Andrew Strickland, from The Phoenicia Malta, reveals the behind-the-scenes workings of one of Europe's most exclusive hotels

Privacy is one of the pillars that underpin The Phoenicia Malta's reputation. Located in Valletta, the hotel is known for hosting heads of state, prime ministers, presidents, and internationally renowned actors and actresses. According to Andrew Strickland, director of sales and marketing, the rule is strict when it comes to illustrious guests: discretion always comes first. He explains that even when high-profile personalities stay at the hotel, there is no official announcement, precisely to preserve the security and exclusivity of its visitors.

Among the names that have stayed at the hotel is actor Jason Statham, cited by Strickland as an example of a celebrity who seeks exactly that level of privacy.

The hall where royalty made history.

One of the most emblematic spaces at The Phoenicia Malta is the ballroom where Queen Elizabeth II, while still a princess, used to dance during her time living in Malta between 1950 and 1952. At the time, her husband was officially residing in the country, and, according to historical accounts cited by Strickland, this was one of the happiest moments in the monarch's life.

The queen returned to the hotel in 2005 and, for the last time, in 2015, when she insisted on holding a special dinner in the same hall, in a symbolic farewell gesture to the building.

A visionary project since the 1930s.

The history of The Phoenicia Malta begins in 1936 with the laying of the foundation stone, and the official opening took place on November 3, 1947. The hotel was built by the Strickland family, led by Lord Strickland, who was Prime Minister of Malta in the 1920s.

His daughter, Mabel Strickland, played a decisive role in the creation of the hotel. Considered a pioneer, she insisted on building a five-star hotel at a time when projects of this scale were still rare in Malta.

Changes in ownership and current structure

The Strickland family maintained control of the hotel until 1975 and 1976, when the business was sold. Since then, it has gone through three negotiations until reaching its current owner, businessman Mark Shaw. Today, The Phoenicia has 132 rooms and 12 suites, and is located just outside the center of the capital, Valletta.

The hotel is also part of prestigious international selections, such as Hotels of the World, Virtuoso, and Travel + Leisure Virtuoso.

Christmas as a tradition for the Maltese

The Christmas season is one of the most significant times for The Phoenicia Malta. In a predominantly Catholic country, Christmas is treated as a date of great cultural value. "Christmas is a very important tradition for us," stated Strickland, highlighting that residents from all over the island often frequent the hotel for lunches, afternoon teas, and family gatherings at this time of year, according to the sales and marketing director of The Phoenicia Malta.

The executive emphasizes that the hotel maintains a traditional profile, with a strong local identity, which makes it even more special for the Maltese people themselves.

Personalized hospitality as a differentiator.

Customer service is another central point of the experience offered by the hotel. For Strickland, the focus is on making the guest feel welcome from the very first moment. "For us, it's all about making a customer feel received, heard, and valued," said the director, emphasizing that the goal is to create a true sense of belonging.

The service is highly personalized, with teams that strive to know guests by name and anticipate their needs whenever possible.

Small groups and respect for the guest experience.

Because it is not a large hotel, The Phoenicia Malta limits the size of groups staying simultaneously. During peak season, groups typically range from 30 to 40 rooms. In the off-season—which runs from December to March—the hotel considers groups of up to 60 or 70 rooms, always taking care not to compromise the experience of other guests.

Wellness with its own signature.

The hotel features the Kinesha Spa & Wellness, operated by The Phoenicia Malta's own team. The space offers wellness and beauty treatments using products sourced from South Korea. According to Strickland, many visitors return specifically for the spa treatments, reinforcing customer loyalty to the service.

An international audience with a unique profile.

The main source market for guests at The Phoenicia Malta is the United States, accounting for approximately 60% of the movement. The Australian market is also growing, while the remainder of visitors come mainly from continental Europe, such as Switzerland.

The guest profile is largely composed of executives, solo travelers, and couples on vacation. The hotel receives few family groups with children. Visitors are predominantly over 50 years old, with higher purchasing power and an interest in exclusive experiences.

Reporting and photo: Mary de Aquino.