Aspire’s David Collyer: my curry catastrophe at the Cinnamon Club
Square Mile and Me: We dig into the memory bank of the City’s great and good. Today, David Collyer, global senior vice president at Aspire, on being a Ferrari fan and a curry catastrophe
What was your first job?
A paper round – I used to dread Sundays because of the broadsheets but it’s where I developed my love for newspapers and magazines – I think I was the only 12-year-old that read The Financial Times!
What was your first role in the City?
Creative strategy at WPP in the luxury travel team. I spent 10 years in the City and only left when I was invited to join InterContinental Hotels & Resorts (IHG), which had been a WPP client.
When did you know you wanted to build a career in hospitality?
In my early career at WPP in London, I worked with a lot of global luxury brands and airlines, including British Airways, Virgin, IHG, and Accor, to name a few. That’s where the passion for hospitality began. At IHG my role became more strategic, giving me a grounding in guest experience strategy: how experience drives preference, preference drives profit, and profit drives reinvestment and expansion. I bottled this thinking into what I call ‘The Preference Wheel’.
Since leaving IHG, I have been guiding premium and luxury brands across sectors to use ‘The Preference Wheel’ methodology to grow revenue and value, and it’s led me my role at Aspire, where the vision is to translate the 4* and 5* hotel guest experience into an exceptional pre-flight hospitality experience.
What’s one thing you love about Canada?
It’s easy to forget London is the best city in the world. I travel extensively, week in week out, and every time I come back, I marvel at its grandeur. London is very special to me – there’s nowhere on earth like it!
And one thing you would change?
London probably has the best museums in the world – I think they should all be free to visit, increasing accessibility, a sense of pride, knowledge and culture of our nation.
What’s been your most memorable meeting?
When I was at IHG, we had a partnership with Hertz and I had to go to Rome for a marketing meeting with Fiat. I didn’t know the meeting was in Enzo Ferrari’s office (I’m a huge fan). When the MD of Fiat realised, he invited me to have my picture taken sitting at Enzo’s desk, surrounded by original factory prototype sketches of some of the world’s most famous cars. It’s a picture and an experience I hold dear, and fortunately the meeting went well!
And any business faux pas?
Oh absolutely! It was my first proper client meeting with IHG, and we were meeting very senior people. We were at one of London’s finest Indian restaurants, The Cinnamon Club. I was young, keen to impress and didn’t know Indian cuisine well, so when the waiter asked for my order I simply chose something with a name I liked (a bit like a day at Royal Ascot…). When he said, “Are you sure, sir?” I was embarrassed and said, “Of course, it’s my favourite!” What I didn’t know is that I had ordered the hottest dish on the menu. Within minutes I was sweating and struggling to breathe – but of course I had to commit to finishing it. The restaurant team were brilliant and brought me lots of yoghurt and water. My boss and the client thought it was hilarious and to this day I have never lived it down…
What’s been your proudest moment?
Winning an IHG ’Star award’ for the Open Lobby Concept for Holiday Inn.
And who do you look up to?
My uncle Richard – he taught me the rules of business, how to be a gentleman and how to succeed in life.
What’s the best career advice you’ve ever been given?
It’s not signed until it’s signed” – Uncle Rick!
And the worst?
“Trust me”
Are you optimistic for the year ahead?
Of course, I’m a very positive person – life is what you make it and success depends on how hard you work. And I love to work!
We’re going for lunch, and you’re picking – where are we going?
Private dining at Coq d’Argent, all being well we’ll stay for ’sundowner’ cocktails and cigars at the roof bar!
And if we’re grabbing a drink after work?
See above – we didn’t leave!
Where’s home during the week?
A plane.
And where might we find you at the weekend?
At home in Ascot, and if I’m not at home, you will find me at Guards Polo Club or The Kennels at Goodwood.
You’ve got a well-deserved two weeks off. Where are you going and who with?
Monaco with my wonderful wife Rosche and our adorable children Azure and Cru. The best hotels, restaurants, beaches and beach clubs are close by in Cap Ferrat, I’ve been going since I was a small child. It’s been a special place for my family for generations.
CV
· Name: David Collyer
· Job title: Global Senior Vice President, Aspire Pre-Flight Hospitality, Chair Swissport Hospitality Steerco.
· Previous roles: Chief Growth Officer, Chief Customer Officer, Chief Marketing Officer, Director of Marketing & Strategy – Luxury Hospitality, Travel & Retail.
· Age: 52
· Born: RAF Akrotiri, Cyprus
· Lives: Ascot. Berkshire
· Studied: UAL Central Saint Martins
· Talents: Entertaining, classic rally driving, cigar smoking!
· Motto: Born to rule and sacrifice
· Biggest perk of the job? Seeing the world!
· Coffee order: Double Espresso
· Cocktail order: Negroni Spiglato (has to be Champagne though)
· Favourite book: The Rake Magazine (I don’t do books!)