A CEO & Founder On The Power Of Pivoting

Consistency in quality and what we offer comes down to having a clear vision from the outset. We’re also very intentional about how it’s communicated and executed. By working with trusted designers across the portfolio and collaborating with local artists in each city, each property maintains the Miiro identity while celebrating its unique surroundings. Strong local teams, supported centrally, ensure that this balance between cohesion and individuality comes through in every detail, creating spaces that feel both recognisable and rooted in place.

Guests respond most to the thoughtfulness of the experience – a quality that was evident from Miiro’s very first opening at Le Grand Hôtel Cayré in Paris. Each property, from Barcelona  to Gstaad, is designed to feel personal, considered and deeply rooted in its location rather than formulaic. By focusing on design, service, and atmosphere, the spaces feel intuitive and effortless to enjoy, creating the kind of connection that keeps guests coming back and, importantly, leaves them feeling genuinely restored after their stay.

Hospitality has long been male-dominated but that’s shifting fast. Leading as a woman comes with its challenges, yes, but it’s also a huge opportunity to reshape expectations and prove that leadership isn’t defined by gender. The focus has always been on delivering results, staying true to a clear vision and inspiring teams – credibility comes from what’s achieved.

I’m constantly inspired by the female leaders I meet, both within our business and across the industry. They are driving real change and bringing fresh perspectives to leadership. At Miiro, that’s something we’re proud of – 60% of our senior team are women, with strong female representation at the leadership level and a growing number of female general managers across our hotels. That said, there is still work to be done on representation at the very top, as well as on ensuring equal access to opportunities, investment and mentorship. Continued focus on those areas will be key to driving more meaningful, long-term change. 

Any good leader should do so with clarity, empathy, and purpose – creating an environment where people feel both supported and accountable. It’s a style that balances collaboration with focus, upholds high standards and is grounded in trust and open communication. The team is encouraged to contribute ideas, take ownership, and work collectively towards shared goals. That same mindset extends beyond the business. We’ve recently launched Women Who Gather, an initiative designed to inspire and support women across industries, with several new initiatives to follow.

The idea of modern luxury is changing. For me, it’s less about opulence and more about thoughtfulness, authenticity and a complete, immersive experience. For a younger, design-conscious traveller, it’s about spaces that feel curated and connected to their surroundings – where comfort, functionality and aesthetic appeal come together seamlessly. Miiro brings this definition to life by balancing style, ease and meaningful detail, creating environments that feel personal and considered, rather than relying on traditional markers of luxury.