Sam Panetta puts people at the heart of luxury hospitality

Across a 32-year career, Panetta has led hotel operations, refurbishments and new openings. He says the appeal of hospitality has endured because it offers a chance to improve someone’s day, whether they are travelling for business, marking a milestone or looking for an escape. Seeing employees develop and exceed their own expectations is another source of satisfaction, he says, in an industry where guest expectations keep changing.

At Sofitel Sydney Darling Harbour, Panetta’s leadership focus is on empowering staff, building accountability and making clear how each role contributes to the hotel’s success. The property invests in training, recognition and communication, and employs a full-time trainer to support more than 320 staff members each year. Panetta says leaders should create the conditions for good ideas to emerge, rather than try to supply them all themselves. A culture in which employees feel valued and supported, he says, helps drive performance and gives guests reasons to return.

He sees responsible business practices and personalized service as increasingly important to luxury hospitality. Guests expect hotels to reflect purpose and integrity, he says, while also tailoring stays to individual preferences, from remembering a guest’s requests to marking a special occasion. Technology can help deliver those experiences at scale, but Panetta says it cannot replace the people responsible for exceptional service. Attracting, developing and retaining talent remains both a challenge and an opportunity for the industry.

Panetta also links guest experience to commercial results. He says operational standards and financial performance reinforce one another, supported by revenue management, cost control, market positioning and team engagement. With backing from an ownership group he says shares a long-term vision and continues to invest in the hotel, he aims to strengthen its place in the local community and the global Sofitel network. His hoped-for legacy is a lasting culture of staff development, strong performance and memorable guest experiences. For Panetta, what guests remember most is how a hotel made them feel.