Jorge De Jesus
As Beaverbrook prepares to welcome guests to its exclusive new The Village development in the Surrey Hills, Meet the Leader met general manager Jorge De Jesus to hear about his journey from telephone operator in Zimbabwe to the pinnacle of the UK hospitality industry
In the ever-evolving landscape of the hospitality industry, Jorge De Jesus has been a visionary leader; most recently, steering that quintessentially English country house, Beaverbrook, to new heights. His newest launch, The Village, set to open its doors in December 2023, is both a unique and luxurious addition to the Surrey Hills estate – and a testament to Jorge’s commitment to redefining luxury experiences.
Designed as a Victorian village surrounded by beautiful woodlands, the Village offers 21 luxury guest suites across ten cottages and an exclusive event space known as The Writer’s Block. Here, renowned interior designer Nicola Harding’s touch permeates every corner, echoing a timeless English village vibe. Bursting with colour and patterned wallpapers, her design has been complemented by creative director Sir Frank Lowe’s whimsical touch, evident in the entire concept and artwork.
The Dower House, a secluded haven within the village, adds an extra layer of James Bond-style romance with a helipad, private swimming pool, studio or spa treatment room, self-driving buggies per room to explore the expansive Beaverbrook estate – and an Aston Martin. 007 would surely approve.
A strategic leader
This isn’t just an expansion; it’s a strategic move catering to the evolving needs of the modern workforce. And with its exclusive-use concept, the Village aims to provide a secluded haven for companies to host corporate retreats.
As Forbes says, “While 39% of global knowledge workers will work hybrid by the end of 2023, science tells us that 100% of these employees want to connect with their peers, at some point, in a social environment.” As such, The Village is an ideal space for teams to reconnect and rejuvenate away from the hustle and bustle of city life.
It’s another magnificent feather in the cap for Jorge, whose innovative management strategies have transformed Beaverbrook. And the man himself has had an unconventional path to success.
Born in Zimbabwe and raised in South Africa to Portuguese parents, he began his career as a telephonist at Browns Hotel. “It was the only job I could get,” he recalls. “And I remember being on the switchboard, feeling quite sorry for myself, when one of the South African managers walked in and sat in front me, and noticing I was upset, said, ‘Think about it: hospitality is on its knees and the only way is up. There’s no better time to grow your career. When the industry is flat, it’s much harder.’ And I took that on board.”
Rising to the top
It eventually led to a 12-year stint with Hyatt; and his corporate journey reached a zenith when he joined the Chicago head office as an innovation leader, managing the UK lab and collaborating with Stanford Design School for two years, pushing him out of his comfort zone to embrace Design Thinking.
“It was really challenging for someone who’s shy,” he says. Yet despite his initial shyness, the experience taught him the value of empathy and learning from failure. “Design thinking is all about failure!” he laughs. “For a perfectionist like me, it’s your worst enemy. It’s all about empathy, listening, and talking to people.”
Business wisdom
And the experience changed him, compelling him to challenge the status quo and initiate a shift in mindset. “I came back to Hyatt, met with the C suite team in Chicago and said, ‘OK, we need to change 110,000 people’s minds. How are we going to run the company differently?’”
Hyatt, he says, was “incredible. I learned everything I know about hotels from them.” But it was time to take a break from corporate. He took an extended hiatus to support his daughter, then aged seven, who overcame her own shyness through involvement in a local theatre group, before he was eventually drawn back to the hospitality industry by Beaverbrook.
“One of the most exciting things we’ve done since I’ve joined, is instead of doing lots of social, we zoomed in on one Instagram account,” he says. By focusing on one influential staff member’s Instagram account “we went from 9,000 to over 100,000 followers and our social media presence was just transformed”.
Corporate engagement
Which brings us back to the Village: “We wanted to create a Victorian village that could be booked in its entirety,” he says of the concept. “If your corporate group is comprised of 20 people, you have your own exclusive village.”
During a post-pandemic era of remote and hybrid working, it serves as something of a gift for a workforce eager to reconnect and reset their group thinking. Perhaps in the literary-themed event space, Writer’s Block, which can accommodate up to 22 people. Meanwhile, Mrs Beeton’s restaurant, named after the Victorian culinary figure, offers a classically British menu featuring fresh, local produce and an elegant wine selection.
Ultimately, it’s the serene brainchild of a leader who has dared to challenge the status quo. “In many ways,” says Jorge of his management style, “I’m just making sure my staff have what they need, in order to do what they do best. And sometimes, that means getting out of the way!”