Finance Meets Finesse: Swiss View on The Peninsula London

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finance meets finesse: swiss view on the peninsula london. the peninsula london brings discreet grandeur to the british capital – with swiss precision at the helm. managing director rolf bühlmann speaks about the brand’s timeless service philosophy, the fine balance between business and leisure, and what sets this 1 billion pound hotel apart. from michelin stars to vintage rolls-royces, the peninsula experience is as refined as it is personal. when the peninsula hotels opens a new hotel, the world takes notice. the storied luxury brand, founded in 1928 in hong kong, is renowned for its immaculate service, understated elegance, and architectural splendor. each of its properties is a masterclass in hospitality, blending cultural depth with cosmopolitan sophistication. recently, the peninsula has arrived in london — and it has done so with typical grandeur. the peninsula london, which opened its doors in late 2023, is located at the prestigious corner of hyde park corner and wellington arch. the hotel represents an investment of over 1 billion british pounds ($1.3 billion), underscoring its ambition to become a new landmark in the british capital. designed by hopkins architects with interiors by peter marino, the building blends neoclassical architecture with contemporary finesse, offering 190 rooms and suites, world-class dining, and curated cultural experiences. and true to brand tradition, guests can glide through belgravia or mayfair in a vintage rolls-royce, part of the hotel’s house fleet. swiss hotelier rolf bühlmann, appointed as managing director in early 2024, brings with him decades of international experience — particularly in asia, where the peninsula brand is deeply rooted. in this conversation, he discusses the first months of operation, the service philosophy behind the hotel, and why london’s financial world continues to pair so naturally with the finest in global hospitality. mr. bühlmann, the peninsula london opened its doors in late 2023, you started as general manager in early 2024. how has the hotel been received by travelers? since our soft opening in september 2023, we’ve been truly humbled by the warm reception from both international visitors and the local community. brooklands by claude bosi, receiving two michelin stars within its first four months, was a testament not only to the culinary excellence but also to the deep commitment of our team. likewise, our afternoon tea in the lobby has become a sought-after ritual for guests and londoners alike. beyond dining, guests have shared wonderful feedback on the hotel’s design, atmosphere, and personalized service - from the tranquillity of the peninsula spa to the views from our rooftop bar. while we are still at the beginning of our journey, our focus remains on refining every detail to ensure the peninsula london becomes a place where people feel truly at home. what can you tell us about the approximate guest structure in terms of leisure and business travel? we welcome a balanced mix of leisure and business guests. our location in belgravia, close to key business districts yet moments from iconic cultural landmarks, makes us well-suited to both. leisure guests are drawn to our generous suite layouts, our art and cultural programming, and our dining experiences. at the same time, business travelers appreciate the privacy, discretion, and seamless service that support their productivity while offering a sanctuary away from the city’s pace. how many guests from asia and switzerland stay at the peninsula london? the peninsula brand enjoys a loyal following in asia, where our journey began in 1928 with the peninsula hong kong. our presence in key cities like tokyo, shanghai, and bangkok has nurtured strong brand recognition across the region, and we are honoured to welcome many asian guests who know and trust us. switzerland, too, is an important market. swiss travelers tend to value exceptional craftsmanship, precision, and authenticity - principles that align naturally with the peninsula ethos. we are also seeing strong interest from swiss business travelers, particularly those in banking and finance, for whom london remains a key destination. for you personally, what are the hotel's main highlights and differentiating factors? to have the privilege of building a hotel from scratch in such a storied part of the city, making it both blend in and stand out, is really unusual here in london. as a result, the peninsula london is a hotel of space and light, which is one of its defining elements for me. but what truly sets us apart is our attention to detail and our approach to service. we take the time to understand our guests – not only their preferences but also their expectations - and build their stay around those insights. this means we can deliver a highly personalised experience with genuine care and quiet precision. what are your current priorities? is there anything extraordinary to expect for 2025? our focus remains on delivering service excellence – consistently – in every aspect of the guest journey. looking ahead, we are expanding our cultural and culinary programming. brooklands by claude bosi, the lobby and canton blue have each been met with enthusiasm, and we are developing new concepts to build on this momentum. additionally, we have launched the salon series, a curated program bringing together voices, creatives, and cultural pioneers from the worlds of art, sustainability, gastronomy, fashion, and design. in parallel, the peninsula academy will unveil new bespoke experiences in april, offering guests privileged access to some of london’s most storied locations and craftspeople. underlying all of this is a long-term commitment to sustainability and meaningful local engagement, ensuring that the peninsula london not only upholds the highest standards of luxury but also contributes positively to the environment and the community. after embarking on your professional career in switzerland, you switched your focus to asia, where you worked for leading institutions. what are the main hospitality insights that you gained there? asia taught me the power of service culture, rooted in respect, attentiveness, and anticipation. there is an intrinsic generosity in how hospitality is approached across much of asia, which has deeply influenced my professional ethos. moreover, asia’s pace of innovation - whether in service delivery, technology, or guest experience - fostered an adaptability and forward-thinking mindset that continues to shape how i approach my role today. what differentiates the peninsula hotels from other luxury hotel groups? luxury today goes far beyond materials or aesthetics - it’s about how people are made to feel. at the peninsula, we aim to create emotional connections built through sincerity, thoughtfulness, and consistency. our service culture is rooted in nearly a century of heritage, yet constantly evolving. whether through cutting-edge in-room technology, bespoke cultural programming, or simply a warm and personal welcome, every touchpoint is considered. but ultimately, it is our people – their dedication and intuition – that set us apart. you have been managing hotels located in important financial hubs such as london, new york, and hong kong. how do the luxury hotel industry and the financial industry complement each other? there is a natural synergy between the two. financial centers require infrastructure that supports global mobility, confidentiality, and state-of-the-art facilities – qualities that luxury hotels are uniquely equipped to provide. at the peninsula london, we host a wide range of business travelers and delegations, offering not only discretion and bespoke service but also the kind of setting that enhances personal interaction, whether that is a quiet meeting over breakfast or a formal gathering in one of our event spaces. equally, many of our leisure guests are global citizens who are very much at home in the world of finance and business, and they too appreciate the sanctuary of calm and quality amid the dynamism of london. the intersection of business and lifestyle is becoming increasingly fluid, and our role is to support both with equal finesse. rolf bühlmann joined the peninsula london as managing director in early 2024, following leadership roles in new york, bangkok, and hong kong. a seasoned hotelier with over a decade at the peninsula hotels, he previously held senior positions across asia, the us, and switzerland. bühlmann is a graduate of the école hôtelière de lausanne.

The Peninsula London brings discreet grandeur to the British capital – with Swiss precision at the helm. Managing Director Rolf Bühlmann speaks about the brand’s timeless service philosophy, the fine balance between business and leisure, and what sets this 1 billion pound hotel apart. From Michelin stars to vintage Rolls-Royces, The Peninsula experience is as refined as it is personal.

When The Peninsula Hotels opens a new hotel, the world takes notice. The storied luxury brand, founded in 1928 in Hong Kong, is renowned for its immaculate service, understated elegance, and architectural splendor. Each of its properties is a masterclass in hospitality, blending cultural depth with cosmopolitan sophistication. Recently, The Peninsula has arrived in London — and it has done so with typical grandeur.

The Peninsula London, which opened its doors in late 2023, is located at the prestigious corner of Hyde Park Corner and Wellington Arch. The hotel represents an investment of over 1 billion British pounds ($1.3 billion), underscoring its ambition to become a new landmark in the British capital.

Designed by Hopkins Architects with interiors by Peter Marino, the building blends neoclassical architecture with contemporary finesse, offering 190 rooms and suites, world-class dining, and curated cultural experiences. And true to brand tradition, guests can glide through Belgravia or Mayfair in a vintage Rolls-Royce, part of the hotel’s house fleet.

Swiss hotelier Rolf Bühlmann, appointed as Managing Director in early 2024, brings with him decades of international experience — particularly in Asia, where The Peninsula brand is deeply rooted. In this conversation, he discusses the first months of operation, the service philosophy behind the hotel, and why London’s financial world continues to pair so naturally with the finest in global hospitality.

Mr. Bühlmann, the Peninsula London opened its doors in late 2023, you started as General Manager in early 2024. How has the hotel been received by travelers?

Since our soft opening in September 2023, we’ve been truly humbled by the warm reception from both international visitors and the local community. Brooklands by Claude Bosi, receiving two Michelin stars within its first four months, was a testament not only to the culinary excellence but also to the deep commitment of our team. Likewise, our Afternoon Tea in The Lobby has become a sought-after ritual for guests and Londoners alike. Beyond dining, guests have shared wonderful feedback on the hotel’s design, atmosphere, and personalized service - from the tranquillity of the Peninsula Spa to the views from our rooftop bar. While we are still at the beginning of our journey, our focus remains on refining every detail to ensure The Peninsula London becomes a place where people feel truly at home.

What can you tell us about the approximate guest structure in terms of leisure and business travel?

We welcome a balanced mix of leisure and business guests. Our location in Belgravia, close to key business districts yet moments from iconic cultural landmarks, makes us well-suited to both. Leisure guests are drawn to our generous suite layouts, our art and cultural programming, and our dining experiences. At the same time, business travelers appreciate the privacy, discretion, and seamless service that support their productivity while offering a sanctuary away from the city’s pace.

«Financial centers require infrastructure that supports global mobility, confidentiality, and state-of-the-art facilities.»

How many guests from Asia and Switzerland stay at The Peninsula London?

The Peninsula brand enjoys a loyal following in Asia, where our journey began in 1928 with The Peninsula Hong Kong. Our presence in key cities like Tokyo, Shanghai, and Bangkok has nurtured strong brand recognition across the region, and we are honoured to welcome many Asian guests who know and trust us. Switzerland, too, is an important market. Swiss travelers tend to value exceptional craftsmanship, precision, and authenticity - principles that align naturally with The Peninsula ethos. We are also seeing strong interest from Swiss business travelers, particularly those in banking and finance, for whom London remains a key destination.

For you personally, what are the hotel's main highlights and differentiating factors?

To have the privilege of building a hotel from scratch in such a storied part of the city, making it both blend in and stand out, is really unusual here in London. As a result, The Peninsula London is a hotel of space and light, which is one of its defining elements for me. But what truly sets us apart is our attention to detail and our approach to service. We take the time to understand our guests – not only their preferences but also their expectations - and build their stay around those insights. This means we can deliver a highly personalised experience with genuine care and quiet precision.

What are your current priorities? Is there anything extraordinary to expect for 2025?

Our focus remains on delivering service excellence – consistently – in every aspect of the guest journey. Looking ahead, we are expanding our cultural and culinary programming. Brooklands by Claude Bosi, The Lobby and Canton Blue have each been met with enthusiasm, and we are developing new concepts to build on this momentum. Additionally, we have launched The Salon Series, a curated program bringing together voices, creatives, and cultural pioneers from the worlds of art, sustainability, gastronomy, fashion, and design. In parallel, the Peninsula Academy will unveil new bespoke experiences in April, offering guests privileged access to some of London’s most storied locations and craftspeople. Underlying all of this is a long-term commitment to sustainability and meaningful local engagement, ensuring that The Peninsula London not only upholds the highest standards of luxury but also contributes positively to the environment and the community.

«Asia’s pace of innovation - whether in service delivery, technology, or guest experience - fostered an adaptability and forward-thinking mindset that continues to shape how I approach my role today.»

After embarking on your professional career in Switzerland, you switched your focus to Asia, where you worked for leading institutions. What are the main hospitality insights that you gained there?

Asia taught me the power of service culture, rooted in respect, attentiveness, and anticipation. There is an intrinsic generosity in how hospitality is approached across much of Asia, which has deeply influenced my professional ethos. Moreover, Asia’s pace of innovation - whether in service delivery, technology, or guest experience - fostered an adaptability and forward-thinking mindset that continues to shape how I approach my role today.

What differentiates The Peninsula Hotels from other luxury hotel groups?

Luxury today goes far beyond materials or aesthetics - it’s about how people are made to feel. At The Peninsula, we aim to create emotional connections built through sincerity, thoughtfulness, and consistency. Our service culture is rooted in nearly a century of heritage, yet constantly evolving. Whether through cutting-edge in-room technology, bespoke cultural programming, or simply a warm and personal welcome, every touchpoint is considered. But ultimately, it is our people – their dedication and intuition – that set us apart.

You have been managing hotels located in important financial hubs such as London, New York, and Hong Kong. How do the luxury hotel industry and the financial industry complement each other?

There is a natural synergy between the two. Financial centers require infrastructure that supports global mobility, confidentiality, and state-of-the-art facilities – qualities that luxury hotels are uniquely equipped to provide. At The Peninsula London, we host a wide range of business travelers and delegations, offering not only discretion and bespoke service but also the kind of setting that enhances personal interaction, whether that is a quiet meeting over breakfast or a formal gathering in one of our event spaces. Equally, many of our leisure guests are global citizens who are very much at home in the world of finance and business, and they too appreciate the sanctuary of calm and quality amid the dynamism of London. The intersection of business and lifestyle is becoming increasingly fluid, and our role is to support both with equal finesse.

Rolf Bühlmann joined The Peninsula London as Managing Director in early 2024, following leadership roles in New York, Bangkok, and Hong Kong. A seasoned hotelier with over a decade at The Peninsula Hotels, he previously held senior positions across Asia, the US, and Switzerland. Bühlmann is a graduate of the École Hôtelière de Lausanne.