Francisco Macedo is a hospitality leader with more than 25 years of international experience, currently overseeing the Iconic Luxury Hotels Brand, internationally, across Spain, Italy, and the United States.
He has played a central role in expanding the group’s presence in key global markets, leading openings and repositionings that set new standards in luxury hospitality.
Some of his recent work includes launching the Amù Beach Club at the Gran Marbella Resort and Beach Club, and opening Palm House Palm Beach, which in a short time has become one of the most awarded hotels in the world, earning a place in The Times Top 100.
Francisco is recognised for repositioning landmark properties such as Hotel Excelsior Venice into the Iconic Luxury Hotels collection, while also guiding some of the UK’s most celebrated hotels, including Cliveden House and Bovey Castle. His leadership blends asset growth, operational excellence, and Forbes 5-Star standards with a people-first philosophy. He is known for building teams that feel valued, empowered, and motivated to deliver at the highest level, believing that lasting success in hospitality comes from investing in people as much as in properties.
His achievements have been acknowledged with honours such as the Catey Manager of the Year award. He is a Master Innholder, a Fellow of the Institute of Hospitality, and an active mentor who also serves on several industry boards.
In 2025, Francisco is recognised for his clear strategic vision, his ability to deliver sustainable returns, and above all, his dedication to leading with people at the heart of every decision.