In the tranquil coastal haven of Pranburi, where lush gardens meet the gentle sea breeze, Sheraton Hua Hin Pranburi Villas stands as a serene escape for travellers seeking luxury, privacy, and authentic connection. At the heart of this peaceful retreat is General Manager Nicolai Mitchell, whose international journey in hospitality has come full circle in a place that holds personal meaning and professional pride. In this exclusive interview with LUXE Travel Magazine, Nicolai shares his story, the resort’s distinctive character, and how thoughtful leadership and sustainability are shaping the future of coastal luxury in Thailand.
Can you share a bit about your journey in the hospitality industry and how it ultimately brought you to lead Sheraton Hua Hin Pranburi Villas?
Absolutely, I’d be happy to share my journey. It all began in Madeira, Portugal, where I spent a brief but formative time working in a hotel after completing school. That initial exposure ignited my passion for hospitality and inspired me to study hotel management in Germany. After graduation, I planned to spend just one year in Thailand to immerse myself in the Thai Service Mind—something I deeply admired. That one year turned into a long and fulfilling career across Asia.
I began with an internship at Six Senses in Thailand, which truly grounded my understanding of high-end guest experience. From there, I worked with Starwood Hotels and Marriott International across several locations—Hua Hin, Bangkok, Phuket and Khao Lak in Thailand, as well as Siem Reap in Cambodia and Phu Quoc in Vietnam. One particular highlight was my time in Siem Reap from 2016 to 2018, where I had the privilege of being part of the pre-opening team of the very first Marriott International property in Cambodia. Whilst of course a huge challenge professionally, it was also likely one of the most rewarding times in my career.
In 2018, I joined the JW Marriott Khao Lak Resort & Spa as Resident Manager. When COVID-19 hit, our General Manager departed, and I found myself leading the entire property through what was arguably the most challenging period our industry has ever seen. During that time, we not only kept the team motivated and operational, but also successfully oversaw a full renovation of the existing 300-key resort, expanded the property by an additional 120 keys, added two new restaurants and a Grand Ballroom for up to 1,000 guests, and developed a second, stand-alone property with 52 keys, known as the JW Marriott Khao Lak Resort Suites.
Now, I’ve come full circle as General Manager here in Hua Hin, where I have been since August 2022—my first “official” GM posting. What makes it particularly special is that this property was once the Six Senses in Pak Nam Pran, the very same resort where my journey in Thailand began all these years ago. It’s a meaningful milestone to lead a place that connects so strongly to the start of my career.
How does the resort celebrate its stunning coastal setting through its design, services or experiences?
I believe what makes our resort truly special is how seamlessly it blends privacy, nature, and a sense of local connection. Surrounded by tropical greenery and set in a quiet coastal village, our villas are designed to bring guests closer to nature. With open layouts that welcome the sea breeze and views of lush gardens, the experience feels refreshingly grounded and tranquil.
We’re also proud to reflect the character of Pranburi itself — a place known for its peaceful rhythm and strong ties to a traditional fishing community. That authenticity is something we celebrate through thoughtful experiences. Guests can discover local flavours in our menus, which showcase freshly caught seafood and seasonal ingredients, or head out for a bike ride through town to take in the laid-back charm of the neighbourhood.
For those looking to explore more, the nearby beach is a popular destination for kite surfing, long walks, and reconnecting with the coastal lifestyle. Whether guests are here to unwind or to immerse themselves in the gentle pace of local life, our resort offers a natural, peaceful escape — just the way Pranburi was meant to be experienced.
Sheraton Hua Hin Pranburi Villas offers a more intimate and serene stay. How do you preserve this sense of exclusivity while maintaining the warmth of Thai hospitality?
We pride ourselves on offering a truly intimate and peaceful escape. What makes this experience special is the way we combine a sense of exclusivity with the genuine warmth that defines Thai hospitality.
A big part of that comes from our people. Many of our team members are local to the Pranburi area, and they bring a natural sense of care and authenticity to the service they provide. We support them with the training and standards expected of an international brand like Sheraton, but what truly shines through is their heart. Guests often tell us it feels like staying with extended family — and that’s exactly the feeling we hope to create.
This balance between high standards and heartfelt service helps us preserve the resort’s peaceful atmosphere, where every guest is treated with thoughtful attention and kindness. Whether it’s a warm greeting by name, a personal recommendation for a local spot, or simply creating space for privacy when needed — we want each guest to feel at ease, cared for, and at home, even while being away.
It’s this connection — rooted in Sheraton’s spirit of bringing people together, and enriched by the sincerity of Thai hospitality — that allows us to offer a stay that feels both exclusive and deeply personal.
How do you and your team maintain high levels of personalised service across such private, villa-style accommodations?
Maintaining a high level of personalised service across private villas begins well before a guest arrives. We place great value on understanding each guest’s preferences in advance — whether it’s a special celebration, dietary needs, or simply how they like their morning coffee. These small details allow us to tailor the stay in meaningful ways.
Equally important is how we communicate as a team. We use a structured internal system to ensure that guest information is shared clearly and consistently across all departments. From front office to culinary to housekeeping, everyone is aligned — so no matter who interacts with the guest, the experience feels seamless and thoughtful.
In a setting where privacy is key, this behind-the-scenes coordination allows us to deliver warm, intuitive service without being intrusive. It’s this quiet attentiveness that helps guests feel truly seen, understood, and cared for.
How has your own career path influenced the leadership style you bring to the resort?
My leadership style has evolved significantly over the years, shaped by a diverse and often challenging career path. When I first started out, I led very much in the way you might expect from someone with a German background—strict, direct, and focused on structure and discipline. It was efficient, but over time, I realised that real leadership goes far beyond that.
My leadership style has evolved significantly over the years, shaped by a diverse and often challenging career path. When I first started out, I led very much in the way you might expect from someone with a German background—strict, direct, and focused on structure and discipline. It was efficient, but over time, I realized that real leadership goes far beyond that.
The turning point came during my time at JW Marriott Khao Lak. When I had to step into the top leadership role during the peak of COVID-19, while managing a full renovation and two major expansion projects, I saw firsthand how crucial it was to lead with purpose and humanity. That period demanded not only resilience and clarity, but also heart.
Now, as a General Manager, I strive to infuse passion into the team and create a culture where people feel connected, trusted, and proud of what they do. Structure and standards still matter—but it’s the energy, commitment, and sense of belonging that really drive performance. That’s the kind of leadership I believe in, and the kind I aim to bring to this resort every day.
How do you see guest expectations changing when it comes to luxury coastal travel in Thailand?
Guest expectations in luxury coastal travel are evolving. Today’s travellers are looking for more than just beautiful surroundings — they want experiences that feel personal, meaningful, and worth sharing.
Value is a key factor, not just in terms of price, but in the richness of the overall journey. Guests want to feel that every moment of their stay is thoughtfully curated, whether it’s a private villa dinner, a hidden local experience, or simply the ease and comfort of personalised service.
There’s also a growing desire for unique, story-worthy moments — something they can take with them, and often, share on social media. From cycling through a quiet fishing village to discovering a locally inspired dish prepared just for them, it’s these personal touches that make a stay memorable and post-worthy.
Ultimately, luxury today is about connection: to the destination, to the culture, and to moments that feel authentic and one-of-a-kind. That’s the experience we aim to deliver — one that stays with the guests long after they leave.
What has been one of your proudest moments as General Manager of the Sheraton Hua Hin Pranburi Villas?
The team here in Pranburi is truly extraordinary and provides guests with a sense of calm, warm, and intuitive service. The resort itself is an oasis of tranquility and so connected to nature that you immediately feel lighter once immersed in the property’s natural surroundings while being spoiled by our caring associates. It is quite difficult to describe — one has to experience it to understand it.
With this in mind, receiving an award from Marriott International Asia Pacific for having the highest staff service scores across APEC was a very proud moment and a great recognition for all the efforts our team invests in ensuring memorable stays for all our guests.
In celebration of World Oceans Day, is there an ocean-related cause or personal commitment you feel particularly passionate about?
World Oceans Day is a meaningful reminder of how interconnected we are with the natural world — especially here in Pranburi, where the rhythm of daily life is so closely tied to the sea.
One initiative I’m particularly passionate about is the conservation of the blue crab ecosystem at Pak Nam Pran. We support the local Crab Bank, which is dedicated to protecting and replenishing blue crab populations through sustainable practices and education. It’s not just about marine life — it’s about preserving a way of life for the local fishing community.
As a resort, we promote this initiative through our guest communication channels and encourage visitors to learn about and support the project during their stay. It’s a small but meaningful way to connect travel with purpose — and to remind ourselves that even a quiet stay by the sea can be part of something much bigger.
Nicolai Mitchell’s leadership is rooted in experience, empathy, and a profound respect for local culture and nature. Under his guidance, Sheraton Hua Hin Pranburi Villas is not just a coastal getaway — it’s a place where personal journeys and heartfelt hospitality converge. As luxury travel evolves to prioritise meaning and connection, this serene resort, led by a truly passionate team, exemplifies what it means to offer experiences that linger in memory and soul.
