NEWH - Fall 2020 - 41

INTERVIEW

Craig Reid, President & CEO,
Auberge Resorts Collection
By Can Faik
Photography by Erhard Pfeiffer and courtesy of Auberge Resorts Collection

T

he president of one of the best-known hotel brands in the business tells Can Faik about his plans for moving Rosewood ever
forward. Auberge Resorts Collection (ARC) is a portfolio of extraordinary hotels, resorts, residences, and private clubs. While
each Auberge property possesses a unique individuality, all share a crafted approach to luxury that is expressed through
captivating design, exceptional cuisine and spas, and gracious yet unobtrusive service.
What was your background prior to working for Auberge?
I began my career with the Savoy Group, London, as a management trainee. During this
four-year apprenticeship, I worked in the hotel kitchen, in room service, in catering, the
restaurants, and the front desk. After that, I got into the management side of things. Prior to
joining ARC in 2014, I was president of hotel operations, Americas, at Four Seasons Hotels
and Resorts. I oversaw a region of more than 40 hotels and resorts during a career with Four
Seasons that spanned three decades.
With all your luxury hospitality experience, what fascinates you about the luxury industry?
I love the people that you meet, both guests and fellow employees. I have met so many
wonderfully interesting people from all walks of life. I have met royals, presidents, movie stars,
barons of industry, and then, like myself, immigrants who came to this great country on a
one-way ticket, pursuing the American dream. Separately, I love the artistry of this business
and how our guests' understanding of luxury continues to evolve. Today the focus is on
experiences, authenticity, approachability, uniqueness, and most of all soulfulness.

Craig Reid

What are the most challenging issues you face in your current role?
My answer today is based on the bias of the moment: COVID-19. In general, I would say that it
is successfully navigating through the unforeseen and being patient enough to allow others
to be on the same page.
What's one unexpected shift you've seen in guest expectations?
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 even at
the top end of the luxury sector. We are seeing guests choose destinations because of what we are doing in this
space.
How do you see the company changing in the next two years?
I am more excited than ever about Auberge's current trajectory. We started the year by opening our first property in
Hawai'i, Mauna Lani. Shortly thereafter, we kicked off a partnership with chef Mads Refslund, one of the cofounders
of groundbreaking Danish restaurant Noma, for an immersive behind-the-scenes look into the world of foraging and
no-waste cuisine at five of our properties. The myriad rich experiences that are offered at all of our properties really
set us apart as a brand.
	 Over the next two years we will grow by almost 50 percent-from 18 properties to 26 or more. Our focus will be
on scaling up our corporate resources to take on these new properties, and to ensure we protect the intimate and
nurturing culture that defines our team, the Auberge family.

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NEWH - Fall 2020

Table of Contents for the Digital Edition of NEWH - Fall 2020

NEWH - Fall 2020
TABLE OF CONTENTS
PRESIDENT’S LETTER
GUEST PERSPECTIVE
WHO’S WHO
CONFERENCE ROUNDUP
HAVE YOU SEEN?
SCHOLARSHIPS
SCHOLARSHIP HEROES
INTERVIEW
SUSTAINABILITY
Q&A: KELLY IRVOLINO
Q&A: MANUELA KENNEDY
Q&A: JONATHAN YOUNG
ON THE COVER
PROJECT: CONRAD NEW YORK MIDTOWN
PROJECT: MESO
PROJECT: NH COLLECTION MILANO PORTA NUOVA
PROJECT: THE CENTENNIAL
PROJECT: THE WILBUR
CHAPTER HIGHLIGHTS
SAVE THE DATE
NEW MEMBERS
PARTNER PROFILES
AD INDEX
NEWH - Fall 2020 - NEWH - Fall 2020
NEWH - Fall 2020 - Cover2
NEWH - Fall 2020 - TABLE OF CONTENTS
NEWH - Fall 2020 - PRESIDENT’S LETTER
NEWH - Fall 2020 - 5
NEWH - Fall 2020 - GUEST PERSPECTIVE
NEWH - Fall 2020 - 7
NEWH - Fall 2020 - 8
NEWH - Fall 2020 - 9
NEWH - Fall 2020 - WHO’S WHO
NEWH - Fall 2020 - 11
NEWH - Fall 2020 - 12
NEWH - Fall 2020 - 13
NEWH - Fall 2020 - 14
NEWH - Fall 2020 - 15
NEWH - Fall 2020 - 16
NEWH - Fall 2020 - 17
NEWH - Fall 2020 - 18
NEWH - Fall 2020 - 19
NEWH - Fall 2020 - 20
NEWH - Fall 2020 - 21
NEWH - Fall 2020 - CONFERENCE ROUNDUP
NEWH - Fall 2020 - 23
NEWH - Fall 2020 - HAVE YOU SEEN?
NEWH - Fall 2020 - 25
NEWH - Fall 2020 - 26
NEWH - Fall 2020 - 27
NEWH - Fall 2020 - 28
NEWH - Fall 2020 - 29
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NEWH - Fall 2020 - 31
NEWH - Fall 2020 - 32
NEWH - Fall 2020 - 33
NEWH - Fall 2020 - SCHOLARSHIPS
NEWH - Fall 2020 - 35
NEWH - Fall 2020 - 36
NEWH - Fall 2020 - 37
NEWH - Fall 2020 - SCHOLARSHIP HEROES
NEWH - Fall 2020 - 39
NEWH - Fall 2020 - 40
NEWH - Fall 2020 - INTERVIEW
NEWH - Fall 2020 - 42
NEWH - Fall 2020 - 43
NEWH - Fall 2020 - 44
NEWH - Fall 2020 - 45
NEWH - Fall 2020 - SUSTAINABILITY
NEWH - Fall 2020 - 47
NEWH - Fall 2020 - 48
NEWH - Fall 2020 - 49
NEWH - Fall 2020 - Q&A: KELLY IRVOLINO
NEWH - Fall 2020 - 51
NEWH - Fall 2020 - Q&A: MANUELA KENNEDY
NEWH - Fall 2020 - 53
NEWH - Fall 2020 - Q&A: JONATHAN YOUNG
NEWH - Fall 2020 - 55
NEWH - Fall 2020 - ON THE COVER
NEWH - Fall 2020 - 57
NEWH - Fall 2020 - PROJECT: CONRAD NEW YORK MIDTOWN
NEWH - Fall 2020 - 59
NEWH - Fall 2020 - 60
NEWH - Fall 2020 - 61
NEWH - Fall 2020 - PROJECT: MESO
NEWH - Fall 2020 - 63
NEWH - Fall 2020 - 64
NEWH - Fall 2020 - 65
NEWH - Fall 2020 - PROJECT: NH COLLECTION MILANO PORTA NUOVA
NEWH - Fall 2020 - 67
NEWH - Fall 2020 - 68
NEWH - Fall 2020 - 69
NEWH - Fall 2020 - PROJECT: THE CENTENNIAL
NEWH - Fall 2020 - 71
NEWH - Fall 2020 - 72
NEWH - Fall 2020 - 73
NEWH - Fall 2020 - PROJECT: THE WILBUR
NEWH - Fall 2020 - 75
NEWH - Fall 2020 - 76
NEWH - Fall 2020 - 77
NEWH - Fall 2020 - 78
NEWH - Fall 2020 - CHAPTER HIGHLIGHTS
NEWH - Fall 2020 - 80
NEWH - Fall 2020 - 81
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NEWH - Fall 2020 - 92
NEWH - Fall 2020 - 93
NEWH - Fall 2020 - 94
NEWH - Fall 2020 - 95
NEWH - Fall 2020 - SAVE THE DATE
NEWH - Fall 2020 - 97
NEWH - Fall 2020 - NEW MEMBERS
NEWH - Fall 2020 - 99
NEWH - Fall 2020 - 100
NEWH - Fall 2020 - 101
NEWH - Fall 2020 - PARTNER PROFILES
NEWH - Fall 2020 - 103
NEWH - Fall 2020 - 104
NEWH - Fall 2020 - 105
NEWH - Fall 2020 - AD INDEX
NEWH - Fall 2020 - Cover3
NEWH - Fall 2020 - Cover4
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