all levels of our organization. We place great emphasis on understanding the unique qualities of each destination, as well as the personal reasons our guests chose to stay with us. This deep appreciation drives our commitment to crafting exceptional guest experiences, informed by the expertise we have developed over the years in luxury hospitality.
(S.M.): Are there any current trends in the hospitality industry that you find interesting? And how are you incorporating them into Corinthia Hotels?
(S.C.): Several trends, including Sustainability, Holistic Wellness, Culinary adventures and DIB (Diversity, Inclusion & Belonging) are continually shaping the landscape of luxury hospitality for both existing and growing brands. We are mindful of these trends as they help us to understand the human behaviors of our guests so that we can anticipate their needs. However, we do not want to be trend followers simply for the sake of it, instead we want to focus on integrating and further developing trends that align with our values and the Spirit of Corinthia and enhance our guest’s experience.
By thoughtfully intertwining these trends into our properties and operations, we not only stay relevant, but also elevate our own values in meaningful ways. The emphasis on Sustainability goes beyond surface-level practices and is embedded in every aspect of our operations. Similarly to our focus on Holistic Wellness, this is reflected in the wide range of experiences we offer, working with brands to nurture the body, mind and soul of our guests. By prioritizing DIB, we make sure that our spaces are welcoming to all, creating environments where every person feels valued, accepted, understood and able to be the very best versions of themselves. Through our commitment to exceptional culinary experiences, we endeavor to offer innovative dining experiences with our exciting partnerships with world renowned Chefs. Each of these, and many more elements, are carefully woven into the fabric of Corinthia Hotels, allowing us to offer experiences that are both current and timeless.
I think it is important that we look at these not just as passing trends, but as enduring threads of our business that are integral to understanding and anticipating our guests. It is particularly important to understand them outside of ourselves and the industry to learn how to best blend them with our knowledge of luxury hospitality, to make sure that we remain at the forefront of innovation whilst staying true to our brand values.
(S.M.): Corinthia hotels are known for their distinct sense of place. How does the design process for each hotel incorporate local artistic influences, cultural elements, or architectural styles?
(S.C.): We have a strong track record of curating the renovations and rebirth of historical buildings; indeed, the next four hotels to open in New York, Brussels, Rome and Bucharest are all iconic historical buildings. At the development stage, our teams, both corporate and on property, are intimately involved with the architects and designers, and encouraged to engage with their local networks to ensure that the hotel reflects its environment.
We prioritize collaboration with local artists, regional companies and artisans to bring neighborhood influences into the design concept from the outset. This approach is exemplified in the lobby of The Surrey, A Corinthia Hotel, by VISTO, a New York City based art gallery that champions emerging and established artists. By bringing together innovative forms of art that push the boundaries of traditional expressions; by engaging with local communities, we enhance the immersive quality of the experience for the international traveler, ultimately creating memorable stays for our use by connecting them to the local culture and environment but also enabling a sense of pride for the immediate community who will see their home reflected.
(S.M.): What is the biggest challenge as you expand the brand and grow into new markets?
(S.C.): A primary focus is to ensure that we maintain our culture and all that is special within Corinthia. As the big brands grow to scale, they inevitably change and perhaps drift from the roots of leadership which made them so special in their foundation years. This creates an opportunity for brands like Corinthia to fill a gap where, as the CEO and a hotelier, I am fully engaged and in touch with each hotel, each leader and all that happens with our teams, guests and product.
Next comes building brand awareness by understanding our audiences in different regions, knowing their expectations of a luxury property and how to communicate our unique selling points that will make Corinthia their hotel of choice. As we become increasingly known for delivering exceptional experiences, development partners recognize Corinthia as a compelling and attractive option for their projects and actively seek us out.
Equally important is finding the right team of people to operate in these new markets, organically growing, transferring talent and effectively instilling the brand's ethos and values into every aspect of their work, which then translates into amazing guest experiences.
Balancing the preservation of our brand identity with the demands of new and diverse markets, ever increasing guest’s expectations requires careful strategy and systemic support. All of this, along with the personal commitment of leadership to inspire and communicate in a human and authentic manner is crucial for our continued growth and success.
Images courtesy of Corinthia Hotels
