In today’s hospitality landscape, travelers aren’t just booking a place to sleep—they’re seeking moments that feel personal, experiences that connect them to the heart of a destination, and stays that leave a positive mark on the community. Yet, the sector faces pressing challenges: cookie-cutter standardization diluting uniqueness, the tension between technology and human touch, and the growing demand for personalization at scale. At the vanguard of a hospitality revolution stands Jordi Caralt Coloma, Corporate Executive Officer of Hidden Hotels, a visionary dismantling the tired playbook of luxury and rewriting it with warmth, authenticity, and soul.
Under Jordi’s leadership, Hidden Hotels pioneered the “Sensitive Experiences” approach, blending storytelling, emotional intelligence, and decentralized creativity to create deeply personal stays. Balancing growth with authenticity and championing regenerative tourism, he shows that luxury’s future is in human-centric design and ethical innovation. With expansions like Lisbon’s 5*GL flagship and strong sustainability practices, Jordi is shaping a hospitality model that connects, inspires, and endures.
A Conversation with Jordi Caralt Coloma, Corporate Executive Officer
The inspiration behind Hidden Hotels traces back to the shared vision of its founders, Doña Carmen Cordon and Don Ignacio Jimenez, who sought to reimagine boutique hospitality by moving beyond conventional luxury. Their goal was to craft an experience that fostered a deeper connection between travelers, the local community, and the destination itself.
From its inception, Hidden Hotels has been guided by a philosophy of immersive, intimate, and thoughtfully curated stays. Rather than simply offering aesthetically pleasing accommodations, the founders envisioned a hospitality model where each property told a unique story, blending seamlessly into its surroundings while providing guests with an authentic sense of place.
Jordi Caralt Coloma, Corporate Executive Officer of Hidden Hotels, reflects on this vision, stating:
“Our approach has always been about more than just beautiful spaces—it’s about creating meaningful experiences that resonate with travelers on a personal level. Every Hidden Hotels property is designed to immerse guests in the culture, history, and soul of its location.”
The Birth of the Sensitive Experiences Approach
For Jordi Caralt Coloma and his team at Hidden Hotels, true hospitality isn’t about extravagant amenities or cookie-cutter luxury; it’s the quiet, powerful moment when a guest feels genuinely seen and valued. This inspired their Sensitive Experiences approach, where every detail from a handwritten welcome note to carefully chosen local artwork sparks authentic emotional connections.
What sets them apart is a deep investment in emotional intelligence training, ensuring spaces tell the story of their location instead of following global design trends. In an age of automation, they use technology to enhance human connection, never to replace it. This approach builds lasting relationships with guests, turning loyalty into their strongest advantage.
Emotional Sustainability: Spaces for Genuine Reconnection
“The future of hospitality isn’t just about where you stay, it’s about how your stay transforms you,” observes Jordi. As the industry evolves, he identifies three powerful shifts transforming luxury travel: the growing demand for emotional sustainability as overstimulated travelers seek spaces for genuine reconnection, the rise of regenerative tourism, where experiences actively enrich local communities, and discreet digitalization technology that serves guests without disrupting human warmth. Hidden Hotels is already pioneering this future through thoughtful innovation.
Hidden Hotels blends smart hospitality tech with personal touches, such as AI for guest preferences alongside handwritten notes. Its dedication extends to partnering with local artisans, using eco-friendly designs, and offering programs for guest involvement in destination stewardship, embodying Jordi’s belief that future travel should unite innovation with soulful, sustainable connections.
Personalization at Scale
For Jordi, true leadership is about growing the right way, preserving the company’s unique soul amid expansion. Rejecting standardization, he prioritized personalization, requiring strong operational and cultural commitment. Balancing a shared vision with each property’s individuality tested his leadership, teaching him that real scalability means staying true to core values. This approach has fostered Hidden Hotels’ culture of authenticity and distributed excellence.
A Leadership Lesson Every Entrepreneur Should Hear
Reflecting on the moment that most transformed his leadership journey, Jordi Caralt Coloma shares a lesson he believes every entrepreneur should hear. He discovered that true leadership isn’t about having all the answers; it’s about asking the right questions and surrounding yourself with people who are unafraid to challenge the status quo.
At Hidden Hotels, this mindset has fostered a culture that listens, learns from mistakes, and always puts the team before the ego. For Jordi, the turning point came when he let go of the need to control every outcome and began to truly trust his people. That trust unleashed creativity, commitment, and an infectious energy that now defines the company’s spirit. He also emphasizes that continuous training and development remain vital to ensuring Hidden Hotels grows without losing what makes it exceptional.
Four Core Values that Shape Every Experience
“People often ask me what makes our hotels special – it’s not the linens or the lobbies, but the heartbeat of our team.”
Jordi
At the core of their success are four simple but powerful values: keeping it real (authenticity), truly seeing people (attentiveness), treating everyone with dignity (respect), and creating spaces that delight the senses (beauty). These aren’t just words on a wall – they’re brought to life by cultural champions at every location who mentor their colleagues through constant learning opportunities, and open conversations where every voice matters.
As Hidden Hotels grow to new destinations, these shared values have become their compass rather than their cage – allowing each property to develop its personality while staying true to the warmth and care guests love. The surprising result? The bigger Hidden Hotels grows, the more its distinctive culture shines through in every interaction, proving that a business can scale without losing its heart.
Beyond Compliance: Where Ethical Standards Meet Emotional Intelligence
At Hidden Hotels, Jordi Caralt Coloma believes true hospitality begins with trust felt in quiet moments as much as it’s built through high standards. The Hidden Trust Protocol weaves ethics into every touchpoint, from empathetic conflict resolution training to Guest Experience Stewards who ensure quality and create memories, treating privacy and personalization as inseparable.
A note from anniversary guests calling their stay “More like a poem than a hotel” now hangs in the office as a guiding star. For Jordi, it proves that even in a data-driven age, the finest luxury comes from human intuition and making guests feel truly understood.
Solving the Modern Traveler’s Dilemma
Hidden Hotels solves the modern traveler’s dilemma of seeking authentic local experiences without sacrificing comfort. Each property immerses guests in its destination through rich cultural design and hyperlocal partnerships, while maintaining impeccable service. Their “decentralized creativity” model balances a unified artistic vision with agile operations, empowering staff to personalize stays.
Lightweight technology ensures quality and privacy without stifling spontaneity. This approach lets guests enjoy curated local discoveries alongside premium amenities. By blending localization and luxury, Hidden Hotels offers stays that are both personal and refined, proving travelers want adventure and comfort, served with soul.
Lisbon 2026: Hidden Hotels’ Next Landmark Project
“Hidden Hotels is embarking on an ambitious expansion that redefines urban luxury.”
Jordi
The group is launching a new 5*GL property in Lisbon’s vibrant center, set to open in 2026. This flagship will blend bold contemporary design with Hidden Hotels’ signature emotional detail and introduce an ultra-premium service tier.
For Jordi, the Lisbon project is more than growth—it’s a chance to showcase how their human-centric philosophy scales in major cultural capitals, merging Portuguese heritage with deeply personal, design-focused stays. This move reflects their goal to compete in the luxury market while preserving the intimate, experience-driven hospitality that defines them.
The Future of Luxury, By the Numbers
Hidden Hotels combines strong business performance with genuine guest connections, achieving impressive revenue growth and deep loyalty. These results reflect a brand that excels financially while delivering heartfelt hospitality.
Hidden Hotels – Key Performance Highlights
(2024 Performance Highlights)
- Growth That Speaks Volumes
- +28% Revenue Growth (YOY 2023→2024)
- Outpacing the luxury sector average by 3X
- +28% Revenue Growth (YOY 2023→2024)
- Operations with Soul
- 87% Average Occupancy
- (Industry benchmark: 72%)
- 7 Iconic Properties
- Each is a love letter to its location
- 87% Average Occupancy
- The Loyalty Effect
- 98 Net Promoter Score
- Top 1% globally across all industries
- 49% Returning Guests
- Nearly half choose to relive the magic
- 98 Net Promoter Score
Industry Recognition and Global Acclaim
Hidden Hotels’ commitment to redefining boutique luxury has been consistently validated by industry leaders and guests alike. Under the leadership of Jordi, the brand’s unique blend of personalized hospitality, sustainable practices, and design excellence has earned prestigious recognition across global platforms. Recent achievements include:
Awards & Recognitions (2023–2026):
2024 Highlights:
- Best Boutique Experience– Awarded by the Boutique Hotel Association
- Biosphere Responsible Tourism Certification – Recognized for sustainable operations
- Top 10 Guest-Rated Hotels – Three properties ranked internationally
2025 Accolades (Haute Grandeur Awards):
- Best General Manager – Leadership excellence
- Best Luxury Hotel – Ultra-premium service distinction
- Best Historic Hotel – Heritage-meets-modern appeal
- Best Cocktail Menu – Curated culinary experiences
2026 Nominations (Pending):
- REVE Luxury Awards – Anticipated design & innovation honors
- Beyond Luxury Awards – Sustainable luxury recognition
Legacy of Excellence:
- Multi-year award streak since 2023, cementing Hidden Hotels as an industry benchmark.
These accolades reflect the brand’s unwavering focus on emotional resonance, sustainability, and uncompromising quality, cornerstones of its success.
Featured among the World’s Best
“Hidden Hotels’ distinctive approach to hospitality hasn’t gone unnoticed by the world’s most discerning travel authorities,” says Jordi Caralt Coloma, CEO of the boutique hotel group. The brand has earned coveted features across elite travel and design publications that celebrate its unique fusion of artistic vision and immersive storytelling.
Among its most notable accolades:
- Condé Nast Traveler named Gran Hotel Inglés among “The 70 Best Hotels in the World” (2025), praising its “time-capsule elegance meets contemporary soul.”
- Forbes Travel highlighted three Hidden properties as “Luxury Case Studies in Placemaking”, applauding their devotion to locations with strong identities.
- Design Hotels Magazine featured the group’s narrative-driven interiors as “Architecture That Speaks in Whispers.”
- El País Viajes called the brand “The Quiet Revolutionizer of Spanish Hospitality.”
“These recognitions validate our belief that today’s travelers crave depth, not just design,” reflects Coloma. The brand has made select features available for coverage, including Condé Nast Traveler’s profile of Gran Hotel Inglés and Forbes’ analysis of their identity-driven model.
Featured Links:
- Condé Nast Traveler – Gran Hotel Inglés
- Gran Hotel Inglés Among the 70 Best Hotels in the World – Condé Nast Traveler
- Forbes Travel – Tres Lujosos Ejemplos de la Pasión de Hidden Hotels
Sustainable Thought Leadership: Nurturing the Next Generation
Hidden Hotels goes beyond hospitality by shaping the industry’s future through thought leadership and education. Jordi Caralt Coloma and his team share their innovative approach at major forums like the Global Boutique Hospitality Summit and panels across Spain, Mexico, and Portugal, discussing sustainable operations and emotional guest experiences. They also nurture new talent through university partnerships and support sustainable startups via tourism incubators. This broad engagement reflects their belief that true leadership elevates the whole sector, positioning Hidden Hotels as both innovators and catalysts for meaningful change in global hospitality.
An Open Letter from Jordi Caralt Coloma
Dear Friends,
From the day Doña Carmen Cordon and Don Ignacio Jimenez founded Hidden Hotels, our vision has been simple: to create spaces where beauty, culture, and human connection meet. In a world of rushed, standardized travel, we chose a slower, more intentional path. Every Hidden Hotel is a love letter to its location, shaped by the people who bring it to life.
We believe guests may forget the thread count of their linens, but they will never forget how we made them feel. Our Sensitive Experiences approach is built on authenticity, attentiveness, respect, and beauty values that guide us as we grow.
Lisbon 2026 marks a milestone, proving intimacy and soul can scale without compromise. We partner with local communities, embrace sustainability, and use technology only to deepen human warmth.
To our guests, teams, and partners, you are not part of our story; you are our story. As we step forward, we promise to remain true to what matters most: creating journeys that leave a mark on the heart.
With gratitude,
Jordi Caralt Coloma
Corporate Executive Officer
Hidden Hotels
Key Takeaways:
- Scale without losing authenticity.
- Prioritize personalization over standardization.
- Lead by asking the right questions, not having all the answers.
- Build trust to unlock creativity and commitment.
- Use technology to enhance, not replace, human connection.
- Embed ethics and emotional intelligence into every decision.
