Hospitality’s Top HR Priority: Retention Over Recruitment
In today’s high-pressure hospitality landscape—where operational precision, emotional intelligence, and retention now outweigh mere recruitment—human-centered leadership is no longer optional. It’s essential. Few embody this ethos as clearly as Valéry (Val) Turco, currently serving as HR Director at Chetzeron, a luxury mountaintop design hotel in Crans-Montana, Switzerland.
Valéry’s career spans more than 20 years across aviation, private family offices, and high-end hospitality. From overseeing multi-million-euro family operations in Buenos Aires to leading transformation in European airline networks, he brings a cross-industry leadership perspective that is both strategic and deeply hands-on. Whether managing large-scale teams or designing team culture from the ground up, Val operates with one core belief: “Excellence is built through people.”
A Snapshot of Experience:
Current Role: HR Director, Chetzeron – a 4-star boutique hotel serving ultra-high-net-worth clientele.
Previous Roles:
– Managing Director, European Family Office (Argentina)
– Area GM & HR Director, Alitalia (Zurich, Vienna, Munich)
– Director of Sales for Europe & LATAM, Denison Jet Sales
– Early career leadership at SAS Airlines, rising from Station Manager to District ManagerEntrepreneurial Edge: Founder of Val T. Design Studio, blending operational insight with creative direction.
Multilingual in English, French, Italian, and Spanish, Valéry is widely regarded for his people-first, performance-aligned leadership style. He is equally comfortable in the boardroom, back-of-house, or training managers on the floor—always with a focus on trust, clarity, and delivering guest-centric excellence.
Q&A With Valéry Turco
Val, your background is quite diverse. How has your journey shaped your current leadership style?
Valéry Turco: Every sector I’ve worked in taught me something fundamental. Aviation instilled in me the value of precision, structure, and cost-efficiency. In private family offices, I learned how clarity, discretion, and trust build long-term relationships. But in hospitality—where everything is about direct human interaction—it all comes together. My approach is simple: align people with a purpose and give them the trust and autonomy to perform.
In an increasingly digital world, your leadership style emphasizes the human connection. Why?
Turco: Because no technology can replicate genuine warmth. A guest remembers a smile, a helpful attitude, a moment of care. AI can help with logistics, but it doesn’t create memories. In HR, I always ask: are we using technology to support our people, or replace them? My philosophy is clear—tech should amplify, not replace, humanity.
What’s the biggest HR challenge hospitality faces today?
Turco: Retention. We used to obsess over hiring—now we must focus on keeping talent. People want mental wellness, recognition, and personal growth. That requires us to shift HR from being transactional—”fill a vacancy”—to transformational, where we build workplaces that people want to stay in.
You say that managers are the “cornerstones” of team culture. Why?
Turco: Because culture is lived daily, and that’s shaped by managers. A good manager brings clarity, recognition, and energy. A poor one—well, they can drain even the most skilled team. I coach managers like a sports team: know your players, play to strengths, and keep communication constant. A winning culture starts with strong middle leadership.
You’ve led during crises—political unrest, economic uncertainty, and now post-COVID recovery. What’s your resilience strategy?
Turco: Two words: structure and empathy. People need clarity during chaos—what’s the plan, what are the expectations? But they also need emotional support. Leaders don’t need to have all the answers; they need to listen, stay present, and adapt quickly. The best feedback I’ve ever received was, “You showed up.”
What do you look for when hiring, beyond what’s on a CV?
Turco: Mindset over skillset. Skills can be trained, attitude can’t. I look for curiosity, emotional intelligence, and a team-first mentality. I also value stability—people who’ve shown commitment. In luxury hospitality, it’s not about perfect technique—it’s about consistency, grace, and resilience under pressure.
What’s the biggest mistake hotels make with onboarding?
Turco: They treat it as admin. Onboarding is your first chance to emotionally connect with a new hire. It’s not just about documents—it’s about values, culture, and setting the tone. The first 30 days determine whether someone integrates or disconnects. I always say: onboard like it’s day one of a lifelong relationship.
What’s your advice for owners and GMs struggling to find or keep talent?
Turco: Start with truth. Be honest about your culture and your leadership style. Ask: would you want to work here? Fix what’s broken. Train your managers. Celebrate your people. Invest in growth—not just financially, but emotionally. Hospitality is about people serving people. If your team feels seen and valued, guests will feel the same.
Final Thoughts: People Drive Performance
Valéry Turco’s message is clear and powerful: in a world racing toward automation, the hospitality industry must not forget its human heartbeat. His leadership style—human-first, tech-aware, and relentlessly pragmatic—offers a compelling blueprint for the future of global hospitality.
As the sector continues to evolve amid challenges and innovation, Turco’s words are a timely reminder: lead with purpose, put people first, and excellence will follow.
Connect With Valéry Turco
Valéry Turco’s leadership journey is far from over. As a champion of human-centered hospitality and team resilience, he continues to shape how luxury properties approach culture, retention, and operational excellence.
If you’re a hospitality executive, HR leader, or property owner seeking strategic guidance, collaboration, or simply an inspiring voice in the industry—connect with Valéry.
