The Hongkong and Shanghai Hotels (HSH), the parent company of The Peninsula Hotels, has announced the appointment of Julien Munoz as Chief Commercial Officer (CCO), effective November 2025. This move highlights the company’s commitment to global growth, innovation, and sustainability in the luxury hospitality sector.
Julien’s appointment marks a major milestone for HSH as it continues to expand its influence across international markets. He will lead the company’s sales and marketing divisions, guiding brand strategy for The Peninsula Hotels and HSH’s other luxury assets. His proven expertise in combining traditional hospitality excellence with modern digital transformation aligns perfectly with the group’s long-term vision.
Julien Munoz: A Proven Leader in Luxury and Innovation
With more than 25 years of experience, Julien Munoz brings a rich background in high-end hospitality, digital strategy, and customer experience. Before joining HSH, he served as Chief Commercial Officer at Monte-Carlo Société des Bains de Mer (SBM), a company famous for its luxury hotels, Michelin-starred restaurants, and the iconic Casino de Monte-Carlo.
At SBM, Julien developed new commercial strategies that boosted global visibility and positioned the brand among the world’s leading luxury destinations. His work included introducing advanced customer relationship management (CRM) systems and launching digital tools that improved guest engagement.
He also played a leading role in expanding SBM’s reach through major international events such as the Monaco Grand Prix and the Rolex Monte-Carlo Masters, which attract elite travelers from across the globe. His experience in these roles makes him the ideal choice to guide HSH’s commercial growth in an evolving luxury market.
Driving Digital Transformation in Hospitality
Julien has built his career around blending technology with hospitality excellence. His leadership in digital innovation helped modernize the guest experience at SBM, where he introduced technology-driven engagement systems that improved personalization and service delivery.
At HSH, he will apply this expertise to strengthen the company’s digital platforms, enhance CRM systems, and optimize marketing strategies. His goal is to deliver seamless, data-driven guest experiences across all HSH properties, while maintaining the warmth and authenticity that define The Peninsula brand.
Digital transformation has become essential in luxury hospitality, where personalization and connection are key to customer loyalty. Julien’s appointment demonstrates HSH’s forward-thinking approach to integrating technology with human-centered service.
A Global Strategy for Growth and Sustainability
Under Julien’s leadership, HSH aims to expand its global footprint while reinforcing its reputation for excellence. He will oversee initiatives that combine commercial innovation with responsible growth, focusing on sustainability, brand differentiation, and customer satisfaction.
HSH continues to position itself as a global leader in sustainable luxury. Its hotels operate under a green philosophy that emphasizes energy efficiency, waste reduction, and local community engagement. Julien’s expertise in aligning commercial performance with environmental responsibility supports this mission.
By investing in both people and technology, HSH intends to create a long-term model of success that benefits guests, employees, and communities alike.
The Peninsula Hotels: Continuing a Legacy of Excellence
The Peninsula Hotels, a flagship brand of HSH, remains a symbol of timeless elegance and world-class service. Each property blends heritage with innovation, reflecting the unique culture of its location while delivering a consistently luxurious experience.
Under Julien’s direction, The Peninsula Hotels will focus on enhancing guest engagement through tailored experiences and refined service design. His understanding of modern luxury travelers—who seek authenticity, comfort, and digital convenience—will help elevate the brand’s global presence.
As global travel trends evolve, The Peninsula brand continues to expand strategically into key markets, maintaining its reputation for understated sophistication and hospitality excellence.
Collaborating for the Future
Julien will report directly to CEO Benjamin Vuchot, joining the HSH Group Management Board. Together, they will drive a new era of commercial excellence built on collaboration, innovation, and customer insight.
Benjamin Vuchot emphasized that Julien’s appointment represents more than a leadership change—it marks a commitment to future growth. “Julien’s expertise in luxury hospitality and digital strategy will help us build stronger connections with guests and further enhance The Peninsula’s global reach,” he said.
In his statement, Julien expressed enthusiasm for his new role: “I am honored to join a company with such a remarkable heritage and global reputation. I look forward to working with this talented team to expand HSH’s presence while staying true to the brand’s legacy of excellence.”
A Career Defined by Global Experience
Julien’s professional journey spans several international organizations across Europe and the Middle East. He previously held leadership positions at Radisson Hotel Group, Etisalat Digital, Dubai Parks and Resorts, and Disneyland Paris, where he led commercial and marketing initiatives for the EMEA region.
His academic background includes an MBA from ESSEC Business School and Cornell University and a Bachelor’s degree in Hospitality Management from École Hôtelière de St. Quentin en Yvelines. His combination of education and experience gives him a unique perspective on both global markets and customer expectations.
Setting the Stage for a New Chapter
HSH’s decision to appoint Julien Munoz as Chief Commercial Officer reinforces its goal of redefining luxury hospitality in the modern era. His leadership will guide the group through an exciting phase of expansion, innovation, and sustainability.
As the travel industry evolves, HSH continues to balance tradition with transformation. With Julien leading the commercial strategy, the company is well-positioned to meet the needs of today’s travelers while preparing for the future.
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