In conversation with Peter Høgh Pedersen, Managing Director, Villa Copenhagen (Exclusive Interview)

How is Villa Copenhagen positioned in Copenhagen’s luxury hotel sector? USPs, comp set 

At Villa Copenhagen, we compare ourselves with other larger 4-5 star hotels in the inner city.  Contrary to a chain branded hotel we want to appear more personal, intimate and authentic with a vibe from our roots in the local neighborhood Vesterbro.  We do not like a “one size fits all” and have only a few standard procedures (SOP’s) – we prefer that our team add their personal touch to the service they provide – also in this relation we praise diversity.

Our values, brand promise and vision makes us stand out and allow us to be original.

Tell us more about the guest profile. Are there predominant markets? Is there still a distinction between corporate (business) versus leisure? 

Travellers today often combine the purpose of travel – hence they have different expectations to service, facilities, location etc.

Copenhagen enjoys many international visitors and the predominant markets are US, UK, DE rest of Europe and the Nordic Countries – we also growth from both Asia, India, ME and South America.

To what extent do you also attract locals? 

Our philosophy of creating a neighborhood inspired hotel isnt possible without the local – so we invite anyone to come work and play in Courtyard – we arrange frequent DJ and music sessions here and flavour it with pop-ups of local artists, tattoo shops, furniture design, artisan food and wine creators etc etc – there almost no limits to the activity we would host in our Courtyard.

Post pandemic, has the perception of luxury changed? for example, expectations. 

We try to change the perception of luxury on a daily basis – we call it Conscious Luxury and it is one of our 3 cornerstone values #Contrast #Consciousluxury & #Happiness

These days we believe that luxury can be redefined – it needs to consider environmental impact to a much higher degree and we are happy to lead the way.

What about achieving relevance and desirability? 

Back to values and ESG.  The modern traveller is looking for something authentic and more laid back ….casual.  We need to demonstrate that we take care of our planet and in general behave well as a business operator.  Our vision is simply;  “To be the Best hotel FOR the World

Hotels around the world in the most diverse destinations are still challenged by staffing shortages and regaining same service standards?

It’s a fast industry with high turnover of staff due to the nature of many jobs combined with the staff profile filling the positions – often student and part timers.

Again you have to stay true to your values – creating a proper modern working environment and adapting to new ways of working is key.

General expectations from younger generations are shifting and changing the norm – it’s our responsibility as leaders to adapt to stay relevant.

Coming out of covid shortage was a real issue – now its no longer keeping me awake.

How are your F&B and wellness offerings conceived? 

Needless to say that the heated rooftop pool is a real USP – We use the excess heat from centralized cooling facilities to heat the pool and the sheer location in the very center of Copenhagen is obviously a hit – especially amongst leisure guests.

Copenhagen has become a real foodie capital and we strive to reflect both quality and local produce in our offerings. Our bakery RUG is making all bread and sweets for the entire hotel from breakfast, cakes and sourdough bread for the evening meals.  People, socializing and atmosphere are key ingredients in our concepts.

What is your view on the recovery of rates? 

We opened in the midst of Covid (july 1st 2020) so we have seen only growth thus far. However, 2022 was a really strong year and yet we managed to grow continuously.

Are you planning any novelties for the rest of this year?

We are launching our bar T37 with a new F&B concept this fall but I cannot reveal any details just yet.

Passionate and creative about our trade we will likely accelerate activities in our Courtyard with a changing line of DJs and performances and of course more great pop-ups.

 Which are your top 5 off-the-beaten-track tips in Copenhagen?

• Meatpacking district for dining and bar hopping
• Assistants cemetery at Nørrebro
• Istedgade – Nørrebrogade – may be beaten tracks but displays the diversity to perfection
• Christianshavn and refshaleøen

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