Design Hotels Taps New Leadership

Peter Cole assumes ceo role

Boutique Design
Peter Cole

Design Hotels has a newly formed board and executive team to lead the company and grow the brand. Along with collaborator and major shareholder Marriott Intl., the team is working on offering its member hotels new options, first announced at the brand’s owners and representatives conference in October.

Launching in early 2019, Design Hotels will offer an additional business model for a new form of membership. This new opportunity will allow participating member hotels to get access to Marriott’s distribution channels; the new Marriott loyalty program, which unites SPG, Marriott Rewards and The Ritz-Carlton Rewards; and a standardized set of products and services.

Peter Cole assumed the ceo title on Dec. 1, serving as the sole member of the management board. During his 22 years with Marriott, Cole most recently led the integration of Starwood Hotels & Resorts as managing director of business integration. He oversaw hotel operations, organizational design, talent management, loyalty programs, system integration, financial management and unit growth.

Serdar Kutucu has been named chief operating officer of Design Hotels, working closely with Cole to drive innovation. Over the past 10 years, Kutucu has helped shape the company’s collection of more than 300 privately owned member hotels. In 2014, he took leadership of the brand as vice president of brand, marketing and communications. In 2017, he served as executive vice president of brand and strategy.

Sascha Wolff is the third member of the executive board and chief financial officer. He joined the predecessor company of Design Hotels, lebendsart global networks AG, in February 2000 as head of accounting and later also took over financial controlling. Wolff was promoted to director of finance in 2004. In 2009, he was named vice president of finance and led the company through the aftermath of the 2008/2009 financial crisis. He then became vice president and chief financial officer in 2014.

Founder Claus Sendlinger will continue as adviser to the executive board.

Photo of Peter Cole: Courtesy of Design Hotels