Mr. Birmele

Henri Birmele

Managing Director

Hotel Shangrila Santa Monica

Henri Birmele, Managing Director, Hotel Shangrila, Santa Monica, CA has more than 25 years experience in every aspect of the hospitality industry. During his long career, he has worked in a variety of key positions all the while growing his knowledge and skills. He has moved through such assignments as a Director of Operations, Director of Food and Beverage, Hotel Manager, Vice President of Hospitality, General Manager to his current position as Managing Director.

Before coming to Hotel Shangrila in 2010, Mr. Birmele’s high profile career included executive positions at Shutters on the Beach, Santa Monica, CA.; Sheraton Universal, Universal City, CA.; Viceroy Hotel, Santa Monica, CA.; St. Regis, Washington, DC and Los Angeles, CA; and Turnberry Isle Resort and Spa, Miami, Fl. 


A graduate of the prestigious Hotel School Lausanne in Switzerland, Mr. Birmele also has a degree in Global Business from the Benedict Business School in Zurich. During his career, he has had oversight for opening three new hotel properties as well as three hotel renovations. In his executive roles and within the industry, he is known for his project planning and management skills; human resources, team-building, staff retention and motivational skills; and cost cutting and profit building initiatives. A visible, hands-on manager, he is a staunch advocate for building strong relationships with all key constituent groups—everyone from guests, staff, owners/partners to community leaders, civic officials and vendors. His real-world approach to problem solving and his wealth of experience has allowed him to meet the challenges in the fast-paced and ever-changing hotel and hospitality industry.

Mr. Birmele can be contacted at 310-394-2791 or henri@shangrila-hotel.com

Coming Up In The December Online Hotel Business Review




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Feature Focus
Hotel Law: Issues & Events
There is not a single area of a hotel’s operation that isn’t touched by some aspect of the law. Hotels and management companies employ an army of lawyers to advise and, if necessary, litigate issues which arise in the course of conducting their business. These lawyers typically specialize in specific areas of the law – real estate, construction, development, leasing, liability, franchising, food & beverage, human resources, environmental, insurance, taxes and more. In addition, issues and events can occur within the industry that have a major impact on the whole, and can spur further legal activity. One event which is certain to cause repercussions is Marriott International’s acquisition of Starwood Hotels and Resorts Worldwide. This newly combined company is now the largest hotel company in the world, encompassing 30 hotel brands, 5,500 hotels under management, and 1.1 million hotel rooms worldwide. In the hospitality industry, scale is particularly important – the most profitable companies are those with the most rooms in the most locations. As a result, this mega- transaction is likely to provoke an increase in Mergers & Acquisitions industry-wide. Many experts believe other larger hotel companies will now join forces with smaller operators to avoid being outpaced in the market. Companies that had not previously considered consolidation are now more likely to do so. Another legal issue facing the industry is the regulation of alternative lodging companies such as Airbnb and other firms that offer private, short-term rentals. Cities like San Francisco, Los Angeles and Santa Monica are at the forefront of efforts to legalize and control short-term rentals. However, those cities are finding it’s much easier to adopt regulations on short-term rentals than it is to actually enforce them. The December issue of Hotel Business Review will examine these and other critical issues pertaining to hotel law and how some companies are adapting to them.