Europe’s Hospitality Luminary: A Visionary Leader Driving Excellence in 2025
In an industry defined by elegance, resilience, and transformation, few figures embody the spirit of hospitality like Palmiro Noschese. With over 40 years of experience and a legacy spanning world-renowned brand, leadership innovation, and educational advocacy, Noschese stands as a pillar of excellence in European tourism and hospitality.
For Roula Youssef Halabi, Senior Vice President of Global Fertility Services at CooperSurgical, the pursuit of excellence in healthcare has been a lifelong mission.
Born and raised in Lebanon, her formative years were influenced by a culture that valued resilience, adaptability, and community—qualities that would later define her leadership style. Roula’s journey from a trained midwife to leadership roles in the fertility industry is not only a testament to her unwavering commitment to the health of women, babies, and families – the very mission she strives toward at CooperSurgical – but her dedication to excellence in everything she does.
CooperSurgical is a fertility & women’s health company rooted in a dedication to upholding the highest standards and reaching new heights as a leader in the industry: a guiding principle with which Roula found perfect harmony. Since 2023, she has led the global fertility services business, placing paramount importance on excellent quality care for customers and their patients, around the world.
Read on for excerpts from our interview with Roula where she brings to light how she inspires excellence in her teams through passionate leadership and empowering others.
The Path to Leadership
My journey began in the delivery rooms, where I witnessed firsthand the complexities and joys of bringing new life into the world. My education and training as a midwife gave me a deep understanding of the human side of healthcare. However, I felt a pull toward broader challenges in leadership, particularly in the domain of infertility—a field often fraught with emotional and physical hurdles for patients.
I’ve always been driven by the desire to create meaningful change and impact. Transitioning from midwifery to the infertility world having the opportunity to see the business from different lenses, the lens of a patient and the lens of a customer where I was the COO for the largest fertility network in the Middle East, and the lens of a supplier allowed me to address not only the clinical aspects, but also the emotional and social dynamics, of building families, along with the innovation and advanced technology that ensure access to care and improve outcomes.
After a few years in the field, I transitioned into business, combining clinical expertise with strategic acumen. I now bring 24 years of global healthcare expertise and leadership experience to my role, including managing a quarter-billion-dollar P&L and leading M&A endeavors. My journey has also been shaped by effective collaboration within complex organizations, strategic goal-setting, and international expansion initiatives. My multilingual skills (English, French, and Arabic) and dual nationalities (Lebanese and American) have enriched my ability to navigate diverse markets and cultures.
Staying Motivated in a Dynamic Role
For me, motivation stems from my dual focus: advancing medical innovation and making a real difference in patients’ lives. Every product we develop, every solution we deliver, has the potential to change someone’s story and help people achieve their dream of parenthood. That’s incredibly powerful.
Staying driven in a global leadership role requires balancing a demanding schedule with personal values. I credit my family for keeping me grounded; their support is my anchor. My commitment to a balanced and healthy lifestyle, including my active participation in the F45 High-Intensity Team Challenge, helps me maintain the energy and focus needed for my responsibilities.
Integrating Technology and Empathy
In a field as sensitive as fertility, the challenge lies in integrating cutting-edge technology without losing the patient focus. We can’t just innovate for innovation’s sake. We need to ask, ‘How does this improve the patient journey and the patient outcome? How does it support clinics in delivering better care for their patients?’
At CooperSurgical, we have introduced solutions and services that simplify complex processes, such as electronic witnessing systems and advanced genomic testing. But the real triumph lies in ensuring these innovations are accessible and empowering for patients and clinics alike.
Empowering Women Professionals
As a woman in a leadership role, I am deeply committed to fostering an environment where women can thrive. I have championed initiatives that promote mentorship, career development, and a culture of inclusivity. I believe that diverse voices drive innovation.
Empowerment is about creating opportunities and removing barriers. It’s about recognizing potential and investing in people, providing them with the tools to succeed.
My advice to young women aspiring to lead in healthcare is to believe in your vision and don’t be afraid to take risks. Seek mentors, build your network, and never stop learning. Most importantly, measure your success by the people you uplift, and don’t forget to celebrate the small wins along the way. Overcoming Challenges
My career has not been without its hurdles. Navigating a transition from a regional role to a global leadership position in a traditionally male-dominated industry came with unique challenges. These experiences, however, provided invaluable opportunities to break barriers, challenge biases, and pave the way for greater inclusivity.
Leadership is not just about making tough decisions in difficult times. It’s also about transparency, empathy, and ensuring that those decisions align with the organization’s values and long-term vision. As COO at Fakih IVF, I contributed to a significant industry acquisition and gained hands-on experience in board-level operations, preparing me for my current leadership responsibilities at CooperSurgical.
Board Memberships and Industry Contributions
Beyond my executive role at CooperSurgical, I serve as a board member for MECOMED and AVL Skincare, where I leverage my expertise to drive strategic initiatives and foster industry growth. My involvement underscores my dedication to advancing healthcare and related sectors through collaboration and innovation.
Defining Success and The Future of Fertility
Looking ahead, I see a future shaped by more personalized treatment, increased accessibility, and the integration of AI in clinical decision-making. The next frontier is making fertility solutions available to more people, irrespective of geography or socioeconomic status.
For me, success is about impact. It’s not just about hitting numbers or launching products. It’s about leaving a legacy of innovation, compassion, and empowerment. It’s about the lives we touch and the futures we help create.
As I continue to lead CooperSurgical’s fertility services with vision and heart, I am committed to excellence and inspiration to change fertility care for generations to come.
Palmiro Noschese: Europe’s Hospitality Luminary Leading with Vision, Passion, and Purpose
As a Strategic Advisor in Luxury Hospitality & Board-level Consultant, his work today goes beyond operations—it inspires generational change, champions inclusion, and lays the groundwork for the future of hospitality through education, mentorship, and passion-driven leadership. His strategic vision has been pivotal in repositioning major real estate and hospitality assets for global players such as Generali Real Estate, where he blends operational excellence with long-term value creation.
Early Foundations: Where Passion Meets Profession
Noschese’s journey into hospitality began in the heart of Tuscany, where he took on roles as a receptionist and night auditor in small coastal hotels. It was here that he built the foundational skills of service, people management, and problem-solving that would carry him far beyond the shores of Italy.
Shortly after, he joined Jolly Hotels, Italy’s first domestic hotel chain, serving as Front Office Manager. The experience catalysed his rapid ascent. He became Deputy Manager at Jolly Hotel de la Gare in Bologna, then Managing Director at Touring Club Italiano, before taking on his first full leadership role as General Manager of Hotel Barchetta Excelsior in Como—a property within the Villa d’Este Hotels group.
“Hospitality is in my DNA. The genuine and innate sense of making people feel at ease accompanied me in my childhood and youth.”
His relocation to Lake Como in 1997 was a turning point. Though his appointment was initially met with resistance from the staff—many of whom were locals unused to his energetic southern Italian spirit—Noschese saw it as an opportunity, not an obstacle.
“The fusion of ideas can be even more difficult than that of the atom.”
Backed by Dr Jean Marc Droulers, then-CEO of the group, he introduced new concepts of hospitality, revitalised the hotel’s F&B offerings with regional-themed events like Campania Week and Capri Week, and invested in staff development and training. Slowly, perception shifted.
“From being hostile, the collaborators became attentive followers and active implementers of my working method.”
This success cemented his ability to transform not just businesses, but people.
The Melia Chapter: Growth, Strategy, and Global Recognition
In 2002, Noschese began a new chapter with Meliá Hotels International, becoming General Manager of Meliá Roma Aurelia Antica. Over the next 17 years, he evolved within the company, ultimately serving as Area Manager, overseeing multiple hotels across Italy and managing the development of new properties.
His tenure at Meliá was characterised by a sharp focus on:
- Hotel openings and relaunches
- Strategic performance and operations management
- Team empowerment
- New hospitality concepts and F&B innovation
Upon departing Meliá in 2019, Noschese transitioned into consultancy, lending his expertise to the luxury hospitality sector as a fractional executive and strategic advisor, assisting businesses in navigating the complexities of leadership, branding, people strategy, and guest experience transformation.
Leadership with Humanity at Its Core
For Noschese, leadership is a multifaceted art that balances technical skill with deep human connection. While professional know-how is essential, he believes it is values—such as responsibility, motivation, sharing, and inclusion—that elevate leadership to its highest form.
“Only if you represent an authoritative model can you have followers.”
He invests heavily in training and motivation, insisting that a well-prepared, inspired employee is the strongest asset a company can possess. Leading by example, he cultivates environments where every team member feels respected, empowered, and included.
Tradition Meets Technology: The Future of Hospitality Education
One of Noschese’s central philosophies is his ability to balance timeless tradition with modern innovation. He champions the continued importance of etiquette and classical service techniques, especially in luxury and fine-dining environments. Yet he is also a fervent believer in the role of digital tools, apps, and AI in enhancing operations and improving service.
“You would never expect a receptionist to do the main courante on a huge register, with a pen and a calculator.”
Technology, he insists, must never replace the human touch. Rather, it should amplify the emotional, empathetic core of hospitality.
“The balance stands in combining the traditional service with the modern devices provided by technology.”
Trends That Will Shape Travel in 2025 and Beyond
Drawing on decades of experience and current market shifts, Noschese identifies six emerging trends that will dominate the hospitality landscape:
- Original and personalised trips – Travellers now seek unique, tailored experiences reflective of their identity and values.
- Sustainable and regenerative tourism – Moving beyond sustainability, travel must actively benefit destinations and communities.
- Nostalgic and heritage travel – A return to roots, simplicity, and cultural authenticity.
- Personal enrichment tourism – Journeys designed for learning, creativity, and self-discovery.
- Well-being and self-care travel – Combining exploration with inner healing and relaxation.
- AI-powered conscious travel – Artificial Intelligence will increasingly personalise itineraries and detect greenwashing, empowering ethical decisions.
“AI becomes both a guide and a filter—enabling smart choices and ethical travel.”
Turning Crisis into Opportunity: A Story of Courage and Conviction
Among his many trials, Noschese recalls a pivotal moment when a hotel he managed experienced financial setbacks, prompting top-level pressure for drastic staff cuts. Rather than comply, he took it upon himself to develop a business recovery plan that would protect his team and meet company expectations.
“Work is not only a source of sustenance, but also of dignity and ennoblement.”
The plan succeeded. Jobs were saved. Morale was restored. And Noschese’s reputation as a values-based leader solidified.
Shaping the Future: Education, Inclusion, and Legacy
Today, Noschese devotes significant time to education, mentorship, and youth development in the hospitality industry. He collaborates with leading institutions such as Glion Hospitality School, LUISS, and 24ORE Business School, designing executive programmes to equip future leaders with the tools to thrive. In April 2024 he became a board member of SIO (Scuola Italiana di Ospitalità) a school offering three academy formats (a professional oriented bachelor degree in Hospitality Innovation and e-Tourism, masters and executive specialized courses) specially conceived to prepare future managers in the hospitality industry.
He is the mind behind the ambitious “Reconquering Project,” an upcoming television format designed to attract young talent to hospitality through engaging, educational, and competitive programming.
“We need young talents—trained and motivated—to take over the reins and lead the sector.”
Noschese is also an active ambassador, a collaborator, and a supporter of the following projects:
- “Mentor Me” by EHMA, guiding the next generation of hoteliers
- “I’m Possible” by HRC, promoting a new company culture based on inclusion and uniqueness
- Tourism Oscar by MHR. As the visionary behind the prize together with Deborah Garlando MHR’s CEO, and as the President of its distinguished jury, he honours the achievements of entrepreneurs, executives, and innovators who have shaped the future of tourism in Italy. The event, now a national point of reference, reflects his commitment to recognizing and amplifying excellence in hospitality, innovation, and sustainable growth.
- “Value-able”, a partnership with AIPD (Italian Association of People with Down Syndrome), helping individuals with disabilities work in tourism
His bestselling book I Segreti dell’Ospitalità has helped fund scholarships for youth with disabilities, merging his passions for education, social equity, and hospitality in one powerful legacy. Since it was established in 2021, this scholarship has been presented to a young trainee during the Tourism Oscars awards ceremony, thus highlighting the event’s dedication to professional development and equal opportunities in the sector.
A Vision Rooted in Service and Soul
Palmiro Noschese is not just a hotelier. He is a visionary—a leader who understands that real hospitality is about dignity, connection, experience, and evolution.
“Leadership is alchemy… but it will always need coherence, responsibility, and justice.”
As Europe’s hospitality landscape continues to evolve, it is leaders like Palmiro Noschese who will ensure that tradition thrives, innovation inspires, and people remain at the heart of every experience.
