A few months ago, we came across the following quote by transformational business coach Bill Baren: “Best marketing beats best product EVERY single time!” Please, stop for a moment and savour every single word of this sentence, because grasping the full implication of this statement might have the power to change your business forever.

What do you think is the most important department of any hotel? Is it the food & beverage department, or housekeeping? Who opts for front office and guest services? And no, all departments are equally important isn't an acceptable answer ;-). We no doubt share the same view as you - that in the long run, a hotel can only be successful if every department performs at the highest standard.

That said, we believe that the most important department of a hotel right now is the marketing department. Why? Because without marketing, you have no guests. And without guests, you have no hotel. 

So, to make sure that your great hotel product attracts not just any guest but the right ones, here are our five hotel MArketing MAdvices to increase the performance and success of your marketing approach.

1 – Have a clear concept

“First the concept, then the rest.”
MA people ;-)

A clearly-defined hotel concept, and derived from it, an equally-clear positioning are the basis for everything – the hotel product development, optimisation and innovation; the menu in your restaurant; the amenities you use in your guest rooms; … AND of course, the marketing strategy you follow.

If you and your marketing team are not 100% clear as to what your hotel and hospitality business stands for – how can you decide where to invest your marketing budget? In our opinion, marketing without a clear concept and message is like driving with your eyes closed!

2 – Know your guests

“When the customer comes first, the customer will last.”
Robert Half

At MAp, we always focus on what drives and generates sales and profits – the people (every … single … time). That’s why we place huMAns at the very heart of everything we do. 

If you are in Munich and have set the objective to reach Zurich the same day by car– would you take the highway to Vienna? Pretty obvious answer, we know. However, have you ever noticed how many hotels say they want to reach affluent guests, but then they buy adverts in magazines read by budget travellers? Or what about the family hotel that invites fashion influencers to stay in their hotel and blog about the spa area?

Hotels have the right to invest their budget how, when and where they want. But by being uncompromising in regards to buyer personas, hotels can influence guest satisfaction and profits. We urge you to take the time to define or redefine your buyer personas in detail. You need to know them by heart, where they live, what newspapers and online forums they read, what is important to them, and what social media channels they are using, etc. Also meticulously research what their problem is = the problem that your hotel solves for them. The answer to this last question will be your main marketing and communication message. 

3 – Define a budget

“You cannot be everything to everyone.
If you decide to go north, you cannot go south at the same time.”
Jeroen De Flander

Once you know your basics, it's important to define your budget. How much are you going to spend on marketing activities in the next year? What is the return that you expect? Always remember, setting aside enough budget for your marketing is important: no marketing = no guests, no guests = no business.

Calculate your budget, divide it into different segments (e.g., how much you plan to spend on online marketing activities, print, social media) and act accordingly.

Once you know your budget, it will be easy to set priorities and to say no to random marketing activities that pop up in your email inbox.

4 – Have a strategy

“Hope is not a strategy.”
Vince Lombardi

A strategy is defined as your plan of action to achieve your goals. This implies that before you define your hotel marketing strategy, you have to define your goals. If you are working with a marketing team, include everyone in this process because it is important that everyone involved buys into your goals and works towards them.

Once defined, create your plan accordingly. Is your main priority to fill rooms during low season or to create attractive premium packages for high season to extend the average length of stay? Is the goal to push direct bookings or to strengthen the sales via external partners? As always, the strategy depends on your concept and the defined buyer personas.

5 – Measure, measure, measure!

“If you can't measure it, you can't improve it.”
Peter Drucker

We want to say right here, right now that one of the biggest lies we hear way too often is that you can’t measure marketing. This simply is not true! But many believe this to be the case. You can already gain a competitive advantage by ignoring this, measuring your impact and learning from the results. It helps you to optimise and to pivot; and in the long run, to budget every year more efficiently, generating more returns. 

Measure every single marketing activity that you do: Did we generate more clicks on our website? How many people followed us on Facebook by running the campaign? How many bookings have been made through the advertised special offer booking code?

So what does great marketing look like? Well, here are two examples of recent hospitality marketing campaigns and initiatives that caught our eye. Have you seen any others? 

Know your guests - niche content by SBE & Morgan’s Originals
Morgan’s Originals hotels are specifically targeted to creatives, as it is a "family" of individual hotels that create a surreal fantasy where anything is possible. Originals bring vision and style together with a spirit filled with magic and illusion. Morgan’s Originals use their online blog "Back of House" to build brand authority and awareness with highly-niche content that is specifically targeted to creatives. It’s more a general lifestyle publication than a brand blog, amongst which you’ll find interviews with people in the art, fashion or music industry. 

Measure, measure, measure! - Marriott’s Moxy tent at Coachella
For the opening of Moxy Times Square, Marriott transformed eight safari tents into hotel rooms during Coachella 2017. Influencers such as Amy Pham and Marriott Rewards members were invited to experience the Moxy tents, which also were a preview of the NYC Times Square property rooms. The campaign proved a huge hit, earning over one billion media impressions, exposure on major media outlets, and a 63% week-on-week boost in Instagram reach.

As always we hope that this blog post is of great help to you. Please feel free to do some marketing for it and share it with your friends - and let us know your opinion in the comments section below!

Revolution is the only solution

This was our credo when starting to work at the Kandima Maldives resort concept (and it still is). In an overcrowded market there is no chance to succeed if you haven’t got the vision (and the guts) to create something remarkably unique. But first you have to understand the game before you can change it. That’s why our research stage was key. We journeyed through Europe and Asia to analyse the most innovative concepts – what made them work – or not in some cases. We slept in millennial hotels and also in tiny airport cabins all in the name of research.

Work with the best

If you want to create the best, you have to work with the best. As the saying goes “You can’t do epic shit with basic people”. Therefore Kandima Maldives partnered with globally renown experts in their areas. Did you have a look at the Kandima Maldives branding? It has been created by the truly incredible Snask in Stockholm. The feedback we received: wow, different, special – game-changing. Goal achieved ;-).

Be dynamic but never compromise on the basics

Creating a resort concept might take some time, implementing it even longer. Over the last two years our partners at the project changed, the amazing and fun K’ team has been formed; new people are continuously joining and co-creating. This means that there is a steady stream of new ideas and new tasks to be tackled every single day. Our role as strategic partner is to help, assist, co-ordinate and be as flexible and dynamic as possible. Our key focus is to ensure the basics - the foundations and details that make the Kandima Maldives concept and brand fresh and unique - are implemented effectively and without compromise.

Fall in love with the details

It’s all about the details. The small touches. As a visionary and concept developer, it is a must to fall in love with these details – even if that means that you lose some sleep over that one single social media post, or design elements that aren’t quite right yet. You cannot half-ass anything if you want to create a unique and successful hotel concept and bring it to life.

It’s all about huMAns

A concept may be great on paper, but without the right people in place it will never (ever) fulfil it’s potential. We never underestimate the power of the people. At MA people our concepts start and end with huMAns. At Kandima Maldives guests will experience service unlike any other resort. The K’team will make the difference, ensuring each and every guest is "kandimatised". They will help to create memorable and unforgettable lifestyle experiences. There are many definitions out there for hospitality – at MA people we boil it down to one simple yet crucial statement: it’s from huMAns for huMAns. If everything you do and create keeps that in mind, you are already a game-changer in today’s hospitality market.

Follow the journey of the K’ team until the opening in December 2016 and get "kandimatised"!

Feel free to share this post with other visionaries - or get in touch if you, or someone you know is interested in co- creating the next game-changing concept with us.

Talk to you soon,
Your MA people 

Anne, what inspired you to set up a hostel over fifteen years ago?

My sister and I went travelling after university and just fell in love with hostel life. For us, hostels offered a kind of “on the road” accommodation that felt both comforting and exciting. “Comforting” in that a good hostel feels a lot like a home away from home, “exciting” because hostels helped connect us to so many new experiences and new people from all walks of life and cultures. We felt that we learnt a lot about what makes a great hostel so when the opportunity arose to open one of our own, we grabbed it and I have never looked back! I am so lucky to do something I love.

How would you describe the Clink Hostels DNA?

Clink is all about connection – to both people and to places. Everything we do at Clink centres around creating an amazing city experience for our guests and we try to take a creative approach to hostelling to achieve that. That starts with the buildings we choose and runs through the whole business – from the staff we hire, to the local knowledge we share and the events we put on regularly for guests. It’s all about creating those shared and memorable experiences that guests can take home with them, share with their friends and family and, hopefully, share with their grandkids in years to come!

We love your “Stay & Play”, “Stay & Create” and “Stay & Scribble” programmes. Could you introduce our readers to these great initiatives?

We love them too! These programmes fall under our wider “ClinkCREATIVE” initiative. ClinkCREATIVE was born out of the drive to really improve our offering for guests and to connect Clink to local and international artistic communities. Stay & Play offers up-and coming bands or musicians the chance to stay for free in exchange for playing a gig at one of our lively bars. Stay & Create is similar, but for artists, offering creative types space to paint or exhibit in the hostels – or host a workshop to share their talents with guests. Stay & Scribble is aimed at travel bloggers or aspiring travel writers who can either come and stay in exchange for writing a hostel review or travel piece about one of the cities. For more info and for anyone looking to apply visit ClinkCREATIVE. 

In your opinion, how have the needs of backpackers/budget travellers changed over the years?

Honestly, I don’t feel that the basic needs of backpackers/budget travellers have changed all that much. The standard of hostels has improved dramatically (scary showers and smelly duvets are definitely a thing of the past!) so I think that backpacker/budget traveller expectations are higher. However, I do genuinely feel that, on a basic level, young travellers want what they have always wanted when they travel - accommodation that offers them safe, comfortable and cost-effective place to sleep that’s going to allow them to explore new places and meet new people. At Clink, we try to ensure those basic needs are always met, whilst simultaneously working on new ways to really engage with guests and improve their overall stay and city experience. In an age where young travellers are often attached to their mobile phone, trying to encourage real life connection can be a challenge! However, it’s something that we’re passionate about doing at Clink, and initiatives like ClinkCREATIVE are a big part of that.

Apart from Clink Hostels ;-), which other hospitality concept/brand surprises and inspires you?

Oh there’s so many out there that I’m constantly inspired by! I have always loved Kex hostel in Iceland, I find it fun and inspirational, and was fortunate enough to stay there two years ago. They do an amazing job of weaving hostel life into the local community and communicating their own unique personality. Design-wise, Michelberger in Berlin is a real favourite and I love their authenticity. Volkshotel’s event programme is really impressive and helps foster such a great atmosphere there. The Good Hotel in London (formerly in Amsterdam) has a real social mission - something I feel is important in creating futureproof businesses. 

What’s in the Clink Hostels project pipeline? Are you planning to further expand Clink Hostels?

The plan for Clink this year is to work hard on refining our current offering to make sure that our vision for Clink really aligns with the experience that the guest has. We do plan to expand into Europe in the coming years, and with our new MD, Mark Fenelon at the helm, there’s lots going on behind the scenes in terms of planning new locations. Doing the groundwork now is important so that we can be confident in being able to deliver a streamlined Clink experience as we grow.

1- Clearly positioned hotels achieve optimum returns

Clearly positioned, differentiated and specialised hotels with a strong profile do sustainably stand out from the competition. They evoke desirability, generate higher occupancy and achieve significantly higher ADRs. Hotels that have the courage to be different, incomparable and offer tailored facilities and services to a specific target group, are more likely to attract the right guests, with the right expectations and willing to pay the right prices. 

2- A unique positioning is vital for your long-term success and survival of your hotel venture

Guests do have an abundance of choice when looking for their holiday destination and online platforms as Booking.com, Google, TripAdvisor or Trivago supply them with unlimited options. Often nowadays, in an interchangeable hotel product environment only the price is the remaining distinguishing factor for consumers. Hotels with a unique positioning are clearly different than competitors, offering clear advantages and benefits for the guest. Only hotels that truly stand out from the crowd can achieve higher occupancies, ask for higher prices, obtain a higher RevPAR and in the long run win the battle.

3- A clear positioning is a basis for your marketing success

Why should guests stay with you and not with another hotel - if you have the same standard pictures and content as any other hotel on your website, offer the same facilities and services, promote the same packages and offers, have the same social media profiles, tell the same marketing messages and so on and so forth? Hotels who know who they are and have the courage to tell their unique story on a consistent basis, will clearly stand out from the crowd and be able to obtain premium returns for their product.

4- A clear positioning fosters happy guests

Guests do have clear expectations and needs when they travel and can get very upset, if their hosts do not meet these. Very often this situation results in bad reviews on rating platforms. Hotels with a clear and authentic market position and a promise to fulfil certain expectations, avoid unhappy guests, since their guests clearly know what they get and can set their expectations accordingly. As such a clear positioning does not only prevent disappointments, but on the contrary generates happy guests that are most likely to come back again and again, recommend the hotel and write positive guest reviews. 

5- A clear positioning makes your life so much easier

The more you offer for more guests, the harder it is to focus,  streamline and move on. To limit your offer and focus on your consciously selected target group to fulfil their needs and desires, can be very liberating and motivating. This (and positioning) doesn’t mean that you should ignore guests who do not fit in your target group, as you may have to cater to various target groups in order to fill your rooms. Positioning means that you know exactly which guests (and which not) you can and want to target and cater for in an outstanding way that is not comparable with any other hotel.

To sum up, we can say from our experience that a holistic, sustainable, creative and innovative hotel concept and the clearly derived positioning are fundamental to the success and sustainability of your hotel venture. As always we hope that this blog post is of great help to you. Please feel free to share it with your friends and let us know your opinion in the comments section below.

Thanks and until then,
Your MA people 

Ps.: Want to dive even deeper into the topic? Here are two other MA people blog posts that might be of interest: Why YOU absolutely need a hotel concept and Why best marketing beats the best product EVERY single time.

1 - Originality, authenticity, honesty and value
It is all about top-notch ingredients in its purest form that diners can trust,  dishes that have a clear connection to the original product. So, goodbye to preservatives, wild chemical food experiments and designer-clad service staff and say hello to real value and taste!

2 - Sustainability, locally grown and seasonal ingredients
Top-notch dining experiences are already using as much as possible locally grown ingredients that are in season, at their peak freshness - not manipulated or chemically treated. Chefs, farmers and food producers will work and collaborate even closer to guarantee the highest quality and sustainability that consumers demand.

3 - Playful twist and positivity
Who decided that fine dining had to be stiff and formal? There’s hope on the horizon, as humour, wit and storytelling will feature heavily in the overall dining experience. Today’s diners are looking for positivity, lightness and ease.

4 - Simplicity and health
These will be the key buzz words of the future: food will be pared back, delicious, nutritious and well executed, offering a balanced and enjoyable dining experience.

5 - Interaction
This is a key requirement for a growing number of diners who are wanting much more from their dining experience. Look to connect them with the people behind the scenes (the chefs, artisans, farmers, experts, …), involve them by detailing the story behind the dishes, share knowledge and skills and let diners participate in a dialogue about the importance of food.

6 - Multi-sensory experience
When was the last time you truly experienced a multi-sensory meal that involved all senses - sight, sound, touch, smell and taste? Experimentation is central to the future of fine dining. Think theatrical technology such as e.g. scent or wall projectors to provide the ideal context for each dish thereby triggering emotions, memories and associations. Involving all of the senses will add intrigue and excitement – not to mention profit!

7 - Diversity and casual attitude
Restaurateurs will soon operate far more like event producers embracing a casual attitude and combining relaxing dining environments with high quality ingredients and service. The trend of ad hoc, flexible dining and one-off events such as pop-up restaurant experiences will grow ever stronger.

8 - Human connection
As you know – we are passionate about businesses being more human focused. We also believe that restaurants of the future will do so too. Creating a convivial atmosphere that fosters socialising and invites diners to interact, such as communal table arrangements and dishes that can be enjoyed on a sharing basis will have an emotional resonance with the audience.

9 - Focus on talent retention and improved working conditions
The future is all about developing and retaining talent, offering improved working conditions and appreciation as well as co-creation. Better-trained and happier service staff will deliver the highest levels of service.

10 - Service, service, service… and don’t forget the details!
It is and always will be about the service and paying attention to the details. Only through an intimate service - delivering that crucial sense of emotional authenticity diners feel the sense of being taken care of with genuine warmth. Attention to detail, such as a surprising wine list, exquisite cutlery and tactile chinaware will be one of the main differentiators in an over-crowded market.

So that’s our list. What’s on yours? How do you envisage the fine dining experience of the future? Post your comments, thoughts and feedback below.

Until the next time…
Your MA people! 

Photo Credit: Piquant Production 

1. Soohyun, what exactly is “glamping” and how did you discover / start to love it?

Glamping is a combined term from “glamour” and “camping” to describe a style of camping with amenities (like washroom, kitchen) and in some cases, resort-style services not usually associated with traditional camping. It has become an alternative way to spend one’s vacation. I was inspired by the Tree hotel in Sweden, and began to think of new inventive ways to experience nature in the closest proximity. Our younger clients wanted the same and asked for something dramatically different than a single hotel room. That’s when we started our glamping projects in 2014.

2. Can you give our readers some information on your company “Atelier Chang”? What’s the idea behind and where have you implemented this concept already?

Our design focuses on Simplicity For Many. Glamping represents this concept the best. Our glamping tents are designed for the distinctive user experience by offering very simple but inventive form and content. These tents are called Cutent, Firefly, or Mountain, as their concept was driven from simple objects found in nature. The breadth of space is also quite unique: 45-60 sqm of interior space, as big as a small flat. The tent material adds to its exciting appearance: stylish bright colorus of the fabric is 100% non-flammable, 100% recyclable. It’s the same fabric used for the London Olympic Stadium. About 5 glamping resorts are already built in Asia with our models in recent 2 years, with 2-3 more projects on its way this summer in larger scale.
http://atelierchang.com/glamping/

3. Can you tell us a bit more about the Knothouse, the 5 residential structures that you realised on Geoje Island, South Korea?

We wanted to create a knot from a strip of landscape. A house made of knot could blur the boundary between the inside and outside. While sitting in the living room Jacuzzi, you could feel like you are immersed in the entire ocean view in front of you. The front garden continues seamlessly into the living room. It turned out to be a popular project that many people wanted to visit even with 2-month-in-advance reservation. 
http://atelierchang.com/knot-house/

4. We know you like to travel with your family and your little son. Which hotels and accommodations do you prefer and what exactly are you looking for when booking your family escape?

We always look for vacation venues where both parents and kids can have fun. For instance, if the hotel itself has interesting programs or a concept that our entire family can enjoy – separately or together – that ticks the mark. Convenience as well as adventure are parts of the criteria.

5. From your perspective: what are the trends that are going to shape the future of hospitality and tourism over the next years?  

I once read an article where a global officer in Marriot Edmundson said “Design has been democratized.” Design does not reflect the rich few, but will have to face new consumers like millennials, who want great quality service with non-ridiculous overcharges. I cannot agree more that the new trend of hospitality will target on the intelligent mass, whether it be young family with toddlers, young couples travelling on backpack, or innovative retirees in their early 60s. They are more educated than ever and treasure unique experiences. As much as Airbnb has shaken up the dusty hotel businesses, the new small but unique outdoor experience will be welcomed by unprecedented mass audiences.  

Thank you Soohyun & keep on inspiring us with your innovative creations ;-)
MA people

1 - "The lamentation over the sharpness of competition is in reality only a lamentation over the deficiency of ideas." Walther Rathenau

Ouch! Mr. Rathenau couldn’t be more direct! What does this tell us? Well, certainly we should stop ourselves before complaining about the “others”! The realisation is that we need to get better, not bitter. Turn negative energy into motivation and focus on developing stronger ideas instead of hoping for weaker competition.

2 - "You can’t look at the competition and say you're going to do it better. You have to look at the competition and say you’re going to do it differently." Steve Jobs

Word, Steve Jobs. Nothing is more important for your boutique concept (or any concept in fact) than to create unique, innovative and clearly distinguishable points of difference. These tangible USPs make your product unique, command attention and give you a talking point, not to mention a strong story. They attract PR and thus maximise marketing efforts, allowing you to achieve higher average room rates, boost your occupancy and sales.

3 - "Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive." Edward de Bono

When creating the Milaidhoo Island concept we did a LOT of homework (and we mean a LOT). We studied the market, the industry, ... We knew that if we wanted to innovate and differentiate the Milaidhoo Island product, we had to create trends, rather than follow them. So we started to look at luxury and boutique tourism from a different perspective, studied new luxury guests in different industries and in different markets and above all, were not only thinking about hardware and services, but much more about experiences. Because we knew that only if we were able to create real and true value, the boutique resort product would thrive and succeed.

Our hard work has certainly paid off. The outcome of nearly 19 months of research and development is an undeniably sophisticated 5-star boutique resort, brimming with USPs that clearly taps into a niche. Milaidhoo Island is by no means just another 5-star resort in the Maldives. Offering reinvented luxury and spacious outdoor living it epitomises the true and contemporary Maldives by telling the story of a small island. It’s a lifestyle escape with personality, offering heartfelt hospitality and barefoot informality. Don’t just take our word for it, see it for yourself.

As you might have already guessed, we are totally in love with the Milaidhoo concept and it’s potential. We could go on and on about it – but for all our sakes we will stop here! We are truly convinced that from November 2016 onwards it will introduce guests to a new, exciting holiday experience and will go some way to redefining boutique hotel concepts in the Maldives and beyond. Want to know more? Follow the story of a small island here.

So how about you? When will we see you on Milaidhoo Island? What’s your take on creating boutique hotel concepts? Are you in love with your competition? As always – feel free to share, comment, post and tell us your story ;-).

In this spirit, better your best!
Until the next time…

Your MAp team

1 – Cool community areas

The lobby / living room / club lounge or whatever you like to call it, is the heart of the hotel. Make this space comfy and inviting with flexible furniture, good lighting and an abundance of multi-power sockets. This is the place they will meet, chat, rest, work, brainstorm, connect and party both off-and-online.

2 – Fab accommodation 

Using space in an intelligent and convenient way is key as functionality is often more important than size. Take inspiration from first class train compartments; fancy cruise ship cabins and business class airline cabins.. Monsoon showers, good quality and natural bath amenities, an over-sized bed with organic mattresses, a desk with multi-power point sockets are just a few of the absolute must-haves.

3 – Tech-savvy

Make it easy for Millennials to live and breathe their digital lifestyle by offering free and fast Wi-Fi in all areas. Take the opportunity to use technology wherever possible such as online check-in, self check-out.

4 – Flexible food & beverage

Offering Millennials flexible dining options is as important as offering the latest cocktails. Ideally, hotels will offer a 24/7 dining offer inspired by the location and using locally sourced ingredients.

5 – Give back

Millennials are passionate about social and local responsibility and will assume green schemes and / or community programs are the norm in hotels so don’t disappoint.

At MAp Boutique Consultancy the above five points are the foundations of any successful Millennial hotel concept. Adopting these points will ensure that smart, modern travellers are happy, raving about the place and above all, return.

Do you agree with our TOP 5? Are there any other points crucial to making Millennials happy? What is your experience in working with and / or for Millennials? Of course, if you or someone you know is planning a visionary concept targeted at the “digital natives”, get in touch and let’s co-create the perfect hotel concept!

Talk to you soon,
Your MAp team

BTW, we just recently co-created a Millennial-inspired game-changing resort concept in the Maldives, have a look at www.kandima.com and also check out and follow our Millennials travel Pinterest board https://www.pinterest.com/mapeople/millennials-travel/

1 – Your hotel concept gives strategic direction

For something to be a success, everyone involved needs to be on the same page and working in the right direction. A hotel concept provides a clear overview of a hotel venture, with clearly-defined goals and objectives required to succeed on a long-term basis. It outlines the core capabilities of the hotel and defines its hard and soft facts by focusing on the right things = the things that are the most likely to deliver the best performance, productivity and profit, both now and in the future.

2 – Your hotel concept serves as day-to-day operational guide for you and your team

It’s easy for people to veer off-course, especially during busy times. A hotel concept should be the go-to document for all stakeholders. It provides clear and extensive guidance and serves as the basis for consistent briefings to external partners. Each and every one of your employees and partners needs to understand and buy into your hotel's true Purpose (the WHY!), understand your objectives and goals (the destination), as well as the course they need to take to get there. This helps everyone involved to make the right decisions on a daily basis and provide the outstanding service that you (and ultimately your guests) want.

And there’s an added benefit! Employees who understand WHY they do what they do and HOW they have to do it, feel more engaged, enjoy their role and will stay with you longer. So enjoy reduced employee turnover rates and recruitment costs, as well as increased repeat business resulting from your employees' outstanding service attitude.

3 – Your hotel concept ensures that you attract the right guests

We never underestimate the power of the people. Hotel concepts that place people at the heart, in fact, focus on what truly drives and generates sales and profits. Your hotel concept will be based on your unique vision as well as thorough research and analysis. It will clearly outline who your perfect guests are and what they want. They turn into happy guests, and guess what, generate healthy profits. Happy guests are your best investment. They become your on- and offline brand ambassadors, and promote you and your business for FREE!

4 – Your hotel concept gives you a competitive edge

What exactly makes a hotel concept creative and innovative? Above all, it’s about being unique and authentic. A great hotel concept outlines what makes your hotel truly special and clearly distinguishable. It defines the tangible USPs and the added value for guests when choosing to stay at your hotel over a competing property. A competitive edge always commands attention and gives you a talking point, not to mention a strong story. That’s why we believe in innovative hotel concepts, as they create a clear stand out in the market, attract PR and maximise marketing efforts, allowing you to maximise room rates and boost your occupancy and sales.

5 – Your hotel concept is the ONLY guarantee for long-term personal and financial success

You may not be able to rely on a lot of things in life, but one thing you can always count on is a clearly-defined hotel concept! A unique concept that is based on your personal vision, motivation and passion ensures that your business is aligned with your values, and does not only make your guests happy, but yourself as well. It guarantees that your hotel is not only a cool idea or a dream - but a long-term viable business concept. 

Now you know WHY we are passionate about crafting hotel concepts. If you’re interested in the HOW check out this. 

As always, feel free to share this blog post, and don’t forget to let us know your thoughts on hotel concepts in the comments below. Thanks!

Veronica, can you please explain what inspired you to found WE Factory and what it is all about?

The combination of different experiences in gastronomy and strategic design as well as my daily living in the city of Helsinki (focused on everyday design) kickstarted the launch of WE Factory. However, the idea had been in my mind already for a very long time.

When I was younger I read a lot of Italian literature from the 50s and 60s regarding life in factories. At that time many bright entrepreneurs commissioned facilities for workers during their free time. Already then they knew how important this was for the wellbeing of their workforce. But a lot of this idealism has been lost over the years. My early working experiences for example were everything but human-friendly. So I started food trials within different contexts. Why food? Because in my family eating was always regarded as a joyful moment of conviviality.

2014 in Helsinki every bit fell into place and I felt it was just the right time. I founded WE Factory with the vision to bring social change through food where people spend most of their time: at work. Therefore we design creative and inspiring food services, experiences and programs for companies. We hold workshops to bring people together and empower them to live a slower and more fulfilling life, starting from what and how they eat - the source of happiness.

Your tagline is "Eat with a smile": what makes you smile when you eat?

“Eat with a smile” aims at conveying what WE Factory is all about: emotions, eating well and people. Eating good food that has been produced, harvested and prepared with the most care and attention and is served in good company makes you smile. Our tagline is about reframing time and space and enjoying every moment. “Eat with a smile” should happen at every meal one has: the breakfast at home, coffee break at the office, lunch with colleagues, afternoon snack during the brainstorming session and sleep well infusion before falling asleep.

We are specialised in crafting hotel concepts and brands: can you give our hotelier readers your TOP 3 advices on what they must consider when crafting great food experiences?

I personally like to stay at hotels with a unique personality and atmosphere. I’ve noticed that I’m not alone and more and more people seek uniqueness and authenticity. In my opinion, there is really no point to stay at a hotel that looks exactly the same in Moscow, Buenos Aires or Beirut. My top 3 advices when crafting a food experience are:

• Think about your guests and design an experience that suits them.
• Bring the local context in and make it exciting for your brand.
• Dare to be uniquely you. Travel to see what others are doing but eventually think with your own head and heart.

How do you see the future of dining? In which area do you see the biggest change and what will be the most influential trends?

I can’t predict the future but I hope that dining will become more inclusive. The fine dining scene is currently very exclusive. It addresses an elite of people that can afford it and has the knowledge to understand what it is all about. However, I believe that food culture and good food should reach the masses. This is the only way to promote a food revolution so many are talking about these days in terms of preventing food waste, preserving food diversity, and ultimately creating a better planet. On the other hand I also hope human beings will understand that technology needs to become more instrumental and not the end itself. I’m talking about 3D printing, for instance, or VR (virtual reality).

You are a big traveller #alwaysnomadic. What are your must-experience food spots around the world? What has been your best food design experience ever?

My travels always mix the research of what is new and cool (see hipster places, which usually represent just one part of the population) with what is authentic and the everyday kind of place. I guess this boils down to my anthropological interest to understand how “normal” people live. For instance, when I lived in Warsaw for a couple of months I asked local friends to take me to milk bars, which just recently had been revived. In Moscow, I visited some markets with a friend who claimed that tomatoes from Azerbaijan are as good as Italian ones. So we tasted (lots and lots) of different tomatoes at approximately 20 stands. That was fun! 
The best food experiences I’ve had so far were somewhat unexpected and unplanned. No frills. I’m a simple woman who prefers excellent raw ingredients and rituals rather than formal dishes: freshly baked pita bread straight from the oven at Princes Islands in Istanbul, mint tea in Morocco while watching the passers-by, fika (coffee and cinnamon bun) at Rosendals Tradgard in Stockholm, polenta and stew made by my mum in Italy... What’s remarkable: from the best food experiences I remember the whole story: the smells, the sounds and mostly all the people who shared the table with me.