When your calling is to create the most sought-after boutique destinations on the globe, how do you define what makes a luxury hotel truly exceptional? Off the back of his major renovation of Hermitage Bay, a nature-immersed Caribbean escape on Antigua’s golden west coast, SLH co-owner Daniel Shamoon delves into the irresistible draw of island life
If you ask Daniel Shamoon where he feels most at home, don’t expect him to name one of the great capitals. For the co-owner of Small Luxury Hotels of the World — the quietly unstoppable force behind some of the chicest resorts from Marbella to Marrakech — the answer is somewhere a little slower, saltier and a lot more sun soaked.
“Island destinations have always been a passion of mine,” he says, perched on a terrace overlooking the turquoise sweep of Hermitage Bay in Antigua. “I’ve been spending time in the Bahamas for years, but Antigua and Barbuda feel different. It reminds me of Ibiza 50 or 60 years ago — naturally beautiful, a bit wild and ripe for environmentally conscious development.”
This blend of nostalgia and forward-thinking vision sums up Daniel’s approach. He’s not interested in dropping shiny new hotels onto sleepy islands — instead, he coaxes out the character of existing properties, as natural extensions of their neighbourhoods. Since taking over Hermitage Bay three years ago, the hotelier has given the resort a gentle yet thorough revival that is more about evolution than overhaul.
“Hermitage Bay always had beautiful bones,” he describes. “The beach is one of the nicest on the island — but the hotel felt tired. We wanted to maximise its potential without losing its soul.”
The resort now hums with low-impact energy, from solar power and locally sourced materials to electric Jeeps and an organic garden that feeds the kitchen. Fresh produce is sourced in collaboration with local fishermen and farmers, while the resort team partners with marine biologists to support reef regeneration projects. “Everything we do here is about immersion in nature,” Daniel explains. “The structures don’t dominate their surroundings — they’re engulfed by them.”
Other upgrades include the reimagined signature spa, which has made the transition from hillside to beachfront, offering treatments that combine ancient ritual with island botanicals. Meanwhile, all 30 villa suites have received an elevated makeover that showcases the best of indoor-outdoor living.
Guests can also choose from a selection of curated island experiences, including private beach picnics, romantic sunset sails and snorkelling expeditions aboard a newly acquired vintage schooner. “However, the staff are the heart of Hermitage Bay,” Daniel adds. “We retained the original team and sent around a hundred to train in our other hotels; they returned with new skills and a global perspective.”
“Everything we do here is about immersion in nature,” Daniel explains. “The structures don’t dominate their surroundings — they’re engulfed by them.”
That global network is vast. Under the umbrella of the Luxury Hotel Partners group, Daniel and sister Jennica Shamoon Arazi oversee a glittering portfolio, featuring SLH hotels Nobu Hotel Ibiza Bay, Nobu Hotel Marbella, Nobu Hotel Marrakech, El Lodge Ski & Spa, Maribel and Teranka, among others. “Jennica and I do everything jointly,” he reveals. “We complement each other perfectly. I’m focused on the concept; the big picture, while she steps in where her talents take over — design, detail and the overall guest journey. That’s where the real magic happens.”
Their partnership continues to fuel new ventures. Alongside Hermitage Bay, the Shamoons are currently developing Nobu Barbuda, transforming a single island restaurant into a fully-fledged boutique resort. It was during the 2017 opening of Nobu Hotel Ibiza Bay that Daniel first crossed paths with the Nobu co-owners, actor Robert De Niro and chef Nobu Matsuhisa. What began as a professional alignment quickly became a firm friendship built on mutual respect. Soon after, De Niro floated an idea: “You should come and see Barbuda,” he told Daniel. One island visit later, the seed for Nobu Barbuda was planted.
Dotted along the pristine Princess Diana Beach, the resort is now 60 percent complete, featuring bungalows, beachfront residences and villas spread across two miles of untouched shoreline. Due to open in 2027, it promises a new benchmark for contemporary island getaways. For now, the Nobu restaurant sets the rhythm of the island. It is a magnet for superyachts and Antigua day-trippers, with nearly a third of diners arriving by helicopter — including guests of Hermitage Bay, as part of its new-and-improved experience offering.
“Nobu Barbuda has been a completely different challenge,” Daniel admits. “Barbuda has limited infrastructure, so we had to build everything from the ground up. But that’s what makes it so exciting — we’re helping to shape an island’s future.” That future, he insists, must be sustainable. As such, Nobu Barbuda’s low-impact bungalows are designed to almost disappear into the landscape. “You don’t see them until you walk right up to them,” he explains. “Our goal is a resort that is immersed in nature, community driven and environmentally responsible.”
Future vision
Outside the Caribbean, Daniel’s creative reach shows no sign of slowing. A new surfer-chic resort in Tarifa, Spain is slated for launch within two years, featuring 60 villas on what he describes as “the last truly wild beachfront plot in the area”. For someone overseeing such a vast empire, Daniel’s take on wellness is refreshingly grounded. “I’m not into clinical-style wellness,” he says. “At SLH, we encourage our guests to do things that are good for the spirit — yoga, hiking, meditation… When you’re experiencing our properties, you can’t help but leave your phone behind. You leave feeling reconnected with both nature and yourself.”
This sense of down-to-earth ease runs throughout all the hotelier’s projects; a kind of understated luxury that prioritises connection over perfection. “We’re always looking for the next evolution,” he muses. “It’s not about building more hotels, but building better ones — places that tell a story, that leave people changed.” When asked what makes Antigua special, Daniel doesn’t hesitate: “Honestly, it’s the people,” he says with a smile. “I’ve travelled all over the world, but the Antiguans are the most joyful I’ve ever met. They make this place what it is.” In a life spent designing escapes for others, the islands give Daniel the space to disconnect from the world and tune into what truly matters.
Check into one of Daniel's curated hotels
Hermitage Bay
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Maribel
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Nobu Hotel Ibiza Bay
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Nobu Hotel Marrakech
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Teranka
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