Capella Hotel Group’s new president wants to be ranked with the world’s leading ultra-luxury hotel brands.
Roland Fasel, who took over in April, is eyeing brands such as Aman, Rosewood, Six Senses, and Belmond as the competitive set for the Capella flagship brand.
“By next year, I need to make it into that triangle of those four or five brands,” he told Skift.
That doesn’t mean rapid expansion. Fasel said the Capella brand is built around scarcity, and that the time it takes to source and restore the heritage sites it favors limits how fast it can grow.
“Growth becomes growth for the sake of growth, and if you don’t have the people following, the culture following, it becomes just another building,” he said.
Fasel’s answer is personalized service at a scale bigger brands struggle to match. Ea