Luxury with soul: Jordi Caralt on redefining hospitality through emotion and purpose

The future of luxury is emotional, or it won’t exist.

This is how Jordi Caralt Coloma, Corporate General Manager of Hidden Hotels, defines the next era of high-end hospitality: one that prioritizes meaningful experiences over material excess. At a time when travelers crave authenticity, connection, and purpose, he believes luxury must touch the soul, not just the senses.

With more than 30 years in the industry and a dual role as hotelier and educator, Jordi brings a deeply humanistic and values-driven approach to hospitality. We sat down with him for a candid conversation, where he shared insights on leadership, purpose, and the evolving meaning of authentic luxury in today’s hospitality landscape.

About the essence of hotel leadership

You have a long-standing career and have led teams in various contexts. How would you define leadership in today’s hospitality industry?

For me, leading in today’s hospitality means inspiring with authenticity, empathy, and a clear vision. A true leader doesn’t just manage efficiently, they motivate their team, listen actively, and lead by example. Humility, resilience, and a genuine commitment to the mission of the hotel are essential to building cultures of trust where everyone can shine.

The Hidden Hotels philosophy

What does Hidden Hotels represent within the luxury hospitality landscape? How does your brand stand out in such a competitive market?

Hidden Hotels represents a different way of understanding luxury. We focus on authentic, exclusive, and emotionally resonant experiences. Each property tells a living story that reflects local culture. We move away from traditional opulence and instead emphasize personalization, sustainability, and meaningful connections with both the destination and our guests. That’s what makes us unique.

Luxury with soul: Jordi Caralt on redefining hospitality through emotion and purpose Gran Hotel Inglés, a Hidden Hotels property in Madrid’s Barrio de las Letras

Transformation and purpose

You often speak about business transformation. What does it mean to you to transform a hotel or organization from within? Where does that change begin?

True transformation starts from within and is rooted in honesty and purpose. It’s not just about renovating spaces, it’s about aligning values with culture and the mission with market expectations and team needs. It all begins with a deep question: why do we do what we do? From that point, everything gains clarity. Authentic transformation requires visionary leadership and the courage to challenge the status quo.

Culture and team

You’ve said your “superpower” is being a catalyst for high-performance teams. What do you consider essential for creating a positive, happy, and guest-centered hotel culture?

It’s about building trust, mutual respect, and shared purpose. I believe in leading with proximity and creating an environment where every team member feels valued, motivated, and free to share ideas. Ongoing training, honest communication, and a passion for service are crucial to generating the kind of positive energy that guests can feel.

The value of hospitality

With over 30 years of experience, what has changed in how we understand hospitality? And what values should never be lost?

The form has changed, but the essence has not. Today we have more technology, more data, and more speed, but the heart of hospitality is still the same: building authentic human connections. Kindness, empathy, honesty, and commitment remain fundamental pillars. Hospitality is, and always will be, an act of love and dedication.

Luxury with soul: Jordi Caralt on redefining hospitality through emotion and purpose Posada Terra Santa, a Hidden Hotels retreat tucked among the cobbled streets of Palma de Mallorca’s old town

Soulful luxury

From your perspective, how do you define luxury today? Do you think the future of luxury leans more toward emotion than ostentation?

Absolutely. The future of luxury is emotional, or it won’t exist. Today’s travelers seek meaning, authenticity, and transformative experiences. Soulful luxury is what leaves a mark on the heart, not just the eyes. It lives in thoughtful details, genuine service, and the stories behind each place. It’s a quiet, but powerful, kind of luxury.

Innovation and technology

Technology plays an increasingly important role in hotel management. How can innovation improve the guest experience without losing the human touch?

Technology should be a strategic ally, not a substitute for human interaction. It can help us anticipate needs, personalize services, and optimize operations, but it must be used with sensitivity. The key is using innovation to enhance, not replace, human connection. The magic still lives in the bond between people.

Teaching and learning

In addition to your executive role, you are also a professor. What do you learn from young professionals in the sector, and what do you aim to teach them?

I learn so much from their creativity, freshness, and open-mindedness. Their enthusiasm for innovation and commitment to sustainability inspire me. I try to instill in them that human values and ethical leadership are just as important as technology. I teach them that true excellence is born from genuine human connection. Mentoring also allows me to keep learning every day.

Values and personal purpose

You’ve mentioned values like empathy, honesty, and commitment. How do those principles shape your day-to-day leadership?

These values are my compass. Empathy helps me truly understand the needs of my team, partners, and guests. Honesty fosters transparency and creates a space of authenticity. And commitment drives me to care for the details, stay focused, and always give my best. I lead by listening actively, acting with integrity, and dedicating time to what truly matters.

Luxury with soul: Jordi Caralt on redefining hospitality through emotion and purpose Seda Club Hotel, a Hidden Hotels retreat set in the heart of Granada, just steps from the Cathedral

Looking ahead

How do you imagine luxury hospitality in 10 years? What role will people, sustainability, and emotion play in that future?

I imagine a more conscious, human, and planet-connected form of luxury hospitality. Sustainability will no longer be an added value, it will be a basic requirement. Hotels will become emotional sanctuaries, where design, service, and storytelling align to create deep experiences. People will remain at the center of it all. And emotion will be the ultimate differentiator.

Final words

My vision for Hidden Hotels and for the industry is clear: a purposeful luxury that transforms from within and honors the soul of hospitality. The future belongs to those who dare to lead with humanity.

As I always say: the most powerful experience we can offer is the one that touches the soul.