Page 21 - RLI June 2019

Celebration niKKi beaCH HotelS & reSortS
bodrum, turkey

of life

In 1998, entrepreneur Jack Penrod introduced the world
to Nikki Beach, the first and original luxury beach club

concept that combines the elements of music, dining,
entertainment, fashion, film and art into one. Here RLI
speaks to company CEO Lucia Penrod to discuss the

history of the concept and the upcoming expansion into
new territories.
niKKi beaCH HotelS & reSortS
Koh Samui, thailand

Created to celebrate the life of Jack Penrod’s the world people celebrate life in pretty much the same way, that handles this aspect as they are aware of how important
daughter Nicole, everything at Nikki Beach has with both friends and family in a place that is beautiful and it is to be current and trendy on this medium.
been planned with her in mind. The properties gives you the platform to celebrate,” says Penrod. The ethos of Nikki Beach Hotels & Resorts is this
Cin the company portfolio are designed to be This platform to celebrate is represented through six celebration of life and that is the purpose of the company
soft, friendly, carefree, beautiful and safe. elements that the company works with in every single and its staff. “So the moment people arrive at one of our
Right now Nikki Beach Hotels & Resorts has four hotel location. They are music, dining, entertainment, fashion, film properties, it is my job to make people happy and this includes
properties in its portfolio that are open and operating. They and art and these combined with keeping their eyes open great service, great food, great music, all the six elements put
have one in Koh Samui in Thailand, Porto Heli in Greece, on what is new and what is next, Nikki Beach Hotels & together. In the end it boils down to one mission and that is
Bodrum in Turkey and Dubai in the UAE. Resorts is always breaking new ground and setting trends to celebrate life and make people happy,” says Penrod.
Alongside their hotel sites, Nikki Beach also operate in the industry. The challenge currently
14 beach clubs, have a lifestyle division (including fashion The company has been adjusting its offer accordingly in-line facing Lucia and the Nikki “When looking for neW
boutiques and a magazine), host special events and run Nikki with the rapid rise and increased importance of a brand’s social Beach Hotels & Resorts properties We have a specific
Cares, a non-profit charity. media output and e-commerce offer. As part of its twentieth business is to continue to
In the coming month a new Nikki Beach Hotels & Resorts celebrations, they decided to do some revamping on their offer such a unique service process in place and one niKKi beaCH HotelS & reSortS
location will be opening in Santorini, Greece, whilst in 2021 a website, which was completed and launched earlier this year. in the face of company person in charge of this Who Santorini, Greece - opening Summer 2019
new site will be launched in Montenegro and in 2023 a site “Just last month, we re-launched our e-commerce offer, expansion. They must keep
will be opened in Sri Lanka. as we have seen how social media is being integrated in their eyes open on the is constantly scouring the
“When looking for new properties we have a specific e-commerce at Nikki Beach Hotels & Resorts, so we try road ahead as they always globe for neW properties”
process in place and one person in charge of this who is to always give our customers more of what they want do, and try to stay ahead
constantly scouring the globe for new properties,” explains and make their decision-making easier and not complicate of the curve by creating new ways to entertain its customers.
Lucia Penrod, CEO of Nikki Beach Hotels & Resorts. “The things,” explains Penrod. Nikki Beach was never meant to be a business, the
number one requirement is that the location has to be One part of this new e-commerce offer is that they are idea stemmed from wanting to honour and celebrate the
already knowledgeable about our brand as it is all about the highlighting local designers and artists from some of the Nikki memory of Jack Penrod’s late daughter Nicole. It has grown
experience that is on offer.” Beach locations. This is something Penrod is excited about exponentially since this original idea was born and is now an
With such a unique offering, ensuring the destinations because they are helping young, upcoming and currently incredible business.
remain attractive and exciting requires a lot of detail. unknown designers with everything focused on beach chic wear. “I can’t tell you how grateful my family feels with the
“The most important aspect is maintaining the concept As for the main social media platforms such as Facebook, privilege of being able to continue this legacy, the legacy of
we have, which is a celebration of life. Everywhere around Instagram and Twitter, the company has increased its team Nikki Beach around the world,” concludes Penrod.

niKKi beaCH HotelS & reSortS niKKi beaCH HotelS & reSortS niKKi beaCH HotelS & reSortS niKKi beaCH HotelS & reSortS
Porto Heli, Greece Monte Carlo, Monaco Montenegro - opening 2021