HoteliersGuild LookBook | SPECIAL EDITION | BEYOND GREEN

LookBook SUMMER2021 HoteliersGuild

SPECIALE D I T I O N a CoutureHospitalityConcept Compilation

Deeper Luxury

BEY ND GREEN

CoutureHospitalityConcept | Autumn/Winter 2020/21

CoutureHospitalityConcept MADE-TO-MEASURE LUXURY HOTEL MANAGEMENT, REPRESENTATION, MARKETING & BRANDING

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USTAINABLE LUXURY has been in the DNA of HoteliersGuild since the inception of our private society some two decades ago.

Sustainability in our luxury hospitality segment was long regarded as oxymoron until the recent changes in the hospitality industry made green travel out of the niche a necessity. It all started with small efforts to avoid waste - paperless cash registers and refillable soap dispensers. Now it's a matter of recycling, reuse and saving on disposables.

Frank M. Pfaller Publisher | President HoteliersGuild

And by now, the new luxury is more about the process and the experience rather than the product. It embodies the concepts of zero-waste manufacturing, energy efficiency, closed-loop design, and the disposal chain. There is a great importance on the human ethics and environmentalism guiding the formulation of this circular economy, where innovation is part of every step.

According to the World Travel & Tourism Council, the overall travel industry is worth approximately $8.8 trillion, accounting for one in 10 jobs globally before the pandemic (Gollan, 2020). For the hospitality industry to get back to where it was, the tourism sector needs engage even more sustainable practices; otherwise, future growth could be at risk (Lee, 2017).

Post-pandemic, we can see more luxury travelers wanting to explore the wildest places through experiential travel, and to create experiences like never before. People are more interested in provenance and storytelling on how, where, when, and who—rather than just sleeping in grand, luxurious hotel rooms. Additionally, awareness on how every decision can play a significant role in preserving nature is crucial for responsible tourism (Tuppen, 2019).

The typical 21st-century luxury consumers are millennials and members of Generation Z, driving 85 percent of the overall global luxury sales growth. These generations are well-educated and pay close attention to social and environmental issues (Brands, 2019). As these younger generations exercise greater caution with their purchase decisions to ensure the company values resonate with their own, the large high-end brands who desire to secure their status on the market try to rapidly evolve with the growing trends towards more ethical and sustainable luxury (Luxe Digital, 2020) At HoteliersGuild we are very pleased that we seem to have been instrumental in stimulating the now global 'Sustainable Luxury Initiative' for so many years. And for this reason, we are also enthusiastically supporting trailblazing companies such as Beyond Green under the expert leadership of our esteemed members Lindsey Ueberroth and Costas Christ.

The Transformation of Travel

Although the COVID-19 pandemic has also posed a harsh reset for the world of travel, it has simultaneously given rise to growing numbers of people who view sustainability as an essential consideration in their lifestyle choices. We are witnessing an evolution of travel coupled with a renewed awareness of what true luxury is - precious time with friends and family, authentic and meaningful experiences, and access to unspoiled nature.

Costas Christ |CEO BEYOND GREEN

This market shift among travelers seeking more purposeful - and as a result, I would add, also more enjoyable – holidays recognizes that sustainable tourism is not about giving something up, but about Costas Christ | CEO gaining something more – an inspiring vacation that contributes in positive ways to nature, culture, and communities. It has BeyondGreenTravel been accelerated by the pandemic, leading to a deeper understanding that we cannot have personal health and well-being without planetary health and well-being.

These concepts for a new vision of travel as a force for good have also been at the center of my own work in helping to establish and promote sustainable tourism practices over the past 30 years. As the President of Beyond Green Travel and co-founder of Beyond Green – a new portfolio of iconic hotels, resorts and lodges representing sustainability leadership that was officially launched in April 2021 as part of the Preferred Hotel Group family of brands – we believe in the business value of doing well by doing good. This includes an understanding that we live on a beautiful yet fragile planet, and the travel industry, which in essence sells nature and culture as its core product, also has a profound responsibility to help protect the world’s natural and cultural heritage for future generations.

This transformation of travel represents many stages. Among hotels, some are at the beginning of their sustainability journey, while others are more advanced, and we want and need all to succeed. In launching Beyond Green, we made the decision to focus on sustainability leadership measured by positive impact for nature, culture, and communities, aligned with the United Nations Sustainable Development Goals. The question no longer is whether sustainable tourism can deliver on its promise to help make the world better - Beyond Green members and others are proving every day that it can and does.

Rather, the most important question is how far the hospitality industry will go to embrace sustainability best practices beyond the basics of reduce, reuse, and recycle. Among the concerns is also the proliferation of marketing labels and hype. For example, the growing lexicon jungle of green terminology can confuse even the most well-meaning traveler. Think of the parade of terms all competing with each other for attention - Conscious Tourism, Ethical Travel, Regenerative Travel, and so on – in trying to market themselves as the newest trend. In reality, this is more just a repackaging of well-established sustainable tourism practices. My own view is that we need less time focused on coming up with new catchy names and more effort on actually implementing and measuring positive impact. As one of the experts who helped to establish the global sustainable tourism criteria back in 2005, I look forward to the day when sustainability does not need to be singled out for special recognition, but rather becomes what hospitality means by its very definition. With Beyond Green, we hope to help usher in that day sooner rather than later.

Beyond Green brings together some of the world’s most unique and beautiful properties that also work to help protect wildlife, celebrate cultural diversity, and improve local peoples’ livelihoods around the world. To become a Beyond Green member, a hotel must demonstrate impact – walking their talk – based on three key pillars of sustainable tourism leadership including: environmentally-friendly practices; protection of natural and cultural heritage; and contributing to the social and economic well-being of local communities.

At The Brando in French Polynesia, an Ecostation in partnership with the non-profit Tetiaroa Society, hosts visiting scientists who work on – and teach guests about – important marine research and conservation initiatives. Meanwhile, The Brando’s sustainability tour showcases innovations such as a Sea Water Air Conditioning system that uses deep sea water to cool the resort’s tropical villas without harmful chemicals linked to climate change and powered almost entirely with solar energy.

Another example of the Beyond Green sustainable tourism impact can be found at Vermejo, A Ted Turner Reserve in New Mexico, USA, where a priority is placed on protecting more than half a million acres of diverse ecosystems that represent an important source of carbon sequestration to combat climate change while protecting rare and endangered species, including the Rio Grande cutthroat trout, and also engaging in large scale habitat restoration and rewilding.

These are just some of the ways that sustainable tourism is helping to positively transform travel today and make it brighter for the future. Those hotels that understand this transformation are destined to become the world’s new hospitality leaders.

Costas Christ is the Executive Director of Beyond Green and the President of Beyond Green Travel. He was honored together with Dr. Jane Goodall, Dr Sylvia Earle, and other conservationists for his pioneering work in sustainable tourism. He is the recipient of the International Peace Through Tourism Award and his early travels that led him to become a global advocate for a new vision of tourism were featured in the award-winning documentary, Gringo Trails.

Sustainability has always been at the heart of Red

Carnation Hotels, and my family is passionate about ensuring that we #MakeTravelMatter across each and every brand in The Travel Corporation, working together with The TreadRight Foundation, our not-for-profit organisation. We are delighted Vicki Tollman | Director Red Carnation Hotels to partner with Beyond Green, whose ethos of enhancing the wellbeing of local communities and creating meaningful experiences that celebrate nature, culture and people, is so aligned with our vision at Red Carnation.

Bushmans Kloof Wilderness Reserve and Wellness Retreat in the Cederberg Mountains is home to a remarkable array of cultural and natural treasures, and conserving the landscape, and the heritage it holds, is the bedrock of all that we do. Notably, our partnership with Cheetah Outreach and the Cape Leopard Trust supports essential work in predator conservation, and Bushmans Kloof is also the custodian of some of South Africa’s most important rock art. Across the 7500-hectare reserve more than 130 rock art sites, painted by the indigenous San people, have been identified, with some dating back as far as 10,000 years.

In Ireland, the meticulous restoration and preservation of Ashford

Castle continues a 800-year-old legacy that we are proud to continue.

The community surrounding the Ashford Estate is an integral part of our history, and we work to preserve the biodiversity and natural habitats on the Estate with the introduction of a bug hotel, bat boxes and bee hives. We are proud to grow our own produce in our polytunnels and forage for seasonal ingredients, and continue to reduce our food waste in partnership with Winnow.

Across our collection, my family and I are so proud of the wonderful projects, progress and experiences that each of our hotel teams are working together to create and achieve.

For us, this is the legacy of our family and our hotels, helping to create a sustainable future for our children, grandchildren and succeeding generations.

As hospitalitarian’s,

hospitality is our personal passion and

We are a global family, united in our deep belief that hospitality connects peopl memorable experience.

creating a powerful sense of commu

We are committed to A community that shares knowledge and celebrates one another.

embrace diversity, eq

With mutual respect for every person, we powerful form of understanding and acceptance, helping people look beyond barrie

We engage, educate & empower our people, leaders.

We strive to delight and are

resilient, dynamic, and determined in ligh

As highly skilled professionals,

we are proud to be hospit

d our way of life.

le, creates memories, and inspires guests to embrace adventures and pursue unique,

unity to fuel a global network of friends and colleagues that will last lifetimes.

quality and inclusion, and believe that travel manifests humanity’s most

ers that are physical or implied.

, creating opportunities for future generation of

ht of every challenge and opportunity.

talitarian’s.

Brenda Collin Executive Vice President Europe Preferred Hotels & Resorts

H

sustainable

Let’s use our joint power to increase global environmental and social standards, and to play a key role in promoting a cultural shift! Is a grand palace hôtel more luxurious than a luxury tented camp? And can a palace hotel be operated sustainably?

HOTELS

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Luxury was once a domain detached from sustainability. Now, a shift in our behaviour is imperative.

Luxury, it seems, can be a small thing such as creating a meaningful experience or showing you care. But large or small, it should create an emotional connection with people, the product and the brand.

We keep defining the word luxury but ultimately it has to be defined by the guests. “luxury” should involve the extensive use of storytelling that is intimate and personal, with the serving of traditional food and use of recipes of the owner’s grandmother, stories that bring the hotel’s heritage to life, as well as involving the guest in the local traditions and culture.

1 THE BRANDO Tetiaroa | Tahiti

PrivateVillas overlooking Turtle Beach and Mermaid Bay

flksadjflks

Les Mutinés inspired cuisine

An extraordinary destina

ation

“

The Brando is much more than a hotel. It is the stuff of Robinson Crusoe, of the childhood desert island fantasies that most of us share.

Marlon Brando made that dream his own and resolved that Tetiaroa would retain its beauty forever.

Tetiaroa is alive with history and energy.

A

A Hotel with a sus

Wishing to preserve the atoll in its original state and wanting to set an example to the rest of the world in terms of luxury, The Brando has taken a focused approach to the entirety of design, materials and services.

They have implemented numerous innovative programs and use state-of-the-art technologies to achieve our objectives of carbon neutrality, while ensuring optimal comfort.

The Brando has thus obtained LEED Platinum certification, justifying the highest possible level of effort in the construction of a low-carbon property.

Hotel with a sustainable mindset

2 Ted turner Casas grande | New Mexico

Take a step back in time

Once Ted Turner’s private quarters…

and experience turn-of-the-century

The former private home of the media mogul, this 25,000-square-foot home has seven guest bedrooms and nine baths. It just underwent a multimillion-dollar renovation to restore its former grandeur; the original structure was created by Joseph Lyman Silsbee, mentor to architect Frank Lloyd Wright. “The land and wildlife are really what drew me to Vermejo, but I got lucky in that my purchase of the property included Casa Grande. The home, which was commissioned by Vermejo’s former owner William Bartlett, is like no other that I’ve seen on a ranch out west; the great room alone is enough to take one’s breath away,” says Turner.

feeling transported to an elegant 1920s

the high-ceilinged grand sitting

Ted Turner Suite

area of Casa Grande

Located in northern New Mexico and southern Colorado, the over 550,000 - acre Vermejo offers rich history, diverse wildlife and majestic landscapes.

Vermejo’s unique location allows for year-round outdoor activities and opportunities for guests to connect with nature.

CONSERVATION and

SUSTAINABILITY

Ted Turner Reserves has a deep appreciation for the beauty and intricacies of the natural world. Committed to preserving and restoring its native ecosystems, Ted Turner Reserves supports a variety of conservation efforts on Vermejo, including the Castle Rock bison repopulation, Rio Grande cutthroat trout reintroduction and riparian restoration.

Although the COVID-19 pandemic has posed a harsh reset for the tourism industry, travelers today have become accustomed to being able to access almost every part of our planet, from the remotest wilderness regions to celebrated cultural sites both far and near.

We have more places to go and more ways to get there than ever before in human history and with that comes an even greater responsibility to protect our beautiful, yet fragile planet, and to ensure that tourism delivers on its promise to improve and uplift local livelihoods in destinations around the world. This is also at the heart of Beyond Green. We believe in walking the talk, that sustainable tourism is not about giving something up, but rather it is about gaining something more – the trip of a lifetime that gives back in positive ways to people and the planet, all wrapped together with great guest service and inspiring experiences.

“

“

Costas Christ

Right now is such a good time to start exploring the Beyond Green portfolio of hotels, resorts and lodges, because there is just so much to see and do. For example, Vermejo, A Ted Turner Reserve in New Mexico, provides guests with an opportunity to explore more than half a million acres of mountains, lakes, forests and fields, where the buffalo roam and the deer and the antelope really do play. It is like having an entire US national park to yourself and a small group of friends.

Most people have never heard of Zagori in northern Greece, but for savvy travelers that love to explore, I would jump at any chance to book a stay in Aristi Mountain Resort, located in one of the most spectacular areas of dramatic mountains, with dozens of walking trails and age-old authentic Greek villages nestled between ancient archeological sites and monuments.

Ted Turner's Legacy

3 BusHmans kloof Cederberg Mountains, Western Cape, South Africa

The power of passion

n!

Nestled in the foothills of the Cederberg Mountains on South Africa's dramatic lesser-known west coast, our ecological oasis is a magical wilderness retreat among open plains, sandstone formations and ancient bush art sites dating back 10,000 years. Proud that their preservation efforts of this rock art have earned the distinction of Grade 1 South African National Heritage Site

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Beatrice and Stanley Tollman, the founders of the Red Carnation Hotel Collection, are inducted into the HoteliersGuild International Hall of Fame

CONCEIVED TO CELEBRATE BRILLIANCE IN OUR INDUSTRY Dedicated to people who are making outstanding contributions to the global luxury Lebensart. Inspiring and educating a new generation of discerning hoteliers and exclusive service providers.

HoteliersGuild’s board of governors voted Mrs. & Mr. Beatrice and Stanley Tollman for induction into their hall of fame “for their amazing achievements for our industry…” said Frank M. Pfaller, founder president of the Guild in his announcement.

“Their businesses is build around the philosophies of a strong work ethic, exceptional service, an unrelenting commitment to customer care and for those they work with and the communities they live in and touch, with a passion for sustainability and philanthropy. Their ethos’s are a passion for sustainability and philanthropy. These ethos’s are centre to the family and makes them dignified nominees for induction into HoteliersGuild’s International Hall of Fame.”

Dear Frank,

“

We are truly honoured to accept our induction into the HoteliersGuild International Hospitality Hall of Fame, and to be recognised among such passionate and exceptional individuals.

It has been an incredible journey since we opened our first hotel together in May 1954 years ago, and named our business after the red carnation that Stanley still wears in his lapel. We have learned many lessons together during that time, but our unwavering determination to deliver the very best guest experience, the most generous hospitality and exceptional personal service has not faltered. Our people and teams are still at the heart of our hotel collection, and it is their passion and commitment that inspires us each and every day.

Today, with 20 hotels around the world, we still face everything together with passion and determination. Hotel-keeping has been a lifelong love affair and it still brings us great joy to read each and every piece of guest feedback, and to work closely with our wonderful teams to continue the standards that we set ourselves all those years ago.

Thank you once again for this great honour.

With warmest wishes, Beatrice and Stanley Tollman

HallOfFame

Bushmans Kloof Wi Wellness

CEDERBERG MOUNTA

An oasis in th

Cradled by the rugged Cederberg an utterly unique wildernes

This family-owned lodge and ecologic private reserve. Offering five-star luxur African cuisine, memorable days at Bus wide-open plains, awe-inspiring wildl

Discover our special world, with unique art sites, some dating back as far as 1 discover the region’s ancient San culture guid

Please note that some services may b regula

ilderness Reserve & s Retreat

AINS, WESTERN CAPE

he wilderness

Mountains, Bushmans Klo of offers ss escape in South Africa.

cal oasis is set within a 7500-hectare ry accommodation and inspired South shmans Kloof are spent discovering the life and pristine mountain landscapes.

e access to more than 130 ancient rock 10,000 years, and the opportunity to in the company of our experienced local des.

be limited as a result of governmental ations.

Compliments from

PASSION FOR SUSTAINABLE LUXURY AFFILIATION BY INVITATION ONLY

4 Ashford castle Ireland

Ex cep tion al i n an ys ens e…

This 800-year-old castle is truly remarkable, a grand, historic structure with national significance. The former home of the Guinness family, it has hosted countless notables over the years, including The Prince of Wales (who later became King George V) and President Ronald Reagan. Red Carnation’s impeccable five-year restoration, drawing on local experts and artisans, has reaffirmed Ashford Castle’s status as one of the most prestigious hotels in Europe – a true celebration of past, present and future.

800 years of history

A NEW CHAPTER

dine like royalty - by Chef

f Philippe Farineau

traditional elegance and

d finesse

HoteliersGuild has joined the humanitarian vision and efforts by helping those in need of clean wa t e r, s h e l t e r, food and other basic necessities to live, especially children.

And we provide support to initiatives that promote ethical luxury travel.

At Hoteliersguild We are honoured and humbled to extend a warm welcome to Beatrice Tollman, President and Founder of the family-run, award-winning Red Carnation Hotel Collection. Beatrice is such an important figure in the Tollman family who own The Travel Corporation and support hundreds of charities across the globe. through their non-for-profit initiative, the TreadRight Foundation. With a passion for hospitality and philanthropy, she is now renowned within the travel and hospitality industry and we look also much forward to her moral support of our Leading HÔteliéres chapter, where we so lucky to already count with her daughter Vicki’s assistance.

At Hoteliersguild We are honoured and humbled to extend a warm welcome to Beatrice Tollman, President and Founder of the family-run, award-winning Red Carnation Hotel Collection. Beatrice is such an important figure in the Tollman family who own The Travel Corporation and support hundreds of charities across the globe. through their non-for-profit initiative, the TreadRight Foundation. With a passion for hospitality and philanthropy, she is now renowned within the travel and hospitality industry and we look also much forward to her moral support for our Leading HÔteliéres chapter, where we are so lucky to already count with her daughter Vicki’s assistance.

Frank M. Pfaller President | HoteliersGuild

Dear Frank,

“

It is a great honour to accept my Honorary Ambassadorship with HoteliersGuild, and to join this society of people in our hospitality industry who I greatly admire. I am especially delighted to acknowledge the importance of sustainability and travel as a force for good within your society. Since Stanley and I opened our first hotel more than 60 years ago, hospitality has continued to evolve, but I believe that integrity, determination and striving for the very best for our guests is even more important today. These are the qualities that I value the most in our wonderful teams, and they work hand-in-hand with our commitment to build a sustainable future, through conservation, leadership and support for our local communities.

I am so proud that our collection now stands at 20 unique and special properties. In December 2020, it was a dream come true to open Xigera Safari Lodge in Botswana, our love letter to the magic of the African bush. After six decades of devotion to exceptional hospitality and personal service, this was the culmination of a life-long dream for my family, and today, our passions and our purpose remains the same... To share these beautiful moments and experiences with our guests.

With warmest wishes, Beatrice Tollman

Restoration & pre

Since purchasing the iconic Ashford Castle in 2013, Red meticulous restoration and enhancement programme that The age and scale of the castle presented unique challen the extensive team of local craftspeople, who together wi ensured every detail was taken care of in a sympathetic m

The owners are proud to adhere to important sustainabilit the GREENMark Plastic Smart Standard Award. In 2010 Green Hospitality Ireland, and are honoured to still retain won 'The Green Tourism & Entertainment Award' in 2021

The Tollman family is privileged to have been given the o pledge to continue to preserve this historic property for fut

eservation

d Carnation Hotels has invested substantially in a has restored the castle to its former glory. nges for the Tollman family, the architects, designers and ith local suppliers delivered a level of precision that manner – and with breathtaking results.

ty measures, and are the first hotel in Ireland to achieve 0, they began their sustainability journey by joining n the Gold standard. This year, they are proud to have 1's Green Awards.

opportunity to restore the castle to its former glory, and ture generations...

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

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

PASSION

HOTELIERS for

arts

WE SHARE YOUR PASSION

GUILD and

sciences

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.

!a nk sf or you rs

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!

MAKING - A - C H A N G E

YoungHôtelièresInsights aims to develop the professional visibility of our young female talent in a

network of established hoteliers and hôteliéres.

EHL’s Women in Leadership, IUBH University of Applied Sciences, and Institut Paul Bocuse share a commitment to promote our top female students in the hospitality industry.

Together with HoteliersGuild’s LeadingHôtelierès chapter, we created YoungHôtelièresInsights (YHI), a space dedicated for aspiring female hospitality leaders where they can contribute to our industry with their reflections, ideas, trends and hot topics as viewed by their generation. A compilation of these i n p u t s w i l l b e f e a t u r e d i n t h e H o t e l i e r s G u i l d ForumOfDialogue magazines and LookBooks with the aim to develop the professional visibility of our young female talent in a network of established hoteliers and hôteliéres .

EHL’s Prof. Dr. Sowon Kim and Founder of WIL says: “We focus on female students and from time to time male students here is a thought, we could for example limit to 10-20% of male contribution, and content could be in lines of male championing women (in line with one of our pillars) like for example how they see the contribution of their female peers; this might be eye opening for the established hoteliers reading such a piece and realising why there might be a need for them to change too. From my perspective making the “YoungHotelièresInsights” primary female is not being exclusive but rather in line with the mission of HoteliersGuild’s LeadingHôtelierès chapter. In addition there is a need to be inclusive when a group is a minority which in this case is women in leadership positions. While everyone needs to be promoted is these hard times, the system is heavily biased against women which is the exact reason why less than 5 percent of the top leadership functions across business and politics worldwide are occupied by women, and hence the raison être for HoteliersGuild’s LeadingHôtelierès chapter”

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