How This Hospitality Visionary Is Rewriting The Rules Of Luxury Travel

Forbes

15-07-2025

After redefining wellness travel at Six Senses, Neil Jacobs is on a new mission to build the next chapter of hospitality with Wild Origins—grounded in purpose, people and place. courtesy of Neil Jacobs/Wild Origins
The travel industry is defined by reinvention, so it's no surprise that the trailblazing hospitality executive Neil Jacobs has already moved onto his next act.
For more than a decade, Jacobs helped redefine what luxury travel could (and should) look like as CEO of Six Senses: sustainable, soulful and grounded in place. Now, Jacobs is launching Wild Origins, a purpose-driven advisory collective and creative studio that builds on the philosophies he championed at Six Senses and pushes them even further.
Jacobs says the new venture is rooted in the same values that have guided his career—doing work that feels meaningful. 'There are people out there who really care about this stuff who are not tree huggers and who still want to do business—but they want to do business in a better way,' he told me in an interview. 'Whatever I do, the wellness and the hospitality and the sustainability piece will show up in one form or another. I can't go into anything that doesn't reflect my own personal position.'
It's a timely move. As travelers seek out more than just high-thread-count sheets and infinity pools, Jacobs believes the future lies in transformational experiences with depth and value. 'Trends come and go,' he says. 'It's important to focus on the fundamentals—the way you move, the way you sleep, how you connect. It's about being conscious and mindful.'
That instinct is something industry insiders have long pointed to as one of Jacobs' superpowers. Craig Cogut is the CEO of Pegasus Capital Advisors, which owned Six Senses before it was sold to IHG. Cogut told me in an interview that the partnership between Pegasus and Jacobs was 'love at first sight, which deepened.'
'Neil's ability to see 10, 20 years ahead is special,' says Cogut. 'And in this age of technology, people still really matter in this business, and recruiting the right people with taste, style and sensibility can't be programmed. You have to have that. And Neil has it, and he has an ability to attract people who reinforce that.'
When Jacobs joined Six Senses in 2012, the brand was best known for barefoot luxury in remote corners of Southeast Asia. Under his leadership, Six Senses became a global player—expanding from eight to 26 properties, with more than 30 currently in development. He broadened the brand's reach across Europe, the Middle East and the Americas. He also introduced urban locations and created private residences.
What remained constant? Jacobs' belief that luxury doesn't have to be wasteful, wellness isn't limited to the spa, experiences should have a strong sense of place and design should always reflect its environment. For instance, when Jacobs decided that Six Senses should expand into Portugal's Douro Valley, the company took over an Asian-style hotel. Under Jacobs' direction, the out-of-place Buddhas were gone; in their place were tiles sourced from local markets. 'You can't have a hotel in Portugal that feels like it could be in Bali,' he says. 'It needs to reflect where it is.'
Before Six Senses, Jacobs spent 14 years at Four Seasons, overseeing operations in Asia and helping the brand broaden its wellness focus. Later, as president of Starwood Capital Group, he helped another hospitality innovator—Barry Sternlicht—launch 1 Hotels and Baccarat Hotels. That arc gave Jacobs a unique vantage point: He's equally fluent in both operations and innovation. Wild Origins: A New Platform For Change
Wild Origins is already taking shape with a series of high-profile collaborations. Jacobs is working as an advisor with Cain, a London- and New York-based private equity group, on luxury hospitality and well-being opportunities. He's also teaming up with the Bali-based hospitality company, Potato Head, to advise on the brand's strategic growth and expansion.
In Saudi Arabia, Jacobs is helping shape the country's tourism pipeline through two high-impact roles. He serves on the board of directors for the upcoming Riyadh School of Tourism and Hospitality in Qiddiya, which aims to train the next generation of travel leaders. 'It's going to have 15,000 to 20,000 students—not all physical, a lot of it online,' he says. 'We've already hired the dean, a tremendous educator from Lausanne, and we're bringing in faculty now. It's super exciting to be part of it.'
Jacobs is also on the advisory board of TOURISE, a new global platform steering the future of tourism in Saudi Arabia. 'If you go to Saudi today, the mood is completely different to what it was five years ago,' he says. 'Young Saudis are excited about their future. They want to work, they want to contribute. It's a beautiful country, and I do believe that what they're building will succeed and it will become a global destination. It's just going to take a while.'
Jacobs' impact on the travel industry at large hasn't gone unnoticed. Chris Norton, CEO of Equinox Hotels and a former colleague of Jacobs at Four Seasons, praised his approach to leadership. 'Neil Jacobs has always shown that being principled and kind isn't a weakness, but a foundation for lasting success. In a world that often claims 'good guys can't win,' Neil proves that integrity, generosity and resilience are the real drivers of achievement—both in life and in business,' Norton told me in an interview. 'As he embarks on his new company, he stands as a reminder that the long game belongs to those who lead with character and vision.'
Stacy Fischer-Rosenthal, president of Fischer Travel, echoes the sentiment. 'Neil has always been a trusted partner who deeply values relationships. Neil is a visionary and a trusted partner in the industry, who consistently grew and elevated the Six Senses brand with his integrity and exceptional leadership,' she told me in an interview. 'I am absolutely thrilled to see Neil embark on his next chapter, as this new venture will undoubtedly allow another brand to flourish under his guidance.' Doing the Work That Matters
While peers celebrate his vision and leadership, Jacobs isn't focused on accolades or legacy. He's more interested in doing the work that matters. 'For me, it's about people and the development of people and culture,' he says. That includes sustainability initiatives that are doing something good for the community. "A, it's the right thing to do. But B, it's also the right commercial thing to do. It's where the two intersect, and it's a win-win.'
His people-first approach fuels everything from team building to creative breakthroughs. That's especially true when it comes to innovation. 'People think you wake up in the middle of the night with a great idea—but that only happens occasionally,' he says. 'Innovation is a science as much as it's an art. There's a structured way to create an innovative environment. It doesn't just happen—you need people who are focused on it.'
Jacobs also believes the best hospitality concepts are grounded in strong storytelling and clear intent—something he sees in brands like his new client, Potato Head. 'It doesn't have to be expensive,' he says. 'It just needs that kind of thinking around it and a structured approach.'
That clarity of thinking extends beyond business. Jacobs works with a coach—formerly a professional athlete—who has shaped his thinking on leadership and life. 'We think our feelings are fixed, but really they're just driven by what we're thinking about at any one moment,' he says. 'So if you're mindful of your thinking, everything else ought to fall into place.'
This is a mindset that informs how Jacobs leads, how he innovates and how he navigates the highs and lows. 'Life is like an elevator. ,' he says. 'Everyone wants to be in the penthouse, but every now and again you end up in the basement. And that's okay—wherever you are at any one moment is probably the place that you're intended to be. Relax. Enjoy the floor. You'll go back up when you least expect it, and you'll go down. You're going to be fine.' MORE FROM FORBES: Forbes How A Small Hotel In Jamaica Is Making A Big Difference By Laura Begley Bloom Forbes How Two Accidental Hoteliers Created One Of The World's Coolest Hotel Brands By Laura Begley Bloom Forbes Want To Leave The U.S.? This New Company Will Help You Move Abroad By Laura Begley Bloom