Swaying Palms – One&Only Desaru Coast

It’s not exactly a stone’s throw from entertaining friends to the hotel manager’s chair. But when the passion is right, the journey always feels like a walk on a sandy beach. Jérôme Pichon can now enjoy the latter more often, as the Frenchman is in charge of the new One&Only Desaru Coast hotel, a small treasure on the Malaysian coast that combines the beauty of nature with guests’ expectations of luxury.

One&Only Desaru Coast
Luxury has new faces. At the new One&Only Desaru Coast on the Malaysian coast, for example, the former features a minimalist design that blends effortlessly into the natural surroundings of the resort. The rainforest close by, the sea right in front of you – and the certainty that you can leave your smartphone switched off with a clear conscience. The surroundings here are rightly nicknamed the “village of palm trees”, as this hotel is the right place for nature lovers who, despite their love of the rainforest, would rather stay in a stylish room than in a tent stretched between trees. Speaking of stylish: the design is by Kerry Hill Architects and includes natural materials and plenty of space to dream. 42 suites, two luxury accommodations and a large villa are ready to offer guests a home away from home. oneandonlyresorts.com

Photos (teaser & article): One&Only Desaru Coast

FACES: How did you get into the hotel industry?
Jérôme Pichon: That’s a very good question. I am the only son in the family. That’s why I developed a very strong relationship with my five best friends at a young age, who I’ve known forever and with whom I’m still close friends today. I’ve always loved inviting them to our home, entertaining them and cooking for them. It was then that I realized for the first time how much I could enrich their lives and create true memories for us all. But above all, I realized how much I love this interaction with guests. That was the beginning of my journey into the hospitality industry. I studied Hospitality Management at the École hôtelière de Lausanne in Switzerland. In these fantastic four years, I have continued to cultivate my dream of creating extraordinary experiences and lasting memories for people. I’ve stayed in the industry ever since, and here we are, more than 20 years later.

F: How would you describe One&Only Desaru Coast in one sentence?
JP: Our resort is a secluded 128-hectare hideaway in the middle of the Desaru Coast rainforest. It is located in southeast Malaysia near Singapore and was designed by Kerry Hill Architects. As the first One&Only resort in Asia, we are bringing the brand’s ultra-luxury concept to the region with the aim of enriching the lives of our guests with unique experiences.

F: From the idea to the concept to the finished hotel: how long did this process take?
JP: The conception and development of a resort is always a really exciting journey that can take several years. Each system has its own unique path. At One&Only Desaru Coast, as with all other One&Only resorts, we started with a blank sheet of paper and designed every single guest touchpoint to create special experiences associated with this special place. Our aim is to make a stay with us truly emotional. Our aim is to create lasting memories.

Q: Why should we definitely stay at your hotel?
JP: As the first One&Only resort in Asia, we offer our guests an ultra-luxurious experience that is uniquely connected to the Desaru Coast region and cannot be found anywhere else in the world. Our suites not only offer plenty of space and seclusion, but are also nestled in the surrounding untouched rainforest. We are blessed with a rich culture and diverse nature in this region – and we as a resort offer our guests numerous opportunities to experience this wealth for themselves. From guided nature walks and lessons in traditional local martial arts to sambal curry cooking classes with freshly harvested ingredients from our chef’s garden… our guests learn a lot about the flora, fauna and culture of Desaru during their stay. When they arrive at our resort, they escape the hustle and bustle of city life, learn something new about Malaysia every day and relax by the sea.

“We started with a blank sheet of paper when designing the resort.”

F: What do hoteliers have to think about that others don’t have to worry about?
JP: Hoteliers have to think of everything, don’t they? At One&Only, our guests are always at the center of everything we do and inspire everything we do. As hoteliers, we are constantly thinking about how we can create extraordinary moments that have a lasting positive impact on our guests. Each guest’s journey begins before they even arrive at the resort – from the initial idea of their stay, to their interaction with the team, to their arrival and actual time on site. We want to guarantee a unique journey – from start to finish. And, of course, the well-being and satisfaction of the staff are just as important as the satisfaction of the guests. A strong and passionate team that loves what it does is essential!

F: What are you worrying too much about?
JP: Our team strives every day to deliver the authentic One&Only experience: enriching experiences full of life, energy and glamor. We also work on improving ourselves every day – and a happy team is part of that. Not only the building or the design of the location play a role. I always think about this: do we radiate this passion for what we do? Does each individual convey this joy in their dealings with guests and with each other?

F: What are you like as a boss?
JP: If you ask the members of my team, they will tell you that I am happy to lend a hand. I like being on site, working with my team, delegating and passing on my knowledge whenever and wherever possible. I also enjoy interacting with guests personally and introducing them to new experiences, as well as supporting my team in their professional development. I support open communication with the team so that everyone can contribute their opinion and experience. I encourage employees to be more creative, take risks and learn from mistakes. Commitment is incredibly important to me. The role of a hotel manager is multi-layered and complex: it therefore requires a range of core management skills in addition to the pure managerial role. As a hotel manager, I certainly don’t see myself as the most important person in the hotel. When I’m not there, the hotel keeps running. But if the team is not there – then the operation of the hotel is impaired.

F: What qualities does a good host need?
JP: Clearly: passion, generosity and creativity. You need to know that we work on an emotional level. An exceptional host should be passionate about his or her their fellow human beings and offer them great experiences. It is also important to be generous to guests by interacting with them and giving them all our dedication and time during their stay. And then creativity comes into play, which determines how we ultimately delight our guests and colleagues.

F: What do you like most about your guests?
JP: The welcome and the contact with people from different countries and cultures are heart-warming for me every time. I want guests to feel like they are part of an exclusive club every time they visit our resort: When they interact with each other, exchange ideas with the team, no matter where they are. These interactions form a wonderful “melting pot” with people from all over the world. The guests I like best are those who come together and actively exchange ideas.

This is what Jérôme Pichon from…

cruise ships:
Pioneers of entertainment.
Buffet meal:
Only with style, please.
All-inclusive:
It depends on where and how.
Tip:
Important, not only because of the monetary value, but because it conveys a feeling of recognition.
entertainers:
Inspiring and creative people who convey experience, life and energy.
Dress codes:
Depending on where you are, you must adhere to the dress code. It’s about respecting the people and the environment in which you find yourself.
TripAdvisor:
A communication platform that helps us to increase awareness of the resort.
Online travel agencies:
Business partners.
Sustainability:
More and more! Everyone has to work hard to reduce their impact on the environment. We need to raise awareness, especially among our younger generation. That is our future.
Influencers:
A growing trend and business partners.
Shortage of skilled workers:
This is our reality, but I am convinced that we can stop the skills shortage and attract talent if we act as ambassadors and show our passion.

F: What don’t you like about guests?
JP: When you’ve worked in the industry for so long, over time you get a feel for what makes each guest tick: Through their body language and general attitude. That way you understand them, know how to find the right approach to them, how to get them to come out of their shells – and how to make them feel really comfortable. As hoteliers, we are not there to judge our guests. Our job is to understand them and help them to relax. Go with the flow!

F: What expectations do you have of your hotel, and how have your guests’ expectations changed in recent years?
JP: I want One&Only Desaru Coast to be an ambassador for our One&Only brand in Asia. The latter is a new market for us that we want to develop as well as possible. That’s why the right positioning of our brand is very important to me. As far as guests’ expectations are concerned, we have noticed that the focus is increasingly on authentic experiences in addition to health and wellness. Guests very often talk about their personal bucket lists and bring a mental list of experiences they want to tick off. These experiences, these unique moments, are more valuable today than classic luxury products. I have also noticed that people are closer than ever before. Multi-generational families, large groups of friends, birthday or wedding celebrations – we are increasingly seeing that booking behavior is influenced by the quality of the time people want to spend together. Bookings are no longer just “a suite, Mr. and Mrs., for the weekend” – but rather three to four rooms for a larger group. As a hotelier, I really enjoy creating such a close and familiar atmosphere for everyone.

F: What story from your everyday life as a hotelier and host do you absolutely have to tell us?
JP: Definitely the openings of One&Only Gorilla’s Nest and One&Only Nyungwe House in Rwanda, Africa. This time has a special place in my heart, as I was directly involved in the development of the two houses from the beginning to the opening. Meeting all these fantastic people in Rwanda and experiencing their culture is one of my fondest memories. We organized a training session for the restaurant staff at One&Only Nyungwe House in the middle of the surrounding tea plantations instead of staying indoors like most training sessions. It was fantastic to see how happy the colleagues were to be learning in such a wonderful environment.

F: What do you think of Airbnb?
JP: Airbnb gives guests the freedom to decide where they want to stay and when. However, resorts like ours offer much more than just the option of renting an apartment. It’s the service, coupled with the great experiences, that sets us apart from Airbnb.

F: What do you look out for when you travel yourself?
JP: Quality time with my family and friends. An excellent cheese platter and a good bottle of wine – since I come from Bordeaux, that’s just part of it!

F: What is the best hotel in the world that you have stayed in yourself?
JP: The Beau-Rivage Palace in Lausanne, Switzerland. I think it’s a fantastic place where you can enjoy the most authentic Swiss hospitality with a breathtaking blend of culture and modernity on the shores of Lake Geneva. I had the opportunity to do an internship there and then work at the Beau-Rivage for three years. That was a really groundbreaking time for me, which shaped me in many ways. I somehow feel at home there and still have a strong relationship with the region.

F: Which hotel would you like to own yourself?
JP: My dream is to run a small boutique hotel in the vineyards of Bordeaux, where guests can always look forward to cheese and wine with me! I have a strong connection to Bordeaux as I grew up there. That’s also the reason why I named one of my daughters after my favorite wine region: Margaux.

F: Where is your own bed?
JP: My first own bed is in Hossegor, a village in the south of France near Biarritz. My parents still live there today and I feel at home there. Every time I’m there, I enjoy going surfing and meeting my friends – the ones who sparked my passion for hospitality in the first place.