CHC Brand Book | The Index Book

Frank M. Pfa!er THEI N D EX BOOK COUTUREHOSPITALITYCONCEPT

antigua austria bali barbuda china east africa georgia germany haiti italy mauritius portugal singapore south africa spain st. barth uruguay u.s.a.

At CoutureHospitalityConcept together with our international project and management teams, we have been instrumental in assisting private and institutional investors to develop, position and manage an exclusive portfolio of independent luxury hotels around the globe.

It all started decades ago with my first operating company, Selected Hotels Promotion L.C. It has always been been our expressed desire not to surrender to standardisation, and so we focused on smaller independent luxury retreats. By thinking and acting without the constraints of a large chain, we were able to maximise the hotel's potential from planning and design to operating concepts that provide highly personalised guest services and unique experiences.

The following pages are a celebration of what we have accomplished so far. Whilst I do take enormous pride in CHC’s evolution as a business, none of our success would have been possible without the support and endurance of my partners and our exceptional clients, owners and developers of these iconic properties, whom I wish to thank profoundly.

Frank M. Pfa!er President | CEO

“ LUXURY IS ... where quality, creativity and rarity are combined 'Deeper Luxury' means extreme care of the social and environmental consequences of what we do and how we do it And especially in our luxury hospitality industry,

EMOTION IS TODAY’S TRUE LUXURY

“

Frank M. Pfa!er Interviewed by Yasmine Mahmoudieh

A WHOLE LIFETIME IN LUXURY HOSPITALITY

HELVETIA&BRISTOL | FIRENZE

HoteliersGuild

CoutureHospitalityConcept INTERNATIONAL CREATIVE PARTNERSHIP EMOTION IS TODAY’S LUXURY

WITH A PASSION FOR DEEPER LUXURY TAKING EXTREME CARE OF THE SOCIAL AND ENVIRONMENTAL CONSEQUENCES OF WHAT WE DO AND HOW WE DO IT

The Beaumont | Mayfair

CoutureHospitalityConcept

The Beaumont | Mayfair

HoteliersGuild

HoteliersGuild THE PRIVATE SOCIETY FOR DISCERNING HOSPITALITY LEADERS

BY INVITATION ONLY

INTRODUCTIONN

INTRO DUCTION

WHAT WE DO We BUILD and EXTEND Brand Value Luxury brand owners know today that the value of a company, the ROI and the bottom line profitability is more than 50 percent dependent upon the value of their brand.

But for a brand to have high value and be extensible to adjacent segments, it must first be based on a solid concept and a strategy that is flawlessly and relentlessly implemented. CHC is a hospitality lifestyle company that develops made-to-measure concepts and manages and operates award winning hotels and p r i va te res i d e n t i a l c l u bs. T h ro u g h exc l u s i ve partnerships with visionary associates, dedicated leaders from the industry, CHC is committed to delivering the very best in service and design.

Founded by President & CEO Frank M. Pfaller, CHC is a privately held company working in collaboration with international associates.

F M

“ To cherish the classic hospitality tradition of excellence and to provide superior services to guests and owners.”

Frank M. Pfaller Frank M. Pfaller | Biography I recall with pleasure my very first assignment as GM in Kenya, East Africa at the then leading safari resort ‘Blue Marlin Hotel’ - at that time with 22 years of age. Four years later, I was given the opportunity to open my first 5-Star hotel on the island of Fuerteventura, And five years later, Sol Kerzer, whom I adore as my mentor, brought me to South Africa as Managing Director, first at the Beverly Hills Hotel, thereafter at the ultra luxury Maharani, in Durban, followed by Le Touessrok, Mauritius. I then founded my own firm, Selected Hotels Promotion L.C. and opened, positioned and managed a total of about 26 luxury hotels in more than 16 countries around the globe.

P

I’ve had the great pleasure and the privilege to open or manage some of the most enigmatic hotels around the globe, such as Le Touessrok, Mauritius; Le Guanahani, St. Barth; Las Dunas, Marbella; K-Club, Barbuda; St. James’s Club and Shanghai’s first urban city resort for the government.

Q: Tell us about how you got in to this wonderful Industry?

Q&A

A: Actually, by sheer coincidence: Born in Bavaria, Germany, I earned some money on the side as a skiing instructor during my schooling; decided to study sports and enjoy the good life - on the slopes in winter, and on the tennis courts in summer. Waiting tables during a summer holiday - again to refill the empty pockets - the restaurant owner encouraged me to try a career in the hospitality industry as he saw ‘…something’ in me - I guess he was not so wrong.

Q: How would you describe the difference between a Boutique Hotel and, what you call, a Couture Hotel?

Above all it’s the feeling you get already when you walk into a Couture Hotel, where just everything is made-to-measure, tailor made, so to speak, as opposed to off-the-shelf. Surely ‘Boutique’ was invented by Ian Schrager and today it is over used as a term, especially by global players who are ‘uniformizing’ their much too large properties to suit their brand - how can 200 keys h o te l s b e eve n ca l l e d ‘boutique’? And obviously, guest experience and services must be in line with the made-to-measure concept.

Q: Which exiting projects are you working on today?

Our Couture Hospitality Concept partnership has been and continues to be instrumental in assisting private investors to develop, position and manage an exclusive portfolio of some of the finest hotels around the globe. As a one stop solution provider, from overall concept, architecture, branding, to pre-opening and management, it consists of some of the most established individuals in the hospitality industry.

We also have mandates to act as Owner's Representatives for various private hoteliers in Europe, South America and Asia. All of our present ongoing developments are small luxury CoutureRetreats small and personal is beautiful!

Q: What advice would you give someone looking to work in the luxury lifestyle and Hospitality sector?

Don’t try to do it my way! I never saw a hotel school from the inside - I was very lucky and totally selftrained! Try to get the very best education and training available in our todays evolving and very demanding industry! Work your way up expeditiously by choosing the right hotels and try hard to stay an ‘individual’!

Q: What advice would you give someone looking to work in the luxury lifestyle and Hospitality sector?

Don’t try to do it my way! I never saw a hotel school from the inside - I was very lucky and

Q: You are obviously a very busy man with lots going on, what is your main focus on at present.

Most recently I’ve accepted to join the board of the new ultra luxurious brand St. Julien as international advisor. We are also supporting the development a new exciting eco-luxury project on three Gili Islands near Bali. And as I already mentioned, we presently also involved in some very special independent properties in Europe, Asia and South America.

Q: Beside your day-to-day are very actively involved in various professional and social activities.

This is indeed very important to me - I want to give back to the industry which has been so good to me! Therefor, I founded HoteliersGuild some years ago as “The global association of discerning hoteliers, a closed, private and strictly confidential webcommunity, comprising active and well established colleagues and their families as a means to initiate, implement and guide social interaction and creativity among members. I did this with the kind assistance of a few willing ‘Ambassadors’, fellow hoteliers who shared our foresight and embraced our philosophy.

Today it has an impressive global membership through the active help of a selective group of distinguished supporting partners from our industry, ‘Special Trustees’ for ‘Branding & Marketing’, ‘Luxury Hotel Investment’, ‘Branded Hotel Networking’. And we still stand firm to our policy of not admitting applicants!

Q: Hotels can look amazing but some are not quite up to scratch, what do you think really makes a hotel exceptional?

I guess we all agree that the definition of luxury has definitely changed, and shifted from opulence to experiential design and simple elegance. Consequently, this trend also means moving away from conformity and paying more attention to technology influences. The goal must be to create authentic, experiential hospitality and architecture - something which is evidently absent and missed in so many of today’s chain hotels.

To be different! To foresee and offer what you guest segment really wants and/or expect and to try to surpass their expectations.

Sounds too academic? Well, actually it’s not at all rocket science!

All you’ve got to do is to KNOW your customer, their needs and desires - in travel and beyond! Then create a new level of engagement by being authentic and an offer of personalized experiences which provide unique added value. Personal service always was and remains the KEY topic - it’s the little things that count for a lot!

Q: We understand that you have a differentiating opinion on ‘branding’?

Indeed, I have always been very sceptic as to the ‘over- branding’ of luxury properties which I’m very pleased to note that it’s shared by quite a few distinguished industry leaders. Therefor we took a softbranding approach in all of our own projects in agreement with the investors who wanted to create something very special. High-end hotels have become oh so interchangeable. Their logos are often the only distinguishing feature. Remember Conrad Hilton, who started out as a luxury hotelier? And Juan Trippe of Pan Am, who founded InterContinental having luxury hotel oases around the world in mind? When investors took over both companies later, they began to ‘uniformise’ the properties! Today, as major investment groups are acquiring landmark hotels solely with ROI in mind, they squeeze most of them into the same management model, thus creating ‘look-alikes’ , and luxury brands loose their individuality. This is opening niches, which luckily are sometimes filled by discerning independent hoteliers with a foresight!

Q: In essence - what’s the key to success in the small luxury retreats you are involved when it comes to create guest loyalty?

To be really exceptional, you have to first of all know your customer and their needs and desires - in travel an beyond! Be authentic don’t try to copy the ‘big boys’ - the chain hotels! Create a new level of engagement by personalizing experiences! Provide unique value - personal service remains key, and little things count for a lot!

Q: What is the basic idea behind your today’s activities?

Our vision is to act as innovate developers and operators, cherishing the classic hospitality tradition of excellence, whilst thinking and acting – allow me to use the phrase “outside the box”

Ribbon cutting by Princess Bhargavi Mewar of HRH Hotels and F.M. Pfaller, assisted by Filip Boyen, the CEO of Small Luxury Hotels & the lovely TV presenter Ece Vahapoglu.

– meaning without the constraints of a large chain or organisation.

This puts us into a position to be able to maximise the property’s potential without surrendering to standardisation.

When it comes to operation, my own expressed philosophy has always been that no two people are alike, and I really believe the same should apply to luxury hotels and villa estates. Each property has its very own character, style and concept and must meticulously reach and maintain highest standards of quality and personalised guest services. And above all, none should have to bear the dull stamp of conformity.

Q: You founded the ‘HoteliersGuild International Hospitality Hall of Fame’ some years ago and some other initiatives - do tell us more about this.

Well, everybody seems to have a Hall of Fame, right? From Tennis to Basketball - but there was no such institution for hospitality leaders and luxury service providers with a physical location of its own..

I always thought of our industry and their leaders as something very special. It has been my desire to form an institution dedicated to fostering an appreciation of the historical development of hospitality and its impact on our culture - which by the way was also the reason for founding the HoteliersGuild Academy of Hospitality Arts as, well as the LeadingHôteliéres Chapter. With the Hall of Fame, we now have a very selective Board of Advisors and we are carefully examining and evaluating the activities of our colleagues as to their most innovating activities that had dramatic impact on both, business results and pioneering of innovative concepts, guest services and experiences. We are honouring inventors of a new form of deeper luxury, which will help the current and future generations of hospitality professionals through education, training and inspiration. We celebrate the innovators, leaders, thinkers, and doers, across all hospitality disciplines.

And we are honoured by the support received from so many well established colleagues and companies from the luxury hospitality industry, such as Lindsey Ueberroth, CEO of Preferred Hotels & Resorts, who doubled down to become the co-founder of our initiatives.

The truly magnificent Hall-of-Fame is physically located in Palacio Linares, at the renowned Villa Padierna Palace Hotel, Marbella,

Spain, and was inaugurated with an exclusive event in October of 2016. Actually, the ribbon was cut by Princess Bhargavi of the Mewar family, who own India’s Historic Hotels Group and by the then President of The Small Luxury Hotel Group.

Q: HoteliersGuild is also supporting some important noble causes.

Indeed, and again with the intention to give back. We created the SIRIIUS Award for our HoteliersGuild Academy of Hospitality Arts, and we also pledged our support the Regine Sixt Foundation ‘Drying Little Tears, to the WHOLEWORLDWaterFoundation and to the itMustbeNOW initiative.

Q: Last question: What is your motto in life?

In business, to take extreme care of the social and environmental consequences of what we do and how we do it. And especially in our hospitality industry, EMOTION IS TODAY’S TRUE LUXURY. And in life, that life is not a journey to the grave with the intention of arriving safely in an attractive and well preserved 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!”

“ The International Hospitality Hall of Fame has been conceived to celebrate brilliance in our industry. To reward and immortalise the extraordinary achievements and careers of the most exceptional leaders of the hospitality industry, both past and present ”

‘The One&Only ‘Sol Kerzner, inductee to the Hall of Fame, accepts the Lifetime Achievement Award

Frank M. Pfaller

We share your pa!ion

for D"per Luxury!

ASSOCIATES & STRATEGIC ALLIANCES

Michel Mein | Branding Partner Michel is the Founder of The Seventh Art. He and his team have successfully completed property and hospitality marketing for high-profile projects around the world, including The Setai, W Hotels, The Plaza, Seven Harrison, St. Regis, Stella Tower, 20 East End Avenue, the Four Seasons and the Mandarin Oriental.

Mario Gamba | Restaurant Concepts & Management Mario Gamba’s career is unprecedented.. He worked for some of the most renowned restaurants in Europe, for Hotel Palace in St. Moritz, for Alain Chapel in France, at Tantris with Heinz Winkler, who then sent him to Puerto Portals to open the restaurant Tristan, which under his management achieved two Michelin stars. After a stopover with Gualitero Marchesi in Milan, Mario Gamba opened Acquarello in 1994. Since 2000 Acquarello holds a Michelin star. Rosso presented Mario Ga Gamba with the “Falanghina Sannio Chef Award” naming him the best Italian cook world wide outside of Italy.

Paul K. Dean - Mixed-use Expert One of the industr y ’s most respected independent consultants. Has set up over 100 resort and mixed-use projects in 20 different jurisdictions during his 30-year career. Key strengths include mixed-use resort development, branded residences, shared ownership, private residence clubs and hotel-related real estate.

Don Ricardo Arranz de Miguel | Entrepreneur Since more than three decades in Marbella, one of Spain’s most established and respected entrepreneurs. President of Andalusia’s Developers and Residential Tourism; private developer of luxury hotels, villas & residences, golf courses.

Supporting Partners & Charity

Matteo Thun | Architecture & Design Matteo, a world renowned architect is a member of HoteliersGuild and a Supporting Partner. We especially rate very highly his philosophy for an eco-luxury architecture that is rich in long-lasting and therefore sustainable.

The International Hospitality Hall of Fame The International Hospitality Hall of Fame has been conceived to celebrate brilliance in our industr y. To reward and immortalise the extraordinary achievements and careers of the most exceptional leaders of the hospitality industry, both past and present

itMustbeNOW NOW is a global community that believes travellers have the responsibly to be a force for good for people and planet. We seek to inform, inspire and empower you to make smarter choices on where to go, what to do and who to stay with. We are the conscience of the travel industry, with the mission to boldly advance sustainability, social responsibility and principled business practice.

WHOLEWORLDWWater Today over 1 billion people don’t have access to clean and safe water. WHOLE WORLD Water is a Campaign designed to unite the Hospitality and Tourism Industry on a non-competitive platform to eradicate this issue. But this is much more than a fundraising initiative. It is a revolutionary way of thinking, a new way to do business designed to balance environmental, economic and societal issues.

Regine Sixt | Drying Little Tears The Regine Sixt Children's Aid Foundation is committed to the most vulnerable in society, although they are the least responsible for the world as it is. We are committed and do our best for children whose fate we want for the better and where we can personally make a difference.

C Corporate Social Responsibility as we understand it at CHC is not just a window-dressing. We proudly support the organisations featured on the following pages and encourage all our colleagues and friends from the hospitality industry to join us and contribute to their noble cause.

MADE-TO-MEASURE LUXURY HOTEL MANAGEMENT MARKETING | BRANDING | OWNER’S REPRESENTATION Creating distinctive branding, operating and marketing concepts for luxury hotels around the globe.

CoutureHospitalityConcept www.selectedhotels.biz

1 to become a member go to wholeworldwater.co

Welfare

Education

Every child has the right to a family, to parental care, and to a safe home. But reality often looks quite different.

That is why we support the building of children’s homes, orphanages, and playgrounds worldwide. We renovate c h i l d re n ’s d a y c a re centres, especially for disabled and disadvantaged children who cannot help themselves.

Every child has the right to develop his or her abilities and go to school. But in many countries they do not even have the bare essentials.

Adequate schools and good teachers a re o f t e n i n d i re shortage. That is why we support and finance the building of classrooms and schools, develop lear ning programs and improve infrastructure on location.

Health The UN Convention guarantees the right to assistance and healthcare for sick children. We build clinics, mobile medical facilities, and intensive care wards in children’s hospitals. We provide medical equipment, and our staff visit sick children worldwide to help give them courage.

Emergency Aid Emergency Aid Catastrophes afflicting people and nations make children the ones suffering most. The UN grants them protection. To help guarantee this right, we support homes and schools for refugee children, send much-needed materials into

DryingLittleTears

As a hotelier with extensive international experience, I remember when climate change seemed a distant possibility. Hoteliers started to discuss ed the concept of sustainability to create awareness of the disturbing relations between human society and the natural environment.

Here we are thirty years later. Climate change has become the defining predicament of our time but the hotel industry is still hesitant to talk about largest and fastest growing industry, so you could argue we have contributed in both a positive and negative way to people and planet.

However, as annual temperatures rise and the impact on our planet becomes more evident, we can no longer afford not to make the environment and social responsibility a business priority. Travellers today expect safer, more responsible, sustainable destinations and accommodations. However, our industry is not really clear about what that truly means.

Today, many hotels are doing excellent work in sustainability and obtain certifications to reflect their growing compliance and legitimacy, but most still hesitate to be visibly transparent with their guests for a host of reasons. Many hotels believe that sustainability is not yet an important changing and changing fast. Consumers know that too many companies have prospered at the expense of society and nature. In particular, the next generation of travellers and hotel staff are critically aware that there is a direct link between sustainable business, the environment and and there is no hidi interdependent world.

I believe that a more caring and responsible form of hospitality will gain wide support from travellers and can be commercially successful. There will be increased demand from our guests for sustainable choices and greater expectations for hotels, resorts, cruise ships, train hotels and B&B lodgings to be credibly certified and independently audited.

Sustainability saves money and its good for people, planet and profit. I urge owners and operators in the hospitality industry to move beyond seeing environmental and social challenges as costs, to seeing the potential savings and opportunities to make good things happen.

Onno Poortier

Founder, Chairman & CEO NOW Transforming Hospitality GmbH itmustbeNOW.com

NOW, a new initiative calling for accountability around sustainability in travel was passionate about travel and want to help tackle the environmental and social challenges facing our planet. The empowered traveler with the wallet and the soon-to-be-launched ood Hotel Evaluator in their mobile device will be our future guests and global influencer. community, our planet and your profits. We will be inviting qualified properties to join the NOW Force for Good Alliance to access the NOW Community and get direct bookings without being charged commissions.

NOW is a legacy project in alliance with inspiring figures and companies industry we know and love, and drive the fundamental changes we need to help it thrive. It must be NOW!

MADE-TO-MEASURE LUXURY HOTEL MANAGEMENT MARKETING | BRANDING | OWNER’S REPRESENTATION Creating distinctive branding, operating and marketing concepts for luxury hotels around the globe.

CoutureHospitalityConcept www.selectedhotels.biz

N Noble Causes

With the mission to connect and inspire hospitality leaders around the globe through the power of unrivalled dedication to sustainable luxury, responsible travel, gender equality and eduction for future generations.

HoteliersGuild

We are here for good !

“

The LeadingHôteliéres chapter of HoteliersGuild was launched by an esteemed group of female executives who share a commitment to accelerate gender equality in the hospitality industry and elevate more women into leadership roles. The collective expertise of our members is incredibly powerful, and we look forward to creating further momentum on a global scale by using the findings of our first year’s work to create and provide education, mentorship, and training in the areas that will have the most success in moving progress forward,” said Lindsey Ueberroth, CEO of Preferred Hotel G r o u p a n d C o - Fo u n d e r o f b o t h , LeadingHôteliéres and the HoteliersGuild Academy of Hospitality Arts. “I am proud to join together with fellow industry colleagues in championing this crucial cause and very excited to see what we can achieve in the years ahead.

“

Lindsey U CEO | Preferred H

Co-fou HoteliersGuild Academ HoteliersGuild Leadin

Ueberroth Hotels & Resorts

under my of Hospitality Arts ngHôteliéres Chapter

STRATEGIC ALLIANCE PARTNER

W We a re p u b l i s h i n g t h e q u a r te r l y “LookBook”, exclusive magazines for HoteliersGuild members and their discerning guests. Featured are trend setting member properties and we are assisting our colleagues in their marketing and sales efforts by sharing the magazine via our global network with the gracious support from our associates.

C NEW PROJECTS & JOINT VENTURES

PASSION FOR DEEPER LUXURY

Pristine nature-based meaningful impact hospitality with a curated mix of inclusivity and exclusivity.

M AY 2 0 2 3 I D R A F T

GILIGILI

THE ART OF NATURE With NetZeroNow Plan in place

This is an Investment proposition for at least 60 resort units of a "luxury glamping" standard built and operated with the highest eco integrity, project rationale and objectives.

Three virgin white sand beach private islands & mainland beaches are secured and licensed, accessible (the closest to Bali, 2hrs from an International airport) and shovel-ready, "Crown Jewel" island Kenawa will be a hybrid event space and prudently grow to minimum 50 units in max 3 years, with camping & yachts for extra ad hoc guest capacity.

A further minimum 10 totally private units, one on it's own private island, all with private beaches, will be added within max 2 years.

KENAWA ISLAND

ULAR ISLAND

The journey with the small boat only takes 15

The journey Funded and

NAMO ISLAND

minutes. Kenawa island is really close to Poto

stewardship and social impact. Community as ac7ve

Tano port, the port of Sumbawa Barat. Kenawa

stakeholder s , inclusive planning since 2016. Not a

island is a part of Gili Balu’ district in Poto Tano

green/purpose-washing "powerpoint hypothesis

Village – Sumbawa Barat, Indonesia. Besides

"Within a formal regional climate ac7on public

Kenawa Island, there are seven other islands

private partnership. Competent JV partners bringing

Fund ex tens ion of the land t i t les and a new 5* eco

close to Poto Tano. Those islands are: Kalong,

exper7se and funding.

development

truly integrated eco

Nano, Mandiki, Paserang, Kambing, Belang and

Partner, JV, join advisor y board, mentor the founder Seed fund pre project funding Project fund 60 uni t s (funder design choice) & overheads.

Integrate a funded eco-concept onto this blank

Ular.

canvas

M AY 2 0 2 3 I D R A F T

GILIGILI

Ethos - Ultra Eco. We’re at a critical moment in history after economic mindsets from capitalism to communism were based on a false assumptions of infinite resources which marginalized nature.

The realization of this has heralded the awakening of a world ready to respond.

This collective focus has seen a significant rise in people committed to restoring and repairing our social contract with the earth and one

BRANDING

another, to find a balance between growth, resources and the planet.

APPROACH Investment returned year 3-5 Upside either reaped, reinvested to expand or exited via trade sale.

Non-financial Eco Stewardship upside. Nonfinancial Social Impact upside.

Gov, JV partner, NGO cash contributions.

A foothold into the paradigm shift of the new green industry 4.0.06 Eco design choice left to Investor.

12

Experienced, honest, passionate, capable Management, Board, Build and Ops Teams.

We are committed to protecting the Gili’s and our planet's natural and cultural heritage, while enhancing the well-being of local communities.

Creating more meaningful experiences is part of our DNA. We pledge to honor and celebrate nature, culture, and community.

The Eco-Gili projects are engaged in reducing carbon footprint and we are collectively helping to conserve wildlife habitat on land and sea, including critically endangered species. We deliver conservation success through action and impact.

Our commitment to sustainability is rooted in our deep experiences in Bali. It also reflects that we have learned with and from our local partners how we can work together to support their goals and priorities for improving the quality of life, while serving as a positive example for other communities and for our developments.Our brand supports local communities, including hiring locally, partnering with local businesses, artists, artisans, and contributing to micro-enterprise projects,

education, health and other community development priorities.

Investing in the Eco-Gili projects is an investment into the future.

And our brands commitment to hospitality as a force for good today is also a commitment to ensuring the well-being of our planet's natural heritage for future generations.

Our target: Achieving a Zero Waste Lifestyle Do you remember learning the 3 R’s – reduce, reuse, recycle – when you were young? It’s the basis of the famous recycling symbol, with its three arrows. Well that eco friendly lifestyle mantra has gotten an update!

It’s now the five R’s: Refuse what you do not need; reduce what you do need; reuse what you consume; recycle what you cannot refuse, reduce, or reuse; and rot (compost) the rest. - Bea Johnson 13

BRANDAMBASSADOR

YM | CHC Strartegic Alliance

E T IS T D L U

EMO TION S TO DAY’S LUX URY STRATEGIC ALLIANCE PARTNERS

PASSION FOR SUSTAINABLE LUXURY

LONDON | LUGANO | MARBELLA | MUNICH

STRATEGIC ALLIANCE PARTNER

C Current & past PROJECTS

1

CHAPTER 1 | RETREATS

PRIVATE RESIDENTIAL ESTATES & RETREATS

Frank M Pfaller joined the forces of his CHC-Couture Hospitality Concepts signature label, operated by Selected Hotels Promotion LC, with his international project teams for a mission. This merger of expertise has been instrumental in assisting private, institutional investors to develop, position and manage an exclusive portfolio of independent luxury hotels around the globe while they remain the sole properties of the respective owners and companies.

Our vision was and remains to be "To cherish the classic hospitality tradition of excellence and to provide superior services to both guests and owners.” Because CHC can think and act without the constraints of a large chain, we are able to maximise a hotel's potential without surrendering to standardisation.

CHAPTER 1 | RETREATS

Starting with our latest project. Construction of this truly splendorous estancia LAS PORTUGUESAS which overlooks the ocean from a deep and peaceful countryside, was completed in 2009. Built on a 13,5 ha lot in a privileged location with an outstanding panoramic view, it has unique characteristics of good design and top quality construction. 4.000 sqm built in a contemporary architectural style with the predominance of pure lines. Hi-tech installations provide the villa with an optimum comfort level in every room.

This Uruguay’s largest & most exclusive luxury home. Our mandate included the conceptional design, marketing and management of this property as a private club for individual investors, owners and rental pool, to be operated with 5-star services. Marketing partners - the seventh art; proposed operating brand - VPlimitedEdition

CHAPTER 1 | RESORTS

CHAPTER 1 | RETREATS

delMango privatevillaestate bali

Project Development | Concept | Marketing & Sales Bali’s first eco-luxury urban retreat with entirely new concept, including ‘lifestyle-ownership’ - fractional ownership scheme.

Award winning architecture and interior design - CHC has again created yet another original.

CHAPTER 1 | RETREATS

EL PRIVÉ

PRIVATE CULTURAL & NATURE RETREAT

Concept | Pre-opening| Management El Retiro, perfectly located in close proximity to Malaga, is a privately owned and indescribably exclusive property, covering approx. 500.000 m2 of pristine botanical gardens. It has a history dating back to the 16th century, which is closely connected to a son of King Felipe IV., the creator of the world renowned Retiro gardens of Madrid.

A rejuvenated historic ensemble and true jewel, aiming to become one of Eruope’s and the world’s leading cultural retreats. The master project consists of four important components - EL PRIVÉ, with its 16 extraordinary villa suites; a new development, Las Puertas al Paraíso, with 32 cottage style suits and private pools; the ChefAcademy, and the already existing exclusive event venue El Realengo.

Our architects and designers are being invited to create something entirely different Combining the best elements from the past with the latest technology available, this will certainly be

Andalusia’s most avant-garde nature & health retreat located inside the famous historic Jardines de El Retiro Attention to detail is evident no matter where your eye may wander.

CHAPTER 1 | RETREATS

Las Dunas Suites L I F E S T Y L E

O W N E R S H I P

Home... o

nly for the discern ing f

ew

Las Dunas Suites Las Dunas Suites | Marbella | Spain

Concept | Marketing & Sales | General Management Inspired by the architectural traditions of Andalusia, Las Dunas Suites offers just 34 luxurious residences along with the pleasures and privileges of the renowned Las Dunas Beach Hotel & Spa. It captures the very essence of Spanish Mediterranean lifestyle under the year round sun of Costa del Sol.

CHAPTER 1 | RETREATS

Capri Couture Hotel Collezione Capri

Concept design | Branding Proposal An attractive opportunity exists on the island of Capri for a differentiating hospitality offer to satisfy the requirement and expectations of today’s affluent guests. CHC has been retained to develop a concept, brand and manage a small eco-luxury collection of villa retreats and beach lounges.

CapriBeachLounge Concept

Concept | Branding | Operating Staying at one of CapriCoutureHotelCollezione villas of course also means enjoying the entire range of CapriBeachLounge world of dolce-far-niente.

Non-resident guests are welcome for daily membership.

2

CHAPTER 2 | HOTELS & RESORTS

HOTELS & RESORTS

At no time did we believe that bigger is better. We know and recognise that smaller luxury hotels offer those uniquely personal touches that discerning travellers are rating so highly. Furthermore, we recognise that emotion is todays true luxury in our service industry, and that long lasting experiences not only are precious, but also contribute to generate and increase loyalty from present times discerning nomads.

Therefor, we seek out the smaller gems that offer genuine, nonpareil experiences - it could be lashings of luxury at a palatial mansion or barefoot bliss on a desert island. We focus on investors who are allowing and encouraging us to come up with something a bit different, most certainly not a faceless chain concept with ‘uniformised’ rooms and equally non descript guest services. We value ideas which demonstrate and dare to be different in architecture, design and operating concepts.

CHAPTER 2 | HOTELS & RESORTS

Owner’s Representative since 2005 Group Owner’s Representation to design new marketing concept for all hotels and spas. Introduction of the Couture Villa Ownership concept. Preparations to expand the Villa Padierna brand to China, implementation of operating standards and management of the new properties under the VPlimitedEdion brand. Integration of The International Hospitality Hall of Fame at Palacio Linares.

CHAPTER 2 | HOTELS & RESORTS

Owner’s Representative Owner’s Representation to design new marketing concept for the group and introduce a couture villa ownership concept. Preparations to expand the Villa Padierna brand to China, implement operating standards and manage the new properties.

CHAPTER 2 | HOTELS & RESORTS

The K-Club Barbuda | Antigua

Re-opening & Positioning | General Management Minimalist architect renowned renowned

beach retreat, designed by Italian star Gianni Gamondi, owned by world fashion designer Mariuccia Mandelli of Italian fashion brand KRIZIA.

CHAPTER 2 | HOTELS & RESORTS

Lagaciò Hotel San Cassiano | Italy

Owner's Representative | Marketing Concepts Assisting private owners in all marketing & sales efforts with the creation of innovative made-to-measure operating & training concepts and introductions to our global network.

CHAPTER 2 | HOTELS & RESORTS

Las Dunas Beach Hotel & Spa Marbella | Spain

Concept | Opening & Positioning | General Management Andalusia’s and Spain’s leading beach & spa retreat. Michelin star restaurants , Five-Star-Diamond Award and numerous other international accolades. Fully conceptualized and jointly managed by Selected Hotels Promotion L.C. under a luxury alliance with Hotel Weisses Roessl, Kitzbuehel, Austria

CHAPTER 2 | HOTELS & RESORTS

The RuiJin Shanghai

Concept | Owner’s Representation Retained for brand adaption & concept proposal, as well as hospitality program, business & experiential concept development for Shanghai’s foremost Gated Urban Retreat of Sino-British and French Heritage in the very heart of Shanghai’s former French Concession

CHAPTER 2 | HOTELS & RESORTS

Le Touessrok Mauritius

Take Over & Upgrading | New Concept & General Management Take-over from private owner for Sol Kerzener’s Southern Sun Group; new operating concept & upgrading

CHAPTER 2 | HOTELS & RESORTS

LeGuanahani St. Barth | French Antilles

Resort Concept | Pre-Opening, Opening & Positioning Management Le Gunahani, designed by famous Christian Liaigre, was the Caribbean’s foremost hotel, achieving highest accolades and room rates. Nestled between Marigot Bay and Grand Cul de Sac, the Hotel Guanahani & Spa has subsequently established itself as a haven of luxury, comfort, and elegance.

CHAPTER 2 | HOTELS & RESORTS

HOTEL WEISSES ROESSL KITZBUEHEL AUSTRIA

Concept | General Management Re-opening, upgrading to international 5-star standards, positioning with The Leading Hotels of The World, Five-StarDiamond Award and joint general management contract in luxury alliance with Las Dunas Beach Hotel & Spa, Marbella.

CHAPTER 2 | HOTELS & RESORTS

Puente Romano Marbella

General Management Marbella’s iconic ‘grand dame’ - the renowned luxury beach hotel, designed to recreate the character and charm of an Andalusian beachfront village. The lush sub-tropical botanical exuberance that embraces the ancient Roman Bridge dating back to the 1st century enraptures with its scents and colors.

CHAPTER 2 | HOTELS & RESORTS

Hotel La Bobadilla Loja | Granada | Spain

Concept | General Management Built to resemble a ‘White Village’, this very special property is located in a natural environment and designed in the Nazarí style with the architecture of ancient Andalusian palaces. Eco-luxury and sustainability at its very best - 700 hectare of land.

CHAPTER 2 | HOTELS & RESORTS

Hotel Tres Islas Fuerteventura Canary Islands

Marketing & General Management At it’s time the first 5-star property in Fuerteventura. We provided marketing & sales services from the German speaking markets and general management.

370 rooms & suites, set inside the white dunes of Corralejo.

CHAPTER 2 | HOTELS & RESORTS

Maharani Durban | South Africa

Repositioning| & Upgrading | General Management At that time, S.A.’s leading 5-Star deluxe property by Sol Kerzner, featuring the first panoramic lift and the famous Raffles Supper Club with outdoor pool on the top. Award winning Cristal Room restaurant, 220 luxury rooms and suites.

CHAPTER 2 | HOTELS & RESORTS

The Regency | Kuwait

Re-branding & Upgrading | New Operating Concept & General Management

Couture Hospitality Concept

Phone: +41 22 534 94 78 e-mail: selectedhotels@mac.com Skype: selectedhotels