Shannon Knapp, President and CEO of "The Leading Hotels of the World", talks about the new definition of luxury and personalized hospitality. She also reveals the most exciting new openings and why authentic experiences are more important than grand staging.
Handwritten guest books in Sorrento, tailor-made moments of indulgence in Champagne and children who get to bake with pastry chefs at the legendary "Badrutt's Palace"; for Shannon Knapp, President and CEO of "The Leading Hotels of the World" (LHW), true luxury today is not reflected in excess or staging, but in authentic experiences and personal attention, as she reveals in an interview with Falstaff TRAVEL.
Mrs. Knapp, many luxury hotels today offer highly authentic guest experiences. Which one has impressed you most recently?
I recently visited Royal Champagne Hotel & Spa with friends, a perfect setting for a girls’ getaway, overlooking the vineyards of France’s Champagne region. This is an exceptional, family-owned property reimagining the ideal wine-country retreat. The quality throughout is outstanding, from the spa to the gastronomic restaurant, where menus are of course Champagne minded. What truly sets the experience apart is the team’s ability to create highly personalized moments in the region and on property. They recently created an experience called “One Day, One Grape”, and we can enjoy exclusive encounters with winemakers, vineyard explorations, and tailored tastings that bring to life the craftsmanship behind each cuvée.
In which of the "LHW" houses can guests expect equally special hospitality?
At the Grand Hotel Excelsior Vittoria in Sorrento, the Fiorentino family still keeps handwritten books of guest preferences, a tradition dating back more than a century. At Gstaad Palace, Andrea Scherz, the owner, once reinstalled the ceiling lights in the pool after a loyal guest mentioned they used the reflection as a marker while swimming backstroke. These quiet gestures reveal what defines true hospitality: empathy, attention, and continuity. The most successful luxury hotels today understand that guests are seeking emotional connection and experiences that feel effortless, yet deeply thoughtful.
Can artificial intelligence improve the luxury experience, and how important is the human factor?
Yes, when used thoughtfully, artificial intelligence and personalization tools can enhance luxury hospitality, but they should never replace the human touch. Let me give an example: I recently stayed at Badrutt’s Palace in St. Moritz with my wife and children, an incredibly special visit. Badrutt’s is a leader in thoughtfully integrating technology, using advanced guest systems and data to anticipate preferences, streamline operations, and ensure a seamless experience behind the scenes. Technology empowers the team to operate with precision and ease. But what truly stood out was how the team engaged with my family. My children were treated like VIPs, invited into the pastry kitchen to spend time with the chefs, which quickly became the highlight of their trip.
Which of the most recent openings have particularly impressed you personally?
In 2025, The Leading Hotels of the World has welcomed more than 40 exceptional new members to our curated collection. These additions reflect not only the strength of our portfolio, but the continued evolution of independent luxury. Chiemgauhof Lakeside Retreat in Bavaria is a beautiful example; set between Munich and Salzburg, it feels like a grand wooden house by the lake, contemporary and warm, and deeply rooted in Bavarian culture.
And what other new additions to the collection can we look forward to?
This year, we have 17 openings on the horizon including Château La Commaraine, the sister property to Royal Champagne, with an experience connected to its wine region, Palacio de los Angeles, the sister property to Majestic Hotel Barcelona, and we’re very excited about the re-opening of Hotel Raphaël in Paris this winter after a major historic renovation.
What kind of luxury are travelers looking for when they book a stay at one of "The Leading Hotels of the World"?
The definition of luxury has evolved. Today’s travelers are moving away from excess toward something more intentional, what many describe as quiet luxury. It’s less about status and more about substance: spaces that feel personal, crafted with integrity, and rooted in a genuine sense of place that a guest can experience. At Leading Hotels, this shift aligns perfectly with our DNA. Our independent and family-led hotels have always embodied authenticity: properties where design, culture, and community are seamlessly intertwined.
How important is sustainability in this luxury concept?
Sustainability is no longer an add-on, but part of quality and attitude. Through our Sustainability Leaders collection, now more than 100 hotels strong, we also spotlight properties taking meaningful action, from coral reef preservation in the Maldives to regenerative farming initiatives in Portugal. For our guests, sustainability is no longer an add-on, it is a marker of quality, intention, and care.
And what role does wellness play in the houses belonging to "LHW"?
Today, more than 70 percent of our hotels offer integrated wellness programs, from longevity-focused treatments at Grand Resort Bad Ragaz in Switzerland to Mayan-inspired rituals at Chablé Maroma in Mexico.
With more than 425 hotels in over 80 countries, "The Leading Hotels of the World" is the largest collection of independent luxury hotels in the world. Founded in 1928 by an association of 38 hoteliers, LHW still brings together carefully curated hotels, resorts, chalets, villas and safari camps around the globe. The focus is on exceptional personalities, lived excellence and individualized hospitality - with the aim of creating authentic, tailor-made travel experiences that will be remembered.
