Club Med

Taylor Fields, Corporate Director of Spa at PCH Hotels & Resorts, transformed a spa attendant role into a dynamic leadership career, driving guest satisfaction and award-winning spa performance across multiple properties while promoting wellness, innovation, and operational excellence in hospitality.

Steering Club Med’s operations, Guillermo Muro leadership blends hospitality excellence with strategic innovation, focusing on premium all-inclusive experiences that have significantly enhanced our market presence. Our team’s dedication to operational profitability and guest relations has been instrumental in scaling new heights in the luxury travel sector.

In an exclusive interview with Travel and Hospitality Tech Outlook he shared invaluable insights on leading with empathy, fostering team culture, and elevating guest experience through personalized service, innovation, and sustainable hospitality at Club Med.

Crafting Experiences, Not Just Vacations

My journey from chef to executive has been anything but conventional. It began in Mogi das Cruzes, Brazil, inspired by my Peruvian father’s love for cooking. By 17, I had moved to Rio to study gastronomy, immersing myself in kitchens where I learned that humility, curiosity, and a willingness to challenge my own assumptions were essential.

My professional growth accelerated aboard luxury cruise ships. I collaborated with renowned chefs like Thomas Keller and Michelin-starred Jordi Cruz, helping design culinary programs for Pullmantur and refining the Food & Beverage experience for prestigious cruise lines. Working with diverse teams from over 60 nationalities taught me empathy and respect – critical qualities in any leader. My travels spanned 114 countries and gave me a front-row view of global operations, igniting my curiosity about broader business systems.

In 2015, I transitioned from kitchens to corporate strategy. It was a leap filled with doubt, but I quickly realized that technical skill alone isn’t enough. You need to “know the terrain,” listen more than speak, and lead with transparency and consistency. This philosophy has guided my roles since, including my tenure at Scenic, where I led the construction of award-winning ultra-luxury ships and launched impactful sustainability projects like “No Plastic at Sea.”

Today, as Vice President of Operations for Club Med South America, I lead large-scale operations across vastly different geographies and cultures. One of my proudest accomplishments is launching the Club Med School in partnership with SENAC, which trains over 120 hospitality professionals every 90 days.

Navigating the Post-Pandemic Landscape: Personalization is Key

Hospitality has fundamentally changed. Guests no longer want a “one-size-fits-all” experience. They expect highly personalized, emotionally resonant journeys – experiences that feel tailor-made.

We must view ourselves as vacation architects, using data to anticipate guest preferences even before arrival. This might mean scheduling a sunrise yoga session, pre-selecting room features, or arranging surprise celebrations. Technology plays a supporting role, but it’s our staff the heart and soul of hospitality who transform data into meaningful moments.

Food, too, has evolved. Guests now see dining as part of the adventure. Alongside global buffets, we offer a la carte options that meet diverse dietary needs. Celebrations like anniversaries or birthdays aren’t afterthoughts they’re curated experiences.

"Hospitality isn’t just about service; it’s about creating moments that people carry with them long after they leave"

Wellness is no longer a luxury but an expectation. Spas are holistic retreats offering personalized programs, nutrition plans, and mindfulness experiences. On ships and in resorts, this integrated approach supports guests’ physical and emotional wellbeing.

Health and safety have also become central to luxury. Visible sanitation, mobile check-ins, and contactless services are no longer perks they’re the standard. Mobile apps now serve as digital concierges, helping guests manage bookings, communicate with staff, and explore activities in real-time.

Managing Complexity Across Diverse Resorts

South America presents unique operational challenges. With vastly different climates and peak seasons, we face constant pressure to allocate staff and resources efficiently. While Trancoso is in high season, Gramado may be quieter, requiring flexibility in staffing without compromising guest experience.

We rely on forecasting models, booking trends, and event calendars to predict demand. Cross-training and internal mobility allow us to shift team members between resorts based on need. Local partnerships with educational institutions help us recruit and retain talent.

Consistency is another challenge. Each Club Med location from the Atlantic Forest to mountain retreats – has its own vibe. But our standards for service, dining, and ambiance must remain high. We balance this by combining a strong centralized framework with empowered local leadership. Resort Chiefs adapt operations to local tastes while maintaining Club Med’s joyful spirit.

Infrastructure and sustainability are also top priorities. Every resort must operate with minimal environmental impact. In projects like our upcoming Gramado property, we conduct thorough environmental assessments, invest in sustainable systems, and integrate deeply with local communities through hiring, sourcing, and social programs.

Technology as a Strategic Partner

At Club Med, technology is not replacing people. It’s empowering them. We use centralized CRM systems to gather guest preferences from every touchpoint. Automated messaging and AI-powered chatbots personalize communication while freeing up staff to focus on deeper connections.

Mobile check-in, keyless room access, and in-app service requests reduce wait times and enhance convenience. Our PMS integrates reservations, staffing, and inventory, streamlining operations. IoT sensors allow for predictive maintenance, preventing breakdowns before they occur.

Data analytics, supported by tools like Power BI, help us monitor key metrics guest satisfaction, energy usage, staff performance and make agile decisions. We track real-time sentiment on social media and reviews, ensuring we respond quickly and effectively.

Technology also plays a role in sustainability. Intelligent systems monitor water and energy consumption. Smart waste management and responsible sourcing are now embedded into our ESG strategy, which we see as non-negotiable.

Looking ahead, AI will continue to personalize experiences, optimize labor and inventory, and even help train staff through immersive platforms like VR. These tools will reinforce – not replace – the human-centered approach that defines luxury hospitality.

Advice for the Next Generation of Hospitality Leaders

To those who aspire to lead large-scale, international operations, my message is simple:

Stay curious. Stay humble. Never stop learning.

Curiosity has been my greatest asset. It led me from the kitchen to the boardroom, helping me see opportunity in challenge and growth in discomfort. Have the courage to pivot when needed, and stay grounded in your values. Success doesn’t come overnight. It’s built on effort, listening, and resilience.

Lead with empathy. In working with people from over 60 nationalities, I’ve learned there’s no single truth. Respect, care, and clarity are the foundations of great leadership.

Innovation is vital. Whether leading eco-initiatives or designing award-winning ships, I’ve seen that progress comes from bold thinking and strong execution. Integrate ESG and sustainability into your core strategy. They are not trends. They are expectations.

Lastly, invest in people. At Club Med, our ability to develop talent through programs like the Club Med School – is what enables us to deliver consistently magical guest experiences. Empower your teams, nurture their aspirations, and lead by example.

This is what I can humbly share from my journey. I hope it inspires those at the start of their path – and reminds those already leading that the heart of hospitality is, and will always be, human.