An Exclusive Interview with Global Hotelier George Dfouni

With more than 35 years of global experience in the hospitality industry, George Dfouni has built, operated, and advised some of the most respected properties in New York and abroad. But his insight goes far beyond property management—Dfouni is one of the rare executives who understands that today’s guest experience is shaped as much by immigration policy and technology as it is by design or amenities.

In this candid conversation, Dfouni speaks openly about how Trump-era visa restrictions, geopolitical friction, and a damaged international perception of the U.S. have created real challenges for hotels in New York and across the country. He also shares his thoughts on the future of luxury, the balance between technology and service, and why the next decade of hospitality must be about intention, not just innovation.

“When a country sends a message of confusion or exclusion, hospitality suffers."

— George Dfouni

Q: George, how would you describe the current state of hospitality in New York?

New York is always alive—it’s one of the most exciting hospitality markets in the world. There’s a lot of domestic activity, a steady recovery of demand, and exciting development in the outer boroughs. But what we don’t talk about enough is the international visitor gap.

The U.S. made it harder for travelers to come—especially under the Trump administration. Stricter visa policies, longer processing times, and a colder tone at the borders created friction. Cities like New York, which depend heavily on international high-spend tourism, felt it. And it’s not just about politics—it’s about perception. If people don’t feel welcome, they won’t come.

Q: What global trends are shaping hospitality today?

Personalization, sustainability, and seamless technology. Guests want to feel known, they want to align with values, and they want every interaction—from booking to checkout—to be smooth. But here’s the added layer: global sentiment.

Today, travel is as much about how a destination makes you feel as what it offers. If a country feels restrictive or hostile, travelers—especially from the Middle East, China, or Latin America—will pivot. They have choices. And Europe has been winning that perception game lately.

Q: Where does technology fit into the future of hotels?

Tech is essential—it enhances operations, improves efficiency, and delivers convenience. We’ve seen major leaps: mobile check-ins, contactless room access, voice-activated controls, AI-powered guest profiles.

But we must be careful. Hospitality is still a people business. You can have the best system in the world, but if the guest doesn’t feel seen, it doesn’t matter. A hotel without warmth is just a tech lab. The best operators use technology to amplify human service, not replace it.

Q: What are the biggest challenges facing hoteliers right now?

Staffing is a major issue—finding skilled, passionate professionals isn’t easy. Cost pressures are real, and competition is fierce. But I’d argue that our biggest challenge is narrative. What is the story we’re telling the world?

For years, the U.S. projected a message of openness and opportunity. That’s changed. Policies like travel bans, visa delays, and trade tariffs sent the wrong signal. And that trickles down to hotels. If it’s harder to get into the country, we get fewer bookings, fewer group events, less long-stay luxury travel.

Q: Let’s talk luxury. What does “luxury” mean today?

Luxury today is about intention, not extravagance. It’s curated, emotional, and deeply personal. Travelers want privacy, peace, personalization. They’re looking for wellness, local immersion, and cultural connection.

It’s no longer about how much gold is in the bathroom—it’s about whether the hotel remembers your favorite wine or offers you a sunrise yoga class with a view of the skyline. That’s the new high-end standard.

Q: How has the international market reacted to U.S. policy changes in recent years?

Cautiously. We’ve seen reluctance in markets like China and the Middle East. Not just because of visa hurdles, but because of tone. When the global narrative about the U.S. is uncertain, people hesitate.

And this is not just a political issue—it’s an economic one. These travelers are high-spending guests. They stay longer, dine better, and book premium suites. We can’t afford to lose them. It’s time we rebuild those bridges—diplomatically and operationally.

Q: What makes a hotel stand out in a city like New York?

Clarity and character. In a market with hundreds of options, you need to know who you are and who you serve. Your branding, your service model, your staff culture—they all need to be in sync.

Also, consistency is everything. Guests don’t want surprises—they want to know what they’re getting and feel confident you’ll deliver. That confidence builds loyalty.

Q: How important is brand loyalty in today’s climate?

Still important—but it’s evolved. Guests no longer stay loyal just for points. They stay loyal to brands that understand them. The new loyalty is emotional. It’s built on responsiveness, personalization, and consistent quality.

Loyalty programs need to feel like recognition, not just rewards.

Q: What advice would you give to someone entering the hospitality field today?

Learn the business from the ground up. Understand the mechanics of operations, the psychology of guests, and the rhythm of your market.

But most of all—stay human. The best hoteliers are the ones who listen, who care, who create moments. Technology and trends will come and go, but human connection is forever.

Q: What excites you most about the future of hospitality?

The chance to reinvent. We’re entering a new era where people don’t just travel for photos—they travel for meaning. We have the opportunity to build experiences that transform people’s perspectives, that connect cultures, that heal.

And if we get it right—if we lead with purpose—we won’t just shape travel. We’ll shape how people see the world.

The Dfouni Doctrine: 5 Hospitality Truths

🛎️ Hospitality is emotional, not transactional.

🌐 Global perception shapes local bookings.

🧠 Technology must amplify—not replace—human warmth.

💎 Luxury is personal, not material.

🌍 Travel is diplomacy. Be the good ambassador.

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