Red Carnation Hotels: Where luxury meets legacy and local commitment

“At Red Carnation Hotels, we don’t just offer a place to stay; we offer a home, a story, and an experience that lingers long after check-out. As a family-owned business, we take a hands-on approach, investing in both our hotels and our teams, always with the goal of maintaining a high level of quality and a sustainable, long-term vision,” says Jonathan Raggett, CEO of Red Carnation Hotels.

In a world where luxury hospitality often feels standardised, Red Carnation Hotels has carved a niche by mastering the art of personalisation. The brand is about connections—connection to guests, local communities, and a philosophy that values authenticity over mass production.

Ask anyone who has stayed at a Red Carnation property, and they’ll likely recall a moment when they felt truly seen. That’s a culture built over decades. “We place a strong emphasis on training,” Jonathan states, with Liz McGivern, Head of People and Culture, leading the charge. “Many of our team members, including our General Managers, have been with us for over 20 years.” That longevity is the backbone of their consistency. From London to Africa, guests receive the same high level of care, not because of corporate policies but because of deeply ingrained values.

Red Carnation’s hands-on approach extends beyond service. It influences design, operations, and partnerships. “We create spaces that reflect the character of their surroundings. Every property is an extension of its environment, from the rich history of The Rubens at The Palace in London to the untamed beauty of Xigera Safari Lodge in Botswana,” Jonathan explains.

Luxury hospitality is an evolving landscape, with trends constantly shifting. Yet, Red Carnation Hotels has maintained its strong identity by doubling down on its roots. “Each of our properties reflects the culture, history, and environment of its location. Guests experience, thanks to curated private tours, immersive cultural activities, and hands-on management that ensure authenticity,” Jonathan affirms.

Sustainability as a responsibility, not a trend

Long before “eco-conscious travel” became a buzzword, Red Carnation Hotels embraced sustainability as a core value. “Michelle Devlin, our VP of Sustainability, is leading efforts to reduce our environmental footprint across all our properties,” Jonathan highlights.

From reducing waste and conserving water to sourcing locally, their approach is about genuine impact. “At Xigera Safari Lodge, we focus on conservation, while our London restaurants champion locally sourced ingredients. Sustainability is woven into every decision, ensuring guests enjoy guilt-free luxury,” says Jonathan.

The challenge of growth: Consistency without compromise

As the brand has expanded, maintaining its hallmark personalised service across multiple locations has been a challenge, but one that has been tackled head-on. “To address this, we have focused on nurturing internal growth within our teams. For example, Laura Jamieson and Michael Smith, who started at Ashford Castle, went on to manage The Rubens at The Palace before launching 100 Princes Street in Edinburgh. By fostering leadership from within, Red Carnation Hotels ensures continuity and quality, regardless of geography,” Jonathan says.

A commitment to small businesses

In an era where luxury brands often turn to large-scale suppliers, Red Carnation Hotels has built a reputation for championing small and medium enterprises (SMEs). “We take great pride in sourcing from local businesses, from artisanal food producers to regional experts who help curate guest experiences. Take their Edinburgh property, for example, where room amenities are crafted by local artisans. Or Xigera Safari Lodge, which collaborated with over 70 African artists to create a living art gallery in the Okavango Delta,” Jonathan shares.

These partnerships preserve cultures, empower communities, and enrich guest experiences.

Why SMEs matter in luxury hospitality

Red Carnation Hotels actively seeks to work with SMEs. “Small businesses align with our values of authenticity, sustainability, and community,” Jonathan explains. From handcrafted teas to bespoke bath products, these partnerships infuse the properties with a level of uniqueness that mass production simply cannot replicate.

The success story of PMD Tea is a perfect example. A small, family-owned business, PMD Tea was introduced across Red Carnation properties, gaining exposure to an international audience. “The partnership helped PMD Tea grow its brand and reach new customers. It’s a win-win as guests enjoy exclusive, high-quality offerings while SMEs gain a platform for expansion,” Jonathan says.

For SMEs looking to collaborate with high-end hospitality brands, Red Carnation Hotels has one key piece of advice: “Offer something truly exceptional.”

Luxury hotels are looking for storytellers. “It’s important to ensure that your business aligns with the values of the brand you’re approaching, whether that’s sustainability, local sourcing, or exceptional quality,” Jonathan says. Strong relationships and reliability are just as crucial as the product itself.

While digital transformation is reshaping hospitality, Red Carnation Hotels believes technology should enhance, not replace, the human touch. “SMEs can use tools like customer relationship management (CRM) systems to manage guest preferences and reservations more efficiently, but technology should always complement personal service,” Jonathan says.

At Red Carnation Hotels, data helps understand guest needs better, but a warm smile, a handwritten note, or a perfectly timed gesture of hospitality still reign supreme.

For many small businesses, sustainability can feel like a costly challenge. That’s where Red Carnation Hotels steps in. “Michelle Devlin works closely with SMEs to help them implement waste reduction, energy efficiency, and sustainable sourcing practices,” Jonathan highlights. They also connect SMEs with specialised suppliers, ensuring that eco-friendly practices become a shared goal, not an isolated effort.

The future: A hospitality ecosystem where SMEs thrive

The travel sector is shifting and modern travellers crave authenticity, sustainability, and meaningful experiences. And that’s where SMEs can shine. “We see great potential for SMEs in sustainability, unique guest experiences, and personalised services. Their commitment to fostering local collaborations, sharing expertise, and providing platforms for visibility ensures that small businesses remain an integral part of the evolving hospitality ecosystem,” Jonathan affirms.

Red Carnation Hotels is proof that luxury is about meaning. It’s about crafting experiences that resonate, championing small businesses, and ensuring that hospitality remains deeply personal, even as the industry evolves. For small businesses, it’s an opportunity to grow. And for the industry at large, it’s a reminder that true luxury is about how and why you offer it.

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