Tarek Aouini, General Manager of Swissôtel Clark, brings more than two decades of international luxury hospitality experience across Asia, Africa, the Middle East, and the Indian Ocean. His extensive career and leadership expertise shape his approach to delivering exceptional service and memorable guest experiences.

Named Best Luxury Contemporary Lifestyle Hotel in the Philippines, 2026 by Luxury Lifestyle Awards, Swissôtel Clark is the country’s only Swissôtel property. Located in Clark Freeport Zone, the hotel brings together Swiss precision, vitality, and wellness with heartfelt Filipino hospitality, creating a distinctive contemporary luxury experience.

Alexander Chetchikov, President of the World Luxury Chamber of Commerce, leads our interview with Tarek Aouini, bringing over 18 years of expertise from the Luxury Lifestyle Awards and deep insight into the evolving world of luxury.

AC: Swissôtel Clark has been named Best Luxury Contemporary Lifestyle Hotel in the Philippines, 2026 by Luxury Lifestyle Awards. What does this international recognition mean to you personally, to your team, and to the hotel’s ambitions for the future?

Tarek Aouini: This recognition is incredibly meaningful because it validates the direction we have taken in positioning Swissôtel Clark as a wellness and vitality-focused luxury destination. As the only Swissôtel property in the Philippines, we have been deliberate in creating an experience that combines the brand’s Swiss virtues of precision, quality, and innovation with the warmth and genuine hospitality that Filipinos are known for.

Personally, it is gratifying to see our vision acknowledged on an international stage. For our team, it serves as both a reward for their dedication and a motivation to continue raising the bar. For the hotel, this award strengthens our ambition to become the benchmark for contemporary luxury hospitality in the Philippines and a preferred destination for travelers seeking meaningful, wellness-driven experiences.

AC: As the only Swissôtel property in the Philippines, the hotel has a distinctive identity to uphold. How do you translate Swiss precision and the brand’s philosophy of vitality into an experience that also feels authentically Filipino?

TA: Our approach is to blend the best of both cultures in a way that feels natural and genuine. Swissôtel is globally recognized for Swiss precision, reliability, and a strong philosophy of vitality, and we uphold those standards in every aspect of the guest journey, from our accommodations and culinary offerings to our service delivery and wellness experiences.

At the same time, we infuse every touchpoint with a distinct sense of Filipino hospitality. Whether through personalized service, locally inspired experiences, or the warmth and sincerity of our team members, guests feel a genuine connection to the destination. We often say that every guest arriving at Swissôtel Clark is welcomed with a greeting that perfectly reflects who we are: “Grüezi, Mabuhay!” It is a simple expression that symbolizes the harmonious blend of Swiss excellence and Filipino heart.

AC: Your hospitality career spans more than 20 years and has taken you across Asia, Africa, the Middle East and the Indian Ocean. Which lessons from these very different luxury markets have had the greatest influence on your leadership of Swissôtel Clark, and how have you adapted them to today’s Filipino luxury traveler?

TA: Working across diverse regions has taught me that while luxury standards may differ from one market to another, the desire for authentic, memorable experiences is universal. In the Middle East, I learned the importance of personalization and anticipating guest needs before they are expressed. In Africa and the Indian Ocean, I saw how deeply local culture and destination-driven experiences can elevate a luxury stay. Across Asia, I witnessed the growing expectation for innovation, convenience, and wellness-focused travel.

These lessons have shaped my leadership philosophy at Swissôtel Clark. Today’s Filipino luxury traveler is well-traveled, digitally connected, and increasingly values experiences over extravagance. They seek authenticity, wellness, and meaningful connections with the places they visit. Our role is to deliver international luxury

standards while creating experiences that are culturally relevant, highly personalized, and reflective of the unique character of Clark and the Philippines.

AC: Today’s definition of luxury is moving beyond beautiful interiors and impeccable service toward highly personalized, meaningful experiences. What does contemporary luxury mean to you in 2026, and how is Swissôtel Clark responding to the changing expectations of sophisticated international guests?

TA: Contemporary luxury in 2026 is no longer defined solely by opulence or exclusivity. It is about relevance, personalization, and emotional connection. Guests want experiences that enrich their lives, support their well-being, and allow them to feel genuinely cared for.

At Swissôtel Clark, our belief is that luxury should never feel inaccessible or out of touch. We strive to create experiences that are both sophisticated and meaningful.

True to our brand philosophy, luxury is ultimately a feeling of total vitality where guests can recharge and reconnect with themselves while enjoying exceptional service, thoughtful design, world-class dining, and wellness-focused experiences tailored to their individual needs.

AC: Wellness is deeply embedded in the Swissôtel experience, from Pürovel Spa & Sport and the rooftop infinity pool to the Swiss Vitality Suite, which incorporates in-room fitness features and bio-adaptive lighting. How important has wellness become to the modern luxury guest, and how do you see this aspect of the Swissôtel Clark experience evolving?

TA: Wellness has evolved from being a niche offering into an essential part of the luxury travel experience. We are living in an era where people are more intentional about their physical and mental well-being and overall quality of life. As a result, guests increasingly seek places that support healthy lifestyles, even while they travel.

At Swissôtel Clark, wellness goes far beyond our spa, fitness facilities, and accommodations. Vitality is woven throughout the entire guest experience. It can be found in our thoughtfully designed rooms, our wellness-oriented facilities, and even in our culinary offerings, where fresh ingredients and balanced flavors are central to the dining experience.

Guests are seeking experiences that help them reset, stay active, reduce stress, and reconnect with themselves. We will continue to enhance our offerings through innovative wellness programs, curated experiences, and purposeful partnerships that support our vision of becoming the Philippines’ leading vitality-focused luxury hotel.

AC: Sustainability is increasingly inseparable from modern luxury. Swissôtel Clark highlights initiatives ranging from locally sourced ingredients and coffee from a supported farm in Benguet to sustainable food-and-beverage practices and experiences celebrating local artists. How do you ensure that sustainability becomes a genuine part of the guest experience rather than simply a corporate commitment behind the scenes?

TA: For us, sustainability is most impactful when guests can see, feel, and become part of the story. It should never exist solely behind the scenes as a corporate initiative.

Instead, it should enrich the guest experience while creating a positive impact on the communities around us.

We achieve this by highlighting the people and stories behind the products and experiences we offer. Whether it is locally sourced ingredients, coffee from our partner farm in Benguet, or collaborations with local artists and artisans, we help guests understand the connection between their choices and the communities they support.

Through meaningful storytelling, authentic experiences, and transparent practices, guests become active participants in our sustainability journey. It transforms sustainability from a business responsibility into a shared purpose.

It’s more than just a Marketing gimmick; it’s Community Service intertwined with Guest Passion.

AC: Swissôtel Clark sits within the Hann Resorts complex and in the rapidly developing Clark Freeport Zone, while being conveniently located within a short drive of Clark International Airport. What potential do you see for Clark to emerge as a leading luxury, leisure and business destination in Southeast Asia?

TA: Clark is recognized as the Philippines’ strongest MICE destination, but its potential extends far beyond meetings and conventions. The region’s continued

infrastructure development, world-class airport connectivity, master-planned communities, and expanding tourism investments position it as one of Southeast Asia’s most promising integrated leisure and business destinations.

What makes Clark particularly unique is its ability to offer accessibility, space, and quality experiences in a way that few urban destinations can. Travelers can enjoy luxury accommodations, championship golf courses, entertainment, nature attractions, and large-scale business events, all within a highly accessible location.

As more international investors and brands enter the market, I believe Clark will increasingly attract discerning travelers seeking alternatives to traditional gateway cities. It has all the ingredients to become a premier destination where luxury, leisure, wellness, business, and sustainable development coexist seamlessly.

AC: Looking ahead, what is your personal vision for the next chapter of Swissôtel Clark? Are there new guest experiences, markets, or hospitality innovations you are particularly excited to develop?

TA: My vision is for Swissôtel Clark to become the leading vitality and wellness-focused luxury hotel in the Philippines, recognized not only for exceptional hospitality but also for creating experiences that positively transform the way people travel.

We are excited to further develop immersive wellness programs, curated culinary experiences, and destination-focused activities that allow guests to connect more deeply with the culture, community, and natural beauty of the region. We also see tremendous opportunities in attracting wellness travelers, multi-generational leisure guests, and international business travelers who increasingly value balance, well-being, and authentic experiences.

Innovation will continue to play a key role in our evolution, particularly in the areas of personalization, sustainability, and guest engagement. However, while technology will help us enhance efficiency and convenience, our greatest focus will always remain on genuine human connection. Our ultimate goal is for every guest to leave Swissôtel Clark feeling healthier, more energized, and more inspired than when they arrived.

Thank you, Mr. Aouini, for sharing your perspective and insights with us, and congratulations to you and the entire Swissôtel Clark team on being recognized as the Best Luxury Contemporary Lifestyle Hotel in the Philippines, 2026.

Discover Swissôtel Clark and plan your next stay: go to https://swissotelclark.com/.