W Coffee Talk GM George Koumendakos: “True luxury is about creating a sense of belonging”

As Vietnam enters a bold new era of growth and transformation, with the capital city rapidly evolving and the luxury hospitality market more dynamic than ever, few questions stands out: How does a 120-year-old “veteran” not only maintain its stature, but turn its legacy into a competitive advantage, redefining the very essence of true luxury? What forms the DNA of an icon, in a time when opulence is no longer the standard for prestige?

This week, W Coffee Talk sits down with Mr. George Koumendakos, General Manager of Sofitel Legend Metropole Hanoi, to decode that strategy. He shares how heritage becomes an asset, offers a compelling portrait of the art of quiet luxury, and reveals what it takes to build a team whose loyalty stands the test of time.

Many guests from Paris have shared that staying at Metropole Hanoi feels like stepping into “Paris of the 1950s.” How would you explain this sentiment?

That’s something we hear quite often. The hotel carries this unmistakable French elegance—the white facade, green shutters, the charming courtyard, and all those vintage touches. But it’s more than just the aesthetics. It’s the pace and grace of our service: Warm, unhurried, personal, and discreet. Combined with the natural warmth of Vietnamese hospitality, it brings guests back to a time when service felt softer, more human. There’s a quiet romance to it all, something that feels both nostalgic and rare today.

If you were to choose one particular location within the hotel to tell a story, which spot would it be, and what story would you share?

Le Club would be my choice. With a design that reminds us of aristocratic smoking rooms with a hint of 1920s speakeasy, there is history here underneath the new coat of paint. This venue, once known as the Metropole Hall, hosted the very first motion picture screening in Indochina in 1916. That’s a moment of history most people don’t expect when they walk in for a drink or a meal.

Today, Le Club is a place where you can settle in for an elegant dining experience, whether it’s afternoon tea under the glass conservatory, L’Orangerie, a light lunch by the poolside, or dinner with live jazz in the background. The brasserie menu brings together refined French dishes and Vietnamese flavors, and our cocktails often take inspiration from the famous guests who once stayed here such as Charlie Chaplin or Graham Greene.

More than anything, it’s a space where time slows down. There’s a sense of calm and connection to the city’s past, and to a slower, more graceful rhythm of life. That’s what makes it so special.

I recall hearing you share on a podcast the story of bringing an idea from a pair of hotel slippers in Shanghai to enhance the guest experience at Metropole Hanoi. A small detail, yet one that perfectly captures the essence of quiet luxury. From your perspective, what is the key to creating a truly luxurious experience?

For me, luxury is all about paying attention to details – something that people don’t always notice consciously, but they feel them.

The story with the slippers was just that: I once stayed at a hotel in Shanghai, and as is often the case, the in-room slippers came in a standard size, usually too small for a man’s feet. But there, the housekeeping staff noticed this and quietly replaced them with a larger pair, without me having to say a word. Then, I brought that idea back to Hanoi.

True luxury today isn’t flashy. It’s thoughtful. It’s when a guest thinks, “They’ve already thought of what I need, before I even realized I needed it.”

As the General Manager of a hotel with over 120 years of history, how do you strike a balance between preserving its heritage and embracing modern trends?

For me, the key is seeing our heritage not as a limitation, but as a foundation. We honour the soul of the Metropole — its architecture, its stories, its rituals — while thoughtfully weaving in modern comforts to meet the expectations of today’s guests. A good example is our recent renovation of the Heritage Wing. We introduced intuitive technology and bespoke furnishings, but always with deep respect for the original aesthetic. Think mood lighting, better connectivity, Italian marble bathrooms, and discreetly integrated Japanese washlets — refinements that enhance the experience without compromising the hotel’s timeless charm.

But Metropole isn’t just about the past; we’re constantly creating new stories. Last year, we launched a culinary series called Rendez-vous at Le Beaulieu, our contemporary French fine dining restaurant, where our Chef de Cuisine collaborates with Michelin-starred chefs from around the world to bring world-class gastronomy to Hanoi, right here at the restaurant. At Spice Garden, our elevated Vietnamese restaurant, we recently introduced Essence of Vietnam — a series of culinary collaborations with innovative chefs across the country, celebrating the evolution of modern Vietnamese cuisine.

And for entertainment, we took a bold step by hosting a classical music evening by the Vietnam National Symphony Orchestra, right by our pool. It was the very first time the hotel staged a concert of that kind. What made me proud was seeing not just our in-house guests, but also local residents and expatriates, especially younger guests, drawn to that experience.

These events help us stay relevant and connected. They allow us to reach a new generation of guests who are not only drawn to the hotel’s legendary history, but also excited by the vibrant, evolving experiences we are creating today.

Metropole is well known for its exceptionally loyal and passionate team. In your view, what creates a working environment where employees are not only committed but also deeply proud to be part of the hotel?

Loyalty isn’t something you can ask for - it must be earned. At Metropole, we foster a culture where our team members don’t just feel like employees, but like they’re truly part of something. Many of them have been with us for decades, which says a lot.

What keeps them here is a deep pride in the hotel’s legacy and a genuine sense of belonging. When people feel respected, listened to, and trusted to make an impact, they don’t just stay, they thrive. And that spirit naturally radiates to our guests.

Beyond experience and technical skills, what other qualities do you look for in a candidate when recruiting for a luxury hospitality environment like Metropole?

In luxury hospitality, while expertise is essential, authenticity, empathy and a warm presence are what elevate service from professional to memorable. We want people who genuinely enjoy taking care of others. We can train skills—but we cannot train sincerity. That must come from within.

How would you assess the current landscape of the luxury hospitality market in Hanoi? And how does Metropole Hanoi position itself amid such rapid urban development in the capital?

Hanoi is growing rapidly, and with it, the luxury market is becoming more competitive and diverse. New properties bring contemporary design with large-scale offerings, but the Metropole offers something that simply can’t be replicated overnight: history, legacy and a deep connection to the cultural fabric of the city.

Our strength lies in authenticity and legacy. We’re not trying to be the newest, we focus on being the most meaningful. As the first Sofitel Legend in the world, Metropole Hanoi continues to honour its legacy as a legendary property, offering a truly personalised luxury experience, with meticulous attention to detail and a level of care shaped by more than 120 years of tradition. All of this is infused with the 'French zest’—the elegance, spirit, and art de vivre that the Sofitel brand has celebrated since 1964.

Looking ahead over the next five years, what do you believe will define a truly outstanding luxury hotel in the eyes of global travelers?

Personalisation, sustainability, and emotional connection will define the future of luxury hospitality. Travelers today are looking for more than just standardized service. They want to feel understood, inspired, and aligned with the values of the places they stay. The most exceptional hotels will be those that tailor experiences to each guest while staying true to their identity.

It’s about creating a sense of place that feels both authentic and emotionally resonant, where every detail, from design to cuisine to guest interaction, tells a meaningful story and reflects genuine human warmth. More than ever, sustainability will no longer be a differentiator; it will be regarded as a standard, an essential part of what defines modern luxury.

“Where to from here?” – a familiar yet always intriguing question. What lies ahead for you personally, and for Sofitel Legend Metropole Hanoi?

Next year, 2026, will mark a significant milestone as we celebrate 125 years of timeless elegance. It opens a new chapter in the history of Metropole. While we continue to build on our storied past, we’re also looking ahead—exploring modern and meaningful ways to elevate the guest journey, from wellness and gastronomy to art and cultural experiences, all while preserving the essence of what makes Metropole truly iconic.

For me personally, every day at Metropole is both a privilege and a responsibility. I look forward to deepening our legacy by continuing to create moments of beauty, warmth, and quiet distinction for every guest who walks through our doors.