In conversation with Victor Clavell, CEO Urban Resort Concepts

Tell us more about the foundation of Urban Resorts. What inspired the set-up of the group?

Urban Resort Concepts (URC) was founded with a vision to redefine luxury hospitality by creating intimate, destination-driven experiences that resonate deeply with our guests. Our inspiration stems from the belief that luxury is not just about opulence, but about creating meaningful connections between the guest, the hotel, and the destination. We wanted to move away from the generic, cookie-cutter approach to luxury hotels and instead focus on crafting unique properties that reflect the culture, history, and spirit of their locations. 

Our journey began with the opening of The PuLi Hotel and Spa in Shanghai in 2009, which set the standard for urban resort living. Since then, we have expanded our portfolio to include The PuXuan in Beijing and The RuMa in Kuala Lumpur, each embodying the essence of their respective cities while maintaining the high standards of service and design that define URC.

What is the operational model? How are your hotels different?

Our operational model is built on the principle of “bespoke luxury”. Each of our hotels is meticulously designed to reflect the unique character of its location, from the architecture and interior design to the culinary and wellness offerings. We operate on a “management model”, where we collaborate with property owners to bring our vision to life, ensuring that every aspect of the guest experience is tailored to the destination.

What sets our hotels apart is our commitment to “contextual design” and “personalized service”. We don’t believe in replicating a formula; instead, we start with a blank sheet of paper for each property, ensuring that every detail is thoughtfully considered. Our hotels are not just places to stay, they are gateways to the culture and history of their surroundings, offering guests an immersive experience that goes beyond the conventional.

Is there a common aesthetic / interior design?

While each of our hotels has its own distinct aesthetic, there is a common thread that ties them together – a deep respect for the local culture and heritage. Our design philosophy is rooted in the idea of creating spaces that feel both luxurious and authentic. We work with world-renowned architects and designers to craft interiors that blend contemporary elegance with traditional elements, creating a sense of timelessness.

For example, The PuLi in Shanghai features a serene, minimalist design inspired by the concept of uncarved jade, while The PuXuan in Beijing incorporates modern interpretations of traditional Chinese architecture. The RuMa in Kuala Lumpur, on the other hand, draws inspiration from the city’s rich history and multicultural heritage, offering a contemporary take on Malaysian design

Which are the current operating properties?

Currently, we operate three flagship properties:

– The PuLi Hotel and Spa, Shanghai: Our debut property, located in the heart of Shanghai, offers an urban resort experience with 193 rooms and 36 suites, a Michelin-starred restaurant, and a holistic wellness center.

 – The PuXuan Hotel and Spa, Beijing: Nestled near the Forbidden City, this property combines modernist architecture with traditional Chinese influences, offering 116 rooms and suites, two specialty restaurants including a Michelin-starred restaurant, and a luxurious spa.

– The RuMa Hotel and Residences, Kuala Lumpur: Situated in the Golden Triangle, this hotel captures the essence of Malaysian hospitality with 253 rooms and suites, a variety of dining options, and a wellness floor featuring an outdoor pool and spa.

Is there a pipeline for future openings?

We are actively engaged in negotiations and exploring a diverse range of opportunities for future expansions, both internationally and in strategic locations like Yunnan, China.

While we cannot disclose specific details about ongoing discussions or future deals at this stage, our focus remains on identifying and securing properties that align with our vision of creating unique, destination-driven experiences rooted in the philosophy of “understated luxury” and the harmonious blend of “East meets West.”

Our expansion strategy is highly selective and strategic, with a particular emphasis on luxury resorts and properties that reflect the local culture and heritage. We are committed to growing our presence in both established and emerging luxury markets, with the aim of offering our guests unparalleled experiences in some of the world’s most sought-after destinations.

As we move forward, we are prioritizing international opportunities and are excited about the potential to bring the Urban Resort Concepts experience to new markets, including resort destinations, where we can continue to showcase our signature approach to understated luxury and the seamless fusion of East and West.

Please share more about the destinations you are targeting.

Our focus is on destinations that offer a rich cultural tapestry and a strong sense of place. We are particularly drawn to cities and regions that have a unique story to tell, whether it’s through their history, architecture, or natural beauty. 

Internationally, we are expanding into destinations that are synonymous with luxury and exclusivity, such as Tokyo, London, Paris and New York. These locations align with our vision of offering guests unparalleled experiences in some of the world’s most sought-after destinations. In China, we are targeting both urban centers like Shenzhen and Chengdu, as well as more serene locations like Hangzhou and Yunnan, which offer a retreat from the hustle and bustle of city life.

What has been your approach to service?

Our approach to service is rooted in “personalization” and “anticipation”. We believe that true luxury lies in the details, and our goal is to exceed our guests’ expectations at every turn. From the moment a guest arrives, we strive to create a seamless and intuitive experience, tailored to their individual preferences.

We focus on building long-term relationships with our guests, ensuring that their needs are not just met, but anticipated. Whether it’s through personalized welcome notes, bespoke dining experiences, or curated local tours, we aim to create moments that leave a lasting impression.

How are the F&B and wellness offerings structured?

Food and beverage, as well as wellness, are integral to the URC experience. Our F&B offerings are designed to reflect the culinary heritage of each destination, while also offering innovative and contemporary interpretations. For example, at The PuLi in Shanghai, our Michelin-starred restaurant PHÉNIX offers intuitive French cuisine, while The PuXuan in Beijing features Rive Gauche, a French bistro, and Fu Chun Ju, which celebrates Cantonese flavors with a modern twist.

Wellness at URC is about “holistic rejuvenation”. Our UR Spa brand combines ancient healing traditions with modern science to offer treatments that are both restorative and transformative. Each spa is designed to be a sanctuary within the hotel, offering a range of services from express treatments to full-day rituals. We also prioritize fitness and relaxation, with state-of-the-art gyms, infinity pools, and outdoor spaces that allow guests to unwind and recharge.

In conclusion, at Urban Resort Concepts, we are committed to creating luxury experiences that are deeply rooted in the destinations we serve. Our hotels are not just places to stay – they are gateways to the culture, history, and spirit of their locations, offering our guests a truly immersive and unforgettable journey.

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