When Aaron Kaupp joined as the general manager of The Carlton Tower Jumeirah in London in November 2019, the landmark hotel was undergoing one of the most extensive renovations in its 60-year history. Several delays and over US$130 million worth of renovations later, the hotel reopened its doors late July. This, however, was a minor challenge for Kaupp, a veteran in leading luxury hotels across Europe. The real challenge, he says, was the uncertainty over the future and planning at a time when circumstances have a fast-moving, direct effect on the industry. The Carlton Tower Jumeirah reopens at a time when hotels, especially luxury hotels, are still finding it difficult to drive revenue. Kaupp remains hopeful of the hotel’s key grounding in the Middle East, loyal customers and on the domestic market.
With prior leadership roles in Le Royal Monceau, Raffles Paris and Belmond Villa San Michele in Florence, Kaupp has worked closely with Italian fashion designer Giorgio Armani as part of the opening team of the Armani Hotel in Milan, and won the Luxury Travel Advisor’s ‘Best General Manager of a Luxury Hotel/Resort Worldwide.’
HOTELS: The Carlton Tower Jumeirah opened after almost two years of extensive renovations. What was the biggest challenge you faced during this time, especially amid the pandemic?
Aaron Kaupp: There have been many practical considerations that have affected our timeline, with construction slowing at times, supply chains affected, and new safety protocols put in place on site. However, I would say the biggest challenge was simply the uncertainty over the future, and the difficulty of planning in a time where circumstances that directly affect the industry move so fast.
H: The hotel is reopening at a time when the travel and hospitality industry is still recovering from the losses brought about by the pandemic. What are some of your more unique ideas to drive revenue?
AK: It is in our nature to yearn for travel and while this situation has been shocking and without precedent, I don’t think the desire to experience different cultures and connect in person will ever go away. At the start of this, much was said about the rise of virtual meetings and the demise of business travel, yet now it is clear that Zoom calls cannot replace in-person meetings and businesses are itching to get back to meeting in-person, when it is safe to do so.
While the world is opening up, it is still a slow process and there are many limitations on all of us in the industry. We are lucky at this hotel to have a solid grounding in a key market of the Middle East, and these are loyal customers who travel despite some of the challenges still in place. We are looking very keenly to the domestic market. Our incredible location, the excitement of our transformed property, and our world-class spa, pool and fitness facilities are proving a huge draw to the local market.
H: What are a few of the more interesting aspects of the renovation and how are you marketing them or utilizing them best?
AK: We have completely reinvented the hotel for a new generation of discerning guests. One of the key actions was to reduce the number of keys to allow for more suites, and we have also created new dining offerings. Naturally, we are continuing to make the most of our iconic address on Sloane Street, and we’re able to offer guests access to the verdant tranquility of Cadogan Gardens. I am also confident that our panoramic views across the city are another advantage that sets us apart. I have been able to put together an opening team of experts in their fields as well as tapping the skill of our incredible build and design partners, Beck and 1508.
The hotel’s location naturally plays an extremely important role in the overall feel of the hotel. Before our guests arrive, our address in Knightsbridge and our position overlooking the world-class shopping destination Sloane Street informs them that they will be staying in an important property of distinction, a prestigious London base.
Finally, I would say one of the most exciting parts of the project, and the most anticipated, is our spa and fitness offering – The Peak. We have redesigned The Peak with new treatment rooms created in our spa on the hotel’s second floor, where guests will also find London’s largest hotel swimming pool with natural daylight. On the ninth floor, the large fitness space offers studio classes, and a gym which overlooks The Peak’s double-height café.
H: How are you finding happiness in your work today during such a challenging and unprecedented moment?
AK: Fitness is very important to me. I love to play tennis and cannot wait to find the time to take advantage of our access to the lovely courts in Cadogan Gardens. I also collect coffee table books, so it has been lovely to visit places like Maison Assouline and Taschen in London to see how their offering differs from Paris and collect some new finds. Most important of all, though, is spending time with my wife and daughter, exploring London with them, and making a home here.
H: What are your biggest takeaways from COVID that you have learned from and been able to implement?
AK: How simple and yet how difficult it is to do Zoom meetings in the world of hospitality, when having in-person contact and being hospitable is everything. But for now, we’ve figured out how to make the screen and keyboard temporarily work.
H: Where do you look for inspiration both inside and outside the hotel world?
AK: What inspires me is the drive to make people happy. There is nothing more inspiring than seeing the joy that we can create in a guest by going above and beyond and engaging with them in an authentic way. There is also happiness for me in being a part of creating treasured memories – there are few professions that allow being witness to many of the most important moments in people’s lives, be it a wedding, honeymoon or just a luxurious weekend away with the family.
H: Who taught you your biggest lesson and what was it?
AK: My Dad. He would tell me to never give up and push for what you believe in and follow your passion. I’m proud to say I’ve done that with my career.
H: What innovations does the luxury hotel industry need to emerge stronger?
AK: The concept of luxury is ever-evolving and subjective. I feel there must be a return to the basics of hospitality in its truest sense, establishing personal relationships with our guests and visitors, creative personalization and being able to offer a genuinely authentic experience. Our guests at The Carlton Tower enjoy the most covetable bathroom amenities (from the chicest of brands – Grown Alchemist) and the acres of fine marble they would expect, but they also feel rooted to the heritage of the building and the city they are in. Beyond that, luxury to me must also always have a sense of the unexpected, and this is why we can never rest on our laurels and must always innovate.
H: Any specific industry trends that you like and dislike?
AK: Chocolate at turn down. So good yet sometimes a pain jumping into bed after having brushed your teeth and having to do it all over again.
H: What’s your hotel pet peeve?
AK: People speaking at high levels on their phone or using speaker phone throughout the lobby.
H: Which historical figure would you like to host?
AK: I would really like to host former U.S. President Barack Obama someday. He has this calm and gentle way about him that I’d love to be in the presence of.
H: What’s next for you and the Carlton Tower Jumeirah?
AK: We’re on the road to establishing this hotel as one of London’s best addresses, thanks to the amazing team in place. I’m incredibly confident that we’ll get there, too.