Fundament 2024 HMSM

Hospitality abroad

Fifteen years ago, Anneloes de Graeff - van de Velde [F 1996] and Maurits de Graeff [F 1995] exchanged the cold, grey Netherlands for the vibrant landscapes of Australia. Recently, they introduced Charlotte [F 1997] and Bas Hoijtink’s [F 1995] Crossover Lodges to the Australian market under the name Lodges Australia. Maurits now serves as a Cluster Manager for Accor, while Anneloes manages Lodges Australia.

BY ROMY HERMANS [F 2021]

How did you two end up in Australia?

Maurits takes the lead on this story. Having lived in Costa Rica and Ghana, in 2010, he sought one last adventure while their children were still young. He discovered an opportunity in Canberra with an Australian hotel chain and, after some research (because who really knows Canberra is Australia’s capital?), he applied and got the job. Maurits recalls, ‘After telling Anneloes about the job, she suggested I go Down Under to see if it was worthwhile.’ Anneloes, content with her life and work in Maastricht at the time, was initially reluctant. However, after celebrating New Year’s in Sydney, she was convinced and along with their young children, she joined him after the school year ended. Originally planning to stay for only four years, plans changed when it was time for their children to attend high school. Anneloes explains, ‘We found the high schools in Canberra perfect for our kids, offering non-academic subjects like fashion design, car mechanics and hospitality, more free time, and less pressure.’ Also, work-life balance was excellent, both working full-time, yet able to enjoy quality family time. Eventually, they moved to Adelaide, and their children are now studying at the Hotelschool The Hague in the Netherlands.

How did you start with Lodges Australia?

Maurits, who had always been working in the hospitality industry, saw a LinkedIn post from his old fraternity brother Bas Hoijtink [F 1995] about Crossover Lodges’ glamping tents. Bas owns the company, and his wife, Charlotte Hoijtink - Veling [F 1997], year club friend of Anneloes, designs the lodges. Anneloes notes, ‘Crossover Lodges are unique and highquality; nothing like them exists in Australia.’

Maurits adds, ‘After the intense COVID-19 pandemic, it was time for something new. I always wanted my own company.’ After contacting Bas and some market research, they realized there was a future for glamping tents in Australia. Together with Anneloes, Maurits decided to take on this new challenge as the unique distributor of Crossover Lodges in Australia. ‘Actually, Anneloes is currently doing my job!’ he laughs. Maurits received an offer from Accor he couldn’t refuse, so Anneloes took over the main tasks, including creating their logo and website. They built a beautiful showroom in Adelaide, which Anneloes describes as a game-changer, attracting interest from across the country.

‘We officially started last April,’ she says. The collaboration with Bas and Charlotte has been seamless, with Maurits noting: ‘It feels like no time has passed, even after 30 years.’

What is the difference between the work culture in Australia and the Netherlands?

Australians are generally open, welcoming, and enthusiastic, but they can suddenly stop communicating, leaving many questions unanswered. Anneloes reflects, ‘They can be so enthusiastic, but why am I not hearing back from them?’ Australians tend to work to live, not live to work. They pay their bills but also enjoy camping and visiting wineries on weekends - ideal for Crossover Lodges. Maurits wishes Australians were more direct, like the Dutch. ‘The lack of communication and clarity is sometimes frustrating. If you don’t like the tents, just say it!’ he exclaims. Another cultural difference with the Netherlands is the hierarchical structure in the workplace. There is a lot of respect for the boss because of their title, despite calling them by their first names.

How are you looked upon as ‘outsiders’?

Anneloes shares a fun story: ‘I was chatting with two Australian colleagues at the university where I worked when one said, ‘Yes, she definitely has the E-factor.’ When I asked what she meant, she said it was a certain ‘je ne sais pas’ that all Europeans have which is admired by Australians. Their European background is highly valued in Australia, including their education, multilingualism, and global experiences. ‘We feel seen in a favorable light,’ she says. What does the future look like?

Maurits is optimistic: ‘We have big plans to grow Lodges Australia. First, by importing more lodges. Second, we are planning to buy a property near Adelaide and establish our own glamping resort. Third, we aim to develop the A-Z support website of our business with wineries, outback stations and other unique locations.’ These prospective glamping business owners often lack hospitality knowledge, so Lodges Australia will offer them marketing, revenue management and hospitality support. Lodges Australia’s website will soon feature a booking module, allowing guests to book stays at properties with their lodges. ‘It’s a unique experience,’ Maurits says. Bas and Charlotte are expanding Crossover Lodges globally, with sales in Japan, America, and India. Last May, 30 years after graduation, the four hotelschool friends exhibited together at a trade expo in Sydney envisioning lodges in unique places for a luxurious hospitality experience – who would have thought?

Maurits and Anneloes enjoy their life Down Under and have no plans to return to the Netherlands, except for an annual three-month winter escape from Adelaide. www.lodgesaustralia.com.au