The Artisans: Eric Freitas Orford
The BLLA Team sits down with Eric Freitas Orford, General Manager of The Ludlow, as he delves into his experience as a boutique hotelier.
BLLA: What is your company’s mission statement?
EFO: Although we don’t have a concrete mission statement, our intent is to always aspire to provide a genuine experience and acts of kindness to our guests.
BLLA: How did you enter the hospitality industry?
EFO: I entered after working in luxury fashion for several years, where I was traveling the majority of my time. I fell in love with the art of hospitality and the foundation of service to provide. I saw it as a play and where people were on stage to perform. I then took a leap into the industry by leaving my fashion career and taking my first front-of-house role with Ace Hotel Group. My world opened up from there.
BLLA: What does“boutique” mean to you?
EFO: I think this word is very loosely used now within our world. Boutique to me stands to be a true independent business, without major national or global brands backing the hotels and supporting operating standards. Boutique for me is a startup business, where leaders and operators invent their principles and truly decide on what their hotels experience will separate them from the rest.
BLLA: How are you an artisan?
EFO: Having gone to art school in London after I graduated, I felt ashamed that maybe I gave up on the ability to create and be in a truly creative role. Now almost a decade later in my life, I realize that creating experiences for people truly is an art on its own.
BLLA: Why do you celebrate the path of independence?
EFO: I always felt connected to the creative community. I was lucky in my life to always be surrounded by so many creative people that seemed to never be the mold within the traditional mold. When I started my search on where I wanted my hospitality path to begin, I knew that I needed to be groomed by companies that allowed me to include all my sides of myself in the workspace. I believe that in boutique hotels we value differences in people; it’s what makes this world a beautiful place.
BLLA: What advice would you give to first-time hoteliers?
EFO: Start from the bottom and learn what all roles within the industry represent to the larger picture. It will allow you to not only become a great leader one day but to truly respect the roles of everyone within your organization.
BLLA: What would you say to hotel lenders & investors reading this?
EFO: It’s easy to invest and develop a product that’s already been replicated because you might see data that depicts it works. However, getting behind a new vision requires dreaming of something new and believing in someone. I believe that risk-takers follow their gut. Don’t be afraid to grow with someone.
BLLA: What’s next for you?
EFO: At the moment I am working on perfecting being the best within my current role. There is still so much more that I would like to explore and develop within myself as a leader and operator. I have found that sometimes the most difficult part of growing is being still and really looking within yourself to access your happiness. I am truly still dreaming, as I did when I first took this adventure to create a space that I might call my own. Currently, I am in a place where I am sourcing a business partner that might share the same ideas and the creation of a hotel that could be viewed as an institution.
About BLLA
The official organization for the world's independent boutique lifestyle hotels and leaders who are entrepreneurs themselves, promoting capital, resources, connection, education, and advocacy. As a pioneer in forecasting the boutique movement, BLLA's boutique community currently extends to more than 10,000 verified boutique and lifestyle hotels. BLLA is a catalyst for trends and the future of the boutique lifestyle, exactly what today's traveler is embracing. BLLA.org / Stay-Boutique.com. BLLA is also a capital/partner matchmaker via its Boutique Money Group division.
The corporate manifesto is: Experience the intention behind the brand.
