Regent Phu Quoc General Manager Navigates Shift in Luxury Travel Behavior

Hospitality has always been part of Juan Losada’s DNA.

As general manager of the Regent Phu Quoc in Vietnam, which opened in April, Losada is now navigating the evolving luxury travel segment and finding the right balance of experiences and offerings to drive guest value.

Vietnam lifted all entry restrictions in March. During nearly two years of Vietnam’s borders being closed, Losada said he observed how market behavior has shifted.

In an interview with Hotel News Now, Losada shared what brought him to the hotel industry and how he’s leading his on-property team.

What inspired you to enter the hospitality industry? How did you find your way to the Regent Phu Quoc?

Hospitality has always been a passion for me. In fact, my parents managed a restaurant business back home in Spain, so hospitality in general has been a part of my DNA since childhood.

In March 2018, IHG Hotels & Resorts announced the acquisition of the Regent brand. At that time, I managed the InterContinental Danang Sun Peninsula Resort in Vietnam for over four years, which was consecutively named one of the top resorts in the world by Conde Nast Traveler, Business Traveler and Travel + Leisure. I was approached in early 2018 by IHG’s corporate office and [was] offered the opportunity to lead Regent’s positioning in the upper luxury hospitality segment. After a thoughtful review and consideration, I accepted the challenge and joined … in July of the same year.

Despite being faced with challenges throughout the pandemic, can you touch on some recent wins you and your on-property team have achieved?

We’ve seen an emphasis on privacy and luxury as a consequence of COVID-19 and people in general never have valued more time for themselves as now.

The appeal of Phu Quoc as a tucked-away island adds to its attraction as a tourist destination for travelers looking for these features in a getaway. We opened the resort’s doors on April 19 [of 2022]. In the past three months, we have had a great start and we are thrilled with how well our guests have responded to our hospitality of how well the market has received our new brand and our new resort.

In the coming months, we will launch an additional restaurant and bar, Oku, the only restaurant with an Omakase counter in the south of Vietnam, and Bar Jade, a speakeasy showcasing fine botanical artisanal spirits and custom cocktails mixed with fresh local herbs. Guests will also be invited on a journey of discovery with the resort’s very own luxury yacht called Serenity. Regent will be the first resort in Vietnam to offer such experience.

What have been some recent challenges and how has your team overcome them?

The most challenging phase had to be when COVID restrictions were [at] its peak. We had to pivot and work very closely with the local authorities, partners, suppliers and our team to ensure that work was continuing, and also to ensure that it was done in a safe manner. Safety and hygiene was — and continues to be — our utmost priority for our team members, partners and guests.

How would you describe the overall recovery of the hotel’s market?

The Vietnamese government lifted all entry restrictions to the country in March, after almost two years of the borders being closed. During the pre-opening period, we observed the market behavior while preparing for the opening. We were delighted by the resort’s great achievements in its first three months of operations, which confirms that our strategy has been successful on all fronts. We have started to welcome back international tourists, and the feeling on the ground is hopeful and positive. However, we are aware that it could take a few more months before we see these lifted restrictions’ impact on tourism, especially for guests traveling from Europe and the Americas.

The idea of luxury has certainly evolved during the pandemic. The inability to get out, explore, celebrate and experience more has meant that the idea of doing all these activities once we’re safely able to do so has become even more appealing. At the same time, we’ve learned to appreciate the simple pleasures of life: slowing down, nature, creativity and the power of true human connection. I think that the prioritization of wellness will continue to grow, as well the desire for true escapism.

As guests continue to desire more value-add amenities with their stays, how has your team ensured the right offerings are in place to stay competitive and drive guest value?

Our ultimate and only goal for the next 24 months is our guest satisfaction and finding the right balance of experiences that we are delivering with the best value in a luxury environment.

For instance, with our distinctive brand hallmarks, one of which is “with compliments,” we provide a range of complimentary inclusions, such as daily beverages and snacks from the Refreshment Gallery, daily laundry and an unpacking service. [There’s also] ‘Regent Experience Agent,’ a dedicated member of the team who is responsible for elevating guest relations to new heights with a unique curation of tailor-made experiences.

On guest terms — we empower guests to stay on their terms. Attentive care and frictionless technology combine to create a stay that feels effortless, where guests have the time and space to be the best version of themselves.

Regent Phu Quoc has been designed with today’s most seasoned travelers in mind. We have worked hard to create a truly seamless guest journey and range of unforgettable experiences to ensure we meet the needs of the modern luxury traveler.

Which segment of travel has recovered most quickly at the property?

When we look at STR [CoStar’s hospitality analytics firm] reports worldwide, we can see that the first destinations to recover from the pandemic are the leisure destinations. Such behaviors are driven by the fact that … everyone is eager to travel. The desire to socialize and reestablish human connections is an important part of human nature.

Business travel is getting back to normal, but it will take a while for companies to regain the confidence and see business travel at full speed.

2022 is a transactional year. If we look at China and Japan, these countries have not opened travel restrictions yet, while Europe’s tourism industry seems to be enjoying a resurgence and leisure destinations are performing better.

Have you noticed any new travel trends from today’s guests? Are you noticing an uptick in digital nomads?

Definitely. We see travelers who work remotely and are able to enjoy the resort’s facilities. We offer ample private spaces for deep thinking where guests find a perfect balance of benefits for business and leisure. Guest rooms have a full refreshment library, and guests can order on-request items through our resort app from anywhere in the resort for added convenience. Our guests are very dynamic and enjoy creating video and photo content from all around the resort. We see more of such trends week after week.

What is one piece of advice you might pass on to other general managers?

Learning is a lifelong process. Never stop learning and developing your mind. The world is constantly changing, so it’s important to remain positive through adversity. Resilience is a key attribute that will help overcome any challenges you might face along the way. We work in one of the most exciting and enriching industries. Hospitality, it’s about travel and experiences that connect us to people. Let’s not forget that, and let’s not make it only a business.

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