Corinthia Hotels: Simon Casson on People, Purpose, and Growth in the Middle East

When Simon Casson stepped into the role of Chief Executive Officer of Corinthia Hotels in 2024, he brought with him more than three decades of luxury hospitality experience. Having risen through the ranks at Four Seasons, from the front desk to leading operations across EMEA, Casson has long been known as a people-first leader who believes that culture is the real currency of hospitality.

“Hospitality is ultimately about people taking care of people,” Casson says. “The bricks, chandeliers, and Michelin stars mean little if the human connection isn’t there.” It is this ethos that shapes his vision for Corinthia Hotels’ next chapter: one where global expansion meets timeless values of care, craftsmanship, and community.

A Conversation in Bucharest

Our interview with Simon Casson took place inside the newly opened Corinthia Hotel Bucharest, a landmark that beautifully blends the grandeur of a historic palace with the refinement of modern luxury. The setting felt fitting: a hotel that embodies Corinthia Hotels’ philosophy of honoring heritage while embracing contemporary excellence.

The conversation followed the Singureni Manor Polo Cup, where Corinthia Hotel was present as a hospitality partner. For Casson, being part of such cultural and sporting events is essential. “Polo is not just a sport—it’s an expression of community, tradition, and lifestyle. By supporting events like Singureni Manor Polo Cup, we connect with discerning audiences in a meaningful way, while showcasing the Corinthia Hotels spirit of elegance, authenticity, and belonging.”

Differentiation in a Crowded Luxury Sector

The luxury hotel sector has never been more competitive. With new players entering the market and traditional brands evolving quickly, differentiation is no longer about marble lobbies or high-thread-count sheets. Corinthia Hotels, Casson argues, has something deeper.

“Corinthia Hotels’ point of difference is emotionally simple and operationally demanding: uplift lives through craftsmanship, character, and care,” he explains. The brand curates grand, often historic settings, then layers them with contemporary comforts and authentic experiences rooted in place.

“We’re shifting from selling nights to orchestrating meaning,” Casson says. “Guests want more than just a room; they want stories, connections, and memories. That’s where Corinthia Hotels shines.” Simon shared a story of a couple of American guests from Dallas who decided to extend their stay in Bucharest for the simple reason of the experience at Corinthia Hotels.

Understanding the GCC Traveler

The Gulf region has long been a vital source market for luxury hospitality, but Casson notes that guest expectations have shifted significantly in recent years.

“We’re seeing four clear signals from GCC travelers,” he says. “They want more space and privacy, wellness that delivers tangible results, elevated family-friendly dining with strong non-alcoholic programs, and visible sustainability.”

Corinthia Hotels’ pipeline reflects this. In Dubai, its upcoming flagship development is designed with panoramic views, multiple dining destinations, expansive wellness facilities, private members’ areas, and flexible social spaces. Service offerings are tailored as well: Arabic-language support, discreet arrival options, and family programming that acknowledges the multigenerational nature of GCC travel.

“The goal is to offer luxury that feels both international and deeply personal,” Casson says.

Expansion Across the Middle East

If differentiation is Corinthia Hotels’ foundation, growth is its next horizon. The company has embarked on its most ambitious expansion in a decade, with three landmark projects in the Gulf: Doha (Qatar), Dubai (UAE), and Diriyah (Saudi Arabia).

“These are not just hotels; they are flagships designed to embody both Corinthia Hotels’ DNA and the unique character of each destination,” Casson notes.

The opportunities are clear: scale, year-round connectivity, and a young, experience-driven audience hungry for authentic luxury. But Casson is candid about the challenges. “We must be disciplined in site selection, deliver complex builds at iconic scale, and develop world-class talent pipelines quickly. Success depends on rigorous development criteria, strong local partnerships, and a people-first culture that ensures consistency across markets.”

Responsible Luxury and Sustainability

Today’s luxury traveler expects grandeur delivered responsibly. Corinthia Hotels has embraced this challenge with a multi-pillar sustainability framework focusing on carbon reduction, water stewardship, waste minimisation, energy efficiency, and circular renovation practices.

“The guest shouldn’t feel a trade-off,” Casson insists. “They should feel better design, better dining, better sleep—and know it’s delivered responsibly. Sustainability must be seamless with the guest experience.”

The Role of Technology in Luxury

Digital transformation is reshaping hospitality, but Casson stresses that technology should simplify, not replace, the human touch.

“At Corinthia Hotels, we use technology to clarify the journey so colleagues can amplify the human connection,” he explains.  

“The aim isn’t to digitise luxury,” Casson adds. “It’s to remove friction so our teams can focus on anticipation, empathy, and surprise-and-delight. That balance—precision tech, generous hospitality—is the Corinthia Hotels signature.”

A People-First Philosophy

For Casson, the common thread across all these initiatives—differentiation, expansion, sustainability, technology—is people. His own career taught him that culture is the ultimate differentiator.

“At Four Seasons, I learned the power of empowerment: colleagues who feel respected deliver extraordinary service,” he reflects. “At Corinthia Hotels, I carry that belief forward. When we invest in our people, nurture their growth, and give them purpose, they in turn create experiences that no design or app could replicate. That is the soul of true hospitality.”

Looking Ahead

As Corinthia Hotels prepares to open in Doha, Dubai, and Diriyah, Casson is focused on both scale and soul. The vision is ambitious: a globally recognized luxury brand rooted in authentic experiences, operational excellence, and a people-first culture.

“Luxury is evolving,” Casson concludes. “It’s no longer just about what you see; it’s about how you feel. At Corinthia Hotels, we want every guest to leave uplifted—because that is hospitality at its highest calling.”