Meet Jordi Pelfort

Jordi Pelfort, President of Blue Diamond Resorts, has an exceptional track record in the hospitality industry. With over two decades of top leadership experience, he is dedicated to pioneering new hospitality services and unique hospitality products that appeal to consumers, which has helped establish Blue Diamond Resorts as a leading hotel chain in the Caribbean.

Always surrounded by the hospitality industry, Jordi has been attracted to this fast-paced industry since he was a boy, when he spent his summers working in hotels and hospitality in his native Spain. In 1992, during the Barcelona Olympic Games, Jordi was a volunteer tour guide for Americans visiting the city; this was during the period he was pursuing his bachelor’s degree in hotel management at César Ritz Colleges Switzerland.

After graduating, Jordi spent three years as Director of Operations for Ultramar Express, a leading Spanish company offering leisure transportation and tourism services. Jordi then decided to take an executive operational role at Barceló. This position quickly developed into a career that took him to many places around the world such as Menorca, Punta Cana, and Venezuela.

By 2000, Jordi held the position of Managing Director for Princess Hotels & Resorts. During his 10 years of tenure there, Jordi held impactful roles such as Treasurer of the Hotels and Touristic Projects West Association in the Dominican Republic. At the same time, he was recognized as the most notable hotelier in the region in 2005. During his tenure, the company experienced significant growth and expansion to other regions, thanks to Jordi’s unwavering determination.

In 2011, Blue Diamond Resorts began as a single all-inclusive hotel with 153 rooms. In less than a decade, it quickly emerged as the Caribbean's fastest-growing hotel chain. Presently, Jordi leads all aspects of the company, with responsibilities encompassing operations, sales and marketing, revenue management, strategic planning, and hotel construction, among others. Under his guidance, the company has expanded to encompass eight countries, boasting over 60 resorts and an impressive 18,000 rooms across eight prominent hospitality brands.

Jordi’s guidance has led to the company receiving multiple awards for its contemporary approach to hospitality and world-class service delivery. His most notable accomplishment was facilitating the historic alignment between Blue Diamond Resorts and Marriott International, a significant milestone in the all-inclusive hospitality industry.

César Ritz Colleges had the opportunity to interview Jordi about his illustrious career:

Can you provide an overview of Blue Diamond Resorts and its mission and values?

Blue Diamond Resorts, in its essence, seeks to continually elevate the guest experience by focusing beyond conventional mission and vision statements. At our core is an unwavering commitment to understanding and catering to the evolving needs of our guests. This relentless drive to understand our deeper 'why' ensures that our strategies aren't just about business, but about forging lasting relationships with our guests. We've embraced innovation as a cardinal principle, challenging the familiar and pioneering solutions that resonate with our guests' aspirations. Through our focus on customer-centric entrepreneurship, we're not just a conglomerate of resorts, but a catalyst for change, adding unparalleled value with every guest interaction.

Sustainability and environmental responsibility are increasingly important in the hospitality industry. How does Blue Diamond Resorts approach sustainability and eco-friendly practices?

Blue Diamond Resorts is unwavering in its commitment to the environment and the communities we operate in. With a concerted effort to protect and rejuvenate our natural landscapes, from mangroves to coral reefs, our initiatives extend to safeguarding local wildlife. Aligned with globally recognized standards like TraveLife, Green Globe, and Blue Flag, our focus remains fixed on a progressive sustainability agenda. This dedication also finds expression in our local community engagement. Through robust social programs and partnerships, we aim to create a positive and enduring footprint in every locale we are a part of.

What strategies does Blue Diamond Resorts employ to ensure high levels of guest satisfaction and repeat business?

At Blue Diamond Resorts, the guest experience is paramount. We consistently delve deeply to grasp our 'why', ensuring we craft experiences that truly resonate with our guests. Innovation remains our driving force, prompting us to incessantly fine-tune our offerings, ensuring they align with the aspirations of our guests. Our approach is resolutely customer-centric, and every endeavor aims to elevate the guest experience. With an unwavering commitment to excellence and innovation, we're not just a destination for travelers, but a trusted partner in their voyages, marking us distinct in the vast sea of the hospitality industry.

What career opportunities and development programs does Blue Diamond Resorts offer to its employees?

The Executive Development Program at Blue Diamond Resorts is a testament to our commitment to nurturing leadership from within. Tailored for seasoned leaders spanning our resorts, this program accelerates their growth trajectory, endowing them with advanced competencies and managerial prowess. Participants often find themselves poised for roles such as:

• Operational Committee
• Executive Committee
• Corporate Directors

Consistent with our philosophy of nurturing talent, our management culture emphasizes internal growth. This commitment translates into the Management Trainee Program, a cornerstone in our talent strategy. Through this initiative, we recognize and groom future leaders, especially those who demonstrate the potential to ascend to the ranks of Hotel Directors within Blue Diamond Resorts.

In an increasingly competitive market, how does Blue Diamond Resorts stay innovative and relevant?

Navigating the dynamic currents of the hospitality industry, Blue Diamond Resorts remains a frontrunner through its commitment to understanding and catering to our guests' evolving needs. Our differentiated approach has seen us introduce innovations that have since become industry benchmarks. Whether it's our diversity of entertainment offerings, the tailored Royalton DreamBeds™, or the cutting-edge All-In Connectivity™ concept, our emphasis on technology integration is evident. Our recent accolade, the Magellan Gold Award, is a testament to this innovation-driven spirit. Every touchpoint, from the experiences crafted across our diverse brand portfolio to the personalized offerings at our Royalton CHIC Resorts and Hideaway at Royalton, underscores our dedication to excellence and positions us distinctively in the competitive hospitality landscape.

Can you share a memorable success story or moment that stands out in your career with Blue Diamond Resorts?

Certainly, one moment that profoundly resonates with me is the journey of establishing a resort in a new destination. As a president of the company, arriving in a new location, getting to know its people, and visualizing what we could achieve together always feels magical. It's an evolving cascade of emotions – from the initial sight of the land designated for our resort, participating in the blueprinting process, witnessing the construction progress, to the much-anticipated day of the grand opening. Seeing our dedicated hosts, with their genuine smiles, become part of this is truly heartwarming. To encapsulate the impact we can make and the dreams we help fulfill, my defining, epic moment was watching a dream morph into reality.
Every time a vision is transformed into a tangible reality, it reinforces the core values and aspirations that Blue Diamond Resorts stands for, emphasizing our unwavering commitment to excellence, innovation, and the ultimate guest experience.

• From the very beginning of my tenure at Blue Diamond Resorts, I had envisioned a path where our brand would not only be distinguished by its diverse offerings but also by its dedicated commitment to excellence. As we commemorated our 10-year anniversary, being heralded as the fastest-growing company in the Caribbean wasn't merely an accolade; it was a testament to a decade filled with passion, innovation, and unwavering dedication to our guests. Our portfolio catered to the aspirations of every traveler. This accolade, coinciding with our anniversary, served as a touching reflection on our journey, the challenges we overcame, and the countless memories we crafted for our guests. It was a moment infused with pride, introspection, and deep gratitude to our dedicated team and the loyal guests who were instrumental in crafting this story.
• In the ever-evolving landscape of the hospitality industry, innovation has been the cornerstone of Blue Diamond Resorts' principles. Another defining moment in my tenure, which I hold in high regard, was our pioneering partnership with Marriott Hotels International for the all-inclusive market. This collaboration was not just a strategic alliance; it was a testament to our forward-thinking approach and our commitment to setting industry benchmarks. The pride I felt was immeasurable when, following our lead, other players in the all-inclusive market began forging similar partnerships. It was a clear affirmation of our role as trailblazers in the industry. This initiative not only enhanced our brand's prestige but also underscored our unwavering dedication to innovation and excellence. Every time we set a new standard, it reinforces the core values that Blue Diamond Resorts embodies, further emphasizing our commitment to pioneering change and delivering unparalleled guest experiences.