OUR MISSION

Elevating and Expanding Brand Equity

Modern luxury brand proprietors have come to recognise that their brand's worth signi fi cantly impacts the company's value, return on investment (ROI), and bottom line pro fi tability, contributing to more than 50 percent of these measures.

To elevate a brand's value and make it extendable to complementary sectors, it must be grounded in a solid concept, with a strategy that is implemented fl awlessly and persistently. CHC stands as a premier hospitality lifestyle entity, skilfully crafting tailor-made concepts, managing, and operating esteemed hotels and private residential clubs. By forging exclusive alliances with visionary colleagues and devoted industry leaders, CHC is deeply committed to delivering superior service and remarkable design.

Under the stewardship of the Founder, President, and CEO, Frank M. Pfaller, CHC operates as a privately owned entity in fruitful cooperation with international partners. We remain unwavering in our pursuit of excellence in the hospitality sphere.

A Glimpse Into My Journey

I fondly remember my inaugural assignment as a General Manager in Kenya, East Africa, at the thenrenowned safari resort, 'Blue Marlin Hotel'. I was merely 22 years old, yet brimming with enthusiasm. Fast forward four years, and I found myself unveiling rst 5-Star hotel on the picturesque island of Fuerteventura. Five years after that, my mentor Sol gure I deeply respect, introduced me to South Africa. Here, I served as the Managing Director, rst at the Beverly Hills Hotel, then at the ultra-luxury Maharani in Durban. Subsequently, I took on the challenge of repositioning the magni fi cent Le

Inspired by these experiences, I ventured into entrepreneurship and founded my own company, Selected Hotels Promotion L.C. Through this platform, I've had the opportunity to open, position, and manage approximately 26 luxury hotels across more than 16 countries worldwide.

Looking back, I've had the remarkable privilege and immense pleasure to either inaugurate or manage some of the world's most charismatic hotels. These include the iconic Le Touessrok in Mauritius; Le Guanahani in St. Barth; Las Dunas in Marbella; K-Club in Barbuda; St. James’s Club, and Shanghai's very rst urban city resort commissioned by the government. This journey has been nothing short of extraordinary, characterised by memorable moments and milestones.

Q: Could you share how you began your journey in this exciting industry?

A: Interestingly, my entry into this vibrant industry was a fortuitous one. Hailing from Bavaria, Germany, I was earning my keep as a skiing instructor while studying. I aspired to enjoy the best of both worlds - snowy slopes in the winter and sun-drenched tennis courts in the summer. When I took up a waiting job one summer to boost my income, the restaurant owner spotted potential in me and suggested I consider a career in hospitality. Looking back, his intuition served me well.

Q: How would you distinguish between a Boutique Hotel and what you refer to as a Couture Hotel?

The distinction primarily lies in the experience. The moment you step into a Couture Hotel, you feel the differenceeverything is custom-crafted, tailor-made, if you will, rather than mass-produced. The term 'Boutique', as conceived by Ian Schraeger, is often overused these days, especially by major brands that homogenize their oversized properties to fit their brand image. How can a 200-room hotel be labeled 'boutique'? Of course, the guest experience and services must align with the tailor-made concept.

Q: What exciting projects are currently on your plate?

Our Couture Hospitality Concept partnership has been crucial in aiding private investors to establish, position, and manage a distinctive portfolio of world-class hotels. We provide a comprehensive solution - from conceptualisation, architecture, and branding to pre-opening and management. This initiative comprises some of the industry's most accomplished individuals. We also represent various private hoteliers in Europe, South America, and Asia as Owner's Representatives. All our ongoing developments are small, luxurious CoutureRetreats. We believe in the beauty of small and personal!

Q: What counsel would you offer someone aspiring to work in the luxury lifestyle and Hospitality sector?

Don’t attempt to replicate my journey! I was fortunate to have learned on the job without ever attending a hotel school. Today's evolving and demanding industry necessitates the best education and training. Choose the right hotels to progress swiftly and strive to maintain your uniqueness.

Q: You seem to juggle multiple roles. What's your primary focus right now?

Recently, I accepted a position on the board of the ultra-luxurious St. Julien brand as an international advisor. We're also aiding the development of an exciting eco-luxury project on three Gili Islands near Bali. Additionally, we're involved in the development of some exceptional independent properties in Europe, Asia, and South America.

Q: Apart from your daily responsibilities, you're also actively involved in various professional and social activities. Indeed, giving back to the industry that has offered me so much is incredibly important to me. A few years back, I founded the HoteliersGuild, a private and strictly confidential web-community for discerning hoteliers and their families, aiming to foster social interaction and creativity. Today, it boasts a global membership, thanks to the support of a select group of distinguished partners from our industry.

Q: In your opinion, what truly makes a hotel exceptional?

Luxury has transformed from grandeur to experiential design and simple elegance. Creating authentic, experiential hospitality and architecture is vital - a factor missing in many of today's chain hotels. The key is to stand out! Understand your customer's desires and exceed their expectations. It's not rocket science! You simply need to KNOW your customer. Personal service has always been and remains paramount - it's the little things that make a big difference!

Q: We gather that you have a unique stance on 'branding’?

Absolutely, I've always been sceptical of 'over-branding' luxury properties, an opinion shared by many esteemed industry leaders. Hence, we adopt a soft-branding approach in our projects, aiming to create something truly special. Today, investment groups acquire landmark hotels solely for ROI, resulting in 'look-alikes', and luxury brands lose their individuality. This creates niches sometimes filled by visionary independent hoteliers.

Q: What, according to you, is the secret to success in the small luxury retreats to ensure guest loyalty?

To truly stand out, you must understand your customer's needs and desires, not only in travel but also beyond. Be authentic, create engaging personalized experiences, and provide unique value. Personal service is key, and the small details make a big difference!

Q: What is the fundamental idea behind your current activities?

We aim to be innovative developers and operators, honouring the tradition of hospitality excellence, while thinking and acting "outside the box". This liberates us from large-chain constraints, allowing us to fully realize a property's potential without succumbing to standardisation. We believe no two people are alike, and the same should apply to luxury hotels and villa estates. Each property should have its unique character, style, and concept, and should maintain the highest standards of quality and personalised guest services. Most importantly, they should resist the dull stamp of conformity.

Q: You founded the ‘HoteliersGuild International Hospitality Hall of Fame’ some twenty years ago among other initiatives. Could you tell us more about it?

Indeed, almost every sphere has a Hall of Fame, so why not the hospitality industry? This sector and its leaders are truly special, and deserve an institution dedicated to fostering appreciation of the historical development of hospitality and its cultural impact. The Hall of Fame now has a selective Board of Advisors, and we are meticulously examining and evaluating our colleagues' most innovative activities that have significantly impacted business results and pioneered new concepts, guest services, and experiences. Our goal is to honor those who are rede fi ning luxury, thereby inspiring current and future generations. We're privileged to have received robust support from esteemed colleagues and organizations within the luxury hospitality industry. A prime example is Lindsey Ueberroth, CEO of Preferred Hotels & Resorts, who has not only supported us but also co-founded our initiatives.

The illustrious Hall of Fame is physically housed in the esteemed Villa Padierna Palace Hotel, speci fi cally in the Palacio Linares in Marbella, Spain. It was ceremoniously inaugurated in October 2016 at a grand event. The honor of cutting the ribbon was bestowed upon Princess Bhargavi of the Mewar family, proprietors of India's Historic Hotels Group, and the then President of The Small Luxury Hotel Group. Their act was witnessed by industry titans like TheOne&Only Sol Kerzner and the legendary Natale Rusconi from Cipriani, both Hall of Famers.

Q: HoteliersGuild is also involved in supporting several noteworthy charitable causes.

Indeed, our commitment to giving back is unwavering. We instituted the SIRIIUSACADEMYAWARD under the aegis of our HoteliersGuild Academy of Hospitality Arts, and have also pledged our support to the BeyondCuisine initiative that empowers black women Chefs.

Q: As we conclude, could you share your personal and professional motto?

In my professional sphere, I am deeply committed to conscientiously managing the social and environmental impacts of our activities. Particularly in the hospitality industry, I firmly believe that "EMOTION IS TODAY’S TRUE LUXURY." As for my life philosophy, I cherish the idea that "life is not a journey to the grave with the intention of arriving safely in an attractive and wellpreserved body, but rather to skid in sideways, chocolate in one hand, martini in the other, body thoroughly used up, totally worn out, and screaming, 'Wow! What a ride!'"