You don’t arrive at a Proper hotel—you transition into it. 

The city outside still hums, but its edges soften the moment you cross the threshold. Light behaves differently here. Conversations lower themselves. Time seems to loosen, just enough for you to breathe. Nothing announces itself, yet everything feels considered—where you sit, how you’re greeted, the quiet confidence of a space that seems to already know you’ve arrived. 

This is not luxury that asks to be admired. It’s luxury that asks you to exhale. 

At Proper, the guest experience is not built around grand gestures or scripted perfection. It’s shaped through mood, intuition, and the invisible choreography of countless details working in harmony. The kind you don’t consciously notice—but would deeply miss if they weren’t there. A stay here doesn’t aim to impress you; it aims to settle into you, lingering long after checkout. 

Behind this deliberate sense of ease is a discipline rarely seen and even less often articulated. One that treats experience not as an outcome, but as an emotional architecture—carefully designed, thoughtfully layered, and constantly evolving. 

At the center of this philosophy is Felipe Reyes Deeney, Director of Guest Experience at Proper Hospitality. His work doesn’t begin with service standards or operational checklists. It begins with a single, quietly powerful question: How should this moment feel? 

Everything else follows. 

Intuitive Service: Anticipation as a Leadership Philosophy 

For Felipe Reyes Deeney, leadership in hospitality begins long before a guest voices a need. His personal brand is anchored in what he calls Intuitive Service—the ability to anticipate, interpret, and resolve moments before they surface as problems. In his view, the most memorable guest experiences aren’t reactive; they are quietly proactive, unfolding with such ease that guests never realize how much thought went into them. 

“I’ve learned that the best guest moments happen when we solve a problem before the guest even realizes they have one,” he says. That belief shapes not only how experiences are designed, but how teams are led. 

Felipe approaches leadership through a culture of informed empowerment. Rather than relying on rigid scripts or hierarchical approvals, he prioritizes education—ensuring his teams understand why processes exist, not just how to follow them. When people understand the reasoning behind decisions, they begin to think like owners rather than operators. 

“I’m a firm believer that for a team to be successful, they must have the autonomy to make decisions on the fly,” he adds. Trust, in his leadership philosophy, is not a soft value—it’s a strategic one. When teams feel trusted, their confidence becomes visible, and that confidence translates directly into how guests are treated, welcomed, and remembered. 

The Chameleon Mindset: Adapting in a Constantly Shifting Industry 

Ask Felipe what separates good hospitality professionals from truly influential ones, and his answer is immediate: adaptability. He describes it as being chameleon-like—the ability to read a room, recalibrate in real time, and evolve based on context, environment, and human nuance. 

“In hospitality, the situation is never static,” he explains. “If you can’t pivot when circumstances change, you risk falling behind.” It’s this constant state of flux that drew him to the industry in the first place. For Felipe, hospitality’s unpredictability isn’t a challenge to manage—it’s the very fuel that keeps him engaged. 

Each day brings a new dynamic: a sudden operational disruption, an emotionally charged guest interaction, or an unexpected request that demands immediate judgment. Thriving in such moments requires more than technical skill; it requires comfort with ambiguity and confidence in instinct. 

“You can’t just be comfortable with change—you have to embrace it,” he says. Felipe prides himself on his ability to assess situations quickly and adjust his approach without hesitation, always with the goal of achieving the best possible outcome for both guest and team. 

In a fast-paced industry defined by moments, his chameleon mindset ensures those moments are met not with rigidity—but with relevance, empathy, and precision. 

Discovering the Power of the Front Line 

Felipe Reyes Deeney’s transition from back-of-house operations to front-of-house guest relations wasn’t a calculated career move—it was a moment of clarity. The spark came during a taskforce assignment for the grand reopening of the Four Seasons Philadelphia in 2019. Originally there to support the reservations team, Felipe found himself working closely with the Front Office, observing the Guest Experience team in action. 

What struck him immediately was their synergy—and their depth of insight. They didn’t just know guests by name; they understood their preferences, their routines, and the purpose behind each stay. “Watching how that level of detail translated into a seamless, highly personalized experience was a turning point for me,” he recalls. 

That exposure reshaped how he viewed hospitality. The systems and processes he had mastered behind the scenes suddenly felt incomplete without the human connection at the front. In that moment, Felipe realized he wanted to be closer to the guest—to facilitate experiences where operational excellence met emotional resonance. It was the beginning of a career defined not just by efficiency, but by meaningful connection. 

Anticipatory Empathy: A Proactive Philosophy of Care 

For Felipe, memorable guest experiences are rooted in something deeper than personalization—they are driven by anticipation. His service philosophy builds on a proactive evolution of the Golden Rule. Treating guests as he would want to be treated is only the starting point; exceptional service, he believes, comes from anticipatory empathy. 

“I try to mentally step into the guest’s shoes,” he explains. “Are they exhausted from a long flight? Are they here for a once-in-a-lifetime celebration or a high-stakes moment?” By viewing the environment through the guest’s lens, service stops being transactional and becomes intuitive. 

This mindset shifts the role of hospitality professionals from task-doers to experience-shapers. When teams understand the emotional context behind a stay, they can respond with nuance rather than routine. Felipe emphasizes that the most impactful moments often happen before a guest ever voices a need. 

By aligning action with emotional awareness, he ensures each interaction feels personal, relevant, and deeply human. It’s this quiet attentiveness—anticipating what matters most in the moment—that transforms a stay into a lasting memory. 

Relaxed Luxury, Reimagined: The Proper Hospitality Philosophy 

Conceived by founders Brad Korzen, Brian De Lowe, Proper Hospitality was created to challenge the conventions of high-end hospitality—and in doing so, redefine what luxury feels like today. Rather than leaning into formality or rigid service rituals, the brand champions a philosophy of relaxed luxury: one that values authenticity, emotional comfort, and genuine human connection over scripted perfection. 

From its inception, Proper’s founders envisioned a service model that feels intuitive rather than imposed. Guests are not processed through protocols; they are welcomed into environments designed to feel lived-in, expressive, and deeply personal. This approach allows service to unfold naturally, shaped by context and connection rather than corporate formality. 

Design plays an equally pivotal role in this experience. The bold, curated aesthetic of renowned designer Kelly Wearstler gives each Proper property a distinct sense of place—layered, artistic, and intentionally immersive. These spaces are not just backdrops for a stay; they actively shape how guests feel, move, and interact within them. 

Together, this union of thoughtful design and human-centered service creates an experience that is both sophisticated and approachable. At Proper Hospitality, luxury isn’t about distance or ceremony—it’s about ease, presence, and the confidence to make guests feel entirely at home. 

From Fragmentation to Flow 

“When I stepped into the Director of Guest Experience role at Proper Hospitality, the most immediate challenge was clear: there was no unified structure tying the experience together. Each property operated with its own rhythms and well-intentioned practices, but without formalized workflows, consistency across the brand was difficult to sustain.  

To protect the integrity of the Proper experience, I knew we needed to move from fragmented processes to a cohesive system—one that allowed flexibility without compromising alignment. I focused on formalizing workflows that could support the guest journey end-to-end, ensuring that every touchpoint felt seamless, intentional, and unmistakably Proper across the entire estate.” 

That foundational work became the catalyst for broader cultural growth. As the guest experience framework took shape, the organization began to move in unison. A unified executive front emerged, committed to redefining the guest journey through a shared vision and a “one-team” philosophy. This alignment at the top inspired mid-level leaders to take ownership and pride in the evolution underway. With consistent executive support, the Guest Experience team gained the confidence and momentum to innovate, adapt, and respond to shifting guest expectations—turning structure into a platform for sustained excellence. 

Belonging Fuels Brilliance: When People Thrive, Experiences Follow 

For Felipe Reyes Deeney, innovation and emotional intelligence don’t begin with strategy—they begin with trust. He believes the most effective way to foster growth is by leading openly and honestly. “When I’m transparent about my own experiences, including my failures, it creates psychological safety,” he explains. That vulnerability gives teams permission to take ownership of challenges, experiment with solutions, and learn without the pressure of perfection. 

This environment of trust allows confidence to flourish. When employees feel empowered to make decisions—and supported when things don’t go exactly as planned—they bring their best selves to every interaction. The result is a guest experience that feels natural, assured, and consistently elevated. 

Felipe’s leadership is also deeply informed by his lived experience as a gay Latino male, shaping his understanding that true hospitality is about belonging, not just service. He recognizes the difference between spaces that are polite and those that are genuinely inclusive—and actively works to close that gap. 

By championing authenticity among colleagues and culturally aware care for guests, he builds teams who feel seen and valued. And when people feel they belong, they don’t just perform better—they create moments that resonate. At Proper Hospitality, the best guest experiences are a direct reflection of teams empowered to give their very best. 

Why Proper Continues to Stand Apart 

For Felipe Reyes Deeney, Proper Hospitality’s enduring success in the competitive luxury lifestyle segment comes down to intentional differentiation. “There isn’t a single day when our guests aren’t captivated by the design,” he says, pointing first to the unmistakable influence of Kelly Wearstler. Her aesthetic doesn’t simply decorate the space—it defines the emotional tone of each property. From layered textures to bold forms, every corner invites engagement, curiosity, and comfort. 

That philosophy extends beyond visuals into how spaces are experienced. Proper’s lobby areas are designed to feel like living rooms rather than transitional zones—places where guests naturally linger, connect, and feel at ease. It’s a subtle but powerful shift from traditional hotel thinking. 

Wellness, however, is where Proper has most decisively redefined expectations. Moving beyond the standard “treadmill-in-the-gym” model, the brand integrates deep, restorative wellness into the guest journey. State-of-the-art fitness centers rival high-end private clubs, while the Surya Ayurvedic Spa taps into the modern traveler’s pursuit of longevity and holistic health. 

The newest evolution—the Recovery Suite—embodies this vision fully. With features like a dry sauna, cold plunge, Joov red light therapy, and the advanced Ammortal Chamber, Proper positions itself not just as a place to stay, but as a destination for renewal. 

Recognition as a Reflection of Collective Excellence 

This recognition is both a proud and humbling milestone. For him, it represents the culmination of years of hard work—and, more importantly, the invaluable guidance of leaders who invested in his growth along the way. 
 

He views this achievement as a “we” win rather than an “I” win.  

“I made a point to share this recognition with my team, reinforcing that high-level effort is seen, valued, and rewarded.” His hope is to use this momentum to inspire them to exceed their own expectations, just as his mentors once did for him. 

Engineering the Proper Guest Journey 

Under Felipe Reyes Deeney’s leadership, Proper Hospitality’s Guest Experience function operates as an end-to-end ecosystem rather than a collection of touchpoints. His team specializes in managing the entire guest journey, with personalization as its core discipline. 

“My focus is always on understanding the why behind a guest’s visit,” Felipe explains. Whether a stay is driven by celebration, recovery, or business, that insight becomes the foundation for every decision that follows. 

Key elements of Proper’s guest experience programs include: 

• Specialized concierge operations tailored to individual guest intent 

• Curated room décor and arrival moments aligned with the purpose of the stay 

• Seamless dining, transportation, and city experiences, coordinated behind the scenes 

• High-value wellness services, including personal training and Recovery Suite bookings 

Felipe also personally oversees the welcome amenity process, ensuring that a guest’s first interaction with the space feels intentional and emotionally resonant. For him, a flawless first impression sets the tone for everything that follows. 

Connected, Not Scripted: Technology and the Power of Real-Time Personalization 

While Proper’s approach feels deeply human, technology plays a quiet but transformative role behind the scenes. Felipe believes that operational excellence depends on remaining open-minded and adaptable. “Technology should give us time back,” he says, “so we can spend it where it matters most—with our guests.” 

One example is the team’s integration of generative AI into internal workflows. By rethinking legacy processes, tasks that once took four hours are now completed in one—unlocking a 75% gain in efficiency that directly enhances service delivery. 

This mindset extends to Proper’s signature Friends of Proper (FOP) program, which disrupts traditional luxury hospitality models. Rather than relying on static notes or pre-arrival scripts, Proper maintains constant connectivity across leadership teams, enabling real-time guest mapping and anticipation. 

With strong executive support, including from GM Armando Campos, FOP has evolved into a relationship-driven framework—ensuring service is not reactive, but intuitive, relevant, and deeply personal. 

Innovation in Motion: Turning Feedback into Forward Momentum 

For Felipe Reyes Deeney, innovation in hospitality isn’t driven by trend reports alone—it begins on the floor, in real conversations with real guests. He approaches every interaction as part of a continuous feedback loop, listening closely to guest stories, expectations, and unspoken needs. “Those moments reveal where the gaps are,” he explains. To stay competitive, those insights are then cross-referenced with evolving digital behaviors and social media trends, allowing his teams to pivot quickly and implement creative solutions before expectations shift again. 

This philosophy has translated into tangible operational advances. Believing that clarity is the backbone of guest satisfaction, Felipe introduced a Daily Operations Dashboard for leadership meetings—creating a single source of truth for VIP arrivals, service recovery priorities, and guest movements. The result was immediate: silos dissolved, alignment improved, and teams began responding with greater precision. 

To further strengthen real-time connection, he also launched a Real-Time VIP Tracking Channel on Microsoft Teams, enabling instant communication around guest presence and opportunities for personal engagement. Together, these initiatives elevated service consistency and strengthened guest loyalty—proving that when innovation is grounded in listening, it becomes both agile and enduring. 

Redefining Leadership from the Inside Out 

“When I think about the legacy I want to build in hospitality, it isn’t centered solely on guest experience—it’s about ownership. I want to help shape an industry where every team member, at every level, feels empowered and expected to act as the CEO of their own responsibilities. While hospitality rightly celebrates guest-centricity, I believe the foundation of exceptional service is a workplace where people are trusted with real accountability. 

One shift I hope to influence is how we manage high performers. Too often, we rely on the same people—the ones who always say yes—while others are allowed to remain passive. That imbalance isn’t sustainable, and it isn’t fair. True leadership means distributing responsibility equitably, not concentrating pressure on a few “super-players.” 

My goal is to demonstrate that empathy-based management and rigorous accountability are not opposites. They are complementary forces. When leaders hold everyone clearly responsible for their role while respecting individual capacity, teams become more resilient, more engaged, and more human. If future leaders take anything from my work, I hope it’s this: putting people first doesn’t mean lowering expectations—it means honoring their potential by trusting them to rise.”