A hotel without a story is simply a building with rooms. The magic begins when walls whisper of the land they stand on, when design reflects the rhythms of local life, and when the scent of a dish carries the memory of generations. Every corner, every flavor, every smile from a staff member becomes a page in a living narrative. Guests are not just visitors; they are characters who step into a place where the culture, history, and spirit of the destination are not displayed but lived. This is hospitality at its most powerful, where authenticity is not decoration but the very soul of the experience.
Jordi Caralt Coloma is the creative force behind many of these living stories. As Corporate General Director of Hidden Hotels, he brings a rare ability to transform properties into cultural ambassadors that speak of their origins with truth and depth.
The Evolving Essence of Luxury
With over thirty years in the industry, Jordi has witnessed a profound shift in the meaning of luxury. For him, it has moved from being purely material to becoming a deeply emotional experience. True luxury now lies in what is genuine, whether it is an honest conversation with a host, architecture that carries the breath of history, or an untouched landscape that stirs the soul. Jordi believes that balancing luxury with authenticity is not a contradiction but an aspiration. When a project is born out of respect for a place, its culture, and its people, luxury acquires true meaning. Authenticity, in his view, does not need to disguise itself. It needs to be heard, interpreted, and elevated with sensitivity.
Breathing New Life into Forgotten Places
One of Jordi’s most transformative achievements was the revival of an old, forgotten property with centuries of history, now standing proudly as an emblem of local identity. Rather than imposing an external vision, he and his team devoted themselves to listening. They listened to artisans, village elders, and even to the land itself. Nearly lost construction techniques were brought back to life, local rituals were integrated into the guest experience, and the voices of the place were given space to be heard. For Jordi, this transformation was an ode to authenticity, proving that the soul of a hotel is not designed but revealed.
Cultivating High-Performance Teams with Purpose
Jordi sees the team as the heart of any project. When building a culture from the ground up, his first step is to establish trust. He begins with the “why” — why they do what they do and why they are different. Consistency of values follows, with a focus on excellence, humility, passion, and a genuine commitment to both the guest and the place. He seeks out people who share a vision of service with purpose and equips them with the tools to grow, make mistakes, learn, and shine. For Jordi, culture is not imposed. It is cultivated daily through example, active listening, and a shared sense of purpose.
Breathing the Spirit of a Destination
When asked what it means to create a hotel that “resumes the authenticity” of its destination, Jordi explained that it is about ensuring that, upon crossing the threshold, the guest does not simply see the place but truly feels it. For him, an authentic hotel does not replicate existing models; it interprets its context. The materials speak of the land, the aromas evoke history, and the gastronomy honors the memory of grandmothers. Achieving this requires research, deep respect, and local collaboration. Jordi believes in creating spaces with soul, spaces that need no labels because they are profoundly aligned with their surroundings. In his view, authenticity is not invented but discovered and delicately translated.
Evolving Leadership with Heart and Vision
Reflecting on his leadership journey, Jordi shared that certain values have always guided him: integrity, a passion for excellence, humility to continue learning, and respect for people. Over time, as he assumed executive responsibilities, he learned to lead with greater empathy and a broader vision. In earlier years, leadership meant constant action; today, it also encompasses listening, inspiring, and strategic thinking. Jordi remains convinced that leadership is best exercised through example, and that true success is measured by the impact left on people and on places.
Beyond Awards, Toward Lasting Impact
Speaking about accolades such as being named “Best Hotelier in the World,” Jordi expressed that while such recognition is an honor, it has never been his primary motivation. He remains grounded because he sees every achievement as the result of collective effort, daily dedication, and the contributions of every team member. His greatest motivation lies in witnessing a forgotten place come back to life, seeing a team grow and transform, and moving guests through authentic experiences. What drives him most is the opportunity to create real value, to tell stories that deserve to be told, and to leave a legacy that inspires others.
Seeking Souls, Not Just Spaces
Jordi shared that Hidden Hotels does not search for properties but for souls. This guiding philosophy comes from founders Carmen Cordón and Ignacio Jiménez, whose vision he continues to follow while adding his own expertise. For him, the perfect location is not simply beautiful; it must carry history, character, and a voice that longs to be heard. He and his team explore places, speak with locals, observe architecture, and absorb the site’s energy. When a place stirs emotion and holds a story worth telling, they know a Hidden Hotel is ready to be born. From there, the process becomes artisanal, designing from the story rather than from passing trends, ensuring each project is as unique as its location.
Principles Over Passing Trends
In an industry often driven by fleeting fashions, Jordi believes that longevity comes from staying faithful to core principles. Authenticity never goes out of style. By creating from the heart of a place, respecting its identity, and prioritizing the human experience over spectacle, a property can remain relevant for decades. While trends fade, the soul of a place endures. For Hidden Hotels, the goal is to design spaces that move people today and continue to inspire them twenty years from now.
Weaving Stories into Every Detail
For Jordi, narrative is the foundation of meaningful guest experiences. Without a story, even the most beautiful hotel is simply a building. When the guest journey is built around an authentic narrative, every detail from the lobby design to the breakfast menu finds its purpose. Narrative fosters emotional connection, sets a property apart, and gives it depth. He advises other hoteliers to begin by asking, “What story does this place want to tell?” The role of the hotelier is not to invent but to discover and amplify what already exists, revealing it with sensitivity and coherence.
Leading by Living the Lesson
Jordi believes deeply in the power of example. For him, teaching is not simply the transmission of theory but the sharing of lived experiences, mistakes, lessons, and passions. In his role as an educator, he aims to reveal both the complexity and the beauty of the hospitality industry, along with its capacity to transform lives. To him, hospitality is an art and a way of living. His mission is to inspire the next generation to discover their purpose in the sector, embracing it with vocation, values, and a global perspective anchored in authenticity.
Identity as the Future’s True Luxury
Looking ahead, Jordi sees the future of hospitality not in uniformity but in differentiation born from identity. He believes the travelers of tomorrow will not be satisfied with generic experiences; they will seek meaning, connection, and cultural depth. Sustainability will be indispensable, yet the true soul of a destination will remain its culture, history, and people. In his vision, hotels will evolve into cultural ambassadors, bridges between communities, and protectors of heritage. Those who overlook this truth risk fading into irrelevance.
The Call to Authentic Vocation
When offering guidance to young professionals entering the hospitality world, Jordi’s advice is simple yet profound: never lose sight of the reason you chose this path. To him, hospitality
is more than an industry; it is a calling. He encourages working with passion, listening with humility, learning from all, and staying faithful to one’s values. Excellence should be pursued without sacrificing humanity. He also urges curiosity in all its forms, through travel, reading, conversations, and the courage to open one’s soul, because the more authentic the individual, the more authentic the experiences they will create.
