In this exclusive interview, Greg Gubiani, General Manager of Crowne Plaza Changi Airport and recent honoree among the TOP 100 Hotel General Managers of the World by Luxury Lifestyle Awards, speaks with Alexander Chetchikov, president of the World Luxury Chamber of Commerce, who delves into the leadership, luxury, and industry mastery behind Greg’s award-winning career. Under his guidance, Crowne Plaza Changi Airport has emerged as a global reference point in hospitality, recognised for its people-centric culture, operational excellence, and forward-thinking approach.

Alexander Chetchikov: How do you personally define luxury in airport hospitality today, and how does your team bring that standard to life?

Greg Gubiani: Luxury can have several meanings for different people. In airport hospitality today, what makes the difference is not being considered an airport hotel, as airport hotels often carry negative connotations for many travellers. To change this, it’s about tailored experiences and thoughtful, intuitive touches that support the way people travel now, whether for work, leisure, or a blend of both. For today’s travellers, luxury isn’t just about the surroundings; it’s about feeling understood, valued, and genuinely cared for, while maintaining their privacy, even within a fast-paced airport environment.

At Crowne Plaza Changi Airport, our team brings this to life by blending seamless connectivity, warm, attentive service, and meaningful connections. Travellers who have just flown across the globe require different attention and must be understood quickly and accurately, as they may be tired after hours of flight, which can affect their patience and emotions. Personalisation is central to the guest journey: Meet-and-Greet Service escorts VIPs from the aerobridge or arrival hall, while our Dare to Connect philosophy empowers staff to anticipate needs and deliver intuitive, tailored moments. Thoughtful touches—complimentary birthday cakes, bespoke room décor for anniversaries or proposals, and timely wake-up services—ensure each stay is memorable. The Club Lounge offers a serene retreat with curated breakfasts and personalised suggestions for local exploration.

Experiences such as Crowne Plaza Social and Daily Rituals encourage meaningful connection and wellbeing, while unique offerings—from runway-view rooms to aviation-themed family suites—create moments of delight. These experiences, combined with our team’s True Hospitality, make every stay with us both memorable and restorative.

We also offer every guest access to NuCalm, a neuroscience-based technology designed to help guests regain control of their sleep patterns, recover from jet lag, or simply reset their body clock.

AC: Crowne Plaza Changi Airport continues to be recognised globally. What core values guide your delivery of elevated guest experiences?

GG: Located at Terminal 3 of the world-renowned Singapore Changi Airport and just steps from Jewel Changi, Crowne Plaza Changi Airport is where journeys meet. Every stay is designed to support guests travelling for work, leisure, or a mix of both.

The focus is on creating genuine connections and delivering service that truly cares for each guest. With our Dare to Connect approach, the team anticipates needs and creates thoughtful, personalised moments. Guests can join Crowne Plaza Social with hands-on experiences like pizza and Negroni crafting at Allora Ristorante & Bar and Daily Rituals from energising morning drinks to in-room NuCalm technology. FIIT and BBC Maestro offer on-demand fitness and learning, while special touches such as birthday cakes, room décor for anniversaries or proposals, and timely wake-up services make each stay restorative and memorable.

Crowne Plaza Changi embodies the Blended Travel ethos, combining productivity, wellness, creativity, and authentic connections. With intuitive service, iconic views, immersive dining, and integrated wellness, our team brings True Hospitality to life and ensures every guest feels supported, engaged, and genuinely cared for.

AC: Modern luxury blends authenticity with innovation. How do you balance these elements while keeping the hotel experience warm and intuitive?

GG: Crowne Plaza Changi Airport continuously adapts to the needs of today’s travellers, whether for business, leisure, or a mix of both. Modern luxury here blends thoughtful innovation with warm, intuitive hospitality.

In mid-2023, the hotel enhanced part of the property with a series of rooms refreshed as well as part of the public spaces, including Allora Ristorante & Bar and the Club Lounge. Selected pool-access suites have been transformed into family suites, while the Kiztopia Aviation Suites, launched in 2025, offer immersive, aviation-themed experiences for families. These spaces balance productivity, relaxation, and meaningful family moments, supporting the needs of the modern blended traveller.

Technology enhances the stay without replacing personal service. AI-powered robotic cleaners and service robots streamline operations, and our 24/7 AI Virtual Concierge Clara helps with directions, dining, and bookings, allowing the team to focus on meaningful, personalised interactions. Guests can enjoy neuroscience-based NuCalm in-room sleep technology, on-demand fitness and learning through FIIT and BBC Maestro, and thoughtful touches such as birthday cakes, bespoke décor, and timely wake-up services.

Sustainability is embedded in every guest experience, leveraging technology such as in-room filtered water systems and smart food waste tracking and digester solutions. By combining innovation, thoughtful service, and warm, personalised hospitality, every stay is refreshing and memorable.

AC: In a competitive airport hotel landscape, how do you consistently reimagine and elevate what luxury can mean for travellers?

GG: As luxury has multiple meanings for our guests, our focus is on the experience. It is about understanding the needs of today’s travellers and creating moments that truly connect with our guests. Many arrive after long journeys, sometimes flying for over 24 hours, so the care and attention we show really matter. What sets Crowne Plaza Changi Airport apart is our team – attentive and thoughtful, always finding ways to make a guest’s journey smoother and more enjoyable.

For us, luxury is about anticipating needs, adding small touches that surprise and delight, and ensuring guests feel special throughout their stay. We create experiences that resonate. Guests can join Crowne Plaza Social for hands-on activities like pizza and cocktail crafting or enjoy bespoke, personalised experiences at the Club Lounge. Daily Rituals, from energising morning drinks to in-room NuCalm sleep technology, support wellness and travel recovery, elevating the guest experience.

It is this combination of thoughtful service, authentic connection, and curated experiences that defines modern luxury at Crowne Plaza Changi Airport.

AC: Your leadership style is known to be people-first and empowering. How has this shaped your team culture and performance?

GG: Hospitality is about people, and our colleagues at Crowne Plaza Changi Airport make the difference every day. We focus on supporting and inspiring our team because motivated, engaged colleagues create exceptional experiences for our guests. The motto of True Hospitality truly comes to life here at the hotel. By encouraging collaboration and open communication, every team member feels empowered to share ideas and take ownership of success.

Initiatives like the Stay Over programme let new team members experience the hotel as guests, fostering pride, a strong understanding of brand standards, and a sense of ownership from day one. Alongside structured leadership pathways and enhanced back-of-house spaces, including a gym, relaxation lounge, e-learning centre, and dedicated Learning & Development room, these initiatives support both personal wellbeing and professional growth. When our team feels valued and supported, they deliver the warm, intuitive service that sets Crowne Plaza Changi Airport apart.

AC: Which industry trends do you believe will define hospitality in the near future?

GG: Hospitality is evolving around blended travel, wellness, sustainability, and technology. Today’s travellers are more conscious than ever about their impact—they want flexibility, personalised experiences, and meaningful stays that reflect their values, including sustainable and responsible choices.

We are seeing a rise in immersive, experience-driven stays, wellness-focused programming like Daily Rituals, and seamless digital tools such as AI-powered service, robotics, and smart automation. These innovations enhance convenience while keeping the human touch at the heart of hospitality. Eco-conscious practices—from energy-efficient operations to reducing waste and supporting responsible tourism—are also becoming standard expectations for modern travellers.

The next generation of hospitality will be defined by hotels that combine thoughtful innovation with genuine care, anticipate guest needs, support blended lifestyles, and foster authentic connections.

At the same time, people remain at the heart of the industry, particularly in our fast-paced environment where personal interaction is paramount. We blend technology with the human touch, combining care and connection to meet the needs of the multiple generations who stay with us and work at the hotel.

AC: Sustainability is now central to global hospitality. How do you see responsible tourism evolving across the industry?

GG: Responsible tourism today is about making sustainability part of every guest experience. At Crowne Plaza Changi Airport, that starts in the rooms, with filtered drinking water replacing single-use bottles and bulk bathroom amenities that reduce waste without compromising comfort. Our Greener Stay programme lets guests skip daily housekeeping in exchange for bonus points, supporting energy and water conservation while making their stay more rewarding.

Sustainability also runs through our operations. AI-powered robotic cleaners reduce environmental impact while allowing our team to focus on thoughtful, personalised service. Meeting for Good promotes eco-conscious corporate events, our partnership with Food From The Heart redistributes surplus food to the community, and our food waste tracker and digester help minimise waste.

For us, sustainability isn’t just a policy—it’s part of the guest journey. Every stay is meaningful, memorable, and aligned with responsible choices, where exceptional service and environmental care go hand in hand.

AC: With decades of international experience, what advice would you offer aspiring leaders pursuing careers in luxury hospitality?

GG: For aspiring leaders, it is about supporting your teams, helping them grow, and creating a workplace where everyone feels valued, inspired, and empowered to drive continued excellence. Be on the floor when you need to be, and talk to your teams. People make the difference and without them, there is no hospitality. Keep an open mind, be customer-centric and stay on top of guest needs, industry trends, and new ways to innovate, improve efficiency, and deliver even better experiences while always keeping True Hospitality at the heart of what you do. Great leaders in hospitality build meaningful connections with their teams and guests, because those relationships are what make hospitality truly memorable.

Thank you, Greg, for sharing your thoughtful insights and global perspectives. Your dedication to people, performance, and purposeful innovation continues to set inspiring new standards for luxury airport hospitality worldwide.

To learn more, visit https://changiairport.crowneplaza.com/.