By JEFF WEINSTEIN , EDITOR IN CHIEF
PERSONALITIES
Leave it to a 39-year-old , teetotaler , vegan GM to find the silver lining in the COVID-19 crisis . Jannes Soerensen , who has run the luxury independent Beaumont hotel in London since January 2016 , has his share of worries and is working hard to manage a profitable return to the property , which closed March 23 and at press time could open as soon as July 4 .
At this unique moment in history he has been reflecting on his philosophy that dictates hiring the right people and allowing them to do good because he truly believes it creates opportunity .
“ That has always been my message and I feel it will become more and more the message of luxury ,” he says , “ because that is one thing you can ’ t design , you can ’ t build and you can ’ t buy . Travelers are starting to connect more often to what feels right , and how a hotel feels and thrives through its culture needs nourishing .”
This industry pause also has allowed Soerensen to rethink how hotels can become more sustainable ; after the COVID-19 crisis is conquered , global warming , in his eyes , will take center stage . It probably doesn ’ t hurt that he was set to become a first-time father in June .
“ Do we need to travel the world 50 times a year ?” Soerensen asks . “ Obviously we ’ re in the travel industry and I ’ m so passionate
Balancing luxury with
NEW REALITIES
THE BEAUMONT ’ S SOERENSEN HOLDS TRUE TO HIS BELIEFS ON WHAT WILL DRIVE THE LUXURY SEGMENT FORWARD .
18 hotelsmag . com July / August 2020