5 Minutes with Marco Amaral
Today, we have the pleasure of re-encountering Marco Amaral, the Vice President of Operations and Development for Minor Hotels in South America.
A longtime friend and a former colleague at Minor Hotels, Marco Amaral joined Minor International in 2015 and has since played a pivotal role in expanding and consolidating the company’s presence in Brazil. With a rich background in the hospitality industry, including significant tenures as VP Development for Hyatt in Brazil, and Regional Managing Director for Tivoli Hotels & Resorts, Marco has started his career in 1999 with Orient-Express Hotels (now Belmond) In London.
Marco, what’s your favourite spot/corner at Tivoli Hotels in Brazil?
Table 105 at Seen Rooftop Restaurant at Tivoli Sao Paulo with amazing city view. On the back of house my favourite is the pastry kitchen where the city best croissants are produced.
Favourite Room/Suite/Villa…?
The Park Suite, Tivoli Sao Paulo, facing a dash of rain forest amidst the concrete jungle. In Tivoli Praia do Forte, room 123 that enables me to go for a discrete and quick early deep in the ocean before getting started with meetings.
Favourite restaurant at your properties in Brazil and international.
The famous Seen by Olivier in Sao Paulo due to its fantastic ambiance, uncomplicated food and DJ line up. International, “Au Pettit Riche” in Paris that blends politicians, showbiz, artists and local residents on a timeless setting.
Are you a cocktail or a wine soul? Favourite one
As you know, I barely drink but Caju Caipirinha is a favourite and a trip to Mendonça in Argentina got me into Malbec wines.
Favourite international or domestic holiday/short-break destination
In Brazil Jericoacoara and Prea considered the world best destination for kite surf (don´t laugh, I can get on the board by now). International holidays, I go for urban vibrant cities such as the classic Paris, London, NYC as well as the creative chaos offered by Bangkok, Mexico City or Havana.
Your definition of true luxury, how do you see the industry shaping up and reinventing itself?
Hard to define true luxury! When in doubt, just check-in to a 5-star hotel!
Regarding existing luxury hotel groups, I think it is about combining continuity with fast changing trends rather than reinventing. Key changes suggest understanding boomers to zoomers expectations, working hyper personalization, consumer micro segmentation, promote health and wellness offerings as the fastest growing segment and delivering meaningful experiences that generate memories. But I find the non-hospitality groups are the ones shaping up the industry. I would watch closely the Louis Vuitton handbag turning into a hotel and enabling you to “eat the brand” by tasting a LV branded croissant!
With so many copycats around, how can a hotelier/hotel differentiate from the rest of the bunch?
Many great luxury brands became “luxury by the book” and annoyingly predictable. Service standards seem to dictate as far as the acceptable curve of bananas in the buffet. Maybe “standards” became the enemy? I think the way ahead is consistency on the “back of house” (technology, systems, reporting…) and inconsistency on the front of house (interior design, service, Food & Beverage,…). Centralized decision making on company wide solutions that do not interfere directly with the guest and delegating operational decisions to regional offices and GMs in order to truly adapt to guest expectations in each destination.
An upcoming destination you would like to visit.
Bolivia as I have no idea what to expect.
What can’t you travel without?
Two cell phones and two pairs of reading glasses in case something happens to the ones in use!
Favourite song/music.
Depends on the mood. Probably something from “En chantant” by Michel Sardou and a 90´s dance party remix.
If Tivoli … was a song, what would it be?
Quizás, Quizás, Quizás by Pink Martini.
Marco, it was great catching up with you as always, and a big thank you for sharing your insights and perspectives over our lively conversation.
See you soon!