‘We want to position Malta as a top-tier luxury destination; it certainly has the potential’ – Corinthia CEO Simon Naudi

It has been another year of remarkable growth for Corinthia Group, marked by key milestones such as its entry into the North American market. Alongside these global advancements, there have been notable internal shifts, including the promotion of long-standing Corinthia Hotels CEO Simon Naudi to CEO of Corinthia Group. From his new position, Simon is now leading the vision and strategy for the company’s diverse business portfolio, overseeing its expanding global presence.

Simon Naudi’s role as Corinthia Group CEO is not for the faint-hearted. Tasked with overseeing the key pillars of the business – hotels, real estate, catering, development, and architecture and design – Simon’s days are anything but routine. His schedule often begins in the early hours, as operations kick off in the United Arab Emirates, and stretches late into the evening as discussions continue across North America, with numerous industry engagements throughout. Travel is another constant, with most weeks involving two or three stops. It is a relentless schedule, but Simon wouldn’t have it any other way.

“The shift to leading the Corinthia Group has, in fact, given me the chance to do more,” Simon says. “Given my character, this means I now have more opportunity to be creative and inventive in shaping the growth of the business across all sectors and ensuring it’s run profitably, with a particular focus on global expansion.”

At the heart of Corinthia’s operations is a mission to preserve its family-inspired spirit, no matter where the brand sets down roots. For the CEO, this is a principal leadership responsibility. In practical terms, it translates into a highly attentive recruitment and retention strategy, one that trains employees in the “Corinthia way” while also being sensitive to local cultural influences wherever the company operates.

“I’ve been fortunate to learn from our Founder and Chairman, Alfred Pisani, who has been an inspiring and committed force within the company for 62 years,” Simon reflects. “What I’ve learnt from him is that what truly sets us apart is our human side. One of our core values is to uplift lives, including those of our people. We see work as a positive force, and when our people are engaged and motivated, we believe it has a ripple effect, enabling them to lead more fulfilling lives with their families and communities.”

As one would imagine for a brand of Corinthia’s reputation, this human-centred approach extends to its guest experience, with each hotel designed to integrate into the local fabric. As Simon puts it, Corinthia never strives for uniformity across its locations. Instead, the brand aims to immerse itself in the unique culture and heritage of each place it calls home, whether it’s through the architecture, design, or culinary offerings.

“We are not a hotel chain where every hotel is the same. We want to be embedded in local culture, so that when we are in Malta, we are Maltese; when we are in London, we are Londoners; and when we are in New York, we want to be New Yorkers,” he explains.

Corinthia’s New York identity is, in fact, its most recent, marking the brand’s debut in the North American market. And in true Corinthia fashion, they’ve made their entrance with exceptional style. The Surrey, a Corinthia Hotel, located on the Upper East Side of New York, has fast become a standout addition to the city’s luxury market. Billed as “an icon for the future” and “an ode to culture, community and creativity”, The Surrey exemplifies Corinthia’s knack for blending high-end luxury with local flair, capturing the essence of this prestigious New York neighbourhood.

Opened in October last year to much acclaim, the hotel features 70 guest rooms and 30 suites designed by Martin Brudnizki Design Studio, including four themed suites inspired by Central Park’s stone-archway bridges. Casa Tua, the iconic Miami-based culinary destination, now serves as an exclusive food and beverage partner, bringing its renowned dining experience to New York. The hotel also houses an art collection curated by Paris-based VISTO Gallery, showcasing unique pieces from both established and emerging New York City artists, further enhancing the local pulse of the space.

“The United States is a very important country for us. Roughly a third of our customers across our hotels worldwide are American,” Simon explains. “Having a presence in New York is key to establishing the Corinthia name in the market and showcasing our level of hospitality. The Surrey marks the first chapter in our journey here, and we’re about to announce another hotel in the US to continue growing our presence.”

Corinthia is also putting the final touches to another highly anticipated property, the Corinthia Rome, which will further cement its status in the European luxury market alongside its celebrated hotels in London, Budapest and St Petersburg, among others. Located in the heart of the Eternal City, the hotel – developed in collaboration with the Reuben Brothers – is housed in a stunning neoclassical palazzo, dating back to 1914, that was once the seat of the Central Bank of Italy. Renowned Italian chef Carlo Cracco has been named Chef Partner, promising a culinary experience befitting the hotel’s prestigious setting, just steps away from the Pantheon, Roman Forum and Spanish Steps.

Interestingly, the insights gained from international markets are also shaping Corinthia’s approach to the future of Malta’s own hospitality industry. Simon elaborates: “In cities like New York or Rome, paying over €1,000 a night for a luxury hotel is standard, with a stay in a suite often costing significantly more. We know that this market exists, and there are travellers willing to pay these rates. We want to attract these travellers to Malta and position the island as a top-tier luxury destination. Our island certainly has the potential, but the industry as a whole needs to adopt a more sustainable, forward-thinking strategy.”

This vision echoes growing concerns about overcrowding in Malta, particularly during peak tourist seasons. The impact of mass tourism is increasingly evident across the island, from traffic congestion and packed-out beaches to the challenge of securing restaurant reservations. “As we’ve seen in the Canary Islands, Greece and even Barcelona, people will rebel against tourism if it negatively impacts their quality of life,” Simon warns. “Now that these concerns are being voiced locally, it’s crucial that we take the right steps. Instead of focusing on increasing visitor numbers, we need to attract high-quality tourism that will positively contribute to the economy, while easing the strain on Malta’s daily life.”

Another recent development for the group has been the introduction of the Verdi brand, which it is reserving for its upper four-star to lower five-star hotels. The Marina Hotel in St George’s Bay is one such property rebranded under the Verdi name. This strategic move was implemented to ensure that the Corinthia brand remains synonymous exclusively with premium, high-end hospitality.

A string of upcoming projects further reflects this ambition, reinforcing Corinthia’s association with top-tier luxury experiences. In Brussels, the group is restoring the historic Grand Hotel Astoria, set to open this year, adding another architectural gem to its portfolio. In Bucharest, a palace dating back to 1867 is being meticulously brought back to its former glory, with the hotel project expected to be completed by early this year. Beyond these, Corinthia’s ongoing developments in Doha and the Maldives promise to raise the bar in luxury in the Middle East and South Asia.

Even amid such wide-reaching global plans, Simon is keen to emphasise that each new hotel project must remain connected to where the brand’s journey began: the Corinthia Palace Hotel in Attard. “In many ways, the Corinthia Palace continues to serve as our brand flagship and a source of inspiration for our global hotels,” he explains. “We want to anchor the entire brand, wherever it’s located, around that hotel to highlight the enduring significance of Malta in Corinthia’s future and reaffirm our commitment to our home country.” 

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.