Today, as Managing Director of the Rosewood Villa Magna in Madrid and Regional Vice President at Rosewood Hotels & Resorts, he brings a unique blend of strategic insight and heartfelt leadership. Drawing from formative experiences in iconic hotels and enriched by cultural diversity in cities like London, Barcelona, and Madrid, Friedrich fosters a culture of trust, empowerment, and genuine human connection.
In this inspiring conversation, he reveals how leadership rooted in respect and example can inspire teams, create unforgettable guest experiences, and shape the future of luxury hospitality in an ever-evolving world.
Looking back at your career path, we can clearly see a steady rise, but also a remarkable sense of coherence. Did you always have a clear vision of where you wanted to go, or did the journey, the encounters, and opportunities guide you along the way?
To be honest, I could say that the journey found me. My mother wanted me to become a diplomat, my father saw me as a banker, and I dreamed of becoming an actor. But after that first real experience working in a luxury hotel during a general strike in 2001 when my father asked me to help at his hotel I discovered that hospitality was my true calling. I was drawn to the ability to create unforgettable experiences and connections with people from all over the world.
Looking back, I now see how my own journey resonates with Rosewood’s belief that exceptional discovery often begins unexpectedly and becomes meaningful through connection.
Did your early years on the ground teach you something that still shapes your leadership style today? A lesson, a value, or even a habit that you’ve carried with you ever since?
From a young age, I was fortunate to observe my father and the way he embodied his role. For him, it was always about being a true host—ensuring guests had everything they needed, felt entertained, and genuinely enjoyed their experience. He had a unique talent for connecting people, often introducing guests to one another, which helped create a warm and memorable atmosphere in the club.
One of the most lasting lessons I learned from him was the importance of building honest, respectful relationships with the team. That value has stayed with me throughout my career. In every role I’ve held, I’ve made it a priority to foster strong connections with associates by always leasing by example. Because at the end of the day, without a team that believes in you and chooses to follow you, you are nobody.
London, Barcelona, Madrid… You’ve grown your career in cities that each bring their own pace, mindset, and culture to the table. How have these experiences shaped the way you manage, unite teams, and bring luxury experiences to life?
My experience working at legendary properties like The Savoy, The Connaught and Claridges taught me that true luxury isn’t about opulence, it’s about creating authentic connections and personalized experiences. At Rosewood Villa Magna, I’ve focused on empowering our team to deliver this level of service. I believe when our associates feel valued and trusted, they naturally create those unforgettable moments for our guests.
In every location, I’ve seen how culture shapes the guest experience. That’s why Rosewood’s philosophy of celebrating culture and community wherever we find it, feels so instinctively right to me. It allows us to enrich every destination we touch in a meaningful and authentic way.
Today, you hold two key positions: Managing Director of Rosewood Villa Magna and Regional Vice President at Rosewood Hotels & Resorts. How do you balance the operational leadership of an iconic hotel with the strategic vision required for a broader regional role?
What helps me balance both roles is the mindset of continuous evolution and never being content with what we have. At the property level, I stay close to the team and the guest experience, ensuring that what we do remains authentic, culturally enriching, and aligned with our Sense of Place philosophy. But at the regional level, I focus on how we can improve what we do by following industry trends, fostering collaboration between properties, and identifying how technology, sustainability, and creativity can shape the future of luxury hospitality.
Ultimately, this dual perspective allows me to help bring to life Rosewood’s vision of creating deeply personal, locally grounded, and ever-evolving experiences across all our properties.
In your view, what is the greatest human challenge in managing teams within the world of luxury hospitality today?
Empowerment helps our associates to “touch emotionally our guests,” which is what they will always remember and what creates a positive word of mouth for us. I believe that empowering people begins with trust, training, and the right resources. By making our associates feel valued and well-equipped, our experience is that it enables them to provide truly exceptional and personalized service.
If you could pass on just one message to the next generation of professionals entering the world of luxury hospitality, what would it be and why is this so important to you personally?
Throughout my career, I’ve been guided by two fundamental principles: first, to always lead by example. I would never ask my team to do something I wouldn’t do myself. Second, to treat everyone equally, whether they’re a guest, employee, or partner. Respect and fairness are at the core of everything we do.
To end on a lighter and more personal note, if you were:
- A city: Madrid
- A human quality: Kindness
- An emotion: Calm
- A moment in the day: Sunset
