Luxury hospitality has long been defined by precision, perfection, and the pursuit of the extraordinary. Yet some of the world’s most transformative destinations have emerged by challenging that very definition, replacing excess with authenticity, control with connection, and opulence with a deeper sense of place.
Few individuals have embodied this evolution more profoundly than James McBride, Co-Founder and CEO of NIHI Hotels.
With a career spanning some of the world’s most celebrated luxury hotels, James has witnessed firsthand the changing expectations of the modern luxury traveler. But when he partnered with entrepreneur Chris Burch to create NIHI Sumba, the vision was never to build another five-star resort. It was to create something that could not be replicated, a place shaped by its landscape, its people, and the spirit of the island itself.
What emerged was not simply a resort, but a philosophy: “The Edge of Wildness™.” A belief that true luxury lies in moments that reconnect us with something elemental, riding horses across untouched beaches, sharing stories with local communities, exploring the jungle, or simply allowing nature to set the rhythm of the day.
Over the years, NIHI Sumba has become one of the most acclaimed resorts in the world, recognized not only for its extraordinary setting and experiential approach, but for its commitment to the Sumbanese people through the Sumba Foundation. Its impact has extended far beyond hospitality, proving that a destination can be both a sanctuary for travelers and a catalyst for meaningful change.
As NIHI enters a new chapter with the opening of NIHI Rote, James continues to champion a model of responsible growth — one rooted not in expansion for its own sake, but in discovering rare places where culture, community, and nature align.
In this exclusive conversation with The Suite Sojourn, James reflects on the origins of NIHI, the lessons he had to unlearn from traditional luxury hospitality, why imperfection can be the ultimate form of authenticity, and how the future of luxury travel may be less about what we add, and more about what we reconnect with.
What follows is the full, unedited conversation—part of In Conversation With, a series from Suite Sojourn spotlighting the hoteliers, innovators, and creative minds shaping the future of luxury travel.
The Suite Sojourn: James, NIHI has always resisted being called simply a “luxury resort.” When you think about the early days of NIHI Sumba, what were you intentionally not trying to build — and how did that clarity shape what it ultimately became?
James McBride, Co-Founder and CEO of NIHI Hotels: From the beginning Chris Burch and I were very clear about what we were not trying to build. We were not interested in creating another traditional luxury resort that could exist anywhere in the world. I had spent many years in that world and while it can be beautiful it often becomes interchangeable. What we wanted instead was something that felt perfectly imperfect, shaped by its environment rather than imposed upon it. What we discovered in Sumba was what I often describe as geographical opulence. The richness was not in marble or chandeliers but in landscape, culture and spirit. Once we understood that, the direction became very clear. NIHI had to belong to the island rather than simply sit on top of it.
The Suite Sojourn: You often speak about freedom and wildness as emotional states rather than marketing concepts, how do you personally define “The Edge of Wildness™,” and how do you ensure it remains authentic as the brand grows?
James McBride, Co-Founder and CEO of NIHI Hotels: The Edge of Wildness™ is not a marketing phrase. It is an emotional state. It is the moment when someone steps slightly outside their routine and reconnects with something elemental. It might be riding a horse across an empty beach, paddling out to a wave that breaks far from crowds, experiencing our Spa Safari deep in the jungle overlooking the ocean, or sitting quietly with a Ratu from the village and experiencing traditions that have existed for generations. These are not manufactured moments. They happen naturally when people enter environments that still feel raw and authentic. Our responsibility is simply to protect that feeling and never over engineer it.
The Suite Sojourn: Having led iconic hotels globally before NIHI, what did you consciously unlearn about traditional luxury hospitality when shaping NIHI’s philosophy?
James McBride, Co-Founder and CEO of NIHI Hotels: One of the most important things I had to unlearn from traditional luxury hospitality was the obsession with perfection and control. In classic hotels everything is scripted and polished. At NIHI we discovered that some of the magic lives in the imperfections. The rooster that wakes you in the morning, a ceremony in the village that shifts the rhythm of the day, or the feeling that nature is still very much in charge. That is where authenticity lives. It is what I often describe as perfectly imperfect.
The Suite Sojourn: Sumba is not just a backdrop, it is integral to NIHI’s identity. James, how do you balance growth with protecting the cultural integrity and spiritual rhythm of the island?
James McBride, Co-Founder and CEO of NIHI Hotels: In many ways my own background prepared me perfectly for Sumba. I grew up in Africa where nature, community and culture are deeply intertwined with everyday life. Later I was educated in the United States and spent decades working in global luxury hospitality. That combination gave me two perspectives. One rooted in nature and authenticity, and the other in the discipline and standards of hospitality. Sumba allowed those two worlds to come together in a very natural way.
The Suite Sojourn: The Sumba Foundation has been central to NIHI’s story. When you reflect on impact, what has been the most meaningful moment for you personally — not as a CEO, but as James?
James McBride, Co-Founder and CEO of NIHI Hotels: Sumba is not simply the backdrop to NIHI. It is the soul of it. From the very beginning Chris and I believed that if the island did not benefit, the project would have no moral foundation. That belief led to the creation of the Sumba Foundation. Its work providing clean water, malaria prevention, education and nutrition has helped transform many of the villages around us. As NIHI grew, the impact of the foundation had to grow with it.
The Suite Sojourn: If NIHI Sumba were a chapter in your life, what would you title it today — and why?
James McBride, Co-Founder and CEO of NIHI Hotels: The most meaningful moments for me personally have come through the work of the Sumba Foundation. When we first arrived malaria was widespread and access to clean water was extremely limited. Over time we began to see those conditions change. Watching children grow up healthier and stronger because of that work is deeply moving. It reminds you that the real legacy of a place like NIHI is not the awards or recognition but the positive change it can bring to the surrounding community.
The Suite Sojourn: With NIHI Rote having just opened, you’re expanding into a new island with its own distinct culture and cadence. How do you ensure Rote is not seen as “Sumba 2.0,” but as a completely new expression of the NIHI spirit?
James McBride, Co-Founder and CEO of NIHI Hotels: If NIHI Sumba were a chapter in my life I would probably call it Learning to Listen. When we first arrived we had ideas about what we thought the project should become. Over time the island itself taught us to slow down and listen. The culture, the traditions and the people shaped the outcome far more than any master plan ever could. Once we surrendered to that process the magic really began to happen.
The Suite Sojourn: What did NIHI Rote teach you that NIHI Sumba did not — either about hospitality, leadership, or yourself?
James McBride, Co-Founder and CEO of NIHI Hotels: When people talk about NIHI Rote it is important to understand that it is not meant to replicate Sumba. Replication is the enemy of authenticity. Every place has its own personality and rhythm. Sumba feels powerful and spiritual, with a dramatic landscape and deep ancestral traditions. Rote feels softer and more contemplative. The landscape is gentler and the rhythm of life is quieter. The philosophy of NIHI remains the same, but the expression will be different.
The Suite Sojourn: For travelers discovering the brand for the first time, how would you articulate the emotional difference between a stay at NIHI Sumba and NIHI Rote?
James McBride, Co-Founder and CEO of NIHI Hotels: Rote has reminded me that remote islands always have their own quiet authority. They move at their own pace and follow their own rhythm. Hospitality must adapt to that rather than attempt to control it. Rote carries that same sense of independence and calm that makes places like Sumba so special.
The Suite Sojourn: If you had to recommend one deeply personal experience at NIHI Sumba — something that captures its soul beyond the obvious — what would it be and why does it resonate with you?
James McBride, Co-Founder and CEO of NIHI Hotels: The experience that truly captures Sumba is not just one activity but the feeling of the island itself. It is the warmth and spirit of the Sumbanese people, the work of the Sumba Foundation in the surrounding villages, the scent of the earth and the ocean carried on the wind, and the deep cultural presence of the Marapu religion that continues to shape daily life. It is also what we call Wild Wellness, experienced most beautifully during the Spa Safari, where guests journey through the jungle to open air treatment pavilions overlooking the sea. In that moment you realize that wellness does not come from a clinic or a formula but from nature, culture and connection.
The Suite Sojourn: At NIHI Rote, what is the one experience you would quietly tell a guest not to miss — the one that feels most aligned with your own spirit of travel?
James McBride, Co-Founder and CEO of NIHI Hotels: In Rote I would quietly suggest guests experience the early morning hours by the ocean before the island fully wakes. Walk down to the water as the light comes up and everything is still calm. Those quiet moments often become the most memorable.
The Suite Sojourn: Looking ahead, James, what does responsible growth mean for NIHI? Is the future about more destinations, deeper impact in fewer places, or perhaps redefining luxury altogether? And what’s quietly in the pipeline that excites you most?
James McBride, Co-Founder and CEO of NIHI Hotels: Responsible growth for NIHI means remaining extremely selective about where we go and how we grow. Chris and I have never wanted to build a large global chain. The future is about discovering a small number of extraordinary places where nature, culture and community align with our philosophy. In Sumba that commitment is expressed through the Sumba Foundation. In Rote it will also include the NIHI Hospitality Academy, which will train and empower the next generation of hospitality leaders from the region. For me that is the most exciting part of the journey. Creating places that inspire travelers while also creating opportunity and pride for the communities that call those places home.
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