Keeping the Human Touch

An Interview with Luca Virgilio, General Manager, Baglioni Hotel London

Editors’ Note A graduate in ho- a fantastic time. Then, the word just tel management from the Les Roches spreads. We’ve been doing great, and School in Switzerland, Luca Virgilio Italian food is one of the most popular has held his current post since cuisines around. October 2004. Prior to that, he served Is a spa a necessary amenity as the General Manager of the Hotel for a city hotel like yours? Carlton Baglioni in Milan. Having a great spa is a great ad- vantage for a city hotel. We can pro- Property Brief A member of the vide a resort feel in the city and start Leading Small Hotels of the World, catering to a broader audience. Our the five-star Baglioni Hotel London spa is spacious – roughly 3,000 square is located opposite Kensington feet. We have four treatment rooms, Palace, a short distance from land­ Luca Virgilio as well as shower, steam, and exercise need to have rock solid people in our key posi- marks the Royal Albert Hall and rooms. Our spa is absolutely perfect tions and retain them by letting them grow and Harrods. With 68 rooms, 50 of which are suites, for the size of our hotel, and a lot of people teaching them new things. the boutique hotel offers 24-hour room service; from the outside are using it. Does today’s General Manager need to a spa and fitness center; 24-hour concierge ser- What kind of accommodations can be a specialist in a variety of areas of a ho- vice; and fine dining at the Brunello Lounge & guests expect at the Baglioni Hotel? tel’s operations? Restaurant, which has a wine list of more than We have a total of 68 keys. We’re a boutique Truly, you need to know everything; you 500 selections. Owned and operated by Milan- hotel that is very focused on service. A majority need to know how the machine works. Being based Baglioni Hotels (www.baglionihotels. of our keys are suites, and it’s a perfect mix. a General Manager is like being the Mayor of a com), the property can host meetings for up to Do you have a presidential suite for small city. For instance, your ministry of tour- 70 guests in the Kensington Suite, which boasts top-level executives who are looking for ism is your sales and marketing department, its own entrance. privacy during their stay? which attracts people to your hotel. Your main- Our Royal Suite is a three-bedroom apart- tenance department handles your infrastructure, Were you pleased with the Baglioni Hotel’s ment with a double sitting room, four bath- and you have a financial department, but you growth in 2007? rooms, and a balcony. It’s over 2,500 square need to know those things too. The General Yes, 2007 was a phenomenal year. We are feet. Ever since it opened, the occupancy has Manager is very much involved in making sure in the finishing stages of positioning the hotel been phenomenal. In fact, recently, the daugh- all of those departments coordinate with one in the high-style luxury market, and everybody ter of someone who owns a very important ho- another. So you have to know how every single is very happy with the results. tel company with two five-star hotels inL ondon department works and then find the right peo- What sort of clients do you target? stayed in the Royal Suite. I asked her why she ple to delegate work to. I also have to entertain We’re definitely operating in the top tier, decided to stay with us and not in one of her and be upfront with my guests, but there is and we’re looking for clients who like luxury, family’s hotels. She said, “A friend of mine in a lot of behind-the-scenes work for a General but with an easygoing and upbeat feel. Our cli- London told me this is the place to be.” So, Manager as well. entele is diversified, from entertainment indus- again, word of mouth is the best thing. What’s your management style like? try leaders to CEOs of global corporations. How do you balance technological I try to manage by example. I would never London is home to many outstanding amenities with personalized service? ask my staff to do something that I would not restaurants. How can a hotel restaurant Nowadays, any hotel can be beautiful, as do myself. I believe in sharing information, cre- compete in that kind of market? long as you put money into it. So the only way ating common goals, and making sure everyone We focus on being popular with the local we can be better than anybody else is through feels empowered to make a difference. I’m a community, because it gives us great visibility service, and service means people. We don’t good and fair person, and I believe in a nice and drives word-of-mouth business to the hotel. want to push our clients away; we want to keep and friendly working environment, but if there It’s the best publicity you can ask for. Hotels them close. So we don’t rely too heavily on tech- is a problem, you need to say so and tackle are not usually perceived as places to dine, and nology. We still want to keep the human touch. it. You can’t just look the other way, because that is why many hotels are going with celebrity How have you managed to attract and things don’t get better if you do. I spend very chefs. They think once you have a well-known retain the talented employees you need to little time in my office. I manage by “walking name, all the hard work is done. However, provide that human touch? around.” I am always looking, seeing, listening, celebrity chefs can also be prima donnas, so It is very challenging, especially in a dy- and talking to guests and staff, making sure my you need to know what you’re getting into. For namic city like London that offers a lot of op- presence and support is felt. I try to be every- the Baglioni Hotel, we just wanted to provide portunities. So we need to recognize our talent where and that is the way it should be.• good quality food in a beautiful environment. It and develop our people so they see a clear path was just a question of working hard and mak- for success with us. We can’t take people for The Brunello Restaurant at the Baglioni Hotel London (above); ing sure that those who came to our door had granted. While new blood is always good, we a junior suite (below) volume 31, number 3 posted with permission. copyright © 2008 leaders magazine, inc. Leaders 121