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Ultima Collection Announces New Leadership

swiss hotel

The ultra-luxury brand kicks off 2024 with the appointment of Petar Krstic as CEO and Sven Flory as CCO to spearhead its expansion

January 2024 – To start of the year, Ultima Collection announced the appointment of a new leadership team to spearhead the brand’s expansion. Effective January 2024, newly appointment Chief Executive Officer Petar Krstic and Chief Commercial Officer Sven Flory are set to bring Ultima Collection into a new era of brilliance and sustained success.

Before taking on the role of CEO at Ultima Collection, Petar Krstic accumulated substantial experience in diverse leadership positions over the past 20 years. He spent the last 6 years with Aman in Africa, Asia, Europe and the US. Most recently he led the opening of the highly anticipated Aman New York. He has also held leadership positions with Rosewood Hotels & Resorts, Relais & Châteaux, and Mandarin Oriental. In-depth knowledge of the world of luxury, coupled with a solid entrepreneurial intuition pushed Petar throughout his career and further solidified his understanding of future trends and requirements in the field of hospitality and travel.

Petar Krstic

“Ultima Collection answers the needs of today’s affluent traveller, fulfilling the desire for shared experiences with friends and family, for ease and total privacy. We own and operate all of our properties, which gives us the opportunity to have total control over the quality and guest experience. I look forward to further consolidating this unique positioning and realising our ambitious growth plans together with our incredible team,” says Petar Krstic.

Sven Flory brings a high level of expertise to the role, having held positions as Director of Sales and Marketing, Director of Business Development and Vice President of Sales and Partnerships within renowned luxury hotel establishments over the last 10 years. His journey has led him to prestigious establishments such as The Ched Andermatt, the Giardino Group and The Bürgenstock Collection.

Sven Flory

“Far from mass tourism, Ultima Collection offers unparalleled personalised experiences, combined with a precious balance utter seclusion and shared experiences,” added newly appointed CCO Sven Flory. “Luxury hotels have always been where my passion lies, and thankfully, I’ve had the opportunity, alongside my team, to make my mark in some of the best establishments in Switzerland. I’m delighted to take forward my new mission, which consists of bringing a completely different and exciting luxury hotel format into a new era of hospitality and keeping up with new trends in tourism,” he concluded.

Ultima Collection‘s ultra-luxury portfolio includes 48 residences, chalets, private villas and luxury hotels spread across eleven premier destinations in Switzerland, France and Greece. The brand has also announced the addition of three new properties to its portfolio across Switzerland. Set to open in 2024 and 2025, Ultima Geneva Quai Wilson, Ultima Gstaad Promenade, and Ultima Cologny will further solidify the collection’s strong presence in the country.

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