Hinter den Kulissen der Sicherheit in Luxushotels

the Future of HospitalitySo, Jose Luis, nice to have you, on our podcast, the future of hospitality. I'm really excited about this. Before we start, I'll take a deep dive into your experience and your point of view on security. Can you maybe tell us a little bit about, your, career in hospitality and what you what you do exactly?

Jose RuizThank you. And it's a pleasure to be here with you. Thank you so much for your invite. I'm very excited. So my name is Jose Ruiz. I have been protecting people and companies since the last twenty years. I'm working for four CSOs as director of security now in a special property face to the Pacific Mexican Ocean, Escalade four CSOs as Ortamarindo. I recommend you guys call us on our official page. And what about me? I'm a criminologist. I'm certified by ASIS or certified occupational and other relevant certifications by American Hotel Association and some programs by Erasmus University and Rotterdam School of Medicine. So that's me.

Jose RuizAnd I'm fascinated about protection of people, communities, and organization. I really depend on one of the lucky ones. I enjoy a lot my my job. Challenging, challenging, not boring, but sometimes it's very enjoyable, and at other times, it's very exciting.

the Future of HospitalityYou liked it. I think that you liked it, that it's not boring because I think you're not one of those persons that like a a boring job.

Jose RuizI was old. Especially in hospitality industry, it's a very demanding and challenging environment, specifically in the luxury level because of the expectations

the Future of Hospitalityof our main clients. Can you maybe share, like, what what are what are those challenges? Like, what what does it look like? Because I'm not a security expert. I, of course, I know the the four c's and stuff. Like, what are the can you give me, like, an example of a challenge that you have?

Jose RuizThe the most important challenge for asset protection and hospitality industry is for Asia. Because at the end of the day, people are confident with us and they trust in a brand because how they feel it. True. And and how we make them feel about their self and how the experience is. At the end of the day, people is not at at high level in luxury environment, that they are successful people and headbutted level or or owners of companies, and and they know sometimes bad things could happen. But they will never forget how you deal with challenge, how you made them feel about it from the process. True. So that's an that makes a difference. And that's my part of the chain of value, all this important environment.

the Future of HospitalityNice. So you basically say that in good times, everything is nice, but when it goes wrong, you have to fix it, that it also looks kind of in control and nice because they of course, people that go to the four seasons, they remember the good times, but the bad times, they can kill them. Right?

Jose RuizThat's They got the idea. And and look at this, Alam. These people are on the top of the Maslow pyramid. They they already satisfied their basic needs. They are on the ongoing time when they are in our ads. Security since security is the baseline of the pyramid, they are assuming it's a fact. True. That's that's the challenge. How you can make these people feel absolutely comfortable with us and enjoying their time and don't taking care about their safety and security because they are in professional hands. Be sure to start. That's a big challenge.

the Future of HospitalityTrue. Yeah. True. And and how how has this, evolved in the past years? Do you see, like, a change? Like like, between, like, twenty years ago when you started and now, is there, like, a big difference in regards to the those challenges or not so much?

Jose RuizThe approach and the challenges are a shenanking a lot, especially in the last ten years. Let me talk about the approach. And and now we'll take a look since my experience and my standpoint. My my first approach in the hospitality industry was pay my team for response. A lot of training, also do this processor, processes full response whenever something wrong is happening and make people feel the professional team is there for solve problem with no issues or resources and very qualified. And addition to that, after many years, I changed my perspective as everyone of the hospitality industry, specifically in security, respond in control, respond in protocol, avoid the bad situations as you can all the time.

Jose RuizAnd then risk management approach. Identify the risk and manage them in advance and use organizational, physical, or procedural measures for avoid bad things. And finally, the last five years is evolving a lot. Security is all of this, And in addition, you're most influenced on the culture and how the people think. And the culture is not another thing than how we do the things here every time. And if you are a new guy, we will tell you how we do the things. For example, use the EPP, the the protection equipment for a challenging task. For example, people at the kitchen, they must use specific shoes and if something new is the new guy is arriving for the company and the rest of the people tell them, hey, Evan, you mustn't use your EPP now because this is a challenging task.

Jose RuizThat's the culture working and moving forward the performance of the company. And it's a huge and a day to day challenge that security and safety leaders have around the world, and not just on the hospitality industry. It's it's around the world because safety and security is about rules and and some standards. And sometimes it's showing people understand that it's good for them. And sometimes it's they have points, important points. True. And we must understand that we are trying to do some strategies for connect people with these measures for protect their self and protect the company. But at the same time, we must let them to be their best version and understanding that safety and security is not their focus talking about the rest of colleagues.

Jose RuizWe can't protect companies without the employees' cooperation.

the Future of HospitalityTrue. That's not possible.

Jose RuizTrue. Absolutely. If the security and safety team is alone, your company will not be well protected. But security and safety team must be smart to connect with people and to have this special feeling that we are in the same boat. And if somebody mistakes, the boat maybe will take a bit more time for a ride to the deck.

the Future of HospitalityBut at least it arrives. That's the most important. The boat the boat must arrive. Like, can you give me, like like, I have all kinds of situations in my in my, like, scenarios in my head, what can happen? But can you give me, like, an example that something went wrong, like, not so long ago that's that that you guys, like, dealt with just to get a better picture of what can happen?

Jose RuizYeah. It's it's it depends on the of the location and the environment and all the property that you are based it on. But usually, like, for example, on, public things like this, face it to the Pacific Ocean, hurricane impact. This is a very common issue every year. And sometimes it's very frustrating for our guests to receive it out from four g sales team and they'll, hey, mister Smith. We're so sorry about our safety department recommends us to cancel the flight because of your safety. And we understand your AirPlan, but right now, we have this situation. And it's a responsible and very high quality process to be transparent with your client and prefer do not have in this moment this income, but protect your people and at the same time your reputation because a lot of people go, oh, these guys are turning about it. And they are taking this situation in their hands and they prefer to avoid this invoice but protect me and my family.

the Future of HospitalityTrue.

Jose RuizTrue. And and sometimes natural, is what it is. And sometimes the climb change in short term and short time. For example, many years ago in Acapulco, the forecast doesn't provide the inform provided the information for half an impact, and in five hours, it tanked. Wow. And it was a horrible situation for a lot of guests, people, and hotels there. And many good histories came came to the table that moment. Wow. For example, there is Schneider Electric, director of security in Mexico, took decisions for evacuate all the people that was in a global meeting in Agapulco three hours before the impact and did it. Was the best decision that he can took.

Jose RuizAnd everyone was against it, civil liberties and the parliament and the old man, but he got qualified information and he took the decisions, hard decisions, because revenue is implied. This relationship with stakeholder is implied. But sometimes, and safety must be that voice that put the hard conversations on the table for benefit of the organization.

the Future of HospitalityThat's a difficult, role because you are like the bad boy, like you say. You destroy your party, but it's like high responsibility. You have to do it. Otherwise, they lose even more.

Jose RuizIt's a complicated role sometimes, and and and I'm connecting with your idea. It's a complicated role, but at the end of the day, it's about care people and also care organization. Send a special perspective because it's absolutely understandable. Every one of the rest of the EDS have their own focus. And it's important that for every team out there around the world and every role on the companies to be focused on your profession and your role for the company because you are a part of the same boat. True. But but you must sometimes raise your hand and tell the captain, hey, captain. Came off to move our our direction right now because the storm is is cycling from us.

Jose RuizTrue. And it's all comfortable, but it's needed.

the Future of HospitalityIt's needed. Yeah. Otherwise, the boat is going right into the storm. That's not what you want. So you you have the responsibility to, take care of the whole boat. So that's, that's nice. And can you maybe tell me, like, are there, like, some kind of common security mistakes that in your opinion, like, almost every hotel makes? That even not like the the Four Seasons and the Ritz Carlton and those kind of hotels, but also the smaller ones that they are making?

Jose RuizI will be clear. I'm not talking about any brand that I work with, but but, yeah, there there are some common mistakes that hotel industry makes a lot of times. And it's it's sounds simple, but it's critical. The first one is reporting suspicious situations or challenging situation or on time to the guest. Because people, a lot of time, are trying to avoid to provide bad news for their client, their guest. And I'm absolutely right that the guest prefers receive the information on time, and understand what the hotel is doing about it. True. And doesn't avoid this type of information. And sometimes they are better informed than us.

Jose RuizAnd the the second mistake that I set out by my 20 peers is to fail or de escalate when motions of the client are coming becoming the highest and can become a biggest problem. You must use your intelligence and techniques for de escalate. Understand and validate the motion of the person and provide qualified service for deescalate the emotions. And this not means you are agree a 100% with the person is doing something wrong, but True. Deescalate emotions permits people focus on the solutions of the issues and not on the problem. And this is the most critical ability that you could learn throughout your entire career. And no matter if you are in hospitality industry or not, especially in hospitality industry, since we are working with experiences, deescalate is most critical ability to use the security.

the Future of HospitalityThat's a nice one. I like this one. It's like the the mindset. There's a small small change, but big impact. But if you look at Absolutely. At a different mindset, really like this one. Nice. Nice. And, in regards to, like, the most overlooked aspects of security and hospitality, is there something that you think, like, okay. This is like people think this is, like, easy peasy. It's so overlooked, but it's a big, big risk. Can you maybe talk about that a little? Do you have something to say about it?

Jose RuizInformation security. In the in the modern time, today, people love to post everything that they are doing, and they have open networks on social media. And sometimes it is a critical issue for our clients and also for the mobile brands. Information security is misunderstood on some levels and requires the cooperation of the entire people around the organization. And and and for example, when an important office is incoming for the property and people sometimes will not take pictures necessarily, but communicating with their peers or friends, Emily, or in social media the important artist is of the property, they are being a vulnerability for the entire organization. Gotta talk more. And it is not a joke. It appears like if simple fact or simple act that tells information that you have from the property for other people not related with the hotel, but is a critical mistake for our organization of information in bad hands.

Jose RuizAnd it can occur a lot of time. The majority of the crime and and in this social engineering acts are becoming from information security issues. True. Can you give some examples? It's very interesting about it. They they they take this not on serious way. Unhappy. I'm not talking about your hospitality industry. It's a it's

the Future of Hospitalitya global thing, but hospitality hotels are, like, a big target because they have so much data and so much, you know, people. And it's not like the the mindset is always to be like service. They have, like, a service mindset. They want to to to, you know, make somebody feel comfortable, and that's exactly what the other social engineering part, you know, that's easy to work with. But but I'm really curious. Like, can you give me some examples, like how it went wrong or how it can go wrong, for example, just like the concrete examples.

Jose RuizEven one. Okay. Okay. A a important sport figure around the world arrived so for important resort many years ago and somebody of the team took a picture, took a selfie with this person Yeah. In back of him and the entire community understood that person was on the property. And a few hours after, the property had a big group of people wanting to go inside for see this person. And immediately, the client left the property in helicopter and doesn't want to go back again. Wow. That that that's serious for for many of them. Beyond our hands is a relaxing time, start on their day to day activities, and this sometimes includes don't want to have contact with a lot of people because at the end of the day, they want to relax.

Jose RuizIt is hard to understand for some people, but because we are not artists or public figures. Right. But understanding since they're our own standpoint, they are they are being our clients by many years because they have confidence on the bank.

the Future of HospitalityYeah. That's that's like a that's a that's a real real problem that you what you say, is it one small x, like taking a selfie? You as a worker, you think, like, I just take a selfie. What can happen? You know? What can happen? But that selfie has an impact on the hotel that that guest important guest doesn't want to go there. And those guests, I think, also talk to other people in their network. Don't go to X because, you know, this happened with me, and that has a huge impact on on the hotel revenue and and the brand name, of course. Right?

Jose RuizAbsolutely. And and we do. It doesn't matter means that this guy is about meh and having bad intentions. But at at the end of the day, we are talking about facts and this is the importance of the security awareness, on every company. And our task is challenging because you must make sure the people understand this principles on simple language and with very usable ideas for their day to day. One of my strategies is play the role of their own lifestyles in providing the tools for protect their own personal information on social media. And they understand the principles, and sometimes

the Future of Hospitalitythey start to apply them in the job also. And and and Nice. It works. It works. Yeah. Nice. So I guess that your your your job is also to create a lot of awareness for everybody in the hotel. Right? Because that's where it starts. Education

Jose Ruizin the next town and the collective efforts. A a lot of a lot of the efforts of security awareness are designed like a game because when when you play the role like a game, people Yeah. Connect more with this with this training. Example, sometimes we are trying to do test of penetration, calling to the center, but they understand it's our team playing the role, and we boys, hey, guys. You might die. Frying to play. And it's funny for them, but this book is this up until Frying, they think that they most share the information of the hotel And those in a low external people have access to anyone or the room's extension when they are on duty.

Jose RuizBut it's a funny game, but at the at the end of the day, they connect with the idea.

the Future of HospitalityThat's nice. It's not like, heavy information. You make it still fun, and then it's also, they can, easy, reminded one, because it like, in general, I know that security is all about managing your weakest link. Right? Because you can have everything it's like playing soccer. If if the whole defense is great, but your left back he uses the good, left back, then everybody will go from the left side. Right? So I think in security Hey. Believe it. Yeah. Security is kind of the same. Right? You have to protect your weakest link, and those are most of the time the the people because they are not aware of the of the problems and the things that they do even if the intention is good, I guess.

Jose RuizAbsolutely. And using the the idea of soccer, people is your second half of the of the play. If if the you're advanced. If if you wanna be to the offensive, it's just to the offensive perspective, you must use all your influence throughout the entire organization and connect with people. And when you achieve create the the sense of direct way in the entire team, but you have the best security enterprise risk management program around the world. That's does it go over every one of the actual securities, especially in hospitality industry? It's hard.

the Future of HospitalityYeah. That sounds hard. That sounds hard indeed. And and if you if I'm kinda curious if you look at the future of security. There's, of course, a lot of things upcoming with AI, with all kinds of other technologies. What do you see as the biggest risk for your, role, for example, like, in security in in, let's say, three, five years, what do you think is the biggest, risk that hotels need to to manage?

Jose RuizInformation security will persist and will be a big, big issue if we are now evolving our protection measures at the same speed that the lawbreakers are doing because AI is providing them a lot of tools and it it comes to the table another another thing. AI is a important tool for protect organization and is a amazing, component of the new, enterprise management systems, but also with AI are incoming and other things that are not good for organization how the industry, for example. So you're gay. People can't blow your balls down. And the lawmakers can use your iMatch and have a video cal and video cal with perfect video of your person duplicated with your voice, and it it can become challenging.

Jose RuizWow. It it become very challenging specifically on the payment methods, the the protection for the cards or clients, the identity, the information security, and also frauds or tailgate in using the AI as the main tool. Yeah. I'm I'm seeing that the the the next challenges. And the market is evolving. Another challenge for luxury of the car industry could be that the platforms for rental, vocational rentals are becoming better and better on their service and quality, and we most evolve and innovate more and have this differentiation or differentiator becoming more and more stronger or continue providing our clients outstanding experience at highest level that another market can't provide them. And since the asset protection perspective, the quality and the consistency of the service is the most valuable asset that we can have and provide for our clients.

Jose RuizAnd that's also my duty to protect

the Future of Hospitalitythe chain of value. That's really nice. So you say that's one of the differentiators for, rentals versus hotels. You think that security will be, like, one of the differentiators, if I understand you correct? Absolutely. Nice. Nice. And you know what what you said about AI? You know, if you're not from the industry, so, of course, you are always looking, you know, about the the new trends of security. But if I tell somebody that what you said just now, that people can clone your voice for example, if I tell my wife that I can clone her voice, she's like, yeah. But it's like, you know, Hollywood style, and it's like, only, like, you know, the but I know from experience that it's super easy to do. Like, I can clone your voice after this podcast. I can take your voice, clone it, and I can be like Jose Ruiz, like, in in two minutes.

Jose RuizSo just And and and and maybe it could be funny, and it's it's a funny tool. And and AI is just a tool. We're not talking about this the evil working for the AI. We we are talking about this is a tool. It's a powerful tool. The thing is how we use it. That does the child access next the next years and how people can detect and protect yourself in advance because it's evolving in a very high speed. And no matter if you are aware or not, it will continue evolving and will affect your life. That is for sure. And in telling your mom, there might be.

the Future of HospitalityThat's for sure true. That's like, I am not a security expert, but I I know a little bit of of the stuff. Like, what what I think is really important, that not only the hotel staff, of course, is aware of the risks, but also the the guests of the hotel. Because, for example, I heard a story about, social engineering that sometimes people call you, and they just want to have you on the line for two minutes. Because if they have your voice for two minutes, they can clone it. So if people understand how the other side works, then it's also easy to protect that part of your information that you don't want to share. So I think that the awareness is not only for the hotel staff, but also, of course, for the for the hotel guests that they need to be aware of what can be done with AI, with social engineering, like how they act, how they attack.

the Future of HospitalityAnd if that's, in their minds, then it's easier to to protect because protection you you can, of course, as a security director, can do everything. But if the guest is also not, like, doing the minimum, it's also difficult for you, I guess. Right?

Jose RuizYeah. It's it's it's challenging, and especially because the thing you are talking about, we are working in the service environment, and we want to provide outstanding experience for everyone. So how you can keep you aware about the process throughout this process? It it is high demanding task for everyone involved on the same cloud. Absolutely. Absolutely. And and and let me check about something interesting that that that the older rule of my company, Four Seasons, is that people should betray others the way they want to be treated. And once we threat is good, and then you treat with all the person in a wholesaling manner as you can.

Jose RuizIt's hard to identify risk as only way in the chain of value. But no rush, you have a safety and security department behind of you to guide you throughout the process. And with simple or very actionable processes and abilities that you can use throughout your entire career. That's that's all. And it is not rocket science. It is not rocket science.

the Future of HospitalityThat's true. It's not rocket science for you, but for everybody else as well. I I agree.

Jose RuizCool. Cool. How about you? You this is not rocket science for you to do this podcast, but for me, it's art. I visited the experience for me, security guy that all the time is dealing with challenges, seated at the table with amazing presentator, famous podcast. Yeah. That is a high use risk.

the Future of HospitalityThank you, my friend. Thank you. Thank you. Jose, we are almost almost out of time. What what else do you want to add? Is there something else that you want to say about even if it's the guest experience or security, like, in general, your point of view on hospitality, whatever it is, what is one thing you you would like to share with those fatality professionals

Jose Ruizfrom your experience? I was seated at the table many weeks ago with Isolore Tart, huge guy, the founder of Four Seasons. Wow. And I used the opportunity for asking, mister Shar, what could you tell for every one of us that considered you the father of the mother hospitality and why to follow those debts? Understanding I want to protect people. And and he told me something very interesting. Have clear vision with clear goals. It will make sure half around you people that share your values, goals, but very special, your business ethics. Wow. And apply these principles throughout your entire career if you want to succeed. And he provided me a lot of experiences that he had of innovation and examples of challenges that they succeed in the past.

Jose RuizBut every one of them was based on the foundation of these three things. Have clear vision and goals, have with you people that share your values, and clear business ethics. Everything is about the right path that you want to take. Nice. And sometimes, since my perspective as a security guy, sometimes the most challenging task is align the people on the same vision of the right path. But once you have understood this way, the good things are to happen. Nice. Amazing.

the Future of HospitalityAnd it was impeccable for me. Well, that that sounds like a it sounds so simple, but it's it's it's more than that. You know, sometimes the most complex things are so simple. If you look if somebody like he like he says it, then it all makes sense. You know what I mean?

Jose RuizYou gotta believe it. Then how is the hugest guy around the lurk industry around the world. And this, in fact, he is the father of the modern hospitality. Well And he's had a point. When people have good business ethics, good things could happen. And on the way, sometimes people win mistakes. That's normal in in in the in business. In fact, that's the reason, the main reason, because people like me exist on the matter.

the Future of HospitalityYeah. True. Nice nice story, Jose. Like this one. Love it. I have to say that I also If I learn something,

Jose Ruizif I have a important lesson from my twenty years, and especially these last ten years on hospitality industry, the luxury environment is, as my angel said, people could forget what they did. People will forget what you said, but people will never forget how you ate them.

the Future of HospitalitySo true. So true. That's really true. That that's It was a pleasure to be here, man.