The future of hospitality is based on the hotels' connection with the destinations

KP: Over the past years we have witnessed compelling success from the brand with 22 open hotels & resorts and 8 in the pipeline. How do you envision the group’s presence in the long run? On a European level, what are your plans for future development?  

MM: Auberge Resorts Collection is a global brand with a global presence, and we are focused on expanding our offering in Europe. We currently have Grace Hotel, Auberge Resorts Collection in Santorini, which is continually voted among the best hotels in Europe, and recently announced Collegio alla Querce, Auberge Resorts Collection in Florence, which will open in 2023. We will continue to evolve our offering in this market, as we feel the group’s ethos translates well to many European destinations and travelers. 

The brand has gained market share in each of our destinations, and we have been able to drive very strong financial performance across the portfolio with almost all hotels setting record performance in 2021. With our strategic growth plan consisting of a very strong pipeline of new hotel openings this year, we are seeing continued momentum as we enter 2022.

KP: A lot of brands claim to be experience oriented and deeply connected to the destinations in which they operate. Auberge, however, has been making this claim a tangible reality for quite some time. How do you see this path evolving and what do you have in store for us in the future as regards the connection between the brand the local communities where its hotels & resorts operate?

MM: One-of-a-kind experiences have been at the brand’s core since inception, and we continually break barriers with adventures that can only be found at Auberge Resorts Collection properties. For example, at The Lodge at Blue Sky, Auberge Resorts Collection you can be immersed all of Utah’s topography in one day with our heli adventure program. In the morning, you’ll heli-ski the remote alpine terrain, and then head south to Moab for heli-mountain biking in the afternoon. At Chileno Bay Resort & Residences, Auberge Resorts Collection in Los Cabos, we are bringing guests the exclusive opportunity to experience a World’s 50 Best Restaurant chef, Virgilio Martinez of Peru’s Central restaurant, who will cook a private dinner for guests in their villa. In Riviera Maya, guests of Etéreo, Auberge Resorts Collection can get a behind-the-scenes look at Chichen Itza with our in-house archeologist and National Geographic Explorer. These are experiences that no one else is offering or has access to in the destination.

The connection to the local community is critically important to Auberge Resorts Collection. It’s part of our DNA, and we look to partner with the local community in a multitude of ways. Auberge Resorts Collection continues to commit to our destinations with partnerships and experiences that focus on highlighting the remarkable people in each. From local farmers and artisans to designers, makers and healers, the products and experiences guests encounter at each Auberge Resorts Collection property are all completely different and authentically showcase the locale.

KP: What are the key factors that you take into account when deciding where to expand, other than location. For example, infrastructure, accessibility, etc.

MM: Of course, we take things like airlift and infrastructure into consideration when choosing a destination, but the most important factors are the character and uniqueness of the project and destination. Auberge Resorts Collection is known for creating one-of-a-kind, design and culinary-led hotels that reflect the destination, are experience driven, have a distinct personality and exist in harmony with their natural surroundings. They are also extremely intimate and capture a sense of style full of character, texture, and nuance that makes each property feel more like a private home rather than a hotel or resort.

In addition to new builds, Auberge Resorts Collection has mastered the art of creating new life in historic buildings, such as Commodore Perry Estate in Austin, preserving their unique character while elevating them with the contemporary comforts and experiences that are relevant to today’s discerning travelers. Each step in our growth—whether a new hotel, restoration, or investment in an existing property—is carefully considered as we maintain a portfolio of iconic, one-of-a-kind hotels in the most sought-after destinations.

KP: Luxury hospitality and sustainability often appear to be polar opposites. Do you believe a point of confluence can be found?

MM: In the last few years, social awareness has shifted in guests around the world. Even in destinations you wouldn’t expect, people want to know what a hotel or hotel group is doing to give back to the local community, how they are being socially conscious and the ways in which they are contributing to the environment in a positive way.  We are seeing guests choose destinations because of what we are doing in this space. All our properties continue to be laser focused on connecting with their local communities, which is something guests increasingly want.

KP: After the beginning of the pandemic travel restrictions and public health measures have changed our day – to – day lives. Have you witnessed any significant shifts in the travel patterns of your target audiences?

MM: With so many of our properties in highly desirable locations, we are fortunate that travelers are continuing to favor destinations that are immersed in nature and offer an authentic, local experience. We don’t see this slowing down anytime soon, as the pandemic has reminded us of the importance and the benefits that come with spending time in nature and learning about other cultures.

Guests are still looking for very intimate styles of luxury with highly personalized service. Collection-wide, our properties continue to see a strong demand for residential units, suites, villas and larger accommodations for their entire families or friend groups. Our average length of stay has also grown significantly, and we are seeing a lot of guests stay for multiple weeks or longer and work remotely from our properties.

Auberge Resorts Collection’s style has attracted the very high-end luxury traveler with our one-of-a-kind destinations, curated experiences and a more personal level of service. This has brought many new guests to the brand and created loyalists among them, which is further building upon the strength of our growth. 

Interview released in Fortune Greece