In this exclusive interview, Miguel Soto, General Manager of Shibari Tulum, reveals his insights on the future of luxury travel, the significance of sustainability, and the innovative strategies that enhance guest satisfaction. As a premier destination in the luxury hospitality sector, Shibari Tulum has redefined personalized experiences, recently earning a reputable Luxury Lifestyle Award for Best Luxury Hotel in Tulum, Mexico, in 2024.

Leading this engaging conversation is Alexander Chetchikov, President of the World Luxury Chamber of Commerce, an esteemed figure in luxury excellence. With a 16-year legacy of promoting the world’s finest luxury brands through the distinguished Luxury Lifestyle Awards, Chetchikov offers valuable perspectives on the evolving landscape of luxury and the critical elements that drive success in this dynamic industry.

Alexander Chetchikov: The luxury industry has evolved significantly over the years. How do you define luxury in today’s world, especially as expectations shift with modern travelers?

Miguel Soto: Now more than ever, luxury is increasingly defined by a combination of personalization, authenticity, and meaningful experiences rather than just material wealth or opulence. In hospitality, luxury is about being able to provide memorable experiences to guests through exceptional service. Of course, beauty and comfort are important, but that’s a given, and Shibari goes beyond beautiful amenities. Our staff is dedicated to making you feel as pampered as possible, at all times.

AC: With technology reshaping every aspect of the hospitality and service industries, how do you see digital transformation impacting luxury concierge services, particularly in enhancing personalization?

MS: Incorporating new technologies gives us the opportunity to respond faster to guests, as well as personalize their experience even before they are in Tulum. Shibari fully takes advantage of pre-arrival communication in order to foresee and prepare for special occasions, diets, and just personal desires in general.

AC: Sustainability is becoming a core value in many industries, including luxury. How does Shibari Tulum integrate eco-friendly practices while maintaining a high-end experience?

MS: Nature and Shibari go hand-in-hand since we depend on the beauty and cleanliness of our cenote and jungle surroundings to give our guests a unique experience. We provide all of our guests with ecologically friendly products for their use during their stay. Plus, in the backhouse, we provide

AC: Personalized concierge services have long been a hallmark of luxury. How do you see these services evolving in the next decade, especially with the rise of AI and automation in service industries?

MS: Shibari uses both. We believe in the warmth of personal services that have made Mexican hospitality a favorite for travelers, but we also take advantage of new technologies. While automation will play a significant role, the human element will remain crucial in luxury services. Concierges will likely use AI tools to enhance their capabilities, allowing them to focus more on building relationships and providing a unique personal touch. Our personalized concierge services are becoming more intuitive, efficient, and tailored to individual needs.

AC: Partnerships and collaborations are increasingly common across the luxury sector. What role do you think collaboration plays in enhancing the customer experience, and how important is it for luxury brands to work together?

MS: In today’s competitive landscape, collaboration is not just beneficial but essential for luxury brands. It fosters innovation, enriches customer experiences, and helps brands remain relevant in a rapidly changing market. By working together, luxury brands can create unique offerings that stand out, ultimately leading to stronger customer loyalty and increased sales.

AC: Shibari Tulum is distinguished by its unique offerings, including natural cenote and personalized services. What is your vision for how Shibari Tulum will continue to set itself apart in the competitive luxury hospitality market?

MS: Leveraging our natural cenote Tuuch on the property can provide exclusive, immersive experiences such as underwater photography sessions, snorkeling, or wellness ceremonies. We will also continue to emphasize sustainability in every aspect—from eco-friendly architecture to locally sourced cuisine— something that will resonate with conscious travelers seeking to connect to Tulum. Additionally, hosting exclusive events, such as culinary festivals, art exhibitions, or wellness retreats, can attract repeat visitors and keep the offerings fresh and exciting.

AC: As General Manager, what leadership qualities do you believe are essential for running a successful luxury resort like Shibari Tulum, especially in balancing operational excellence with guest satisfaction?

MS: My role is to effectively lead Shibari Tulum towards sustained success. It is crucial to identify and strengthen the particular talents of each collaborator on the property and allow them to shine. This will ultimately translate into better guest satisfaction. The luxury market is dynamic. Being open to change and innovative ideas allows for responsiveness to trends and guest feedback, yet in luxury hospitality, the small details matter. A focus on quality and consistency is crucial for maintaining high standards. Empathy, effective communication, and fostering a culture where staff feel empowered to make decisions enhance service delivery and encourage ownership of guest experiences.

AC: Shibari Tulum offers highly personalized services, from pre-arrival communications to 24/7 concierge availability. How do you ensure that this level of customization consistently exceeds guest expectations?

MS: Our pre-arrival contact gathers guests´ additional information and sets the stage for personalization, yet it is up to our trained staff to make decisions that enhance the guest experience. When employees feel empowered to accommodate requests or provide personalized touches, it fosters a culture of exceptional service. We have a Guest Experiences manager who leads a dedicated concierge team that is knowledgeable about local offerings and can provide personalized recommendations and assistance at any time. This ensures that guests feel supported throughout their stay. In addition, we allow guests to curate their own experiences, from spa treatments to dining options.

AC: How have you seen traveler preferences shift in recent years, and what changes have you implemented at Shibari Tulum to adapt to these evolving demands?

MS: Many travelers now prioritize eco-friendly practices and sustainability. In response, Shibari Tulum has implemented initiatives such as using locally sourced materials, minimizing plastic use, and promoting conservation efforts in the surrounding environment. Another important trend is the growing demand for wellness-focused experiences. In response, Shibari Tulum has expanded its wellness offerings, including yoga classes, cacao and sound-healing ceremonies, and holistic treatments that emphasize mental and physical well-being at our Kan Spa.

AC: As a fellow of the hospitality industry, what inspired your passion for this field, and how has your personal journey shaped the guest experiences and the culture at Shibari Tulum?

MS: I started my career at a very young age and have met all sorts of people from all over the world. The accumulated experiences taught me the importance of empathy, adaptability, and the significance of cultural nuances in delivering exceptional service. By drawing on my personal experiences and values, I strive to cultivate a warm, welcoming atmosphere at Shibari Tulum that prioritizes guest satisfaction and fosters a positive team culture, ensuring every interaction reflects our commitment to excellence.

As the luxury industry continues to evolve, insights from professionals like Miguel Soto illuminate the path forward. This conversation highlights the importance of innovation, collaboration, and a deep understanding of guest needs in shaping the future of luxury hospitality. With properties like Shibari Tulum setting new standards for personalized service and sustainability, the world of luxury travel is poised for exciting transformations.

To learn more about Shibari Tulum, visit https://shibaritulum.com/