Thomas Brosig shares his thoughts on how currency shifts affect travel, how the luxury beach brand plans to expand and more.
MIAMI BEACH, Florida—The new president of Nikki Beach Worldwide brings a background in business, hotels and gaming to the global luxury beach club, hotels and resorts brand, which he said fits in well with the company’s plans for expansion.
Thomas Brosig was named to the post in January, succeeding Nikki Beach founder Jack Penrod, who continues with the company as CEO and chairman. Most recently, Brosig was president and CEO for Margaritaville Casino & Restaurant in Biloxi, Mississippi.
Nikki Beach Worldwide
Nikki Beach’s roots are in luxury beach clubs, with destinations stateside in Miami Beach, Florida, and worldwide in luxury destinations like Marrakech, Morocco; Koh Samui, Thailand and more. Since expanding into branded resorts, the company has opened properties in Koh Samui; Porto Heli, Greece; Bodrum, Turkey; and its latest opening in Dubai.
Brosig shared some thoughts on his goals for the company’s expansion during a time when customers can be fickle when it comes to choosing a “hot” destination.
HNN: What specific markets are you identifying for expansion and why?
Brosig: “Nikki Beach has always been an opportunistic brand when seeking sites. We have a sophisticated feasibility model which ‘scores’ a potential location. We select locations for all segments that support our demographic.”
HNN: Any hotel/resort deals in the works right now?
Brosig: “We have an ongoing pipeline in various stages of negotiation and or development.”
HNN: What are some of your expansion goals, including places you’d like to see a Nikki Beach hotel or resort, and how soon you’ll get there?
Brosig: “I like locations that mirror (demographically) those of our open locations. We strive to open or begin construction on at least one property from each business segment.”
HNN: Resort business depends heavily on how consumers are traveling these days. What changes have you noticed over the years in what guests want from the Nikki Beach brand?
Brosig: “The fluctuating currencies have affected where consumers go, but we feel the Nikki Beach brand is well disbursed throughout the world to accommodate those shifts. We will continue to expand to new markets with stable economies and currencies.”
HNN: You have a great history in related businesses. What specific lessons/successes do you think from your past career will serve you well at Nikki Beach?
Brosig: “I think my skills at planning, organizing and expanding business segments in a logical profitable manner will be a great asset to Nikki Beach and the realization of its potential.”