Following Birkin International Hotel’s impressive recognition as the Best Luxury New Hotel in Melaka, Malaysia by the Luxury Lifestyle Awards, Alexander Chetchikov, President of the World Luxury Chamber of Commerce sat down for an exclusive interview with Simon Tan, General Manager of the acclaimed property. Join us as they explore the meaning of luxury, the hotel’s eco-forward philosophy, and the bold steps reshaping hospitality in Southeast Asia. 

Alexander Chetchikov: Congratulations on winning Best Luxury New Hotel in Melaka. What does this recognition mean to you personally and to the team at Birkin International Hotel? 

Simon Tan: First of all, I would like to thank Luxury Lifestyle Awards for honoring us with the award. For me, it’s a moment of pride and gratitude—it reaffirms that the passion, commitment, and long hours we’ve all put in are making an impact. But more importantly, it’s a testament to our team’s dedication. Every department, from front desk to housekeeping, from culinary to management, has played a vital role in delivering exceptional guest experiences. This honor reflects not just one person’s efforts, but a collective spirit of excellence, resilience, and hospitality that defines who we are at Birkin International Hotel. 

AC: Luxury is a term used often but defined differently. How do you personally define luxury in today’s hospitality landscape? 

ST: It is less about opulence and more about personalization, authenticity, and emotional connection. It’s about anticipating a guest’s needs before they even voice them, creating spaces that feel both inspiring and comforting, and curating experiences that are uniquely memorable. True luxury is seamless service delivered with warmth and sincerity—it’s when a guest feels genuinely seen, valued, and at ease. In a world that’s becoming increasingly fast-paced and digital, luxury is often found in the thoughtful, human touches that make someone feel at home, no matter where they are. 

AC: What distinguishes Birkin International Hotel from other luxury hotels in Malaysia and Southeast Asia? 

ST: Our unwavering commitment to personalized excellence and authentic experiences. While many luxury hotels offer beautiful spaces and premium amenities, we go a step further by creating a deeply tailored journey for each guest—from the warm, intuitive service to the thoughtful cultural touches that reflect our Malaysian heritage. We blend timeless elegance with modern innovation, ensuring every detail is meticulously crafted, yet never impersonal. Our team operates with a shared philosophy: luxury isn’t just about what you offer—it’s about how you make people feel. That emotional connection is what truly distinguishes us in the region. 

AC: How do you ensure each guest experiences a personalized, emotionally engaging stay at your property? 

ST: Personalization begins long before a guest even walks through our doors. From pre-arrival preferences to bespoke welcome amenities, we take time to understand each guest’s unique needs and expectations. But beyond the practical details, we train our team to listen intuitively and respond with empathy—because true connection is emotional, not transactional. Whether it’s remembering a returning guest’s favorite tea, arranging a surprise anniversary moment, or simply offering a quiet corner for reflection, we aim to create meaningful touchpoints that turn a stay into a memory. We believe luxury today is about feeling understood and cared for in ways that are sincere, subtle, and deeply human. 

AC: Sustainability is a priority for your hotel. How do you balance luxury with environmental responsibility? 

ST: We believe that luxury and sustainability are not mutually exclusive—in fact, they enhance one another. Today’s discerning guests value not just beauty and comfort, but purpose and responsibility. We integrate sustainable practices into every layer of the guest experience, from energy-efficient systems and locally sourced materials to waste reduction programs and eco-conscious amenities. But we never compromise on comfort or elegance. Our goal is to create an environment where guests feel indulged while knowing their stay supports the well-being of the planet. It’s luxury with integrity—refined, responsible, and forward-thinking. 

AC: What hospitality trends do you see emerging in Southeast Asia, and how is your team preparing for them? 

ST: There’s a strong shift toward experiential travel—guests want more than just a stay; they’re seeking culturally immersive, story-rich experiences. Second, digital integration is becoming crucial, with contactless technology, AI-enhanced services, and personalized apps enhancing both convenience and connection. Third, wellness is no longer a niche offering—it’s becoming a core part of the luxury experience, from spa and fitness to mental well-being and nutrition. 

We’re proactively adapting to these shifts. Our team is investing in training, embracing innovation, and deepening our partnerships with local artisans, guides, and communities to create experiences that are both meaningful and memorable. We’re not just responding to trends—we’re helping shape what modern luxury looks like in Southeast Asia. 

Medical tourism is another rapidly growing trend in Southeast Asia, and Malaysia is emerging as a top destination thanks to its world-class healthcare, affordable costs, and excellent hospitality infrastructure. We see this as an opportunity to serve a unique segment of guests who are seeking not only medical care but also comfort, privacy, and a nurturing environment during their recovery. 

AC: With 526 suites and a growing reputation, what challenges have you faced in scaling while maintaining high standards? 

ST: In total, we have 526 suites and one Presidential Suite.  

One of the biggest hurdles has been maintaining the level of personalized service that has defined our brand as we expand. As we grow, we must ensure that every guest receives the same warmth and attention to detail that they’ve come to expect, regardless of the size of the operation. 

Another challenge has been maintaining consistency across all departments and touchpoints—whether it’s our housekeeping team, concierge, or culinary staff, every aspect of the guest experience must align with our high standards. We’ve addressed this by focusing heavily on staff training, empowering our team members to act with autonomy while staying aligned with our core values of excellence, hospitality, and authenticity. 

Lastly, we’ve had to innovate and streamline our operations to balance efficiency with the luxury experience. Technology plays a key role here, helping us enhance both operational efficiency and guest satisfaction, whether through personalized digital self-check-in services or real-time guest feedback loops. But, no matter how much we scale, we’ll always prioritize the personal, human touch that is at the heart of what we offer. 

AC: Can you share what future developments or projects are on the horizon for Birkin International Hotel? 

ST: One of our key focuses is expanding our footprint within Southeast Asia, with plans to develop new properties that reflect our signature blend of luxury, cultural richness, and sustainability. Each future location will be thoughtfully designed to integrate local heritage with modern elegance, creating unique guest experiences rooted in place and purpose. 

We’re also exploring tech-forward guest experiences—from AI-enhanced personalization to more seamless digital platforms—all designed to enhance comfort without compromising on the human touch. 

At the heart of all our future developments is a commitment to responsible growth—balancing innovation with sustainability, and always putting our guests and team at the centre of everything we do.

Thank you to Simon Tan for sharing these thoughtful insights and offering an inside look into one of Malaysia’s most exciting luxury properties.

Explore more or plan your stay now at https://www.birkinhotels.com/.