In an era where luxury is constantly evolving, the fusion of tradition, innovation, and exclusivity has become the hallmark of elite hospitality. As the Director of Barceló Fortina Malta, Koldo Salazar has played a pivotal role in shaping the hotel into a powerhouse of urban luxury in the Mediterranean, earning the prestigious title of Best Luxury Urban Hotel in Malta. In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Salazar to explore the shifting landscape of luxury hospitality, the impact of digital transformation, and the art of curating unforgettable experiences. With a deep understanding of the modern traveler’s desires, Salazar shares his vision, leadership philosophy, and insights on how Barceló Fortina Malta continues to elevate the standards of five-star excellence.

Questions:

Alexander Chetchikov (AC): Luxury is constantly evolving. From your perspective, how has the definition of luxury changed over the years, and what does “luxury” mean to you in today’s world?

Koldo Salazar (KS): Luxury today goes far beyond material wealth,  it’s about emotional richness. Guests are looking for authenticity, personalized attention, and experiences that truly resonate. To me, luxury means time, privacy, and genuine human connection, moments that feel thoughtfully created just for you.

AC: The rise of digitalization has transformed how consumers interact with luxury brands. How do you see technology reshaping the luxury hospitality experience, and where does human touch remain irreplaceable?

KS: Technology helps make things smoother, from quick check-ins to smart personalization, but it’s the human touch that creates real magic. Warmth, empathy, and intuitive service can’t be automated. It’s those thoughtful, unexpected gestures that guests remember most.

AC: Personalized experiences are at the heart of the luxury sector. How do you foresee the evolution of luxury concierge services, and what innovations are redefining guest expectations?

KS: Concierge services are becoming more intuitive and proactive, thanks to smarter data and tech. With the support of tools like our Barceló Experiences Platform, we can curate tailored partnerships and hyper-local adventures. Still, it always comes down to creating meaningful moments guests carry with them long after they leave.

AC: The luxury industry thrives on exclusivity, yet collaborations between brands have become more common. In what ways do strategic partnerships elevate the luxury experience, and how important is collaboration for long-term success?

KS: Thoughtful collaborations add new layers to the guest experience, offering access to the unexpected or rare. When brands share values, the result feels authentic and enriching. In a fast-evolving industry, collaboration is key to staying agile and relevant.

AC: Discerning travelers are increasingly valuing sustainability alongside exclusivity. How do you see the luxury hotel industry balancing opulence with environmental responsibility?

KS: Luxury and sustainability go hand in hand today. Guests appreciate when eco-friendly choices are integrated seamlessly. At Barceló Hotel Group, we’re proud to lead with initiatives like the Barceló ReGen Standards, certified by the Global Sustainable Tourism Council. Barceló Fortina Malta is among our first hotels to be certified, proof that sustainability can enhance, not compromise, the guest experience.

AC: Barceló Fortina Malta has been recognized by Luxury Lifestyle Awards for its outstanding service and exceptional guest experience. What do you believe sets your hotel apart in such a competitive market?

KS: What sets us apart is our genuine dedication to each guest. We combine authentic, personalized service with a stunning waterfront location overlooking Valletta, innovative architecture, and curated cultural touches. It’s this blend of place, people, and purpose that defines our version of modern luxury.

AC: With your extensive experience in luxury hospitality, what key principles guide your leadership, and how do you inspire your team to deliver five-star excellence consistently?

KS: I lead with a people-first mindset, our guests and our team. Empowering staff, investing in their growth, and cultivating pride in what we do are essential. Excellence comes from care, consistency, and always striving to go one step beyond expectations.

AC: From personalized wellness programs to outstanding guest services, every detail at Barceló Fortina Malta is curated to perfection. What goes into designing an unforgettable luxury stay for your guests?

KS: It all starts with truly understanding our guests, what they love, what they need, sometimes even before they know it. Then we weave that into every touchpoint, from wellness to cuisine. We aim to create not just a stay, but an emotional experience they’ll want to relive.

AC: Managing a top-tier luxury property comes with unique challenges. What are some of the biggest hurdles you’ve faced, and how have you adapted to maintain the hotel’s prestige?

KS: One ongoing challenge is keeping up with ever-rising expectations while navigating operational realities. Staying flexible, embracing innovation, and leading with clarity have been essential. Ultimately, it’s our commitment to quality and resilience that helps us uphold the brand’s reputation.

AC: Finally, as someone deeply immersed in the world of luxury, what does luxury personally mean to you? Is there a particular experience, destination, or moment that defines true luxury in your eyes?

KS: For me, luxury is the freedom to enjoy life’s most meaningful moments, fully and without compromise. It’s in authenticity, human connection, and craftsmanship. I find that travel often brings these moments to life, discovering new cultures, meeting inspiring people, and feeling something unforgettable.

As the conversation with Koldo Salazar draws to a close, one thing is clear – luxury is no longer just about opulence; it is about crafting meaningful, transformative experiences that resonate with modern travelers. Through his leadership at Barceló Fortina Malta, Salazar continues to push the boundaries of excellence, ensuring that the hotel remains a leader of sophistication and innovation in Malta’s urban luxury landscape. From embracing digital advancements to engineering superb guest experiences, his vision reflects a deep understanding of the evolving luxury industry. As Alexander Chetchikov aptly notes, collaboration and adaptability will define the future of high-end hospitality, and Barceló Fortina Malta stands at the forefront of this exciting evolution. With a passion for exceptional service, cultural authenticity, and forward-thinking hospitality, the hotel’s journey is far from over – it is only just beginning.