The Art of Hospitality: Denis Sorin’s Journey of Connection and Innovation


Denis Sorin is a renowned leader in the global hospitality industry, with over 40 years of experience spanning multiple continents, including Europe, Africa, the Americas, Russia and the Middle East. Throughout his career, Denis has held prominent positions as CEO and President of several hospitality groups, particularly in Africa and the Middle East, and has launched successful startups in hospitality management, career coaching, and hospitality group development. His global perspective and entrepreneurial spirit have earned him invaluable insights into the industry’s dynamics. At EliteX, we are proud to have Denis Sorin as part of the edition: 10 Elite Leaders in Hospitality, 2024.

Denis’s path into hospitality was unorthodox. While studying at university, he took a part-time job at a Novotel hotel. Initially without interest or experience in hospitality, he quickly rose through the ranks, starting as a receptionist. His dedication and hard work caught the attention of the General Manager, who mentored him, leading to a promotion to Front Desk Manager. This experience ignited Denis’s passion for the industry, and he decided to dedicate his career to hospitality while completing his studies. For Denis, the heart of hospitality lies in connecting with people. His early role as a front desk clerk taught him the power of a simple smile or a kind gesture in making a guest’s day better. Over time, this understanding of hospitality as a means to create personal connections and positive experiences became a cornerstone of his career. Traveling around the world and interacting with people from different cultures deepened his belief in the importance of human connection, shaping the way he leads and interacts with both guests and teams.

“Hospitality is about making people feel valued, one guest at a time.”

Denis defines success in hospitality not only by financial metrics or occupancy rates but by the lasting impression made on guests. He often quotes Maya Angelou’s famous words: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel,” as a reminder of the emotional power of hospitality. To Denis, success is about delivering unforgettable experiences, building meaningful connections, and exceeding guests’ expectations. He believes that the best hospitality combines tradition with innovation, using new technologies to enhance service while maintaining the warmth and personal touch that defines the industry.

Throughout his career, Denis has faced various challenges, from balancing operational efficiency with innovation to navigating economic downturns. One of the most significant lessons has been how to maintain high service standards while managing costs during tough times. He emphasizes transparent communication with his teams and encourages a shared sense of purpose, which helps navigate periods of difficulty. Denis also places great importance on staff retention, offering opportunities for professional growth and recognizing achievements to keep morale high.

Exceptional guest experiences have always been central to Denis’s leadership. He fosters a culture of excellence at every level, ensuring that local teams understand both the brand’s standards and the cultural nuances of their regions. This approach enables personalized guest experiences that respect local traditions while maintaining consistent service quality across different locations. Technology also plays a crucial role in enhancing these experiences, from personalized booking systems to contactless check-ins, streamlining operations, and providing guests with seamless, tailored services. Motivating and engaging teams across diverse locations is another key focus of Denis’s leadership style. He ensures that every team member feels valued and part of a shared mission. Recognizing achievements and offering professional development opportunities are integral to keeping teams motivated and committed to delivering exceptional service. Denis also prioritizes inclusivity and open communication, fostering an environment where employees feel respected and empowered.

The hospitality industry has undergone significant changes, particularly in the wake of the COVID-19 pandemic. Denis has led his organizations through these challenges with agility and a forward-thinking approach. The pandemic brought disruptions, including staffing shortages and changes in guest expectations, but it also created opportunities for innovation. Sustainability has become a priority, and Denis has spearheaded efforts to reduce waste, improve energy efficiency, and promote eco-friendly practices. He recognizes that today’s travelers increasingly value sustainability and social responsibility, and he has adapted his operations to meet these demands. Technology and social media have also transformed the way hospitality businesses engage with guests. Denis has embraced digital marketing and social media to foster connections with guests, build brand loyalty, and enhance customer experiences. Advances in technology, such as AI-powered tools, smart room technologies, and data analytics, have allowed Denis to optimize operations, provide personalized services, and streamline guest interactions. At the same time, he ensures that the human element remains central, balancing technological convenience with personal connections.

“Success is about creating unforgettable experiences, building genuine connections, and exceeding expectations.”

Looking to the future, Denis sees several key trends shaping the hospitality industry: technology, sustainability, wellness tourism, and experiential travel. He believes that AI and data analytics will continue to redefine how businesses operate, while sustainability will become even more central to hospitality as travelers demand eco-friendly practices. Wellness tourism, with a focus on health and well-being, is another growing trend that Denis is keen to embrace. Moreover, Denis predicts that guests will continue to seek authentic, immersive experiences that connect them with local cultures, making experiential travel a significant part of the industry’s future. Sustainability is a core value for Denis, and he has led numerous initiatives to ensure his businesses operate in an environmentally responsible manner. From reducing waste to investing in energy-efficient technologies, he has made sustainability an integral part of his operations. He also emphasizes corporate social responsibility, encouraging his teams to engage with local communities through charity work, volunteering, and sponsorships.

Denis offers valuable advice to newcomers in the hospitality industry based on his own journey. He stresses the importance of putting people first, embracing challenges, and staying resilient in the face of adversity. He also encourages aspiring hospitality professionals to keep learning, build meaningful relationships, and, most importantly, ignite their passion for service and excellence. By doing so, they can create lasting impact and build a successful career in this dynamic and rewarding industry. Denis Sorin’s career exemplifies the power of passion, dedication, and adaptability in hospitality. His commitment to guest satisfaction, team development, and innovation continues to inspire those around him, as he believes in hospitality’s ability to make a meaningful difference in people’s lives.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”