Beaumier CEO Billy Skelli-Cohen on why empowering staff and embracing flexibility are key to truly memorable hospitality
May 26, 2025
In a wide-ranging conversation, Beaumier CEO Billy Skelli-Cohen reflects on how the definition of “guest experience” has evolved over his two-decade career in hospitality. Once defined by prescribed luxury and standardized services, guest experience today is about emotional resonance, authenticity, and the freedom for guests to shape their own journey. In this interview, Skelli-Cohen emphasizes the crucial role of empowered staff, emotionally intelligent service, and unscripted, human-centered interactions. What emerges is a compelling case for hospitality that begins not with scripted moments, but with genuine care – for both guests and employees.
Key takeaways
- From prescribed to personal: 20 years ago, guest experience was defined and curated by the hotel; today, it’s about creating environments where guests can create their own experience, based on what makes them feel good – physically, emotionally, and spiritually.
- Staff experience is the foundation: Exceptional guest experiences start with happy, empowered employees. Seasonal staff in particular must feel valued and supported to deliver meaningful service.
- Curiosity over script: Instead of rigid training, Beaumier fosters a culture of curiosity and ownership, encouraging staff to engage guests with empathy and ask questions like “How was your flight?” to better tailor each experience.
- Freedom and flexibility are key: One of the most overlooked elements in hospitality today is allowing for guest-led experiences. A rigid check-in ritual may feel thoughtful, but it can miss the mark if it doesn’t meet guests where they are emotionally or physically.
- Authenticity beats amenities: Memorable experiences often come from unscripted moments – like a staff member playing ball with a guest’s child – not from planned perks or luxury features. These human touches are what truly resonate.
- Recruitment and culture go hand in hand: Hiring for emotional intelligence is as important as training. Beaumier looks for people who thrive in intense seasonal environments and cultivates a culture where they are trusted to act with empathy and initiative.
- Location shapes experience naturally: Beaumier’s properties are rooted in rich, natural surroundings – beachside, countryside, mountain – and the guest experience is designed to integrate seamlessly with these unique settings.
- AI vs. human touch: As AI gains momentum in the industry, Skelli-Cohen warns against forgetting the human element. The future of hospitality lies not in automation alone, but in nurturing genuine connections.
Listen to the podcast at Hospitality Daily
