BOOSTING COLLABORATION IN THE GUEST EXPERIENCE
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PROVIDING UNFORGETTABLE EXPERIENCES WITHIN A NEW HOTEL CONCEPT WRIT TEN BY
CATHERINE S TURM AN PRODUCED BY
BROGAN BAGGOT T
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Launching a sustainable leisure resort concept, ARBOREA Hotels and Resorts has sought to fully transform the traveller experience
W
ith extensive experience of the hospitality and leisure industry across Europe, the Middle East and Africa, Johann Kerkhofs is no stranger
to the challenges and subsequent rewards which the industry can bring. With evolving customer demands, alongside an increased global tourism boom, guests are no longer content with traditional services, but are 04
consistently looking to gain an unforgettable experience at each destination. Specialising in everything related to hotel and hospitality services, Kerkhofs has sought to transform the traditional guest experience by concentrating on communication, community and bringing people together through a new, innovative hotel concept known as ARBOREA Hotels und Resorts. Originating from ‘abor’, meaning ‘tree’ and formed and developed by Kerkhofs during his time in Egypt and Jordan, ARBOREA Hotels und Resorts is focused on bringing people together during their vacation. “The travel behaviour of tourists has changed. Many people now travel for a couple of days, but more often, rather than three weeks in a row,” he explains. “We provide an interesting product and
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all kinds of services for our guests
and tissue boxes at all establishments
and want people to experience more
are also constructed out of old maps
during their vacation through being
and files.
outdoors and undertaking various sports and activities.�
Additionally, all establishments under ARBOREA will be powered by 100%
A variety of rooms will be on offer
green energy sources. The company’s
to cater for families, couples and lone
ARBOREA resort in St Gallenkirch,
travellers, with all beds positioned
Austria will house a pellet heat system
directly into nature, creating a unique
and photovoltaic energy to provide
experience for all guests. The concept
essential electricity.
will only utilise natural materials, sustainable products and locally sourced goods,
EXPERIENCE.TOGETHER
eliminating most plastics and sourcing
With the aim to transform the guest
alternative solutions. Carpets have
experience, ARBOREA houses a number
been created out of recycled fisherman
of communication platforms to build
nets, promoting upcycling. Hangers
a sense of community. An amphithea-
E X E C U T I V E P R OF IL E
Johann Kerkhofs Part of the Swiss Hotel Association, Johann Kerkhof has become a key figure in the hospitality industry for more than 30 years. Developing internationally acclaimed hotels, he has also worked in a number of senior level roles. With a wealth of knowledge and experience, Johann now provides in-depth seminars and refresher courses at Cornell University, NY, USA.
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“Guests can have a type of living room experience, and it’s very interesting for corporate businesses” 08
— Johann Kerkhofs, Managing Director
CLICK TO WATCH : ‘WE ARE ARBOREA’ 09 tre, named The Stairs, is an essential
which tastes great, whilst they learn
space for guests to socialise, relax,
how to cook with fresh products,”
and enjoy all the entertainment options
says Kerkhofs.
on offer at all resorts. Secondly, noting that food traditionally brings people together, the kitchens, which have been certified by green
Long tables have also been placed in the dining area, promoting communication across all avenues. Kerkhof’s commitment to promoting
chiefs, have been strategically placed
sustainability across ARBOREA has
in the centre of all restaurants under
also been extended to the food provided
ARBOREA, bringing people together
to guests. Procuring 80% of products,
wherever possible.
which are not only ethically sourced
“When you have a group of eight to
but bought within a 100km radius, strong
10 people who decide to cook for an
relationships with local farmers and
afternoon with our chef, people auto-
suppliers have been established across
matically connect to create something
the business. w w w.a rbo re a - re so r ts . com
“ Many people only eat convenience food, so we are looking to promote the advantages of using fresh products” — Johann Kerkhofs, Managing Director
ARBOREA HOTELS AND RESORTS GMBH
C OMPA N Y FA C T S
• With an increased global tourism boom, guests are consistently looking to gain an unforgettable experience • Kerkhofs has sought to transform the traditional guest experience by concentrating on communication, community and bringing people together 12
• New lifestyle concept, ARBOREA Hotels & Resorts, utilises only natural materials, sustainable products and locally sourced goods • ARBOREA houses a number of communication platforms to build a sense of community. • The kitchens have been strategically placed in the centre, enabling guests to cook together, as well as undertake cooking classes and events
NOVEMBER 2018
“We buy our vegetables and fruits locally and have a winery not far away from the hotel. It’s all about local food and a local experience. Guests who come to us know where our food products are coming from,” says Kerkhofs. “Our grill restaurant, for example, provides all different cuts of meat, from a Tomahawk steak to a normal rib eye or fillet steak. Fish and all different kinds of vegetables are also on offer. We have a special grill which we imported from Grillworks® in New York.” A variety of activities are offered through the ARBOREA Experience. From running and cycling to paddle boarding and yoga, water sports are a particular focal point at the company’s hotel in Neustadt, where sailing, wakeboarding, kite surfing and diving are all on offer. The concept of collaborating and creating something new has also been extended to the establishment of a woodwork workshop, enabling guests to create their own furniture and upholstery. “Through these activities, people get to know each other and you get a different kind of atmosphere,” observes Kerkhofs.
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IXMO SOLO
LESS CAN DO MORE. IXMO SOLO
=
mixer r e v le Single
+
IXMO onlineplanner: www.ixmo.de
Offering an E-Mobility Centre in
Wall outl et fo r sh owe rh os e
W
Guests are not sitting in a row, as we
cooperation with GP Joule, ARBOREA
try and make it more collaborative.
also provides e-bikes, e-cars and
Guests can have a type of living room
e-scooters on demand. However, not
experience, and it’s very interesting
content with catering solely to leisure
for corporate businesses. Guests can
travellers, the concept has also been
also celebrate their wedding, birthday
built to serve corporate guests. A num-
or any kind of celebration with us,”
ber of conference rooms have been
observes Kerkhofs.
established to cater to up to 80 attendees, transforming the traditional corp-
EUROPEAN EXPANSION
orate experience.
Noting that 12 projects in total are in deve-
“We furniture the rooms to our guests’
lopment, ARBOREA Hotels und Resorts
preferences. We have three confer-
has an ambitious plan to make it one of
ence rooms and a community room.
the most recognised and widely reno-
“ It’s all about local food and a local experience. Guests who come to us know where our food products are coming from” — Johann Kerkhofs, Managing Director
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2014
Year founded
80
Approximate number of employees
16
wned hotel brands across Europe, launching its first resort in Neustadt in July. With a clear strategy to build 19 new resorts in the next 10 years, focusing primarily on German speaking countries, the Dolomite region of Italy and Spain, the company’s unveiling of its hotels in St Gallenkirch and its Schierke will be undertaken between 2020-2021. “It is all dependent on what the opportunities are. We have some special requirements for land plots, how we want to build our hotels and where they have to be built,” concludes Kerkhofs. “We don’t want to build a hotel in urban areas, but always a bit more out the way where guests have a view. We want to be close to urban areas, but at the same time it’s important for us to be green and to be a natural resort which will bring its own lifestyle.”
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Schulterblatt 58 20357 Hamburg Germany T +49 (0) 211 930 768 05 www.arborea-resorts.com