Richard Smith

Moda Life Management appoints new managing director to strengthen hospitality service

Moda Living's operational arm of its £2.5bn portfolio supported by Apache Capital Partners, Moda Life Management. has appointed Richard Smith (pictured above) as MD.


He joins the developer and operator of homes for rent from De Vere hospitality chain, where he worked as brand and operations director.

Prior to this, he held senior positions at Marriott and The Oakley Court.

In his new role, Richard will use his 30 years of experience in hospitality to drive best-in-class customer service and strengthen the hospitality credentials of Moda’s BTR business.

Initially, his core focus will be talent mapping a market-leading team of more than 150 employees over the next 5 years, onboarding a best-in-class team of Moda life ambassadors, including a general manager and community manager.

Richard will also engage and employ local people who support his vision for brand immersion in local communities, and bring those wider community values into Moda neighbourhoods through a concierge service that leverages the local knowledge, experience, and contacts of the company’s team.

“Getting the right teams in place is the key ingredient in bringing the essence of Moda to life, and by employing local people, our values will flood out into the local community organically,” he said.

“We want our own team to be as powerful brand ambassadors as our residents and to show the community that we are a neighbour.”

Richard’s appointment is part of Moda’s goal to bring hospitality to BTR at scale and nurture a long-term culture for the Moda brand, with a big focus on customer experience and resident interaction.

He added: “By communicating that a Moda neighbourhood is so much more than four walls, we can transform the residential sector and deliver experiences to residents previously associated with an exclusive hospitality environment.”

Richard believes there is still much work to be done on “educating what BTR really represents in the UK”.

“We will build a community culture that is customised to whichever city we are operating in, while ensuring that siloed teams across the UK maintain a core set of brand standards to align our next generation neighbourhoods, irrespective of location or target resident.”

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