Hotelier of the Month: Robert Frederik Maurer Loeffler

Robert Frederik Maurer Loeffler, Vice President of Operations and General Manager at Centara Grand & Bangkok Convention Centre at CentralWorld, brings over 30 years of hospitality expertise. A visionary leader known for transforming trends into celebrated culinary hotspots, Robert has spent 13 years at Centara, shaping its success. Originally from Rotterdam, Netherlands, he holds a Food & Beverage Management Certificate from Cornell University and is fluent in multiple languages, enhancing his international career. Previously, he served as Group Director of Operations for Bangkok and City Hotels, consistently driving guest satisfaction and innovation.

Can you share a bit about your journey in the hospitality industry and how you got started?

Hospitality has always been part of my life. Growing up in luxury hotels across Europe and Asia with my father, a hotelier with Hilton, I was constantly surrounded by the vibrant energy of the industry. I spent my childhood in hotel lobbies, kitchens, and ballrooms, which sparked my passion for hospitality early on. It was a natural path for me to pursue, and I feel like it’s in my DNA.

You have been with Centara for 18 years. What's the toughest moment you have experienced?

One of the most challenging periods was navigating Centara Grand through rapid transformation as Bangkok emerged as a global destination with rising competition and evolving guest expectations. We needed to ensure Centara Grand remained at the forefront of both innovation and experience, which required bold, strategic moves. Each new concept and dining experience had to be distinct, allowing us to stand out while staying true to the brand. Balancing these shifts while honouring our identity took a mix of agility and creative thinking.

Our convention and meeting space, the Bangkok Convention Centre, also presented its own unique challenges and opportunities. With a capacity to host over 6,000 guests, it’s one of the largest in the city, and our goal has been to position it as a leading choice for international events, conventions, and exhibitions. Ensuring it meets the needs of large-scale events while maintaining a high standard of service has required meticulous planning and a commitment to excellence. 

Sustainability has become a cornerstone of our vision, though achieving it in an urban hotel environment poses unique challenges. Space constraints and structural limitations are often hurdles, yet we’ve transformed our rooftop tennis courts into lush organic gardens that supply fresh produce directly to our kitchens. Guests appreciate the difference, and it allows us to support a greener approach in a setting where green space is scarce. We’ve also installed solar panels across the convention centre roof—a significant undertaking in an urban high-rise. This addition has made a real impact on our carbon footprint and exemplifies our commitment to responsible, forward-thinking choices. Luxury today isn’t just about indulgence; it’s about making thoughtful, lasting contributions to the environment and community, even when it requires overcoming obstacles.

What are some of the most memorable experiences or achievements here?

Some of our proudest achievements have come from taking creative risks. Bringing Spanish cuisine to Bangkok with UNO MAS was a game-changer, opening up an entirely new culinary experience in a city that was new to the flavours of Spain. Red Sky’s recent transformation has also been a high point, where we blended familiar elements with modern touches to captivate today’s guests.

Cocoa XO, Thailand’s only cognac and chocolate-focused bar featuring a chocolate cave, was another milestone that took us out of the traditional comfort zone. Cognac wasn’t typically popular with the cocktail crowd, but we saw potential in positioning it as a versatile and exciting choice. We got the messaging right and also turned chocolate into a sophisticated, indulgent experience for grown-ups. CRU Champagne Bar has also made a mark by changing perceptions around champagne; we’ve shown guests that champagne isn’t just for special occasions but a way to celebrate life every day.

Our sustainability efforts have also been pivotal. We’ve turned our rooftop tennis courts into thriving organic gardens supplying our kitchens with fresh produce and installed solar panels on the convention centre roof. These efforts go beyond typical operations, embodying our commitment to creating a responsible, forward-thinking experience that resonates with today’s guests.

How do you approach leadership and team management in such a big organisation?

I believe in hiring people who bring diverse skills and perspectives. For instance, when revamping our club lounge, I brought in former airline managers from international airlines, who are trained to deliver excellence under pressure. Their expertise has elevated the guest experience. I aim to foster a culture of continuous learning and innovation, ensuring our team feels empowered to exceed expectations.

What advice would you give to young professionals aspiring to build a career in the hotel industry?

Be open to learning and stay adaptable. The hospitality landscape is constantly evolving, so keep an eye on trends and be willing to adapt to changes. Build a solid foundation in guest experience and don’t be afraid to take unconventional paths. Working in hospitality means creating memorable experiences, so focus on honing your skills and find ways to bring your passion to the forefront.