Europe, like U.S., seeing more and more branded hotels: 25hours’ Bruno Marti
With hotel guests more savvy and price-conscious than ever, it’s difficult to exceed expectations nowadays, says Bruno Marti, Chief Brand Officer, 25hours Hotels.
Bruno Marti takes care of brand marketing, PR and communications at 25hours Hotels, having been with the company since 2006 — as it was opening its second hotel.
The group has made impressive strides since, including when Accor bought a 30% stake in the company in late 2016, to its current roster of 9 hotels in Germany, Austria, Switzerland and France, with ongoing developments in Florence and Dubai due to open in 2020.
Marti is also a member of the strategic board at 25hours Hotels, which focuses on quirky design, out-of-the-box experiences and empathic service.
Speaking exclusively to TOPHOTELNEWS at TOPHOTELWORLDTOUR Zurich 2017, Marti spoke about the growing pains of a highly individualistic chain of hotels such as 25hours and wider trends in the hotel industry.
No greater buzz than the next hotel opening
Marti: For me there’s no greater buzz than the next opening. When you work for a small company, it’s not like we have 500 hotels and opening “‘just another one”.
With 9 hotels, opening a new property is always a big issue for us and as we’re trying to develop different hotels, different styles of hotels to interact with the neighborhood, this is always a lot of work. It’s good to see when it comes to it and the door opens. At the same time, we shouldn’t forget our 10 existing hotels, of course.
Biggest challenges of the hotel industry
Marti: One challenge we have is transparency. Our guests see and understand more than we do; they know what they’re paying for. We’re heavily dependent on reviews and review management online, so every hotel guest knows what to expect and it’s difficult to exceed expectations nowadays. This is a challenge for the whole industry.
For 25hours, how we tackle growth is a challenge. We want to grow and it’s not as easy to handle 15 hotels compared to 10 hotels. Plus, we want to grow internationally while being a predominantly German-speaking company at the moment. We have 9 hotels in Germany, Austria, Switzerland and France, with ongoing developments in Florence and Dubai. So we’ll soon have different languages and different cultures that will have a big impact on what we do in our company.
Europe, like the US, is seeing more and more branded hotels
Marti: The industry changes so fast that I don’t actually know I will be in five or 10 years, but I’m pretty sure I’m still in the hospitality business where and whatever that means.
The industry as such has two or three trends that I can clearly see. We see, especially in Europe, much more branded and chain hotels as opposed to individual hotels. However, hotels like ours are at least trying to be individual. This is different from the US, for instance, where you always had a strongly branded hotel industry and individual hotels only are just mushrooming now.
Bruno Marti was a delegate at TOPHOTELWORLDTOUR Zurich 2017. To attend, address or sponsor our boutique hospitality networking events around the world, contact TOPHOTELPROJECTS Head of Global Events & Conferences Kayley van der Velde.