Frederic Simon, CEO of Alila Hotels & Resorts is a graduate of Centre International de Glion, Switzerland and brings with him over twenty years of experience in the hotel and tourism industry in Europe and Asia. Frederic first moved to Asia with the Accor group where he participated in their hotel expansion into Indonesia and Malaysia.

Since joining Alila as Managing Director in 2001, Frederic’s passion and eye for details was instrumental in growing the brand and service standards of Alila and headed the hotel development and group’s expansion in Asia. He was the driving force behind the ultra-luxe Alila Villas and its brand delivery.

A passionate hotelier and a creative innovator, he has now assumed the role of CEO, overseeing all operational partnerships and new Alila initiatives.

L&S: How would you best describe the Alila ethos?
FS: Alila manages unique city hotels and resorts in the Asia Pacific region. The hallmark of Alila is to create stylish, relaxing environments with superb hospitality for a unique guest experience. Alila strives to continuously redefine itself as a brand to reflect the very best of a contemporary lifestyle.

We want guests to feel that a stay at any one of Alila's hotels or resorts is a fully immersive journey into the local culture and heritage of the destination.
Alila is also widely known for its long-held vision that commerce, conservation and community can and should be integrated. While creating opportunities for intimate cultural interactions for our guests with the people, cultures and natural beauty of each destination, we are dedicated to being responsible members of our host communities and treading lightly on our environment.

L&S: In your opinion, what factors make Alila stand out from other high-end hotel groups in the region?
FS: Alila conceptualises hotels and resorts, working with owners to develop very individual properties that are collectively serviced to high Alila standards with passion and style.
Alila is an innovative brand that is design driven and offers creative and exciting destination experiences. The name Alila comes from Sanskrit meaning ‘surprise’ which suitably describes its refreshing character. Indeed, every Alila hotel is different, surprisingly different. They all have a strong architectural focus and are often very dramatic in their individual character and style.
Alila also tailors experiences to suit the needs of each guest. Its resorts are ever ready to provide a myriad of new experiences to suit all vacation needs. Whether learning to recreate the flavours of the local cuisine, enhancing your well-being through ancient healing arts, or tasting the thrill of adventure sports, Alila tries to inspire its guests to want to try new experiences, connect with their environment and truly find that balance on a refreshing and rejuvenating holiday.

L&S: Alila's two Bali properties were the first to receive international certification there. How does eco-tourism and conservation blend in with the overall luxurious Alila experience?
FS: Alila caters for the needs of the environment as well as it guests. We place great emphasis on responsible tourism.

The brand has a clear commitment to sustainability from hotel conception, to selecting local food suppliers, recycling and using local materials. Several of the newer Alila properties are designed and built in accordance with strict EarthCheck (formerly Green Globe) standards.

Our properties also regularly support or initiate projects that aim to improve quality of life and reduce poverty, particularly in rural areas, bringing real and lasting benefits to the community.

We make it a priority to engage with local communities, respecting their traditions, and actively seeking ways to ensure their long-term sustainability. This includes employing local people who live in the surrounding areas, developing the local workforce through skills training, using products and services from local suppliers, as well as educating our guests on local culture and traditions.

Our newest hotels and resorts have embraced Alila’s spirit of giving back to the community through a “Gift-to-Share” programme, pledging to make donations to local causes with every booking.

L&S: What are your thoughts on the luxury hospitality industry, its trends and performance in the next 12 months? Are there any new emerging markets we should take note of?
FS: The luxury hospitality industry continues to grow and expand to different parts of Asia. There seems to be a greater demand for more ‘off-beat’ destinations that allow guests to explore the relatively untouched and less-visited regions in Asia. Alila plans to expand its presence in some of these emerging markets which we feel will soon grow to become some of the trendiest tourism hubs in the region.

Alila is shortly launching Bangalore, which will be a unique business lifestyle hotel that caters comprehensively to the needs of the discerning business traveller in an environment of luxurious resort living. Set in a tranquil location within Bangalore’s budding business district, the hotel is distinguished by design innovations and the latest lifestyle trends to reach out to the savvy traveller.

Alila Hotels and Resorts also marks its first stop into Cambodia with its recent move to manage the luxury boutique resort, The Sothea, located in Siem Reap. The stylish all-suite resort will be rebranded as Alila Sothea, in April this year. The resort lies nestled in the heart of Siem Reap, renowned fore its unique architecture that reflect the Khmer culture, famed for the UNESCO World Heritage Angkor Temples. Opened in February 2009, the resort was conceived as a hideaway for lovers and those seeking a quiet retreat, a place of natural beauty filled with intimate gardens, fountains, soothing waterways and charming interiors.