In a world where luxury is often mistaken for excess, Rosewood Hotels & Resorts stands apart by redefining what it truly means to deliver high-end hospitality. At the helm of Rosewood Villa Magna in Madrid, Friedrich von Schönburg brings a deep appreciation for tradition, innovation, and above all, human connection.

“Luxury is no longer about opulence. It’s about emotional connection, cultural relevance, and anticipating every need—seamlessly.”
— Friedrich von Schönburg

This philosophy guides every decision at Villa Magna, from how guests are greeted to the technologies that remain carefully in the background. While many hospitality brands race toward full automation, Friedrich believes in leveraging technology to enhance—not replace—the human touch. Tools like WhatsApp messaging and intelligent CRM platforms are used to deepen guest relationships, not dilute them. Behind the scenes, automation streamlines operations, ensuring staff can focus more on personalized service rather than routine tasks.

Equally important is the brand’s commitment to sustainability and local authenticity. Guests today expect purpose behind their experiences. Whether it’s sourcing amenities from local artisans or adopting mindful environmental practices, Villa Magna is building a narrative that resonates with the conscious traveler.

Friedrich also emphasizes that none of this would be possible without the dedication of empowered teams. When staff feel trusted and supported, they deliver experiences that feel intuitive, gracious, and genuine. It’s this human element—made even stronger with the right tech in place—that creates the unforgettable.

As the industry continues to evolve, Rosewood’s approach proves that true luxury isn’t static—it’s alive, thoughtful, and personal. With a careful blend of heritage, innovation, and heart, Rosewood Villa Magna is setting a new benchmark for luxury hospitality in 2025 and beyond.