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In the latest in the Independent Hotel Show's Hotelier Edit series, we speak to Dakota Hotels Group Operations Director Matt Townley. With a career rooted in delivering high-impact guest experiences and cultivating strong hospitality cultures, Matt shares insights into the brand’s continued evolution, its bold plans for expansion, and the principles guiding Dakota’s approach to leadership, people and personalised service.

Can you tell us a bit about the history of your hotel? 

Dakota Hotels is a luxury lifestyle brand that originated in Scotland, with the vision to redefine hospitality through style, service, and substance. We were founded by hospitality veteran Ken McCulloch - also the founder of Malmaison – his vision was offering understated luxury, exceptional guest experience, and a true sense of welcome. The brand has since grown steadily, and we now have six hotels across the UK, including our flagship Dakota Manchester – opened in 2019, rapidly becoming the leading hotel in the city – and Dakota Newcastle this year, which is already making a lasting impression on the community. I always say that Dakota is more than a hotel: it’s a lifestyle brand grounded in authenticity, passion for people, and a commitment to excellence.

What do you see as one of the biggest opportunities or challenges facing the hotel market this year?

One of the biggest shifts we're seeing is that guests today are making more considered choices about where they spend their time and money, and with that comes a rising expectation for exceptional, personalised experiences. . The challenge - and the opportunity! - lies in delivering truly personalised, five-star experiences that feel unique, memorable, and deeply considered. Today’s guest isn’t just booking a room; they’re investing in an experience, often as a rare treat or special occasion. That means every interaction - from the booking journey to checking out - must be seamless, tailored, and memorable. At Dakota, we see this as a chance to redefine luxury not through formality, but through thoughtful touches, intuitive service, and meaningful personalisation that leaves a lasting impression.

What’s your approach to recruiting and retaining staff?

At Dakota, our people are our brand. That belief sits at the heart of everything we do; from how we hire to how we lead. We look beyond CVs to find individuals who align with our values, who bring energy, curiosity, and a genuine passion for hospitality. Once they’re part of the team, our focus shifts to growth: structured development, clear progression pathways, and a culture that recognises and celebrates individual contribution. We invest in people not just professionally but personally, creating an environment where they feel seen, supported, and inspired. I'm proud that our business is home to several Acorn Award winners: we've also been recognised as a Sunday Times Best Place to Work for two consecutive years, and a Caterer Best Place to Work in Hospitality for four. That’s how we’ve built a team with industry-leading retention and a shared commitment to excellence.

What’s the funniest or most memorable moment you’ve had as General Manager?

Every day at Dakota has its memorable moments, but one truly defining moment in my career was opening Dakota Manchester as General Manager in 2019. It was a milestone not only professionally, but for the city – I knew how exceptional our product was before we opened the doors, so the anticipation for the city to see how transformative we were was incredibly memorable. 

What’s the greatest piece of business advice you’ve received?

Lead from the front. That simple principle has shaped how I work every day. I believe in being wholly focused on guest experience and immersing myself in the operation, often working from the lobby or F&B areas to truly understand service, the team, and our guests. It's about visibility, presence, and setting the tone. I see my role merely as the conductor of the orchestra - ensuring every part of the business is in harmony by being there, supporting the team, and leading by example.

How are you using AI or machine learning to improve guest experience or operations?

While we are still in the early phases of AI adoption, we’re exploring tools that enhance operational efficiency and personalise the guest journey. We’ve recently onboarded AI-driven reputation management that allows us to identify patterns in guest feedback, which is already proving invaluable. Our vision is to leverage AI in ways that free up our team to do what they do best - connect with guests on a human level – and simultaneously enhance their stays. 

What’s next for Dakota Hotels? Any exciting plans for the future?

Absolutely: Dakota is entering a bold phase of expansion - we’re often cited as a ‘Northern powerhouse’! As Group Operations Director, I’m overseeing new openings and working to ensure our culture scales with our growth. We’re opening Dakota Manchester Airport in 2026, with Dakota York following closely, subject to planning. We won’t stop there – we have further sites planned in the subsequent years. The next chapter is about strategic growth, innovation, and further elevating the guest experience while staying true to our founder’s vision.