Nobu Hospitality, founded by Hollywood legend Robert DeNiro, film producer Meir Teper and celebrity chef Nobu Matsuhisa, is a leader in hotel luxury.
Hotel Management Network spoke to its vice-president of global hotel brand marketing Rachael Palumbo to understand what it takes to operate at the very top of the luxury travel market.
The company currently has 19 hotels, with 21 properties under development in destinations ranging from Bangkok in Thailand, to Punta Cana in the Dominican Republic.
Managing memorable guest experiences
Since debuting at Caesars Palace in Las Vegas in 2013, Nobu hotels have focused on ensuring that guests have memorable experiences during their stays, no matter how long they have booked for.
This is achieved by Nobu's comprehensive approach to hotel management and operations, Palumbo explains.
“We pride ourselves on offering personalised service from the initial inquiry to the check-out process. Our focus is on seamlessly blending luxury, culinary excellence and hospitality.”
One such unique experience is the Porsche-themed suites in Nobu Atlanta, which feature an interior design based around the automobile brand and an all-electric house car ride with a dedicated personal driver.
Visual impressions are crucial, and meticulous attention is paid to detail in the design and aesthetics of the properties, ensuring that each location reflects Nobu’s brand style.
Palumbo emphasises that “hospitality is at the heart of our brand, and this runs through every stage of guest interaction with every member of staff.”
Competitive strategies as a luxury hotelier
The luxury hotel market is valued at $200bn, presenting a challenge for any brand looking to build a robust property portfolio and attract a discerning guest segment.
Nobu achieves this by focusing on guests who are looking for more than just a place to stay, Palumbo explains.
“We transcend traditional hospitality norms, committing to culinary excellence, distinctive design and personalised service.”
The culinary aspect of Nobu is led by the eponymous chef Nobu Matsuhisa, whose world-renowned command of fusion food initially attracted movie star Robert DeNiro back in 1988 before the pair founded the joint venture in 1994.
Palumbo explains that many guests first experience Nobu through the brand’s restaurants, of which there are currently 56 across the globe. This means that the company’s restaurants and hotels are inextricably linked and must mirror one another experientially to meet guest expectations.
Investing in the latest technologies is also essential to stay ahead in luxury hospitality. Palumbo explains that “we focus on advanced reservation systems which enable guests to plan and customise their stays seamlessly, including the integration of our newly developed Nobu app.
“Many of our hotels offer cutting edge technology, from mobile check-in options to smart room features that offer a personalised and interactive environment.”
These management solutions ensure that guests have a modern and convenient experience, bolstered by the opportunity to engage with Nobu’s vision of Japanese culture.
The future of Nobu's management
According to Palumbo, a key focus for Nobu in the coming years will be enhancing the Nobu Residence Collection, a global residential project first introduced in 2023.
There are 11 Nobu Residence properties in the pipeline, spanning Abu Dhabi, Cairo, Danang, Khobar, North Coast Egypt, Orlando, Punta Cana, Ras Al Khaimah, São Paulo, Toronto and Tulum.
Palumbo describes the Residence Collection as “a graduated version of our hotel and restaurant offerings”.
The company anticipates significant growth in the emerging markets of the Middle East and Asia Pacific regions, which have “substantial potential driven by the growing demand for luxury hospitality and dining."
30 years on from its formation, Nobu Hospitality’s enduring dominance of the global luxury hotel industry seems assured.
