Tell us about your personal journey into luxury hospitality.
My path has always followed a global rhythm. I was originally born in Kobe, Japan, but at the age of 10, I moved to Switzerland, where my family is originally from. I lived there and studied in Switzerland until I was 25, where I pursued hotel management at Hotel School Lausanne. That experience grounded me in the precision, elegance, and artistry of luxury hospitality. But even then, my heart was already drawn to the East.
Japan has always felt like home in a way that’s hard to explain—familiar, grounding, and deeply inspiring. My first role was with Hilton in Japan, and since then, I’ve transitioned between Japan and other parts of Asia, taking on leadership roles across the region. Over the years, I’ve had the privilege of managing five-star hotels and luxury serviced residences in Vietnam and Japan and was involved in prestigious hotel projects in Bali and Japan. I also ran my own company in Vietnam, helping to open hotels and Membership clubs along the way.
Today, I’m back in Japan, running my own consultancy and advising Anoma Hospitality Group on new hotel developments across the country.
What’s kept me in this industry for 40 years is simple: I love it. Hospitality is in my blood. Every country I’ve worked in has taught me something unique—how to blend cultural nuance with global standards, how to lead with empathy, and how to build teams that embody these values.
What do hoteliers typically seek from your expertise?
In luxury hospitality, the focus goes beyond traditional real estate investments, where location alone may no longer be the primary driver. Today’s luxury travelers are increasingly seeking experiences in greenfield, remote locations, looking for unique, off-the-beaten-path destinations that offer more than just the usual amenities. This shift requires hoteliers to think beyond location and focus on creating experiences that align with these evolving expectations.
The heart of luxury hospitality is in the human connection. It’s about empathy, care, and making guests feel like they belong. This is the spirit of Omotenashi—the essence of Japanese hospitality—defined by a wholehearted dedication to anticipating and fulfilling needs with grace and sincerity. From a genuine smile to anticipating needs before they are voiced, these intuitive gestures are what make a guest feel valued and seen, turning a visit into something personal.
My role is to provide the strategic insight and understanding of human dynamics that will help their hotel teams work harmoniously to deliver the ultimate luxury experience.
I always share with my clients that to ensure their operations are running smoothly, we need to foster a culture of empathy and service excellence, which is the cornerstone of the luxury experience. For me, it’s the heart that makes all the difference—it’s the intangible quality that transforms a great stay into an extraordinary one.
How has the expectation of luxury hotels evolved?
It’s no longer enough to offer fine amenities and impeccable service. Today’s luxury travellers seek more than comfort—they seek connection. Hotels have evolved into destinations in their own right, where the experience is designed to evoke a profound sense of belonging.
A true luxury stay weaves the spirit of a place into every detail, creating personalised moments that stir the soul and linger in memory. It’s about crafting an environment where guests don’t just check in—they feel seen, understood, and deeply rooted in their surroundings. Every gesture, every story, every space contributes to an experience that is not only exceptional but deeply personal.
This is the new measure of luxury: not just how a guest is treated, but how deeply they feel they belong.
With the rise of AI and automation in hospitality, should employees be worried about being replaced—or is there a bigger opportunity at hand?
This is actually a moment of opportunity. By automating the routine, we free up our people to do what they do best: engage, connect, and create memorable experiences. The future of luxury hospitality will belong to those who can blend technology with emotional intelligence. My role often involves helping teams adapt to this new landscape—guiding leaders to invest not just in systems, but in their people, training them to work alongside technology, not against it.
I understand the anxiety—change often brings uncertainty. But I don’t believe AI is here to replace the heartware of luxury hospitality. Technology should support, not supplant, the human connection that defines our industry. AI can handle repetitive tasks, streamline operations, and offer insights that help teams make smarter decisions. But what it can’t replicate is empathy, intuition, or the warmth of a genuine welcome.
Luxury, at its core, is about care. And no algorithm can deliver that as meaningfully as a well-trained, empowered human being.
How does cultural intelligence influence both team dynamics and guest satisfaction?
Cultural intelligence is absolutely essential in luxury hospitality—it’s the silent language that shapes how teams collaborate and how guests feel seen, respected, and understood.
In operations, you’re not just managing processes; you’re leading people from different backgrounds, often with different assumptions about service, hierarchy, or communication. A leader with high cultural intelligence can harmonize these differences into a unified team culture, rather than allowing them to create friction or confusion.
For guests, cultural nuance is equally critical. What feels warm and welcoming in one country might come across as intrusive in another. The ability to read the room, to intuit expectations, and to adapt with subtlety—that’s what elevates service from competent to exceptional.
Ultimately, cultural intelligence is what allows a hotel to feel globally fluent but locally grounded. It’s the bridge between operational excellence and genuine human connection—and in my experience, it’s one of the most undervalued, yet impactful, capabilities in this industry.
For new hotel owners or investors entering the luxury segment, what advice do you have for them?
One of the most common pitfalls is underestimating the complexity of true luxury hospitality. It’s not just about building a beautiful property or offering luxurious amenities. Hospitality is a living, breathing experience shaped by people, process, and purpose. New investors often focus heavily on design and branding but overlook the operational backbone: the culture, service mindset, and leadership needed to deliver at a consistently high level.
Another misstep is treating a luxury hotel like a conventional real estate asset. In luxury, location is important, but the guest experience matters more. Today’s travellers are seeking emotional value, authenticity, and a strong sense of place. If you don’t get the DNA of the brand and service model right from day one, no amount of marketing will make up for it.
Luxury isn’t scalable in the traditional sense, but it is repeatable when you focus on what truly matters: people, purpose, and precision.
Martin Fluck is a seasoned hospitality leader with over 40 years of experience across Asia. Born in Japan and educated at Hotel School Lausanne in Switzerland, he has held operational and project roles at Hilton in Japan, Park Hyatt Tokyo, and in countries such as Vietnam, Cambodia and Indonesia. Martin led Oakwood, luxury executive residences & hotels across Japan, China and South Korea. Now based in Japan, he advises Anoma Hospitality Group focusing on new hotel developments in Japan, blending cultural sensitivity with operational excellence.
About Anoma Hospitality Group
Anoma Hospitality Group invites guests to discover a sense of wonder amidst magical mountain townscapes. Experience timeless tradition, beauty, culture, and elegance passed down through the ages. Guests are encouraged to delve into the history of a destination while surrounded by the unique splendor of each season. Culture that was once woven into everyday life can be experienced anew – this is the very essence of sustainability. Anoma Hospitality Group provides unforgettable experiences and lasting memories that delight our guests, and enrich their lives.
Experience Zen-like calm and natural beauty in a truly refined environment
Anoma spaces are expertly designed to provide spiritual nourishment, tranquility, and a distinct sense of freedom. Guests can listen to the chirping of birds and the gentle sound of wind rustling the leaves, feeling the true essence of each resort location deep in their soul. An Anoma stay is intended to stimulate all five senses, warm the heart, and perhaps even change the way guests see the world. www.anomahotels.com
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