SHERIDAN, WYOMING – Mar. 2, 2025 - Simon Says: Corinthia Hotels is a challenger brand. Its CEO is looking to put an end to that. David Eisen reports that Simon Casson, the newly appointed CEO of Corinthia Hotels, is determined to elevate the brand beyond its "challenger" label and establish it as a dominant force in the luxury hospitality sector.
From Pot Washer to CEO: A Remarkable Journey
Simon Casson’s journey is far from conventional. Without formal higher education, he began his career at 16, washing dishes. “They gave me a room above,” he recalled. This humble beginning paved the way for a remarkable ascent. “Were I to write it, it would have been called ‘Pot Washer to President,’” he said, humorously acknowledging his current CEO role. His story underscores his dedication and talent, which have propelled him to the helm of a prestigious hotel brand.
Honing His Skills at Four Seasons
Casson spent over three decades at Four Seasons Hotels & Resorts, rising from assistant manager in London to president, EMEA. "I stayed because of alignment in values, because it was a meritocracy where I could grow based on my talent and ability,” Casson said. His extensive experience at Four Seasons, a breeding ground for hospitality leaders, has equipped him with the expertise necessary to lead Corinthia Hotels. He joins a distinguished group of Four Seasons alumni, including Omer Acar, Christopher Norton, and Ben Trodd.
Corinthia's Expansion: From Europe to the World
Corinthia Hotels, founded over 60 years ago by Alfred Pisani, is expanding its global footprint. With ten hotels currently open and managed, the brand is poised for significant growth. The recent opening of The Surrey, A Corinthia Hotel in New York City, marks a milestone for the brand's US presence. Future openings include properties in Bucharest, Maldives, Riyadh, Qatar, and Malta.
Strategic Partnerships and Growth
Corinthia’s growth strategy involves forging strong partnerships and focusing on management contracts and leases. The Surrey deal, which Casson described as a “coming together” of families, exemplifies this approach. “We come to it with an owner and a developer mindset and as a brand that has to be challenging and disruptive to be amongst all the big players,” he said. The brand's ability to secure prime locations, such as the former Bank of Italy headquarters in Rome, underscores its growing influence. “Somehow, a little upstart like us ended up getting the cherry on top of the cake,” Casson said regarding the Rome location.
Recent Openings and Future Projects
Corinthia’s recent openings highlight its commitment to restoring historic grand hotels. The Corinthia Brussels, a $150-million restoration of the former Grand Hotel Astoria, opened in December. The Corinthia Grand Hotel du Boulevard Bucharest, originally opened in 1873, is set to open in March. “It’s one of those undiscovered destinations for luxury travelers,” Casson said of Bucharest. Later this summer, Corinthia Rome will open, furthering the brand's presence in key European cities. Additionally, Corinthia has announced a project in Dubai, collaborating with Dubai General Properties on a hotel with branded residences.
Enhancing the Guest Experience and Brand Culture
Casson’s mandate includes elevating service offerings, guest experience, and employee culture. He has restructured the senior leadership team, appointing a new CDO, CFO, and chief culture officer. “It’s a team that’s really partnering with me to drive growth,” he said. Corinthia is also expanding its lifestyle brand, Verdi Hotels, led by Paul Pisani, with four locations currently open. “It’s a vehicle to position us in the lifestyle segment,” Casson said.
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