HoteliersGuild Academy of Hospitality Arts

Academy

oteliersGuild

of Hospitality Arts

Frank M. Pfaller

Lindsey Ueberroth

Sonu Shivdasani

Prof. Dr. Henri Kuokkanen

Prof. Dr. Sowon Kim

Prof. Dr. Willy Legrand

Prof. Maribel Esparcia Pérez

UNITED BY THE ART OF HOSPITALITY WE ARE JUST AS CONVINCING AS OUR ACTIONS. Brenda Collin

Frances Kiradjian

Founder Frank M. Pfaller President | HoteliersGuild Co-Founder & Ambassador Lindsey Ueberroth CEO | Preferred Hotel Group Lead Partner Brenda Collin EVP Europe | Preferred Hotels & Resorts International Ambassador Sonu Shivdasani | CEO SONEVA Founding Partners Prof. Dr. Sowon Kim | EHL Prof. Dr. Henri Kuokkanen INTSTITUT PAUL BOCUSE Prof. Dr. Willy Legrand International University of Applied Sciences Prof. Dr. Burkhard von Freyberg University of Applied Sciences Munich Prof. Maribel Esparcia Pérez European Sustainable Hospitality Club Frances Kiradjian Founder & CEO | BLLA Valentina deSantis Owner/Operator | Grand Hotel Tremezzo Assia Riccio CEO | Evolvein’Women Bill Bensley CEO | BensleyCollection Jason M. Friedman Managing Director | J.M.Friedman & Co

15.06.2021

Dear Friends & Colleagues,

The COVID-19 pandemic led to an abrupt change in routines and living conditions around the world. This public health crisis reinforced a number of systemic inequities that have led to a) the world population as a whole having to confront universally difficult truths, and b) our hospitality industry having to realign and think about realigning in the post-covid era.

HoteliersGuild had already communicated from the beginning that we would not go dark in these difficult times. On the contrary, we wanted to be among those individuals, associations and companies that offer resilient and creative responses and perspectives, as well as creating meaning during COVID-19.

The results so far speak for themselves and are something to be proud of:

•

the founding of HoteliersForGood with excellent pro-bono offers from our industry leaders, also available to non-members,

•

our ForumOfDialogue with supportive contributions from some of the most respected hospitality capacities in the world

•

EXTRAVAGANZA Volume I | Volume II | Volume III the first global Virtual Gourmet Safari, supported by world renowned Chefs*ffes e.g. Elena Arzak & Angel León, Sophie Pic, Antonio Bachour etc. etc.

•

…and of course the founding of the trailblazing LeadingHôtelières chapter with @Lindsey Ueberroth as Co-founder, @Xenia zu Hohenlohe founder Chairlady and @Prof. Dr. Sowon Kim as Co-chair, with @Sue Harmsworth, founder of ESPA, @Prof. Dr. Willy Legrand, International University of Applied Sciences, and @Prof.

Dr. Henri Kuokkanen, INSTITUT PAUL BOCUSE on the Advisory Board.

Rocco Bova CEO | MyHumbleHouse Joseph W.Y. Chong Regional Vice President, Asia Managing Director, The Peninsula Hong Kong Philippe Clarinval, MIH, MBA GM | Carlton, St. Moritz Lars Wagner GM | Hôtel Beau-Rivage Genève Paul Bruce-Brand GM | Ellerman House CapeTown Petra Deuter CEO | New Brand Duncan Palmer MD | The Beaumont Alain Bachman GM | Coquillade Provence Resort Anni Hood CEO | WellINTELLIGENCE Yasmine Mahmoudieh President | Y-Hotel Florian Werner Owner/Operator | Arlberg Hospiz Hotel Supporting Partners Costas Christ CEO | BeyondGreen Robert Richardson FIH CEO | Institute of Hospitality Philipp Weghmann | VP & Global Brand Leader, The Luxury Collection Dr. Andreas Lindner Managing Director | HECOSOL GmbH Media Partners Hamish Kilburn & Katy Phillips Hotel Designs | Forum Events & Media Group Heleri Rande Partner | ThinkHospitality

And now - introducing the founding of HoteliersGuild Academy of Hospitality Arts!

In April, I floated the idea to found an academy to a selective circle of members. Based on feedback received from one of our lead academic members and seconded by others, we decided that the time is ripe for the establishment of an academy with the principle “Adapt to today... and look for a better tomorrow!”

The underlying notion for the Academy: Taking HoteliersGuild to the next level In April we proposed to a selective group of members to use the resulting motivation and new exciting connections to make sense of current events by applying original thinking across domains, by

• USING THE EXISTING HG INFRASTRUCTURE AND ITS STRATEGIC ALLIANCES TO CREATE AN HG ACADEMY • REFOCUSING AND REDEFINING OUR RAISON D'ÊTRE; and • FORMING A CORE TEAM/TASK FORCE OF HG COLLEAGUES TO COMBINE THE EXISTING OUTSTANDING EXPERTISE OF MALE & FEMALE MEMBERS BUILDING ON THE SOMEWHAT MODIFIED 4 PILLARS OF THE LeadingHôtelières CHAPTER Initial consultations with some long-established members and strategic partners have generated significant interest and many questions & suggestions. A number of commitments were immediately obtained. Lindsey Ueberroth, CEO PreferredHotelGroup, has in the meantime accepted to become the academy’s Co-founder and main supporter, and Sonu Shivdasani will act as its International Ambassador!

Intended Structure We intend to put the academy on 4 Pillars 1. Diversity&Social Responsibility and Mentoring | Education/Diversity, Black&Ethnic Minorities | Mentoring - Bridging academia and operators | Research & Publish on Yearly Target Topics & Demonstrate Progress - implement & test results in member hotels

2. Sustainability in DEVELOPMENT - architecture&design via our Architects Chapter BUSINESS MODEL&MANAGEMENT - supported by our hoteliers members -, staff motivation & training and post-covid marketing techniques

3. Wellbeing/living & Responsible Travel - creation of an education hub that provides research, insights and gathers wellbeing related market evidence that makes the case for business investment and human advantage. Connect it to our strategic alliances with ResponsibleTravel platforms.

4. Academy Award Concept for current & future hospitality leaders under the umbrella of the International HoteliersGuild Hall of Fame - details to be confirmed.

We are now planning round table talks and will keep you updated.

Thank you for your ongoing support and we welcome your comments and suggestions!

Warm regards and Stay Healthy & Confident!

Frank

OUR M

CREATE AN EXCHANGE SPACE FOR ACADEMICS (RESEARCHERS LEADERS TRANSLATE ACADEMIC RESEARCH FOR PRACTITIONERS

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CO-DESIGN PROJECTS WITH ACADEMIC INSTITUTIONS TO SOLV EDUCATE FUTURE LEADERS OF OUR INDUSTRY

CREATE A PLATFORM FOR INDUSTRY LEADERS AND PROFESSO AND THE KEY FINDINGS

IMPLEMENT, TEST-RUN RESEARCH FINDINGS IN SELECTIVE HOT

MISSION

S, TEACHERS) HOTELIERS AND OTHER HOSPITALITY INDUSTRY

CIFIC TOPICS

VE ISSUES OF THE HOSPITALITY INDUSTRY

ORS TO COME CLOSER AND SHARE THE VALUABLE RESEARCH

TELS AND MAKE THE RESULTS AVAILABLE TO THE INDUSTRY

FORUMOFDIALOGUE SERIES

CALL FOR ENGAGEMENT from Lindsey Ueberroth CEO of Preferred Hotels & Resorts Co-founder & Ambassador LeadingHôtelières

HoteliersGuild

“

Dear esteemed Colleagues and Members of the HoteliersGuild,

I wish we could all have been in person for the inaugural Round Table meeting to discuss the vision and next steps for The HoteliersGuild, the LeadingHôtelières chapter and The Academy of the Hospitality Arts.

Your participation, shared passion, experience and insight will take the HoteliersGuild to the next level and help our industry not only recover from this challenging period in history, but thrive thru the innovations outline in the vision for the HoteliersGuild Academy of Arts.

Individuality is at the core of the Preferred brand, and we celebrate all forms of diversity. I am proud to share that I’ve doubled down on my commitment to this key value by co-founding LeadingHôtelières, part of the HoteliersGuild community with Frank M. Pfaller, that has a mission of promoting gender equality within the hospitality industry Frank has brought together an incredible group of world renowned Hospitality leaders and institutions that have the ability to create the change we all are excited to work towards and champion. I look forward to meeting all of you and working together to make this a reality.

With much gratitude and appreciation, Lindsey

“

HOSPITALITY IS IT AN ART? OR A SCIENCE? OR A MIXTURE OF BOTH? The hospitality industry has been evolving into a much more scientific industry for several years. The combined impact of shifting demographics and new technologies are the primary catalysts for this metamorphosis. The Internet provides consumers an opportunity to think of the hotels as commodities. The many changes occurring today are proof positive that this industry is no longer limited to being an “art.” We have officially moved into the John Naisbitt coined “hi tech, hi touch” world. Led by revenue management, but now including distribution channel management, social media marketing, Web 2.0 or 3.0 – call it what you like and more – this industry has been transformed.

While trends come and go, the art of hospitality is an everlasting constant. It is exactly this that makes people feel welcomed through personal interactions, which is at the core of our programs. As leaders and educators in tourism a n d h o s p i t a l i t y, o u r academy can therefore make a small, yet important contribution to a better future world.

Looking at the field of

science, we

hospitality management

as an

art and a

realise that some fifty years ago, Cornell in fact started to

recruit retired practitioners who saw their main mission in the teaching

The aim of our HoteliersGuild Academy is to build a bridge between science and practice for the benefit of our young colleagues. and instruction function.

It cannot be our claim to be “science", but our focus is on evolving

our industry even more towards the 'Art of Hospitality'....

art + science The path forward The transition from art to science in hospitality has caught many by surprise and unfortunately, these are the people that are falling behind.

There will always be a place for great

day’s travellers require both great service and current technology. It is crucial that you understand the customer service, but

to

hospitality industry as it is today because if you continue to only focus on the art, you will be missing out on capturing more business and increasing your profitability.

HOTELIERS

UNITED BY DEVOTION

G U I L Dge! a g n i k ma

n a ch