![]() And I think Spa Montage is just a wonderful example of all of those brand attributes.”Īs each site has been purpose-built, Montage has had the opportunity – and luxury – of planning the spas into prime locations within the properties. “Our emphasis on luxury is different as we focus on the spirit of place and discovery so that even loyal guests find something new whether it’s a beach (summer), mountain (winter) or the urban excitement of Los Angeles. “This is a significant differentiator,” says Bermingham. Within that destination we want one of the top three locations, if not the single best.”Įach property is then a reflection of that location in its architecture, art, design, food, spa and services. ![]() Our selection criteria is that we want a Montage in proven luxury destinations where very high average rates are achieved. He’s turned down many more projects than he’s completed. “Montage is keenly focused on extraordinary destinations and great locations within those. He feels that site location is part of the group’s winning formula. “It was a wonderful opportunity to start a new company and brand,” says Bermingham. Then in 2002, Fuerstman approached Bermingham to take on the role of general manager at Montage’s first property in Laguna Beach. He went on to become opening vice-president of hotel operations for Mirage’s Beau Rivage in Biloxi, Mississippi and then general manager at the acclaimed Latham Hotel in Washington DC. He began his career at the Clarence Hotel in his hometown of Dublin, Ireland – “I worked for the summer and fell in love with the business”, he says – before working for Sheraton in London and transferring to North America.īermingham met Fuerstman at the St Regis, Houston where he was general manager and Fuerstman was an area manager for ITT Sheraton’s Luxury Collection. Having been in the hospitality industry for 28 years, Bermingham is no stranger to high-end hotels and has covered varied roles in F&B, rooms, operations and sales. ![]() So, what makes the resorts and company stand out and why are spas so crucial? ![]() It’s a worthwhile investment, according to Bermingham: “the spas generate millions in revenues and pretty extraordinary profitability levels too.” Meticulous thought has also gone into the development of Montage’s spas, including an ongoing, extensive 264-hour training programme for its therapists. Each resort has been built from the ground up to create a distinctive offer with spacious accommodation. The group’s growth has been purposefully slow and considered. It was set up by the 35-year hotel veteran Alan J Fuerstman, and a group of undisclosed investors, in 2002 to serve top tier affluent travellers. The management company part owns and operates three sites in the US – in Laguna Beach, California Deer Valley, Park City, Utah and Beverly Hills also in California. While having a spa is now a must for any high-end operator, for Montage it’s much more says the group’s vice-president James Bermingham: “We look at spas as being core to the fundamental beliefs and attributes of the brand.” Montage Hotels & Resorts is serious about spas. ![]() Now, with over 35 incredible years of hospitality experience, James is the CEO of Virgin Hotels and is the true definition of an authentic leader.From Dublin, Ireland, Bermingham fell in love with the hospitality business after working at the city’s Clarence Hotel Since 2008, James served as Executive Vice President of Operations for Montage International, overseeing all elements of operations for the well-renowned properties of the Montage and Pendry Hotel brands. Regis Hotel in Houston and the Montage Laguna Beach. Through the course of time, James was drawn back to the United States, where he held prestigious General Manager roles at the St. James Bermingham is responsible for delivering Virgin Hotels’ global growth, operational excellence, multi-award-winning customer experience, and unique culture.īut where did he get his start? Well, James began his career in his hometown of Dublin, Ireland, followed by ten years in London, England, including executive roles with ITT Sheraton Corporation and the Luxury Collection. ![]()
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