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Two Road’s CEO in Asia sees his baby growing up

Under the umbrella of John Pritzker’s Geolo Capital since 2014 and subsequently Two Roads Hospitality, Alila Hotels & Resorts is growing up before the eyes of Asia CEO Frederic Flageat-Simon. With 13 hotels open – including its first foray into the Americas with the acquisition and 2017 renovation of Ventana Big Sur in California – and some 30 in development (26 properties are slated to open through 2020), Flageat-Simon now refers to the luxury lifestyle management company as “an adolescent kid.”

Despite plans to grow beyond its Asian roots, Flageat-Simon focuses on keeping the brand he co-founded in 2001 true to its essence. While he enjoys access to sophisticated sales and marketing tools, as well as the brain trust of his global contemporaries, Flageat-Simon also is maintaining independence in the way Alila operates.

“We are always trying to create a connection between destinations and our clientele We like to call it being a catalyst.” – Frederic Flageat-Simon
“We are always trying to create a connection between destinations and our clientele We like to call it being a catalyst.” – Frederic Flageat-Simon

“Our sense of luxury has remained, and will continue to remain, experiential and very connected to its environment, to nature,” said the hotelier with more than two decades of expertise in Europe and Asia. “The brand DNA is still pretty much the same because it’s really a reflection of the lifestyle of people who created Alila.”

Not unlike most hospitality leaders today, Flageat-Simon quickly moves the conversation to his front-line teams. “First of all, we listen when we go somewhere new to best understand what motivates people,” he explained. “What would make team members in India go the extra mile to really associate themselves with Alila, understand the brand and go the extra mile in term of guest delivery?”

He attributes low management turnover to Alila being homegrown and avoiding a structured mindset. “Future success is going to surround being able to build and grow regional structure.” Success also will hinge on adapting to consumer trends. “We are always trying to create a connection between destinations and our clientele,” he added. “We like to call it being a catalyst. It means you really need to create, the way that you operate your hotel to allow people to connect, and there are many ways to do that.”

Newly opened Alila Yangshuo in China, once a working sugar mill in Guilin.
Newly opened Alila Yangshuo in China, once a working sugar mill in Guilin.

Alila & Co. pipeline

Following a year with openings in India and China, 2018 marks the unveiling of Alila properties in Sri Lanka, Malaysia, Jakarta, Bali and Cambodia.

After opening Ventana Big Sur, Flageat-Simon said several discussions are ongoing about Alilas in the Americas – both resort and urban locations.

Under the hip, mid-market Joie de Vivre (JDV) brand, Two Roads Hospitality is working on projects in markets like Sri Lanka, and Flageat-Simon believes the soft brand aspect of JDV should resonate with legacy products across Asia Pacific. It is in negotiations on three or four properties, including the repositioning of a prime asset in Beijing.

Flageat-Simon added that while it has been slow going to sign Thompson-branded deals in Asia, a couple are in negotiations.

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