As the definition of
luxury continues to
evolve in the luxury
hotel sector, what
advice would you
give hotels wanting
to make a meaningful
contribution in this
space?
SPOTLIGHT
ON
Paul Ruffino
Co-Founder, COO,
Hospitality Management Services
By Sharon Hirschowitz
A high-profile figure in the hospitality and entertainment
fields, the ILHA were thrilled to have Paul host their recent
European Luxury Hospitality Summit in Croatia. He is
known for helping the Resort at Pelican Hill successfully
market the highest daily rate by any resort property
worldwide. He has been honored by the University of
Mexico, Citizen Recognition as Top 25 Foreign National
Leaders, by ASTA as Top 25 Industry Leader Recognition
and Hospitality Marketing Professional of the Year by
IALHP. 2013, he was awarded Hotelier of the Year by
BLLA.
As President of the Orange County Film Commission for
over 6 years, he played a significant role in driving over five
hundred million dollars annually to Orange County from
film and media revenue.
He has some wise words to share.
20 ILHA
While the majority of Hoteliers
have NOT trained for or not
been “introduced” to pure
Luxury, it confuses the axiom
when bandied about so freely
in the segments attempting
to penetrate that market
segment. With less than
6% of properties attaining
AAA’s 4-Diamond status
and less than one-half of one
percent achieving the coveted
5-Diamond status it begs the
question of the meaning of
Luxury in relationship to the
Travel & Hospitality segments.
A thirty-nine room 4-Diamond
“Boutique Luxury” property
located in a remote ski resort
destination will have an entirely
different bar set for them than
the two hundred twenty room
4-Diamond property located in
a more “urban” venue. Keeping
in mind that the smaller
4-Diamond might offer more
5-Diamond accouterments
than its larger counterpart.
Primarily because of the lack of
a restaurant & bar on premise
can be the only determining
factor in costing the smaller
property its 5th Diamond.
The real challenge for the savvy
Hotelier is to understand his
or her space and how it helps
define Luxury in its particular
segment in relationship to the
“build.”