Sitting with an Alumnus

Interview with Alexandre Guinefolleau, AEHL 2013

Please introduce yourself.

AG: My name is Alexandre, and I graduated in 2013. Currently, I'm based in Barcelona, where I lead Amenitiz, my third company.

How did your desire for entrepreneurship first start? Was it planned after EHL, or did life lead you to opportunities that ignited this passion?

AG: It's quite the opposite of what you might expect. There's an amusing story behind it. When I was preparing for my second internship during my time at EHL, a friend of mine expressed his interest in starting a startup.

At that time, I thought he was crazy. I believed that big corporations were the way to go. As fate would have it, my first job was as a financial controller at Procter & Gamble, one of the largest corporate entities.

But, after just 3 months, I realized that the corporate world didn't align with my aspirations. I craved faster growth, personal development, and freedom to pursue my own ideas.

That short stint as an employee remains the only time I have ever worked for someone else. Then, an opportunity presented itself when a friend in F rance was running a phone repair company, focusing on fixing smartphones, particularly iPhones which screens were frequently breaking. But instead of joining him in Paris, I decided to open a smartphone repair shop in Lausanne in 201 4 . Although it ultimately didn't succeed, it served as a valuable learning experience, akin to my personal MBA.

This marked my entry into the world of entrepreneurship, and from there, I continued to learn and embrace di fferent opportunities, leading me to fund Amenitiz. It wasn't a predetermined path ; rather, it unfolded step by step.

It seems like your smartphone repair shop provided significant lessons, albeit at a cost. Tell us more.

AG: Absolutely. It taught me the importance of conducting thorough market research before launching any venture. We made several missteps, including choosing an unfavorable location for the shop. We quickly realized we needed more foot tra ffi c. launching any venture.

We also came to the realization that we hadn t considered the Swiss population's inclination towards spending on mobile plans rather than repairing their existing phones, especially when new phones were available at a ffordable prices.

So the strategies that worked well in France didn't yield the same results in Switzerland. But such experiences are an integral part of the entrepreneurial journey, and they contribute to our growth and eventual success.

Founded in 2017, Amenitiz has achieved remarkable growth, receiving widespread attention in the news. For those unfamiliar, could you please explain what Amenitiz is and what factors you attribute to its success?

AG: Amenitiz is dedicated to building the operating system for small properties, focusing on the intricate details. Our vision is to provide a comprehensive solution for hotels with 20, 30, 40, or 50 rooms, replacing the need for multiple providers.

We empower hoteliers through our all-in-one platform providing all the necessary tools and resources hoteliers need to run their properties, from building a beautiful conversion-optimized website, efficiently managing and distributing their inventory to automating most of their daily tasks with our PMS. Our aim is to simplify and streamline the operations of these small properties, allowing them to compete with larger hotels and chains.

As for the factors contributing to our success, I would highlight our unwavering commitment to customer satisfaction, a strong focus on product development, and a passionate and talented team. Our customers' feedback and needs drive our continuous improvement, ensuring that we consistently deliver value to our partners.

You've also recently acquired another company. Could you elaborate on this and how it aligns with your company's long-term vision?

AG: Yes, around the end of 2022, we finalized the acquisition of Ododo, a french company which was the leader in online training for independent hoteliers. Our analysis is that the world in which independent hoteliers are operating is constantly evolving, especially on the digital side and this requires them to constantly be on the lookout to adapt in real time to best practices. However, the day-to-day management of a hotel is so busy that they don't have the time to do this monitoring.

T his is where we want to help them, and the acquisition of Ododo is part of our strategy to offer hoteliers what they really need: an all-in-one tool adapted to their daily challenges and also practical advice that can be applied on a daily basis, allowing them to have an immediate impact on their results .

We ve leveraged the acquisition to launch T he Hotel Club (www.the-hotel-club.com), a platform which offers over 80h of great content and trainings, available in a few different languages and completely free, but don’t worry we’re not ambitioning to compete with EHL anytime soon, we just want to make sure hoteliers stay up to date through their career and grow their property.

With your vision in mind, what exciting developments or projects can we expect from Amenitiz in the near future?

AG: We have several exciting developments in the pipeline. One of our primary focuses is further expanding our customer base globally. While we now help over 8’000 customers all over the world, our goal is to grow to empower over 25% of the industry within the next 8-10 years...

Additionally, we are constantly working on refining and enhancing our existing tools based on customer feedback and market trends. As an example, we currently have an internal task force dedicated to integrating AI where it can best serve our partners. We also have plans to explore partnerships and integrations with other leading providers in the hospitality industry to offer a more comprehensive solution.

Ultimately, our goal is to empower small properties and help them thrive in an increasingly competitive market.

Are there any words of wisdom you would like to share with aspiring entrepreneurs?

AG: My advice would be to embrace failure and view it as an opportunity for growth. Entrepreneurship is a journey filled with ups and downs, and it's important to learn from every experience, be it a success or a setback.

Surround yourself with a supportive network of mentors, peers, and advisors who can provide guidance and insights. And most importantly, believe in yourself and your ideas. Trust your instincts and have the courage to pursue your dreams.

It may not always be an easy path, but the rewards are worth it.

The all-in-one solution for independent hoteliers