5 Minutes with Shannon Knapp
Today, we have the distinct pleasure of speaking with Shannon Knapp, the dynamic President and CEO of Leading Hotels of the World (LHW).
With a career of more than two decades in the luxury travel and hospitality industry, Shannon Knapp has been at the forefront of transforming The Leading Hotels of the World into a beacon of excellence and innovation.
Prior to joining LHW 11 years ago as Senior Vice President & Chief Marketing Officer, Shannon held various positions over 8 her years tenure at American Express culminating as Vice President Marketing, AMEX Travel & Lifestyle Services.
Dear Shannon, presently what’s your favourite holiday destination?
Anywhere with a beach! I have a 8-year-old and a 6-year-old at home so between leading a global hotel company and managing life with two little kids, suffice it to say things are a bit hectic. I try to take a vacation once a quarter with my family during which I do my best to disconnect from work. I am currently writing this from the Hamptons, where we vacation annually. And the best time to plan a vacation is when you’re on vacation, so we are also planning our spring break trip as we speak, most likely to the Caribbean and a fabulous LHW member hotel like Grace Bay Club in Turks & Caicos or Le Sereno in St. Barthelemy.
An upcoming destination you would like to visit.
I am very excited for two upcoming business trips to destinations I have never been. The first is the exceptional Adare Manor in Ireland next week and the then it’s to Marbella, Spain for our Annual Convention where I will have the opportunity to see our three wonderful hotels there: Marbella Club Hotel · Golf Resort & Spa, Puente Romano Marbella and Anantara Villa Padierna Palace Marbella.
Favourite(s) standalone hotel?
Picking a favourite hotel is like picking your favourite child – it’s impossible! We have over 400 independent, luxury hotels across more than 80 countries. I have had the privilege of visiting over 100 of our hotels during my time with the company. Our properties are all remarkably uncommon, so whether you are at Bairro Alto Hotel in Portugal, The Fifth Avenue Hotel in the US, Le Negresco in France, Palace Hotel Tokyo in Japan, or Lesante Blu in Greece, you’re certain to have a remarkable experience.
A Suite that did live up to the hype?
It’s hard to pick just one, so I’ll name afew! The Diamond Suite Princess Grace Kelly at the Monte-Carlo Société des Bains de Mer Hôtel de Paris is elegant and moving in its tribute to Princess Grace; the Enrico Caruso Suite at Grand Hotel Excelsior Vittoria is stunning with its classic Italian décor; and the Presidential Suite of the Heritage Wing in Okura Tokyo, a symbol of Japanese hospitality, blending traditional craftsmanship and modernity that LHW travellers expects.
A hotelier/hotel company that has impressed you by service consistency over your Hospitality & Travel career?
At LHW, we unite the visionary leaders of independent luxury hospitality, fostering a community that celebrates individuality. Our Company embodies generations of hospitality excellence that continue to impress me – the Kracht family of Baur au Lac and the Scherz family of Gstaad Palace in Switzerland, the Wirth family of Hotel Hassler Roma and Fiorentinofamily of Grand Hotel Excelsior Vittoria in Italy, and the list goes on.
At our 2023 Annual Convention in Puglia, we honoured two exceptional hoteliers: Mr. George Cohen, Managing Director of Saxon Hotel, Villas and Spa, who received our Leading Legend award for his 40+ years of excellence, innovation, and mentorship. We also recognized Mr. Vasileios Koumpis, General Manager of Katikies Hotels for his Uncommon Vision and dedication to preserving Greek hospitality and heritage. These are two of many inspiring hoteliers I have the privilege of working with at LHW.
Your definition of true luxury, how do you see the industry shaping up and reinventing itself?
Luxury is personal. It’s about crafting unforgettable memories through uncommon experiences. The luxury hospitality industry is constantly transforming, from wellbeing to eco-friendly travel, culinary to multigenerational offerings. We’ve recently seen a great deal of transformation in the wellness space. Guests are drawn to holistic programs that go well-beyond the traditional spa treatment. We’ve found that Gen Z prioritizes expansive approaches to wellness which makes LHW offerings such as Forest Bathing at The Datai Langkawi, Art Therapy at Royal Mansour Marrakech or the Spa Sommelier Experience at Abadia Retuerta LeDomaine alluring experiences. In fact, more than 70% of LHW’s 400+ hotels offer spa and wellness experiences, and we have witnessed a 30% increase in revenue for hotels in our Spa-Inclusive program, and about a 10% longer stay.
With so many copycats around, how can a hotelier/hotel differentiate from the rest of the bunch?
Our mission for the past nine decades has been to connect and empower hoteliers to achieve the commercial success necessary to enable them to make the choice to stay independent. This independence is core to their differentiation. Our hoteliers are artisans of hospitality. Their expertise, commitment to excellence, and individual flair allows them to create story-worthy moments for their guests. And it is these authentic, individualized experiences combined with the warm hospitality and high-touch service they provide that keeps discerning travellers returning again and again.
How do you see the role and value that a Travel Agent can bring to the table nowadays?
Travel trade remains one of LHW’s biggest and most important segments. Our Global Sales team partners closely with the many highly skilled and experienced travel advisors across the industry to support their success in creating remarkable experiences for their clients. Their deep understanding of our independent hotels and ability to connect them with curious travellers is unmatched. Advisors ensure the personalized, quality experiences that define LHW are delivered to our discerning guests.
A recommendation you would like to share with both hoteliers and travel trade professionals.
Never lose sight that at the end of the day, our business at its core is about extraordinary people, deep human connections and meaningful personalization.
Favourite restaurant?
There’s no shortage of outstanding restaurants in New York, but a visit to Locande Verde at The Greenwich Hotel in Tribeca always tops my list. It offers a casual neighbourhood Italian taverna setting and guests staying at the hotel can take advantage of the private courtyard which is a real sanctuary in the heart of downtown. I also really enjoy the breakfast at Corner Bar at Nine Orchard, but if breakfast isn’t for you, head to the Swan Room for an incredible cocktail, instead.
Are you a cocktail or a wine soul?
Both! I enjoy a gimlet pre-dinner and a glass of local red wine with my meal!
What can’t you travel without?
Melatonin for jetlag and an iPad loaded with podcasts, books and TV shows. They help me to make use of time during traveling and provide an escape when I need it.
A trip you cannot forget.
One of so many unforgettable experiences happened when I visited the Amalfi Coast. After a board meeting, our CFO and I enjoyed a private lunch at Concettina ai Tre Santi, thanks to Crescenzo Gargano’s personal relationship with renowned Chef Ciro Oliva. Crescenzo, the 4th generation owner of Hotel Santa Caterina, asked Chef to open the restaurant, which was closed for summer holidays, so we could experience the best pizza in Napoli (with champagne pairing)!
Shannon, thank you so much for spending some time with us, cannot forget the great moments we had throughout the years, and specially what you and the Team have contributed to the success and speedy rebound of the member hotels during the hard COVID pandemic times. It was such a real pleasure to serve alongside you.
If not before, looking forward to catching-up at ILTM Cannes!