How a veteran hotelier is reimagining luxury through local authenticity and sustainable
practices.
In the rapidly evolving world of hospitality, where guest expectations are shifting toward more meaningful and sustainable experiences, few voices carry the weight of decades-deep industry wisdom. Eric Hallin, General Manager of The Legend in Chiang Rai, Thailand,
represents a generation of hoteliers who have witnessed the transformation of Southeast
Asian hospitality from its nascent days to today's sophisticated landscape.
With over four decades in the industry, Eric's journey began in the 1970s when Bangkok
boasted merely 3,000 four and five-star hotel rooms. Today, that number has swelled to over 100,000 rooms, fundamentally changing how hotels operate and compete. Yet through this evolution, Eric has maintained a steadfast focus on what truly matters: creating authentic experiences that resonate with both guests and staff while respecting local communities and the environment.
The Changing Face of Hotel Leadership
"When I came in the 70s, there were maybe about 3,000 hotel rooms in Bangkok, which
you'd call four-star, five-star," Eric reflects. "Today, they're like 100,000 plus. In those days,
everyone knew each other. We all knew all the hotels." This intimate industry landscape
fostered a different kind of leadership—one that was more guest-centric and
relationship-driven.
Eric notes a significant shift in today's hospitality leadership: "Today there's so many reports to be done, so much management of KPIs, and the KPIs have maybe taken bigger
importance than they used to be in the 70s or 80s. For us, we were trying to grow organically." This observation highlights a crucial tension in modern hospitality—balancing operational efficiency with the human touch that defines exceptional service.
At The Legend, Eric has found a middle ground. Operating as a privately-owned property
with 76 keys, he creates his budget annually and reports monthly to the three family owners, focusing on trends, challenges, and opportunities rather than getting bogged down in excessive bureaucracy. "I spend most of my time out on the floor. I spend a lot of time with guests, with my staff," he explains, embodying the hands-on leadership style that many corporate environments struggle to maintain.
Sustainability as Storytelling
One of the most compelling aspects of Eric's approach is his understanding that
sustainability isn't just about environmental responsibility—it's about creating narratives that resonate with guests and staff alike. "Our business is not just to sell a room. It's about
experiences. It's about people buying into your idea or what you're doing at the hotel," he
explains.
This philosophy manifests in practical ways throughout The Legend. From bamboo key
cards that guests love to traditional Thai uniforms made by local artisans using local
materials, Eric demonstrates how sustainability can enhance rather than compromise the
luxury experience. "They wear very well. They're very, very good," he says of bamboo
textiles, speaking from years of personal experience wearing such garments.
Eric's approach to sustainability extends beyond surface-level initiatives. During his tenure
with Six Senses, he pioneered innovative projects including a biodiesel plant that converted cooking oil from multiple hotels on the island, a reed bed sewage treatment system, and the use of fermented fruit waste as natural pesticide alternatives. These weren't just environmental initiatives—they were guest engagement opportunities that allowed visitors to participate in meaningful conservation efforts.
The Power of Local Integration
What sets The Legend apart in Chiang Rai is its deep integration with the local community.
Located in Thailand's northernmost province, home to many ethnic minorities, Eric has made supporting local artisans and craftspeople a cornerstone of the property's identity. "We decided to try and go local, support our neighborhood. We try and buy as much as we can locally," he explains.
This local focus extends to staffing uniforms, where Eric sources traditional Thai designs
from local artisans for front-of-house staff while using traditional farming clothes (mohoms) for garden and engineering teams. The approach serves multiple purposes: supporting the local economy, creating authentic experiences for guests, and providing staff with uniforms that reflect cultural pride and comfort.
The property also features a shop run partly by the Doi Tung Foundation, a royal foundation that sells products made from recycled materials, with clear labeling showing how many plastic bottles went into each item. This transparency in sustainability messaging allows guests to understand and appreciate the environmental impact of their choices.
Innovation in Sustainable Textiles
During our conversation, Eric showed particular interest in innovative approaches to
sustainable uniforms, especially those that could blend local aesthetics with environmental
responsibility. The discussion centered around companies like Crestwell Attire, which
creates hospitality uniforms from recycled materials including plastic bottles and bamboo.
"I think it's a great idea," Eric noted, particularly appreciating the concept of creating uniforms that can be fully recycled at the end of their lifecycle. This circular approach to textile use represents a significant advancement from traditional uniform procurement, where old garments typically end up in landfills.
For properties like The Legend, such innovations offer multiple benefits: cost savings
through durability, staff satisfaction through comfortable, purposeful work wear, and guest
engagement through visible sustainability initiatives. Eric saw particular potential in chef's
jackets and housekeeping uniforms, areas where practical performance matters as much as
environmental impact.
The Guest Experience Evolution
Eric's guest base at The Legend reflects the changing demographics of luxury travel. With
30% of guests from Europe, 30% from the Americas, and 20% from Asia, the property
attracts discerning travelers seeking authentic experiences in a secondary destination.
"Many people that come here, they extend their stays and many come back," Eric notes,
highlighting the success of creating meaningful connections.
The property's approach to guest retention focuses on authentic experiences rather than
flashy amenities. Eric cites examples of guests returning multiple times, including one couple who stayed three weeks in January, returned for another three weeks in the less favorable July season, and has already booked for the following January. Such loyalty stems from the property's commitment to genuine hospitality and authentic local experiences.
Looking Forward: Balancing Independence and Innovation
As the hospitality industry continues to consolidate around major brands, Eric expresses
concern about the homogenization of hotel experiences. "I think it would be nice to have
more [diversity]. I like independent hotels, but the fact of the matter is they have the
advantage of being a lot. They can have big marketing programs, they can have loyalty
cards, they have a lot of muscle that we might not have as independents."
This challenge makes innovation and authentic differentiation even more crucial for
independent properties. Sustainable practices, local integration, and staff engagement become not just ethical imperatives but competitive advantages in attracting guests seeking meaningful experiences.
Eric's approach at The Legend demonstrates that luxury and sustainability are not mutually exclusive. Instead, they can be mutually reinforcing when implemented thoughtfully. "Staff like it, guests like it. And the more you can do, people want to feel good staying in a hotel," he observes.
The Future of Hospitality Leadership
Eric's career journey from the intimate hotel community of 1970s Bangkok to today's
complex hospitality landscape offers valuable insights for emerging leaders. His emphasis
on guest relationships, staff engagement, and community integration provides a roadmap for success that transcends technological and market changes.
His advice to young hospitality professionals is direct: "Remember where our money comes from. All our money we make is from guests. So we need to focus on guests." This
guest-centric philosophy, combined with environmental stewardship and community support, creates a sustainable foundation for long-term success.
As the industry continues to evolve, leaders like Eric Hallin demonstrate that the most
successful properties will be those that can balance operational efficiency with authentic
human connections, environmental responsibility with luxury experiences, and global
standards with local authenticity. The future of hospitality lies not in choosing between these seemingly competing priorities, but in finding innovative ways to achieve all of them
simultaneously.
In an industry often focused on short-term metrics and standardized experiences, Eric's
approach at The Legend offers a compelling alternative—one where sustainability,
authenticity, and profitability work together to create truly memorable hospitality experiences. For brands like Crestwell Attire, partnering with visionary hoteliers like Eric represents an opportunity to drive meaningful change while supporting the bottom line—a perfect example of how the hospitality industry can evolve toward a more sustainable and authentic future.