CHRISTIAN PERTL, VP OF COMMERCIAL MEIA, SHANGRI-LA GROUP: "CULTURAL DIFFERENCES CAN ENRICH RATHER THAN DIVIDE A COMMUNITY"
After joining the group in 2024, Christian Pertl met us during ILTM Cannes to discuss his path and upcoming projects. . |
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CHRISTIAN PERTL, VP OF COMMERCIAL MEIA, SHANGRI-LA GROUP: "CULTURAL DIFFERENCES CAN ENRICH RATHER THAN DIVIDE A COMMUNITY"
After joining the group in 2024, Christian Pertl met us during ILTM Cannes to discuss his path and upcoming projects. . |
Category: Worldwide - Careers
- Interviews and portraits
- Career - Interviews - Industry leaders
Interview made by Sonia Taourghi on 2025-01-10
 Christian Pertl, vice-président commercial du MEIA, Shangri-La Group
Photo credit © Shangri-La Group
His appointment, managing territories from the Americas to the Indian Ocean, exemplifies Shangri-La’s commitment to expanding its distinctive blend of Asian hospitality across diverse cultural landscapes. Shangri-La is set to strengthen its position in key source markets, including Europe and the Middle East.
With over two decades of experience in Dubai's evolving hospitality landscape, Christian Pertl brings a unique perspective to Shangri-La's global expansion strategy. His deep understanding of Eastern and Western hospitality paradigms and his culinary background position him as a key figure in shaping the group’s offer across multiple continents. As Shangri-La continues to expand its footprint beyond Asia, Christian Pertl's vision for the brand reflects a delicate balance between maintaining its core Asian heritage and adapting to diverse market demands.
Journal des Palaces: What drew you initially to luxury hospitality, and how did your journey begin?
Christian Pertl: My entry into hospitality was sparked by an unexpected source of inspiration – celebrity chefs. Watching them on television, I was captivated by how they transformed cooking from mere food preparation into an art form. This perspective led me to begin my career as a chef, a foundation I'm deeply grateful for today. In my view, the culinary aspect of hospitality remains the most exciting part of our industry. It's not just about the super fancy hotels or the hardware – it's about enjoying the good things in life: the cooking, the eating, the drinking, the cocktails, and the stories behind each dish.
It's fascinating how few hotel brands fully leverage their culinary heritage. Most of the world's famous restaurants are standalone establishments rather than hotel venues, which is remarkable given that hospitality and culinary arts are fundamentally intertwined. This observation has always driven my belief that the culinary experience should be the foundation of everything we do in hospitality.
Having discovered Dubai more than 20 years ago, what stands out most about its transformation?
Dubai's evolution over the past two decades has been nothing short of mind-blowing. I don't believe there's another city in the world where you could have witnessed such dramatic transformation. What's remarkable is that even today, the city continues to evolve and innovate constantly. This perpetual drive for improvement and innovation is precisely why I've remained in Dubai for so long—every day brings something new and different.
Many countries could learn from Dubai's example of how a strong vision can be articulated and brought to life. The non-stop pursuit of excellence and innovation isn't limited to Dubai anymore; the entire region, inspired by Dubai's success story, is following suit. Saudi Arabia's current development is a testament to how one city's vision can catalyse regional transformation.
After spending more time in Dubai than in your native Austria, how has this shaped your perspective?
While Austria will always be my homeland, I've developed a profound connection with Dubai. My two children were born and are being raised there, they are attending school and growing up in this dynamic environment. However, one of the beautiful aspects of our industry is that it makes us citizens of the world.
What's particularly remarkable about Dubai is its truly cosmopolitan nature. In my 20 years there, I've witnessed how more than 200 nationalities coexist harmoniously, regardless of skin colour or religious beliefs. This diversity isn't just a statistic—it's a lived reality that demonstrates how cultural differences can enrich rather than divide a community.
What attracted you to join the Shangri-La Group?
I have always admired Shangri-La, even when I worked for other companies. Its international presence particularly appealed to me, as I thrive in global environments. What really drew me was the brand's potential for future growth and the opportunity to be part of that journey.
The past five months with Shangri-La have been enriching, albeit challenging, due to our region's vast geographical spread. Operating across the Americas, Europe, the Middle East, India, and the Indian Ocean means working with colleagues across multiple time zones—from the UK and Germany to New York and Canada. This diversity is precisely what fascinates me most about my role: the opportunity to work with people from various cultures and backgrounds, all united under one brand.
Given the varying stages of market maturity across MEIA, how do you adapt your commercial strategy while maintaining brand consistency?
The answer is quite straightforward—it's all about having the right people in the right roles, wherever they are. My philosophy as a leader is to empower these individuals to excel in their positions. My role isn't to micromanage operations in the UK, US, or our global sales office in New York; instead, it ensures my team feels supported and has the resources they need to succeed in their respective markets.
How do you see technology supporting Shangri-La's growth across your properties?
I find technology absolutely fascinating, and it's become an integral part of our daily operations. There isn't a day that goes by when I won't be able to interact with artificial intelligence in some capacity. The key is leveraging technology to enhance efficiency and effectiveness while maintaining the human touch that's central to hospitality.
However, it's crucial to be selective about which technologies to adopt. In today's landscape, there's an overwhelming array of options and suppliers. The challenge lies in identifying which technological solutions genuinely add value, whether for internal operations or guest experiences. Looking ahead, technology will be a fundamental pillar of our strategy, from implementing sophisticated CRM systems for enhanced customer journeys to utilising digital selling tools like LinkedIn Sales Navigator to evolve our B2B sales approach. While traditional person-to-person sales will always have their place, technology offers opportunities to elevate these interactions to new heights.
What would be your key advice for someone aspiring to enter the hospitality industry?
The most crucial element is passion – it has to come from your heart. Reflecting on my own career beginnings, financial compensation was the least of my concerns. While this sometimes meant struggling to make ends meet, my drive and passion for the industry kept me going. I think people need to understand that success in any career path, not just hospitality, requires genuine passion, hard work, and dedication.
For those specifically interested in hospitality, it's an industry rich with opportunities for career advancement. However, you need to approach it with an open mind. This often means being flexible about living in different places worldwide and embracing new experiences. The rewards of such flexibility are immense—you get to discover different cultures, meet diverse people, and contribute to an industry that's fundamentally about creating exceptional experiences for others.
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