Luca Crocco on Redefining Luxury and Why Hilton Chose Amman First - Jordan News
Luca Crocco on Redefining Luxury and Why Hilton Chose Amman First Hilton's newest brand, Signia by Hilton, is making its first international statementand it's chosen Amman, Jordan, to do it. More than just a new hotel, this debut signals a bold reimagining of luxury hospitality in the region. At the center of the launch is Luca Crocco, a hospitality executive whose career spans nearly 30 years and three continents. اضافة اعلان In an exclusive interview with Jordan News, Crocco shared his vision for Signia by Hilton Amman, and why this opening marks a pivotal moment not only for the brand—but for the city itself. As General Manager of the property, Crocco isn't just overseeing an opening. He's laying the foundation for a hospitality philosophy built on elegance, precision, and a deeply personal approach to guest experience. 'Launching Signia in Amman is more than just opening doors,' he told Jordan News. 'It's about redefining what luxury means to today's traveler—something elegant, smart, and created with intention.' This vision is woven deep into the brand's DNA. Signia by Hilton is designed to meet the demands of today's upscale business and leisure travelers—those who seek more than beautiful spaces. They want thoughtful experiences, seamless technology, and hospitality that understands who they are. An International Legacy in Luxury Luca Crocco's resume reads like a world tour of Hilton's most celebrated properties. From Hilton Prague to Hilton Glasgow, Hilton London St. Ermin's, Hilton Istanbul, and Hilton Visegrad, he's been entrusted with leading hotels through transformation—raising service standards, improving operations, and elevating guest satisfaction. 'Luxury isn't static,' he explains. 'It evolves. Guests change. Their needs shift. And our role is to keep moving forward with them.' His approach is meticulous. At every property, Crocco has worked to anticipate change before it happens—shaping spaces that are not only beautiful, but also meaningful. That instinct for innovation made him the right choice for large-scale leadership. Before arriving in Amman, he served as Regional General Manager in Saudi Arabia, overseeing Jeddah Hilton and Waldorf Astoria Qasr Al Sharq—two of the kingdom's most prominent hotels. Combined, they offer more than 390 rooms and 34 suites, plus vast meeting venues capable of hosting events for up to 5,500 guests. 'Managing hotels at that scale is about more than logistics,' Crocco says. 'You're orchestrating an experience for thousands of people. Every touchpoint matters.' Pioneering Moments: Cairo and Doha Crocco's leadership has been central to Hilton's regional expansion. He played a key role in the relaunch of Waldorf Astoria Heliopolis in Cairo—marking the brand's official entry into Africa. Shortly after, he oversaw the opening of AlRayyan Hotel Doha, the first property under Hilton's Curio Collection in the Middle East and Africa. Both hotels quickly earned international awards, cementing Crocco's reputation for excellence. But for him, success has never been measured by accolades alone. 'Each of those launches was about more than filling rooms,' he says. 'They were about creating destinations—places people remember, spaces that become part of the city's identity.' The Birth of a New Brand in the Middle East Now, Crocco brings that same energy, precision, and ambition to Amman—this time with a brand unlike any Hilton has launched before. Signia by Hilton was designed from the ground up for today's high-performance travelers: global leaders, creative minds, and modern professionals who want more than just luxury—they want purpose. With a strong focus on the MICE sector—Meetings, Incentives, Conferences, and Exhibitions—the hotel delivers an experience that balances business with lifestyle. 'Signia is different,' says Crocco. 'We're not replicating an old model. We're building something new—tailored to people who expect seamless connection, elevated design, and smart service, whether they're here for a conference or a long weekend.' Amman, with its blend of modern infrastructure and deep cultural roots, made the perfect launchpad. As Crocco sees it, the Jordanian capital isn't just a beautiful setting—it's a city on the rise. 'Jordan is increasingly seen as a destination for major regional and international events,' he says. 'We saw a real opportunity to bridge functionality and luxury—to offer something the market hasn't seen before, in a city that deserves the very best.' A New Standard for Events and Experiences Signia by Hilton Amman features over 11,270 square meters of flexible event space, including a next-generation convention center that can host up to 3,400 attendees. With 20 meeting rooms equipped with advanced audiovisual and lighting technology, the hotel is built to support events of every scale—from private board meetings to multi-day international conferences. 'Our goal is to set a new benchmark for events in the region,' Crocco says. 'We've built a space where logistics meet inspiration, where business feels elevated.' Elevated Accommodations with a Personal Touch The hotel's 272 guest rooms and suites are designed for modern comfort, flooded with natural light and offering sweeping views of Amman. For guests staying in Club Signia rooms and suites, the experience is even more refined, with exclusive amenities, private lounge access, and personalized concierge services. 'Luxury today is about personalization,' says Crocco. 'We've designed spaces where every guest feels seen and valued, whether they're here for business, leisure, or both.' Dining That Reflects the City's Spirit Culinary offerings at Signia by Hilton Amman are crafted not just for convenience, but for discovery. The 962 Bistro, Barista & Bar blends café culture with contemporary flair, offering everything from handcrafted coffee to curated cocktails in the lobby's vibrant heart. Insignia, the hotel's all-day dining restaurant, presents global cuisine through live cooking stations and local flavors. For those seeking a relaxed evening, Luna Bar & Lounge offers a sleek setting with a creative menu of drinks and small plates. Meanwhile, Kyra Pool Bar & Grill brings a touch of the Mediterranean to Amman, with fresh, flavorful dishes served poolside amid live music and warm breezes. 'Our dining venues are meant to stand on their own as destinations,' Crocco emphasizes. 'They reflect the energy of the city while offering something distinctly Signia.' Wellness, Entertainment, and Balance In addition to its robust business amenities, the hotel offers wellness experiences that cater to both body and mind. A state-of-the-art spa delivers custom treatments in a calming, contemporary setting. The fitness center is fully equipped for every type of workout, while the outdoor pool provides a tranquil escape above the city. A unique entertainment space includes bowling, billiards, table tennis, air hockey, and more—making the hotel equally appealing for families and groups. Looking Ahead: A Regional Landmark in the Making With the launch of Signia by Hilton Amman, Hilton isn't just opening a hotel—it's shaping the future of luxury hospitality in the Middle East. And with Luca Crocco leading the way, the brand is in steady hands. 'This is more than a project,' he says. 'It's a vision. We're here to create something iconic, something that speaks to the evolving identity of Amman, and something that sets the tone for Signia's growth in the region and beyond.'
By Israa Radaydeh
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