Living History
Samuel Santos

Words Allison Reiber DiLiegroImages Bastian Achard

For Samuel Santos, it took a punishment from his parents to discover his lifelong passion for hospitality. 

Samuel grew up in Chiclana de la Frontera, a sun-drenched town in Andalusia, Spain, known for its sandy beaches and high-end hotels. “At 16, my parents made me spend a summer working as a bellboy in a hotel as punishment,” he laughs. “What started with resentment quickly turned into a passion for creating unique experiences. I’ve been in love with the industry ever since.”

Today, Samuel is the CEO of IBB Hotel Collection and Cugó Gran Collection. Among their properties is Cugó Gran Macina Malta, a sleek, 21-room hotel set in a restored 500-year-old fortress in Senglea, an ancient walled city on Malta’s eastern coast. “Our goal was to take an already extraordinary property and elevate it—not just through its design and style, but through unparalleled experiences.”

We sat down with Samuel to talk about his unexpected career path, his favorite spots in Senglea, and what he considers a perfect day.

What is your favorite part of your work?

Since I started as a bellhop almost 20 years ago, I have gone through many jobs, countries, and cultures. Yet one thing has remained constant: My favorite part of the job is the possibility to create exceptional experiences, spanning from a simple smile to the craziest, most “unattainable” request.

Can you describe yourself in three words?

Passionate, perfectionist, and sensitive.

What is your motto?

Do it or don't do it, but if you do, do it with passion, dedication, and desire.

Can you tell us more about the building’s history?

This magnificent building has immense cultural and historical significance for Malta but had been abandoned. Being part of the Macina’s restoration was a dream come true.

The Macina was built as a fortress in 1554 by the Knights of St. John and was part of the defensive bastions that surround Senglea. Its name, which means “machine,” calls back to the 16th century, when a massive wooden crane on the side of the building was used to lift masts and heavy cargo off the boats. The crane eventually became obsolete and, in 1927, was dropped into the harbor below, creating a 10-foot wave. We are only the current custodians of this special building, which has a long and colorful history to tell.

What is your favorite detail at the Macina?

I like that we didn’t alter the original structure at all. At the same time, every element of the interior design was tailor-made for this space, down to the finest details. When you step into the Macina, you not only feel the magic of the ancient fortress, but you also experience the luxury of the design, amenities, and décor. It’s a seamless blend of old and new.

What makes Senglea so special?

Senglea and the others of the “Three Cities,” Birgu and Cospicua, are steeped in history and have many protected buildings. You won’t find big chains like McDonald’s or Costa Coffee here. Instead, there are small, authentic local restaurants, fairy-tale-like streets, and the local Maltese community that is vibrant and thriving.

What is a perfect day to you?

A day with no phone calls or emails, on a deserted beach, with my husband, a good book, and peace.

What inspires you about the sea?

To me, the sea represents freedom and joy, especially when shared with family and friends. Like most people, I wish I could spend more time on the water, but that rarity makes it even more special when the occasion arises. Through our sister company, Von der Heyden Yacht, we offer guests unforgettable adventures on the water, adding another layer of magic to their stay. There’s something extraordinary about exploring Malta’s coastline with such elegance and ease.

Which talent would you most like to have?

I’ve always wished I could sing or play the piano—but trust me, you wouldn’t want to hear either from me right now!