A challenge I faced when joining Cheval Blanc was that the brand was completely new – it was founded in 2006. This presented us with opportunities, and we started by asking ourselves what the key attributes are to building a long-term world-class brand. We consciously focused on taking a long-term approach: Rome wasn't built in a day and we were and remain unattracted to compromising on quality. All our decisions are guided by four fundamental values: craftsmanship, exclusive privacy, creativity, and the French "art de recevoir". These values have been our rock, guiding us as a brand during my 14-year tenure which has seen the 2008 Great Financial Crisis and Covid-19 pandemic hit the hospitality market hard. Having core values orientates a brand for both the good and the tough times. As a French brand, we've also always placed a special emphasis on delivering the best in food and beverage. It should come as no surprise that we have three 3-star Michelin restaurants and put a special emphasis on training our chefs. As with all our hotels, our latest addition to the Cheval Blanc "Maisons" in Paris opened its doors in September 2021 and brings together our core values: from handcrafted interiors, panoramic views of the Seine, an exceptional collection of arts and the Dior Spa, we seek to combine discretion with world-class excellence.