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INTERVIEW
The Leading Hotels of the World, Ltd. is renowned for boasting a collection of the world’s most exclusive independent luxury hotels. Since its establishment in 1928 by and for hoteliers, this organisation has been dedicated to curating the finest selection of independent luxury hotels with over 60 member hotels. Spearheaded by President and CEO Shannon Knapp, who assumed her role in 2019, the company has achieved historic revenue milestones, surpassing $1 billion in both 2022 and 2023. Knapp’s visionary leadership empowers 400 luxury hotels globally, guiding a team of 200 employees, and steering the company through strategic shifts to meet the evolving demands of the industry. Here Knapp thoroughly breaks down her proud career achievements and industry. We sat down with Knapp to find out what makes this collection so special.
All images provided by The Leading Hotels of the World, Ltd.
1) What inspired you to pursue a career in the hospitality industry?
There were two specific experiences in my life that sparked my interest in travel and hospitality. When I was in university, I had the opportunity to study abroad in Europe. During that time, I fell in love with the idea of exploring new destinations and experiencing new cultures. Then, I discovered you could actually make a career in travel when I joined the consumer travel team at American Express where I spent 7 years managing various Platinum and Centurion card travel benefits. From my early days, I never really charted too narrow of a course for my career. I don't believe that success always follows a linear path, and I believe it's very important to get diversified experience.
2) As the President and CEO of Leading Hotels of the World, what motivated you to take on this role, and what are some of the key responsibilities you oversee?
I joined LHW in 2013 as senior vice president and chief marketing officer and became the President and Chief Executive Officer in 2019. I have since become a passionate champion of this mission and am proud to lead an organisation that plays such an important role in ensuring the continued vitality of independent hospitality.
Comprised of more than 400 hotels in over 80 countries, LHW is the largest collection of independent luxury hotels. 80%+ of our members are family-led and 90% are independent; 100% are 5* luxury hotels. My focus remains on empowering our community of independent hoteliers to stay independent. The majority of our member hotels are family-led, many for generations. Our hoteliers are artisans of hospitality whose expertise, commitment to excellence, and individual flair allow them to create unmatched travel experiences for their guests. Together with LHW’s management team and our worldwide colleagues, I am committed to ensuring this remarkable segment of hospitality and our outstanding hoteliers continue to thrive so they can make the choice to stay independent.
3) Travel is undoubtedly a significant part of your life and career. Could you offer some insights into your personal travel philosophy and any tips you have for fellow travelers?
My preference is always a Leading Hotel! Just as each of our properties is distinct in its ownership, design, art, culinary and wellness offerings, so is each experience when I visit. In my 10-year career at Leading Hotels I have visited over 100 of our properties from Shanghai to Stockholm, and I have many more still on my list. However, travellers are multifaceted and I am too; I select accommodations based on the type of travel I'm experiencing, for example, I rented a house with my family that provides privacy and space for the kids.
Tips to travellers:
When you're staying at a hotel, I recommend always speaking to the hotel concierge or staff on the property. They know everything about the destination and help travelers to facilitate experiences. I found some of my most interesting and most authentic experiences in a destination, that is, by talking to the younger staff on the property. Where are they going with their friends? What do they do when they're not working? What do they suggest? Sometimes, you get some really interesting and authentic experiences from them.
It is highly recommended to enjoy the art in the hotels as much as possible. We have a number of hotels that stand out for their implementation of the arts.
J Hotel Shanghai Tower (Shanghai China) Don’t miss the art tour in the cloud to discover more than 1,000 art pieces cultivated by the artists many of which are local.
Palace Hotel Tokyo (Tokyo Japan): Art collection. The artwork that can be seen throughout Palace Hotel Tokyo’s guestrooms and public spaces encompasses more than 700 individual pieces especially commissioned or chosen for the hotel from an array of artists, including some of Japan’s most promising artists as well as long-established ones.
Le Negresco (Nice, France): Jeanne Augier (family-owner from 1957 to 2019) was an art connoisseur who amassed a museum-worthy collection here (the Negresco has been). Total more than 5000 art pieces, including the works by Moretti, Dalí and sculptress Niki de Saint-Phalle are strikingly mixed in with the interiors’ rare antiques and historical paintings.
4) Reflecting on your most recent favourite holidays, could you share with us some destinations or experiences that left a lasting impression on you, and what made them so memorable?
Luxury is now about creating unforgettable memories through curated, uncommon experiences. At Leading Hotels, we have nearly a century of expertise in providing guests with extraordinary experiences. Our hoteliers are deeply connected to their destinations and offer unparalleled local connections and expertise. I am happy to share two unforgettable experience:
One of the most unforgettable experience is my visit to the Amalfi coast in September 2022. When I flew into Naples with our CFO after a board meeting. Crescenzo Gargano (Gambardella family), a 4th generation family leader from Hotel Santa Caterina, leveraged his deep relationships to create an unforgettable lunch for us at the award-winning Concettina ai Tre Santi in Napoli. The restaurant was closed that day. Leveraging the deep relationship between Cresceno and Chef Ciro Oliva, we had a chance to enjoy the traditional Napoli pizza paired with champagne. And the restaurant was open just for us.
Another unforgettable experience was during LHW's annual convention in Morocco in November 2019. Consummate hotelier Jean Claude Messant at Royal Mansour Marrakech facilitated a tour at Center Fiers & Forts, an organisation that takes care of and educates orphaned children in Marrakech to help them achieve a better future. Jean Claude invests a lot in community leadership and elevating the community. When hotels conduct big events and have a lot of extra food, they send it over to this organisation and if a hotel has a celebration of a holiday, they invite the kids to come to the hotel to enjoy the great times. Jean Claude also found a school for hospitality where he trains local people to work in luxury hotels. In addition to working at Royal Mansour, the trained local people also go on to have careers in hospitality around the world.
5) With your extensive travel experiences, do you have a favourite type of holiday or destination? What draws you to those particular experiences?
In my 10-year career at Leading Hotels I have visited over 100 of our properties from Shanghai to Stockholm, and I have many more still on my list. Each of our properties is distinct in its ownership, design, art, culinary and wellness offerings – so is each experience when I visit.
I have two kids, so when I plan a family holiday, I will take it consideration that if this hotel is family-friendly. For example, I'll check if they have a kids' programme and if they have restaurants with kids' menus, etc.
6) As someone deeply involved in luxury hospitality, how do you perceive the evolving trends in luxury travel, especially in light of recent global events such as the pandemic?
We are excited to see APAC travel return and as we emerged from the worldwide pandemic, we wanted to better understand if luxury travellers’ attitudes and behaviours have changed so we embarked on a study surveying these travellers around the world.
Wellness is the key trend for luxury travel in 2024:
Beyond traditional wellness offering like massage and facials, unique and memorable experiences focused on fitness, nutrition, mental well-being, and relaxation captivate guests.
The strong performance of wellness-focused hotels:
There are 79 LHW member hotels who participate in the Spa Inclusive rate
Total Year Pacing revenue for these hotels is 27% higher than in 2023
The 27% growth in projected hotel revenue is coming from all customer types, retail, group and travel trade.
For example, Lily of the Valley in La Croix Valmer, South of France. Extensive and personalised wellness programmes, a wide range of fitness options, nutritious dining, and unique treatments (cryotherapy and osteopathy).
Sustainability is a major focus for luxury travellers:
They expect hotels to be eco-conscious and provide sustainable accommodations
LHW launched our Sustainability Leaders collection last year and now we have over 80 hotels that have achieved sustainability certifications aligned with the Global Sustainable Tourism Council's Industry Criteria
Travellers care about impact and desire to affect change via travel choices as well putting money into places that are worth it/respect own values
Supercharged Sustainability 60% of a new generation attracted by a company’s ethos, values and choses based on that
Example: The Datai Langkawi, Malaysia. Launched The Datai Pledge, focusing on protecting biodiversity and reducing waste, with impressive results like saving hundreds of thousands of kilograms of waste from going to landfills in just two years.
Authentic and immersive experiences win
Luxury travellers are seeking more immersive and personalised experiences
They want their journey to feel exceptional and highly tailored
They are willing to spend more for remarkable experiences; 39% cite extraordinary, one of kind experiences as key to the luxury experience
Example: Bürgenstock Hotel & Alpine Spa; Switzerland. Offers an exclusive experience to Leaders Club members to create a personalized timepiece. Experience includes a scenic helicopter ride to the Cyrus watch workshop in Le Locle, designing a timepiece with the master craftsman, and getting back on the helicopter for dinner at the mountainside of the hotel
Culinary travel experiences continue to be popular:
Food and wine have become focal points for luxury travellers
Not just looking for award-winning restaurants; they're after experiential gastronomy
Example: Palais Coburg Residenz in Austria. Offers guests a chance to be "Cheffora Day" in their two-Michelin Star restaurant, providing a unique behind-the-scenes culinary experience. Grand Hotel Excelsior Vittoria in Italy. Guests can enjoy private aperitivos with the hotel's founding family, diving deep into the rich history of the hotel.
Exclusivity and privacy in remote locations matter:
Remote, uncrowded locations
Destinations that offer unmatched solitude and tranquillity, catering to travellers seeking a peaceful escape
Example: Thanda Island in Tanzania. A truly exclusive private island. Villa Nai 3.3 in Croatia. A hidden gem moored in the Adriatic Sea.
Multi-generational travel interest remains:
Luxury hotels are elevating the family vacation experience, making it appealing to travelers of all ages
Family-friendly hotel destinations known for amenities including everything from children’s programmes and clubs, to pools and playgrounds, babysitting services, tailored experiences, and more
Example: Best Family Escapes: Recommended Hotels for Family Escape. Hôtel Barrière Le Majestic Cannes Offers creative activities for children, such as directing their own feature film
7) What are 5 travel essentials you take on every trip?
I take melatonine to help reduce jet leg. It is very important for me. I also take my AirPods and iPads with podcasts, books, and TV shows loaded. I usually choose business podcasts, and the books and TV shows are from personal interest. Some other things I always bring: my work computer so I can keep up with work while on the road; sneakers/clothes for going to the gym which is so important when travelling, especially after enjoying the amazing gastronomy at our hotels; my Kindle for relaxing.
8) Looking to the future, what excites you the most about the direction The Leading Hotels of the World is heading, and what can we expect to see from the organisation in the coming years?
Mission: Leading Hotels is owned by 60 of our members and our mission remains unchanged to connect and empower hoteliers to achieve the commercial success necessary to enable them to make the choice to stay independent. We do that by providing our members with access to Leading Hotels’ global brand, sales, marketing, digital and technological expertise to acquire new guests and deliver best-in-class ADR and annual revenue growth, while also allowing our owners to preserve their distinct DNA and realize their own vision for their hotel.
New Members:
Announced 32 new members in 2023. 15 Europe / 9 MER / 3 Africa / 5 APAC.
Accept only about 5% of new membership inquiries annually; vet over 500 a year.
Announced six new member hotels in Q1. This season’s collection includes five new hotels. openings, demonstrating a boom in luxury hospitality openings worldwide. The openings include two new US properties, a new hotel concept in Madeira, a grand converted museum in Rome, and a collection of bungalows and casas just south of Tulum, Mexico.
More new hotels to be announced in the rest of 2024. Anticipate the same number with 2023, around 30 new hotels.
Strategically investing in development opportunities that expand our footprint in critical markets with a focus on quality: Americas and Asia.
New Quality Programme Enhancement
We measure and evaluate quality by integrating three different sources of information: annual in person inspections, by Leading Quality Assurance (LQA) guest satisfaction surveys and online reviews to ensure our member hotels continue to meet the high bar of quality and service.
Mobile App
LHW unveiled its Leading Hotels mobile app in 2023. We will continue to enhance the guest experience.
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All imagery is provided by LHW.
Website: lhw.com | Instagram: @leadinghotelsoftheworld | Facebook: @LeadingHotels
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