Independent Hotel Show London catches up with Samantha Van Exter, Head of Hotels for Montcalm Collection and a key figure in the recent reburbishment and relaunch of Montcalm Mayfair. We learn more about her early love of hospitality, the opportunity to create meaningful, lasting experiences for guests, and the Montcalm Mayfair project. 

How did you first enter the hospitality industry?

Growing up in South Africa, hospitality was woven into the fabric of my life. My father, a hotelier, and my mother, an avid cook and host, instilled in me a deep appreciation for the art of service from an early age. Some of my earliest memories are of bustling luxury hotels, where I would eagerly help fold napkins and polish cutlery, fascinated by the world of hospitality.

Living in Cape Town, a city rich in cultural diversity — blending Cape Malay, Indian, British, and Dutch traditions — further shaped my passion for culinary traditions and service excellence. Inspired by these early experiences, I began my career at The Palace, a Leading Hotel of the World and part of Sol Kerzner’s renowned Sun City Resort, where I gained invaluable hands-on experience in the world of luxury hospitality and laid the foundation for my career.

What do you enjoy about working in hotels?

I enjoy working in the hotel industry because it provides an opportunity to create meaningful, lasting experiences for guests from around the world. I am a firm believer that people will always remember how you made them feel, and that belief is at the heart of how I lead and inspire our teams.

One of the most rewarding aspects of hospitality is the opportunity to engage with diverse cultures, learning from different perspectives and continuously enriching the guest experience. With a personal passion for food and beverage, I also believe that exceptional dining is a powerful way to connect people, create memories, and express the soul of a hotel. Hospitality is dynamic and constantly evolving.

When did you join Montcalm Collection and what do you love about Montcalm hotels?

In 2023, I joined Montcalm Collection as Head of Hotels, bringing together my experience to lead a prestigious brand defined by sustainability, care, and exceptional service. I love how each of our hotels captures the spirit of its neighbourhood and history — from the 18th-century charm of Montcalm Brewery, to the botanical elegance of Montcalm Mayfair, to the creative energy of Montcalm East.

Inhabit Hotels, proudly B Corp-certified, highlight our commitment to wellness, while Montcalm Townhouse and Park Grand Hotels offer refined boutique luxury. Across the collection, we prioritise sustainable design, meaningful storytelling, and a personalised guest experience, blending tradition with innovation. We have achieved milestoneslike B Corp certification, Green Key recognition, and partnerships with social enterprises such as Belu and Culture.

As Head of Hotels, I lead initiatives close to my heart — championing community connection, environmental stewardship, and guest wellbeing — ensuring each hotel stands as a destination in its own right, while together offering the full, vibrant experience of London.

How did you approach the refurbishment and relaunch of Montcalm Mayfair?

When approaching the refurbishment and relaunch of Montcalm Mayfair, our goal was to honour the building’s Georgian heritage while reimagining it for today’s luxury traveller. We partnered with award-winning architects Holland Harvey to carefully restore the Grade IIlisted façade and rejuvenate the interiors.

The refreshed design blends Georgian elegance with contemporary, handcrafted furnishings and playful artistic details, unified by a vibrant floral and garden theme that runs throughout the hotel. All 151 guest rooms and signature suites feature a calming palette of beige, mushroom, and taupe, accented by terracotta or moss green furnishings, including bespoke chairs and rugs. Every element was chosen to create a serene, luxurious environment that feels authentically London.

Sustainability was at the heart of every decision, from the use of eco-conscious materials to the implementation of responsible construction practices, aligning with Montcalm’s broader environmental commitments. Above all, we aimed to create an experience where guests feel both immersed in the hotel’s rich history and inspired by its modern, sophisticated spirit.

What are some of your favourite parts of the hotel, and how did it feel to open to the public recently?

The entire hotel is truly beautiful, and we are incredibly proud of what we’ve created. Among the highlights, the Botanical Suite stands out — a stunning three-room signature suite with its own private entrance, offering a sense of true exclusivity. Guests enjoy luxurious in-room touches such as Frette bed linens and bathroom amenities by the British perfume house, Penhaligon’s, which add to the overall sense of refined comfort.

We are also excited about our restaurant, Lilli by Akira Back, which is already welcoming guests with its bold and innovative cuisine, and YĀTRĀ Signature Spa, a cocooning,subterranean retreat offering curated treatments, wellness rituals, and a fully equipped fitness suite. One of my personal favourites is Bloom, our private dining room, adorned with a breathtaking hand-painted floral ceiling mural by Camille Rousseau — an intimate and magical setting for smaller gatherings.

Opening Montcalm Mayfair to the public was an incredibly emotional and rewarding moment for the entire team. Seeing guests experience and appreciate the spaces we’ve poured so much care into was a real highlight.

The theme for this year’s edition of the Independent Hotel Show is ‘redefining luxury’, what do you think a luxury hotel experience means in 2025?

At Montcalm Mayfair, we believe that luxury has evolved into something deeper and more meaningful. Our vision was to introduce “sensitive luxury” — a softer, more holistic approach that honours contemporary values while respecting timeless architecture. Luxury today is about engaging all the senses with thoughtful, uplifting service that feels genuine and personal.

In 2025, luxury is no longer just about lavish experiences. It must reflect a commitment to sustainability, a connection to community, and a deep respect for heritage. At Montcalm Mayfair, we draw inspiration from the hotel's Georgian roots, blending rich historical narratives with modern sophistication. We celebrate individuality and creativity, partner with social-impact businesses, and prioritise sustainability in everything we do.

Ultimately, true luxury is about connection — with guests, with local communities, and with our partners. And, as ever, it’s about anticipating our guests’ needs before they even arise. Intuitive service needs to be at the very heart of a truly memorable luxury experience