Bernardo Neto, General Manager, The Ben Hotel

Invest: met with Bernardo Neto, general manager of The Ben Hotel, to discuss the hotel’s milestones, market dynamics, and strategic initiatives over the past year, highlighting its growing corporate clientele and unique events.

What were some of the major highlights and milestones for The Ben Hotel over the past year?

Over the past year, one of the highlights has been the continued growth of the business, both in terms of occupancy rates and overall guest satisfaction. We’ve seen a significant increase in returning guests, which shows the strength of our brand and the loyalty we’re building.

Additionally, there has been an uptick in corporate business coming into West Palm Beach, with companies increasingly choosing The Ben for their travel needs. Often, guests who initially stay with us on business trips return for leisure or other occasions, which speaks volumes about the experience we provide.

Another key milestone has been our ability to create unique events that resonate with the community and enhance our visibility. Our website, thebenevents.com, showcases the various activities we’ve hosted. For instance, we introduced South Florida’s only outdoor real ice-skating rink, which is especially unique given our warm climate. It’s an experience that draws both locals and visitors. Finally, we’ve hosted several high-profile guests this year, including presidents of countries, Fortune 500 CEOs, and other influential individuals, which underscores the reputation we’ve built as a top-tier luxury destination.

Last year, it was reported that The Wheelock Street Capital Group was planning to sell The Ben Hotel for $208 million, which is double the purchase price from 2021. What is behind that valuation growth?

I can’t comment on that valuation and its accuracy but the success of The Ben is a combination of strong market dynamics and strategic hotel operations. West Palm Beach has experienced significant growth, with an influx of new businesses and residents contributing to greater demand for quality accommodations. At the same time, our operational focus on maintaining a strong reputation for excellent customer service and providing a luxury experience has driven consistent performance.

Palm Beach Island also plays an important role. The island is home to some of the wealthiest individuals globally but has limited hotel options. As the most luxurious Marriott-branded property in the area, The Ben attracts high-net-worth guests who value brand recognition and loyalty programs. This strategic positioning, combined with West Palm Beach’s rising status as a business hub, has created the perfect conditions for rapid growth. This year, we’re set to achieve $50 million in sales, and with ongoing projects like weather-proofing our restaurants, there’s still potential for further revenue growth.

What has the demand been like for corporate events, conferences, and trade shows over the past year? 

Corporate demand has been a game-changer, especially during the offseason. The first quarter is always busy with visitors escaping colder climates, but the summer months, which used to see lower occupancy rates of around 55%, are now steadily increasing. This growth is largely due to corporate events and business travel, which help balance out the seasonal nature of the market.

West Palm Beach is transitioning into a year-round destination, and that’s reflected in our operations. With corporate clients seeking high-quality venues for their events, our facilities, combined with the personalized service we provide, have been key in meeting their expectations. This shift is not only driving offseason occupancy but also elevating the hotel’s overall revenue potential.

Which industries or sectors are driving demand for corporate spaces? Are you seeing any particular trends?

The Top 3 sectors driving corporate demand in West Palm Beach are finance, healthcare, and agriculture. Finance leads the way, with wealth management firms and accounting services drawn to the area due to the significant wealth concentrated in Palm Beach. Healthcare is another major sector, driven by Florida’s large retiree population and the aging baby boomer generation, which has created demand for healthcare services. Surprisingly, agriculture is also a key player, particularly in the sugar industry, which is a significant part of the region’s economy. While technology is beginning to grow, finance, healthcare, and agriculture remain the dominant forces shaping corporate demand.

How does The Ben’s strategic location play into its success, especially given the limited space for waterfront development in West Palm Beach?

Our location is one of our strongest assets. We are directly in front of the marina, which places us in a prime position for guests seeking proximity to the water. While there is still space for development in West Palm Beach, most of the remaining waterfront properties have already been taken by residential buildings. This scarcity of prime real estate makes The Ben one of the most desirable addresses in the area. Our location not only sets us apart but ensures that we remain a top choice for both business and leisure travelers for years to come.

How do you think the redesign of the downtown waterfront and Flagler Drive might impact local hotels?

The city’s plans have tremendous potential. A thoughtfully designed waterfront can transform the area into a vibrant hub for both locals and visitors, similar to what Barcelona achieved with its Olympic Port. The current space is underutilized, and there’s an opportunity to create something truly special with local stores, restaurants, and weather-resistant landscaping. If done well, this could enhance the appeal of West Palm Beach and further boost demand for accommodations, benefitting not just The Ben but the entire hospitality sector.

How has The Ben leveraged emerging technologies to enhance the guest experience over the past year?

We’ve approached technology thoughtfully, ensuring it enhances convenience without detracting from the luxury experience. For instance, our app allows guests to customize their stay by purchasing amenities or experiences in advance, which adds a layer of personalization. At the same time, we’ve avoided over-complicating the in-room experience with excessive technology, as many of our guests value simplicity and ease of use.

Our focus remains on delivering exceptional service. Guests staying at a luxury property expect a high level of personal interaction and attention to detail, whether it’s a beautifully presented room service meal or a warm welcome upon arrival. While technology plays an important role in streamlining operations and providing quick responses, it will never replace the human connection that defines the hospitality experience at The Ben.