Leader – CAROLINE GOUX, SENIOR VICE PRESIDENT SALES, THE PENINSULA HOTELS: "THE HOSPITALITY INDUSTRY REMAINS ONE OF THE BEST-KEPT SECRETS FOR A REWARDING CAREER"

From her pivotal role at The Peninsula to the power of example she cultivates, this industry leader shares the keys to success built on a deeply human vision of hospitality.

Category: Worldwide - Interviews
Interview made by Vanessa Guerrier-Buisine on 2025-07-15

Caroline Goux, Senior SVP, The Peninsula Hotels

At the head of global sales for The Peninsula Hotels, Caroline Goux holds a key position within the organisation of a group as discreet as it is influential. This ultra-luxury brand, with twelve landmark properties located in some of the world’s most iconic cities, relies on her expertise to ensure strategic consistency and deliver exceptional service in each of its hotels, from London to Hong Kong, via Paris and New York.

Caroline Goux began her career in the heart of the Bordeaux vineyards, in the charming Château Hôtel Grand Barrail in Saint-Émilion. She soon moved to the French capital and joined the sales department of the Ritz Paris, before shining at the Bristol Paris, part of the Oetker Collection (now Oetker Hotels), a group where she would remain for many years. Over the course of fifteen years, she held a series of positions until she became global sales director, with expertise in the North American, Australian and Asian markets.

In 2019, The Peninsula invited her to join its ranks as VP Sales, another ultra-luxury hotel group aligned perfectly with the values of hospitality and excellence she has embraced since her first steps in the industry. In 2024, she was promoted to Senior Vice President Sales, continuing her path in the constellation of international luxury hospitality.
Her approach to her work is distinguished by a rare loyalty to the people and brands that she works for, a keen sense of commitment, both personally and professionally, and a conviction that luxury is rooted in attention to others. Deeply attached to authenticity, she upholds a demanding yet profoundly human vision of hospitality. In a conversation with Journal des Palaces, she shares her convictions, her role within the teams and her desire to pass on this sense of connection to the next generation.

Journal des Palaces: You joined The Peninsula Hotels in 2019. What convinced you to join The Peninsula?

Caroline Goux: After 15 wonderful years with Oetker Collection, I felt ready for a new chapter – an adventure that would allow me to continue evolving within a group with an international footprint, a strong Asian heritage and a long-term vision.

The reputation of The Peninsula, built on discretion, timeless elegance and highly precise service, deeply resonated with my own definition of luxury.

The uniqueness of The Peninsula’s ownership model in the 5-star hospitality landscape, and the opportunity to work for a family-owned company, were also key factors.

What are your main responsibilities as SVP Sales? Could you share some concrete examples of your achievements in this role?

I oversee the global sales strategy for all Peninsula properties, ensuring alignment between commercial priorities and customer expectations.

A key aspect of my role is to build lasting partnerships with travel agencies, corporations and luxury consortia – always with a tailor-made and human approach.

I am extremely proud to work with a fantastic team of sales experts, from Beverly Hills to Tokyo, united as one single team.

I am particularly pleased to have contributed to the successful repositioning of The Peninsula Paris after COVID, as well as the commercial launch of our most recent openings: The Peninsula London and The Peninsula Istanbul.

How have sales roles evolved in recent years, particularly with the arrival of AI?

Sales in the luxury sector remain deeply rooted in human relationships. Technology can automate certain routine tasks, thus freeing up time to focus on what matters most: personal connections.
Today, our role is more strategic than ever: it is about orchestrating personalised experiences while integrating smart tools to optimise resources and revenue.

The arrival of a new CEO often disrupts existing structures. Benjamin Vuchot took on this role last March. How did your first interactions go, and how are you adapting to any changes to be implemented?

Benjamin brings a new energy and an inspiring vision, anchored in excellence and the brand’s heritage.

Our exchanges have been forward-looking, constructive, focused on enhancing the guest experience while strengthening the iconic DNA of The Peninsula.

What current projects are you working on?

I am currently supporting the commercial ramp-up of The Peninsula London and The Peninsula Istanbul – two incredible additions to our portfolio.

I am also working with our clients and partners around The Peninsula Hong Kong, our flagship property, ahead of its centenary in 2028; The Peninsula New York, which was fully renovated last year; and The Peninsula Beverly Hills, currently undergoing transformation.

We are also strengthening our engagement strategy with clients and partners, particularly among UHNW circles (ultra-high net worth), with a renewed focus on personalisation and long-term value.
Finally, I am leading commercial transformation projects to better integrate digital tools while preserving human expertise.

Throughout your career, you have worked within prestigious luxury companies with a decidedly human scale. Why these choices?

I have always believed that true luxury is about people. Human-scale structures allow for meaningful interactions with clients, partners, and teams.

This type of environment fosters agility, creativity, and trust – essential elements in achieving excellence.

What is your vision of luxury and excellence?

Luxury does not lie in excess – it lies in attention. A perfectly timed gesture, an unspoken understanding, the feeling of being recognised.

Excellence is about consistency: day after day, client after client, remaining true to our values while adapting to each individual.

What does it take to rise through such organisations and reach the top?

Resilience is essential – luxury is demanding, expectations are constantly evolving.
Humility, curiosity and emotional intelligence.
And above all, a deep passion for people: clients, colleagues, partners.

In an interview given during ILTM, you mentioned your commitment to stability and loyalty. Yet stability is no longer a major factor in the fulfilment of younger generations. How do you reconcile their expectations for change with your need for anchoring? What are your secrets for building strong, lasting relationships with your teams?

I believe in the power of leading by example: being open, listening, creating an environment where every voice matters.

Strong relationships are built over time, with trust and sincerity – values that transcend generations.
Young talents are looking for meaning and flexibility. We can offer them a framework grounded in our heritage, our CSR commitments, and give them the tools to help shape the luxury hospitality of tomorrow.

Hospitality responds well to this need for change. From guest service to marketing to operations, it offers a diversity of careers. At The Peninsula, we have a global cross-mobility programme that allows our employees to discover other properties – a true opportunity for growth and learning on a global scale.

You also mentioned your surprise upon discovering the world of hospitality, which has many virtues. How can we convince young people to join this universe today? What surprises await them?

Today, more and more people are seeking opportunities for connection – young people too. Hospitality is precisely about connection, and we need to highlight this aspect to attract new generations.

Hospitality remains one of the best-kept secrets for a rewarding career. It is a sector where one can be creative and entrepreneurial. It offers the chance to meet extraordinary people, both among colleagues and clients. Every day is different, every client brings a new story.

It is an industry where one grows as much professionally as personally. The learning curve is fast, but the journey is deeply fulfilling.

What advice would you give to a young person wanting to pursue a career in luxury hospitality?

The first few years are fundamental: they lay the foundation for your career. Be curious, stay humble, seize every opportunity to learn – and above all, don’t rush. Take the time to understand each role, and learn from every experience to move forward.

Ask a lot of questions, observe, listen – it’s the best way to learn from those around you.
Always put yourself in the shoes of the client or partner: that perspective should guide your actions.

Never forget that kindness and empathy are at the heart of hospitality. Excellence is a journey.