In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, joins Ferran Brufau, General Manager of the award-winning Radisson Blu Hotel & Residence Diplomatic Quarter, Riyadh. Known for its Italian-inspired interiors, state-of-the-art facilities, and focus on sustainability, the hotel sets a high standard for luxury hospitality. Chetchikov, a global luxury expert and advocate, explores Brufau’s insights on the evolving definition of luxury, the role of digital innovation, and the art of crafting exceptional guest experiences in today’s world. 

Alexander Chetchikov: What does “luxury” mean to you, and how has your understanding of it evolved throughout your career in hospitality? 

Ferran Brufau:  Luxury, to me means creating unforgettable experiences that cater to individual needs and desires. Throughout my career in hospitality, I’ve learned that true luxury goes beyond opulence; it’s about personalized service, attention to detail, and making guests feel valued and at home. As I’ve evolved in the industry, I’ve come to appreciate that genuine luxury is rooted in authenticity and emotional connections, ensuring each guest leaves with lasting memories.    

AC: How do you see digital transformation reshaping the luxury hospitality landscape? What role do technologies like keyless check-in and room selection play in enhancing the guest experience? 

FB: Digital transformation is fundamentally reshaping the luxury hospitality landscape by enhancing personalization and convenience. 

Technologies like keyless check-in and room selection streamline the guest experience, allowing for greater autonomy and efficiency.  These innovations not only improve operational efficiency but also create a more seamless and tailored experience, ultimately elevating guest satisfaction and loyalty. 

AC: As luxury clients seek ever-more personalized services, what do you think is the future of concierge services? How can luxury hotels adapt to meet rising expectations for unique and exclusive experiences? 

FB: The future of concierge services in luxury hotels will focus on hyper-personalization and technology integration.  

As clients seek unique experiences, hotels can adapt by leveraging data analytics to anticipate guest preferences, offering bespoke services tailored to individual needs. Collaborating with local partners to provide exclusive access to events and experiences will also enhance the guest experience.  

Emphasizing a seamless blend of human touch and digital convenience will be key to exceeding rising expectations. 

AC: In your view, how significant is collaboration within the luxury industry? Could partnerships with other luxury brands or sectors amplify the guest experience? 

FB: Collaboration within the luxury industry is crucial for enhancing the guest experience.  

Partnerships with other luxury brands or sectors can create unique offerings, such as exclusive events or curated experiences that elevate a guest’s stay.  

By combining expertise and resources, we can provide personalized services that go beyond traditional hospitality, making each guest’s visit truly memorable and distinctive. 

AC: You’ve managed properties across different regions and cultures. What have been the most valuable lessons from your experiences managing hotels in places like Madrid, Kyiv, and now Riyadh? 

FB: Managing hotels in diverse regions like Madrid, Kyiv, and Riyadh has taught me the importance of cultural sensitivity and adaptability. 

Each market has unique expectations and customs, so understanding and respecting local traditions is essential for delivering exceptional service.  

Additionally, fostering strong local partnerships enriches the guest experience and enhances community ties. Ultimately, flexibility and a commitment to personalized service are key to success in the global hospitality landscape. 

AC: Could you share how you empower your team to provide exceptional guest experiences? What do you believe is the key to inspiring your staff to go above and beyond for guests? 

FB: I empower my team by fostering a culture of trust and open communication.  

I encourage staff to take ownership of their roles and make decisions that enhance the guest experience.  

Regular training and recognition of their efforts are crucial in building confidence. The key to inspiring them to go above and beyond is instilling a sense of purpose helping them understand how their contributions make a meaningful impact on our guests’ stays.  

When team members feel valued and connected to our mission, they naturally strive for excellence. 

AC: What steps has RHG taken to promote sustainable stays, and how do these align with the demands of today’s luxury travelers? 

FB: At RHG, we promote sustainable stays by implementing eco-friendly practices such as reducing single-use plastics, sourcing local and organic products, and enhancing energy efficiency in our operations.  

These initiatives align with the values of today’s luxury travelers, who increasingly prioritize sustainability and responsible tourism. By offering guests the option to engage in sustainable practices during their stay, we not only meet their expectations but also contribute to a positive impact on the environment and local communities. 

AC: You mentioned a belief in staying “in your hotel to experience what your guests are experiencing.” How has this hands-on approach influenced your leadership style and helped you shape the guest experience at RHG properties? 

FB: Staying in the hotel allows me to directly experience our guests’ journey, which profoundly influences my leadership style.  

This hands-on approach helps me identify areas for improvement and understand the nuances of guest expectations. By experiencing our services firsthand, I can guide my team more effectively and foster a culture of empathy and attentiveness.  

It reinforces the importance of every detail, ensuring we consistently deliver an exceptional guest experience at Radisson Blu Hotel & Residence Diplomatic Quarter Riyadh. 

This enlightening conversation with Ferran Brufau sheds light on the passion and expertise that drive Radisson Blu Hotel & Residence, Riyadh Diplomatic Quarter to deliver exceptional luxury experiences. From elegant Italian-inspired interiors to advanced facilities and sustainable practices, the hotel embodies modern luxury at its finest. Discover more about Radisson Blu Hotel & Residence, Riyadh Diplomatic Quarter and explore booking options by visiting https://www.radissonhotels.com/en-us/hotels/radisson-blu-riyadh-diplomatic-quarter.