A month after soft opening, The 13 Palace bets on heritage, hospitality and public appeal

The long dormant grandeur of The 13 is stirring back to life, no longer a symbol of past excess but a reimagined destination grounded in openness, craftsmanship, and a long-term vision.

One month into its soft opening as The 13 Palace, executive director Jack Loi is guiding one of Macau’s most opulent and enigmatic properties away from its ultra-exclusive past and toward a more accessible, experience-led model of luxury.

In an interview with The Times, Loi describes a cautious, phased reopening strategy anchored in service, sustainability, and public engagement. Success, he suggests, will be measured not by spectacle or scale, but by something more enduring: whether local residents take pride in the landmark and recommend it as a place worth visiting.

Macau Daily Times (MDT): What is the core vision behind rebranding The 13 Hotel as The 13 Palace, and how does it differ from the original concept?

Jack Loi (JL): When I first saw the property, my immediate reaction wasn’t just about its luxury – it was a sense of regret that such an extraordinary piece of architecture was sitting empty. I have always admired the sheer craftsmanship and detail that went into this building. When we took over, our goal was never to erase its identity, but to preserve its unique character and give it a sustainable future. The name “The 13 Palace” represents this new chapter. We want to move beyond the idea of an exclusive, closed-off enclave. It should be a living landmark where people can come to appreciate the design, enjoy exceptional dining, celebrate major life events, and experience the space in a way that simply wasn’t possible before.

MDT: How would you define the target market for the relaunched property?

JL: Our target market is actually quite simple. It’s for people who appreciate beautiful places, genuine hospitality, and memorable experiences. In the past, many people saw The 13 Hotel as something distant and exclusive. We hope to change that. We want more people to feel welcome here and discover this remarkable property for themselves.

MDT: When do you expect the hotel to fully reopen? What are the main operational challenges?

JL: The 13 Palace officially began its soft opening on June 27, and we’re gradually introducing more facilities and services in phases. For me, the biggest challenge has never been the building – it’s the people and the service. A beautiful hotel alone isn’t enough. What truly leaves a lasting impression is the hospitality we provide. Even after opening, we’re continuously listening to guest feedback and refining every detail because our goal is to deliver an experience that matches the quality of this remarkable property.

MDT: Your family acquired the property after a period of financial distress. What made you confident this asset could be turned around?

JL: We prefer to focus on where we are going rather than where the property has been. What gave us confidence from the beginning was the sheer value of the physical asset itself. The architectural detail and craftsmanship here are irreplaceable. We saw immense value in this design and felt strongly that the building deserved a second chance to shine. Our focus has been entirely on bringing it back to life and opening it up to the public.

MDT: How involved is your family in shaping the redevelopment strategy?

JL: This is a highly collaborative effort. We have a professional management team handling the daily operations and hospitality details, while we remain closely involved in guiding the long-term vision. Our main role is to ensure that we stay true to our core objective: preserving this iconic property while successfully integrating it back into Macau’s tourism scene.

MDT: Will all 199 villa-style suites be operational at launch?

JL: No, we will be opening them gradually in phases. For us, quality is far more important than speed. We want to ensure that every room and facility we open meets our exact operational standards before we move on to the next phase.

MDT: The property was known for its extravagant Baroque style. How much has been retained?

JL: We have kept the original architectural identity completely intact. It is the hotel’s greatest asset and a remarkable visual statement. Instead of altering the design, we have focused on updating the functional guest experience behind the scenes while fully respecting and preserving the original craftsmanship.

MDT: What prompted the shift from the red façade to the new gold exterior?

JL: To be honest, it was a very simple decision. We felt that a classic gold tone suited the intricate Baroque details of the building much better. It gives the exterior a more timeless, elegant feel. Sometimes the most straightforward choice is the right one.

MDT: Beyond aesthetics, what are the most significant upgrades?

JL: We would prefer to let our guests discover those subtle improvements firsthand when they visit. Rather than focusing on a list of technical upgrades, our emphasis has been on refining the flow of service and the overall comfort of the guest journey.

MDT: Is the hotel still positioned as an ultra-luxury property, or are you broadening the offering to improve commercial viability?

JL: We remain a luxury hotel, and that hasn’t changed. However, I don’t believe luxury should feel intimidating. Our goal is to preserve the highest standards while creating a hotel that feels welcoming and approachable. True luxury isn’t about distance – it’s about making people feel comfortable the moment they walk through the door.

MDT: Without gaming, how will the hotel sustain profitability?

JL: From the beginning, we never believed gaming was the only path to success. The strength of The 13 Palace lies in the property itself and the experiences it can offer. By building a balanced business around accommodations, dining, events, and other hospitality services, we believe the hotel can achieve long-term, sustainable growth.

MDT: Are you targeting high-net-worth individuals or a broader premium segment?

JL: We remain firmly positioned in the luxury segment. At the same time, we don’t want people to feel that The 13 Palace is only for a select few. Anyone who appreciates quality, design, and genuine hospitality should feel welcome here.

MDT: What role will dining, events, MICE, and wellness play at The 13 Palace?

JL: They are all important parts of our long-term strategy. Our vision is for The 13 Palace to become an active destination throughout the day – not only for hotel guests, but also for visitors looking for quality hospitality experiences in Macau.

MDT: How do you see demand for ultra-luxury accommodations evolving

in Macau?

JL: Macau’s tourism market is incredibly dynamic and constantly adapting. Instead of trying to predict broader market trends, our focus remains squarely on what we can control: delivering a highly personal, memorable experience that makes our guests want to return.

MDT: Where does The 13 Palace fit within Macau’s push for economic diversification?

JL: We are very proud to support Macau’s diversification goals. By focusing entirely on high-end, non-gaming hospitality, dining, and cultural events, we hope to offer visitors a highly distinct reason to explore the destination and see a different side of Macau.

MDT: Do you see opportunities to attract international visitors beyond gaming?

JL: Absolutely. Macau has so much more to offer than gaming. I hope The 13 Palace becomes one more reason for visitors to discover the city’s unique architecture, hospitality, and character.

MDT: Are you in discussions with international hotel operators or brands?

JL: Right now, our sole focus is on establishing and managing The 13 Palace as a strong, independent brand. While we are always open to exploring strategic relationships in the future, any potential partnership would have to align closely with, and respect, the property’s unique identity.

MDT: Do you plan to integrate with wider tourism or cultural initiatives in Coloane or Cotai?

JL: Yes. Tourism grows stronger when everyone works together. We look forward to working with different tourism partners and local organizations to create richer experiences for visitors and showcase another side of Macau.

MDT: What would success look like for The 13 Palace in its first year?

JL: Success isn’t measured only by occupancy or financial performance. For me, success is when people stop seeing The 13 Palace as a building that was once empty and start seeing it as a place worth visiting and recommending. If local residents are proud to bring their friends and family here, then I believe we’ve achieved something meaningful.