What is the single best/defining thing about The Goring?
It's privately owned. Therefore we can put pictures of naked people in the loos.
You are the 4th generation Goring to run the hotel. How do you keep re-inventing the hotel in the face of ever more 'boutique' competition?
A boutique is a place where my mum buys dresses. Luckily the competition doesn't have our secret weapon - staff who are human beings. But we have also re-furbished every square inch of this hotel using iconic British designers (Linley, Nina Campbell, and Gainsborough Silks). This has given our waiters, maids and receptionists an eye-catching stage to perform from.
What is the next big luxury travel trend?
A backlash against garish technology.
What is your own personal litmus test for whether a hotel is worthy of the 'luxury' tag?
Being made to feel like a long, lost friend when I arrive, even if I know I'm not really significant.