The Vision Behind Dakota Newcastle’s Success

Mark Spanton, General Manager of Dakota Newcastle, brings a wealth of hospitality expertise to the recently opened luxury establishment on Newcastle’s Quayside. In this exclusive interview with The Executive Magazine, Spanton discusses how the hotel has quickly established itself as a distinctive luxury presence in the North East, creating approximately 120 new jobs while introducing the region to Dakota’s signature blend of sophisticated accommodation and exceptional service.

With a career path through prestigious brands including Radisson Blu and Principal York before joining Dakota in 2020, Spanton now leads the group’s sixth property—and third in England—with a clear vision for luxury hospitality. Recently awarded a prestigious Master Innholders scholarship for Cornell University’s General Managers Programme, he shares insights on everything from the hotel’s show-stopping Grand Deluxe Suite to the thoughtful sustainability initiatives underpinning the operation, revealing how Dakota Newcastle is setting new standards in the luxury hospitality landscape.

Now that Dakota Newcastle has officially opened on the Quayside, what has been the initial guest response, and how are you establishing the property as a distinctive presence in the North East’s luxury hospitality landscape?

“Since opening on the Quayside, the guest response has been overwhelmingly positive. We focus on making every stay memorable, creating moments of theatre and delivering an exceptional offering. Dakota Newcastle has quickly carved out a distinctive presence in the North East by combining luxurious design with heartfelt service, ensuring that every guest experience feels personal and special.”

Dakota Hotels has built its reputation on “doing the simple things brilliantly.” How have you translated this philosophy into tangible guest experiences at the Newcastle property, and what specific standards have you implemented to ensure consistency across your operations?

“At Dakota Hotels, we live by the philosophy of doing the simple things brilliantly. This means paying relentless attention to detail, from the cleanliness of the rooms to the warm welcomes at the door. I personally walk the hotel daily to ensure our high standards are consistently met. The focus is always on authentic service and creating an environment where both guests and team members can thrive.”

With Newcastle marking the sixth property in the Dakota portfolio and your third in England, what strategic considerations informed this expansion? How has the Quayside location complemented the company’s growth objectives since opening?

“Newcastle was a strategic choice because of the vibrancy of the city and the prime location of the Quayside. It offers the perfect setting to introduce the Dakota brand to a wider audience in the North East. The area’s connectivity to Scotland and the North aligns well with our growth objectives, providing guests with both luxury and accessibility.”

Your career path has taken you through prestigious hospitality brands including Radisson Blu and Principal York before joining Dakota in 2020. What key lessons from these experiences have shaped your leadership approach during the launch of Dakota Newcastle?

“My time with brands like Radisson Blu and Principal York taught me the importance of flexibility, ownership, and people-focused leadership. At Dakota Newcastle, these lessons have helped me to build a motivated, supportive team culture, while ensuring that we deliver outstanding guest experiences even amidst the complexities of opening a brand-new hotel.”

The Grand Deluxe Suite has been unveiled as Newcastle’s largest and most luxurious accommodation. How did you approach the conceptualisation of this signature offering, and what guest response have you received to this premium product since opening?

“Our approach to the Grand Deluxe Suite centred on creating a space that felt both lavish and intimately personal – an elevated sense of ‘home away from home’. Reactions to the GDS so far have been superb – there’s a real appreciation for the luxurious and thoughtfully-curated touches in this showstopper Suite!”

Dakota Newcastle features distinctive spaces like the Cigar Terrace and Champagne Room. How have these specialised offerings been received by guests, and how do you ensure they deliver an authentic rather than simply performative experience?

“Spaces like the Cigar Terrace and Champagne Room are what sets Dakota apart – they really are stand-out, and elevate any experience. Our team are truly passionate about these offerings, which is what makes them authentic – we’ve got some real cigar aficionados on hand who have in-depth knowledge on our different options. The Champagne Room is also a great option for both corporates and leisure guests, depending on the occasion.”

The opening of Dakota Newcastle has created approximately 120 new jobs, contributing significantly to the local economy. How have you built and nurtured a team that embodies the distinctive Dakota service culture, and what opportunities do you see for career development within the organisation?

“Opening Dakota Newcastle created approximately 120 new jobs in the region, and I’m proud of the fantastic team we’ve built. We’ve blended experienced team members from other Dakota properties with passionate newcomers, fostering a culture grounded in our values. Career development is a priority for us; we focus on making people feel valued and supported so they can grow with the brand. We’ve got an incredibly passionate People team who are dedicated to learning and development within the organisation.”

Your recent Master Innholders scholarship and upcoming participation in Cornell University’s General Managers Programme represents a significant professional development opportunity. How do you anticipate this experience will influence your ongoing management of Dakota Newcastle?

“Receiving the Master Innholders scholarship and the opportunity to attend Cornell University’s General Managers Programme is a huge honour. I’m excited to bring back global insights and best practices to Newcastle, enhancing how we manage the hotel and ensuring we stay at the forefront of luxury hospitality.”

As sustainability becomes increasingly central to hospitality operations, what specific initiatives has Dakota Newcastle implemented to reduce its environmental impact while maintaining the luxury experience guests expect?

“We’ve got some really thoughtful touches throughout the hotel that reduce our environmental impact, without compromising on luxury or guest experience. We’ve got sedum grass planted in the outside areas – this grass is an excellent habitat for pollinators like bumblebees and butterflies. We also have solar panels installed on the roof.”

Looking toward the future of luxury hospitality in the UK, what emerging trends do you believe will reshape guest expectations over the next five years, and how is Dakota positioning itself to lead rather than follow these developments?

“Luxury hospitality is becoming ever more experience-led, with guests seeking personalisation, authenticity, and lasting impacts from their stays. Over the next five years, I believe the most successful brands will create more meaningful, memory-making experiences in house, to really excel any guest expectation – we call this ‘surprise and delight’. Dakota is positioning itself to lead this shift with our heartfelt service, exceptional standards, and an environment where both guests and staff can flourish.”