Dear Steven, can you explain what the difference between a “Modern Butler” and the old-fashioned English butler is?

Certainly. The old-fashioned English butler is just that: an invariably white, English male who believes that the only right way to be a butler is to do what butlers have done for centuries before, because that has stood the test of time. The Modern Butler, however, recognizes that time does not stand still, and nor do the employers and guests who enjoy their services. We, at the Institute, not only beat the drum about our profession needing to modernize in the face of a changing cadre of clients and their changing needs and demands, but have defined the Modern Butler as someone who keeps what is valuable of the traditional Anglo-Saxon male butler, who honed his skills over centuries of service to British and European royalty and nobility and later, the extremely wealthy, and adds to it the skills and knowledge needed to operate in the 21st Century, in the service of an international clientele. 

We think of great butler service as intuitive, when guests don’t even notice the butler. What are the main characteristics of a “Modern Butler” for you?

I would say no different in essence than yours! I would call it “invisible service,” but it adds up to the same discreet and solicitous service that is founded on love of others and being of service. We actually identify 15 key characteristics in butlers or other consummate service professionals, which I won’t list here, but they do include such concepts as trustworthiness, discretion, the ethical management of all situations in the direction of calming the waters and putting all involved at their ease, and never crossing the line between being the service provider and the person who is receiving the service.

WOW customer service will become even more influential over the next decade and highly important to ensure repeat business. How do you define WOW customer service and which basics should EVERY SINGLE hotelier consider?

It is my opinion that the concept of “wow’ing” the guest started to appear in hospitality at the same time that butlers did; that is because butlers reinforced the existing concept in good hospitality practice, of pushing beyond the simple provision of “good service” to a guest with extra creativity and caring to achieve a special/memorable moment for them. This can only be achieved by those who truly care about others, as opposed to pretending to, or being obliged to by hotel policies. This explains why the last two hotels with which I am working—our mutual client in the Maldives, and one of the grand Old Dames of European hotels—have had as a key criterion in the hiring process, the taking on of staff with what has been termed “a service heart.”

Our world is moving into an increasingly mechanistic and electronic age and lifestyle. In view of this fact, where do you see the future of superior service and the modern day butler service?

Your question is one after my own heart. I have written much over the last decade or more about the need to push back against the ghastly drive to robotize the majority of human work, with the need for us humans in hospitality (and private service) to jettison any hints of robotic behavior and claim back our strengths: our compassion, humanity, caring, etc. One can program a robot to sound caring, and it sounds about the same as any hospitality employee who lacks passion and real interest in the guest. Until all guests are robots, we should treat them as humans, because that is what the majority of them appreciate, and the very foundation of good service. So, I would say that as the world continues to disappear up its own exhaust pipe of technological innovation and mechanization, the butler and service professional who focuses on emotional engagement, developing his or her human qualities, and providing superior service, will become increasingly valued by guests. Not to say they do not use their smart phones and technology to facility their service, nor even that they do not utilize forms of automation to improve that service, but the key is to put their interaction with, and focus upon, the comfort and well-being of the guest front and center, with the automations and technologies solidly in the background—providing their own invisible service to the service provider!

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

Well, it would be a clearly thought-out branding that identifies the intended guests and their needs and wants, and identifies and puts forward clearly, the ways those needs and wants are to be satisfied—and ensuring thereafter that the hotel walks the talk, of course. Pretty well what you have done with our mutual client in the Maldives. You identified some excellent, unique points for the resort that aligned with the guests’ discovered desires, and communicated them very well to the management and staff. Being responsible for training one element of that vision, the butlers/island hosts, I aligned the training with the brand, coming up with ways for the island hosts to reinforce and bring that vision into the guest experience. As the island moves beyond its opening and coalesces its identity into a reputation, I have no doubt that it will become an outstanding destination for its target guests.

Helen and Isabel, tell us more about you and your company.

Before founding Starling PR, we worked for years as colleagues at a PR agency in Munich. We soon realised that we shared the same vision and ambition to approach luxury PR differently, so we decided to set up on our own. That was over three years ago, and things for Starling PR have gone from strength to strength! We want to challenge the standard approach many agencies follow to deliver real value to our clients. This is what makes us different and in demand, combined with over 20 years of luxury tourism expertise and a genuinely personal service.

A few weeks ago you launched Retreat it Forward. Can you tell our readers more about the idea behind this new way of travelling and about the game-changing project itself?

As PR experts - what does PR mean to you?

In our eyes, PR is the most authentic way to achieve awareness for your hotel brand. Compared to investing in advertisement, PR is not only much lower in cost but also higher in credibility and persuasion. In today’s highly competitive hospitality market it is more important than ever to create stand-out. Most luxury hotels talk about the great services they offer; accommodation, a state-of-the-art spa, and delicious meals. However, only a few leverage the power of storytelling to truly distinguish themselves.

At Starling PR we believe in boutique PR, which for us means tailoring the message to the brand to create impactful stories that connect with guests and the media. It’s not just talking about the big features of your hotel it’s covering those finer details that will help make your brand more relatable such as the people, stories and experiences behind the hotel.

Why is PR so important for hotels and what should every hotelier consider in their PR approach?

First of all, it’s no longer enough to simply “sell” your brand, but rather about finding a way it can be of service to the media and thereby communicating your product to your potential guests via these media channels. Many people make the mistake of viewing PR as a short-term approach for standalone projects. It’s important for hoteliers to see PR as a long-term investment. It takes time to build lasting relationships and certainly more than a few great articles to create an increase in revenue. An outstanding PR agency should be there to support you in setting up a holistic PR strategy and offer expertise in cross-medial and integrated communications. The agency also needs to deliver a media network that is relevant and tailored to your needs as well as a strong understanding of marketing and sales.

You specialise in sustainable travel PR coupled with luxurious tourism and lifestyle. What do you think luxury nowadays is all about?

Luxury is not necessarily only linked to things money can buy or status symbols. Today it is much more about experiences and having access to quality time, flexibility and individuality. You need to keep this in mind in every aspect of the PR work you do and always make sure your messages and communications tap into these modern-day perceptions.

Why is PR measurement so important for PR strategy and can you recommend key metrics for our hoteliers to use?

How can you possibly know how successful your work is if you can’t measure it? Some believe even today that PR is hard to quantify, but we know that tracking performance is critical to success as well as building trust with our clients. Thanks to new technology tools it has become easier to measure the performance and impact of PR and such data can help to optimise and shape PR strategies of the future. Hoteliers should consider standard tools such as press clippings, media impressions, content analysis, market surveys and social media mentions. Also look to add booking codes to your article that will help you to measure generated leads and email marketing tools that allow to see who has opened and read your releases as well as who followed links.

What is your take on press releases nowadays? What are the must-have elements a release should always include?

We believe in the importance of regular press releases, which have the following characteristics:
1 – They update media with true and relevant news.
2 – They are written in press style with facts and emotion, are wrapped in an eye-catching designed word document and include a link to a high-res image library.
3 – They are individually tailored to a specific mailing list representing certain themes.

All of above ensures that the interest from media stays high and your updates are relevant to the respective target group. Only then your brand is of value to the media and subsequently to your prospective guests.

We at MA people are specialised in crafting innovative hotel concepts and brands: what are the key points to consider in a new hotel concept and brand in terms of public relations relevance?

To create stand-out in the highly competitive hospitality market, a hotel concept needs to include truly innovative aspects that make the hotel interesting and a real talking point for media and prospective guests. When developing the hotel concept, really consider and identify those specific pillars and stories that can be used for storytelling later on.

Thomas, first of all, we would like to know more about your love for living and working in Asia.

I was always fascinated with the Orient since a young age—the culture, the food the history, you name it. So when the opportunity arose for an 8-month internship as part of my senior year in the University, I knew it had to be somewhere in Asia. Back in 2004, it was not that common for students to venture to the Far East and I knew going beyond the norm would give me an advantage in my career apart from boosting my portfolio.

I was quickly accepted into the Management Trainee Program with the HNA Group, one of the most active global investment companies. As part of my program, I was trained and placed in four different hotels all over China. This gave me one of the most exciting life experiences to date. Though I was only 22 years old back then, my involvement working for my family’s hotel while growing up gave me the necessary confidence and know-how to excel in my new position. The local Asian Hotel Industry did not possess the amount of sophistication and knowledge in Food & Beverage or fine lodging per se, and therefore I felt validated and appreciated by each company for sharing my expertise and skills with the local work force.

Validation and appreciation ultimately turned into self-actualization, the main driving force behind my whole existence as a hotelier. It made me aware of my talent hence my purpose, which is to share my experience and let others grow through my leadership.

When you look back on the last 15 years working in luxury hotels how have the demands of sophisticated traveller changed?

Understanding tomorrow’s travellers has always been a key enigma for us hoteliers. What applied yesterday may no longer apply tomorrow. Back in the day, it was enough to offer sophisticated travellers ultimate luxury mainly on the infrastructure along with professional service.

This trend soon became standard and expected by seasoned travellers who wanted more authenticity or something new that they had not seen before. Nowadays, sophisticated travellers are looking for experiences that give them meaning, moments that provide emotions to hold on to. You certainly won’t get an emotional connection with an ultra-luxurious room just because of the velvet carpet or 50 inch LED TV. Thanks to TripAdvisor and the like, luxury clients have become more independent, better informed and way harder to please. As hoteliers, we have to find ways to constantly tap into our guests’ feelings with genuine authentic service. We veer away from “clinical processes” and deliver service from the heart.

Do you see a difference between Asian luxury guests and guests from other countries?

Absolutely. Generally, I would say that the Asian culture has a big influence on the way guests behave. Face value, prestige and status symbol are much more important for the Asian guest than for the Western guest. Likewise, their need for prestige will influence the purchasing decisions. On the flip side, staying in a luxury hotel for a Western guest might be more of a choice to guarantee them a safe and secure environment with all the comfort they are accustomed to.

In your position as Director of Rooms at Sofitel Philippines Plaza you manage a team of 350 Ambassadors. What are your biggest challenges and what do you feel is crucial to keep a team motivated?

I don’t really consider anything a challenge in a negative sense as everything is part of leading a team, which is something I love. What does occupy a lot of my time is mediating grievances amongst departments or single individuals. Frictions and conflict are normal in society, therefore a team with 350 individuals from all parts of the world and various social backgrounds, has its fair share of issues. Bringing teams together, making them understand the hotel’s vision, aligning the ever-changing corporate guidelines, channelling communication correctly and overseeing the operational aspect of a busy hotel are just a few of the other tasks that make up my day!

However, motivating my team is the single most important task as it makes all of the above much easier if I have highly engaged members. As a Division Head, I aim to create a circle of trust - a safe place where all team members feel valued and welcomed. Inspired by the author Simon Sinek, I came to realize that only in an environment where there is trust and mutual respect, one individual can excel and motivate him or herself.  

Keeping an open door policy (I literally removed my office door to set an example) and walking around the departments and speaking to colleagues on a daily basis allow me to connect better with my team. Sometimes a simple and sincere “Hello, how are you today” can make a difference and break down the hierarchical barrier. As does taking an interest in what my team members do as individuals outside of work helps us to connect and relate to each other better.

We at MA people specialise in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

For me, it’s all about service and attitude. I don’t need a professional concierge or front desk agent that can perform their tasks in a blink of an eye. I would be pleased with the speed of service of course but I won’t be wowed. I much rather prefer staff that sincerely care and thank me for staying with them, staff that makes me feel at home even though it’s my first time at their property.

Allow me to share a personal experience to elaborate the point better: I don’t remember how many floors the Hotel in Kuala Lumpur last week had. Nor do I remember the size of their TV neither the colour of the carpet. However, I do remember the bellman, Zack, who carried up my Rip Curl duffel bag and noticed that I might be into surfing or wakeboarding. He wasn’t a well-spoken guy in terms of English, but it impressed on me that he was genuine and attentive. He encouraged me to visit the Sunway Lagoon Water Park that offers an incredible (in his words) wave pool that gives the closest experience to real surfing. True enough, I did visit the park the next day and boy was I amazed. The tip that I left at the counter for Zack was returned to me the next day with a little note saying “Knowing you enjoyed it is already priceless. Regards, Zack”.

My final message to all hoteliers and owners out there: Invest in to a great product that gives all of your target travellers the necessary luxury they crave. Ultimately, however, you shouldn’t overlook or underinvest in your management team. You only need a handful of good leaders to create a fruitful and happy working environment for hundreds of employees. As we all know, happy employees equal happy guests.

Dear Eva, can you please explain to our readers what you mean by “the human side of management” and why it is so important to you?

The human side of management addresses what is happening between people in business. Only when the relationship between clients, employees and partner is one of trust, shared values and a sense of belonging can the business thrive sustainably and successfully. Human relationships, however do not occur automatically just by a high quantity of interaction between people. In our todays’ social media world businesses striving for high connectivity seem currently underestimating massively the fact that increased digital interaction is not accompanied automatically with an increase in relationship quality. In fact, today more than 50% of customers change the brand due to a disappointing human experience in customer interaction. Digitization has massively increased the customer’s expectations towards the human factor of customer care. I am convinced that managers who understand businesses as a network of relationships between partners, and who shape them not only on material but also human values, will succeed.

We love your company statement: human facts – because business results are generated by human beings. This is so true. Why however, is this fact so rarely seen and realised by companies?

We as a society believe that emotions or human values, e.g. helpfulness, do not belong into our daily business environment, since they can hinder efficiency. In essence, many believe that humanity and economical action are incompatible. During my career I have experienced first hand that when numbers of the business have not been satisfactorily, human topics have immediately been deferred from the agenda. It was always hard work to re-establish trust, motivation and meaning, the human side of business, after such downturn phases again. This thinking of incompatibility is merely the result of an error in reasoning, that’s why I am working with companies and individuals to bridge this gap.

What are the consequences of this conflicting relationship between economic efficiency and humanity?

The consequence is that we see clear splitting behavior: At home I am a human individual and humanity is allowed. At work however, I need to be efficient and therefore leave my human personality at home. The only exception to this is in the context of corporate social responsibility programmes. As a result, companies are becoming increasingly soulless, inhumane with a meaningless work environment. This is a highly worrysome development, which we need to question urgently. It is completely absurd insofar, as efficiency and economy are principles inherent to our primal humanity. In its original meaning it means conserving resources and large parts of our body and mind work according to this principle. I also honestly do not know anyone who thinks that working inefficiently is great fun. Economics and humanity - that’s not only about how to combine them, it’s about acknowledging their interdependency. Nowadays we know that business success depends on trust, cooperation, learning and innovation. These are foundational human strengths. It is time to have the courage to acknowledge these findings also in business management and to place these insights at the centre of the corporate strategic agenda.

In your opinion, what makes a sustainable corporate culture nowadays?

Today’s corporations are increasingly confronted with dynamic change and corporate culture becomes an anchor for identification and trust in a business – for customers, employees, shareholders, partners and society alike. In my opinion, the purpose of a business is the most important and significant pillar, which outlines the reason of existence and the soul of a company. It expresses what the company wants to “give” to the world. We often forget that companies exist to serve people and society and not the other way around. Phrases like “We want to be the number one” are witness to this ancient world thinking. On the other hand, many stakeholders can identify with AirBnB's “Belonging everywhere” because social added value for many shall be created. In my experience, companies are therefore well advised to formulate their purpose in dialogue and together with their various stakeholders. It’s all about the process where the journey becomes the goal. Apart from a common purpose, I believe a corporate culture should include all the values that contribute to sustainable and good partnerships and trust, such as respect, transparency and integrity. It’s not enough to simply write them on marble panels, but to jointly define these values in a continuous dialogue process with employees and other stakeholders. 

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience truly outstanding or you personally?

Of course humanity in dealing with people - how could it be otherwise?! Above all, I find it’s the small, spontaneous human gestures that are not rehearsed that impress me the most. It’s what makes me feel welcomed as a person and not just as a paying guest. And it’s not only about dealing with me as a customer. I also want to feel this humanity in the way the employees interact with each other. Recently during a restaurant visit for example, another service staff came to settle my bill than the one who brought the food earlier. She informed me immediately that she would give her colleague the tip I gave to her. I was very impressed as it showed me that respect and integrity are truly lived by the individuals at this place. Wherever authentic humanity prevails, I immediately feel at home. No matter which star rating the hotel has or whether I am on a leisure or business trip.

Dear Rob, thank you so much for taking the time for this MA people meets. To begin with, can you explain our readers what Music Concierge is all about and what made you start your company back in 2007?

I have always loved collecting music ever since I started buying records around 8 or 9 years old. Hand in hand with that I have also always been passionate about sharing music – helping people discover music that they didn’t know they love. Both of those things led me to a very happy career as a DJ collecting records, selecting them for different audiences, and working as a music journalist investigating even more artists and tracks and then writing about these wonderful pieces of music to give them exposure. I was literally writing about music during day, and playing it during the night. It took me all over the world interviewing bands and musicians, DJing at clubs and festivals.

By the time I was editor of a cult music magazine called Jockey Slut, different brands started approaching me asking me to choose music for their marketing communications in line with their brand and audience. One such company was Mr & Mrs Smith/Smith Hotels. They asked me to put together a CD series as they thought music and travel were natural bedfellows. The CDs were well received and I started being asked to DJ in boutique hotels.

I quickly realised that boutique hotels were all about the individual personality of the hotel and way it appealed to the human senses. Most hotels I came across were using music very poorly, often in an annoying or cliched way. So I conceived an agency with a rich music knowledge, which understands how to define a brand through music, whilst emotionally appealing to an audience. Such an agency could help brands stand out and sound amazing. Hence the birth of Music Concierge.

Getting the sound of a hotel brand right is as important as its design and service. How does music influence the hotel atmosphere and the behaviour of guests?

From the moment you cross the threshold the music should set the scene for the arrival experience. In this area we might be looking to relax people after their long journey with calming music, or depending on the design ethos and architecture looking to heighten a sense of awe or wonder as people take in an incredible lobby design. For hip brands we might be trying to convey a sense of surprise or credibility through tastemaker music choices; whilst for an elegant 5 star we may well be looking to evoke the essence of the building and brand’s heritage. 

In F&B (food & beverage) zones we are usually trying to make people comfortable with an inviting atmosphere. Sometimes that might be relaxing, at other time stimulating, depending on the time of day and F&B concept. Ultimately we want to create atmospheres people love hanging out in and coming back for more. That would even apply to library or gym experiences. The perfect subtle pensive playlist for browsing through a wonderful book collection; or an energising uplifting gym soundtrack that gives the fitness experience a difference. It is all about setting the right tone and being tasteful, whilst creating a memorable listening experience that puts people in the right mood and emotionally connects with them.

Sound impacts our mood and psychological state, music is a great tool to create unforgettable experiences and long-lasting memories for guests. Considering this fact, why do you think that hotels and brands in general often put so little thought into their music selection? Since 2007, do you see any changes/improvements in regards to this?

Historically I don’t think hotels knew how to handle music beyond paying a pianist or putting a Café-Del-Buddha Bar cliched CD on. They know that music lifts the spirits and encourages people to have a good time and dwell for longer, but they do not have the budgets to put on a great band or really good DJ every night. So hotels often end up with tired, cliched music via a pianist doing covers of awful pop songs, or a lame jazz trio who look completely bored, or the bar manager has put some entirely inappropriate music via his CD or ipod.

The truth is music needs to be carefully considered curated by someone who knows what they are doing. Everyone has an opinion on music of course, but that does not mean they can curate music around the hotel’s brand character, a restaurant’s concept, or its trading pattern. We all like food, but we should leave the design of menus to the chef! When a hotel has found a good music consultant, it is then important to make sure they have the licensing and technical solutions for delivering, managing, updating and supporting that music. Hotels are waking up to this – they know they need a music solution but are they choosing a high quality one that supplies music perfectly tailored to the brand and guest experience – that is the key question, especially as the F&B and hotel markets get ever more competitive. They need to stand out with amazing design, great brand character, and brilliant sensory experiences – that should be their mission!

You work with some amazing hotel companies such as Swire Hotels, COMO Hotels & Resorts as well as luxury brands as Mulberry and Harvey Nichols. How do their music concepts differ? What makes each one unique? 

Our music team spend time with our client stakeholders to understand and break down the brand DNA, the design ethos, the audience, and each specific space or proposition. We want to understand the vision and the type of customer experience they are looking to create. So for existing properties that means visiting on the ground, or for pre-opening it means working closely with the marketing, design and operations teams to understand the project in depth. We then use that research to create a unique music concept for each brand that is broken down into different zones and times of day. Hence the music for COMO Uma Paro in Bhutan has an understated beauty relating back to the COMO brand alongside an authentic essence of the magical kingdom of Bhutan itself. Whilst the music at The Middle House in Shanghai fulfils Swire’s brand promise of creating a forward-thinking take on contemporary luxury that appeals to a new generation of affluent Shanghai millennial tastemakers and entrepreneurs. Every project is different!

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

For me personally I want a hotel experience to be an escape from the every day. It needs to have a sense of discovery whether that is through the design, food, art, books or indeed music. That needs to be done on a human level rather than through opulence. So that might translate as warm and friendly service which is very on the ball, or wonderful design without being garish or elitist. The whole experience needs to be utterly intriguing and special, but also approachable and open-hearted.

Dear Alexandra, thank you so much for taking the time for this MA people meets. Let’s start with your company VELVENOIR. Please can you explain to our readers where the idea for your boutique art concierge and consultancy business came from?

Yes, sure. At VELVENOIR, we specialise in art consulting and concept development for hospitality, private and corporate clients, who want to differentiate themselves from the competition through contemporary art. In terms of what we do day-to-day, we work with hospitality, PR, marketing, branding and art experts to ensure the art acquired by our clients is incorporated into the very heart of the hotel and elevates the guest experience. With our selected key experts, we bring industry know-how and a global scope that allow us to offer a tailored and authentic guest experience that enhances the customer journey. 

The initial idea for the business came to me while I was staying in the Australian outback and  stumbled across mesmerising art by aboriginal artists. This visit sparked an idea to make contemporary art accessible at a global level by launching an online gallery - which I did in 2014. I can certainly say that the journey over the last four years has been truly inspiring and exciting for me. 

Developing and growing the business in line with our clients’ requirements has led me to partner with like-minded and passionate professionals from the arts and now with other industries. One of our key beliefs and strengths is our commitment to creating long-term relationships. We support our clients from the beginning of a project to long after it’s completed. You could say that they become part of the VELVENOIR family! I guess this is where my hospitality background jumps in and my passion for contemporary art. 

Why do you think art is not only relevant but also increasingly important in the context of a hotel? Can you also tell us more about ART x HOTEL and your vision to upgrade the hotel experience with original art?

Looking at the hospitality industry today, everyone has to offer something “different” we are all aware of the constant changing market and demanding client... and currently hoteliers do this in integrating e.g. infinity pools – but what if everyone has the same “USP” such as this infinity pool in the hotel? This is, where I see an excellent opportunity for the arts, and I'm not talking about prints or photos to cover up white walls, I'm talking about a well thought-through art concept that goes hand-in-hand with the hotel’s location, design as well as philosophy and character. I always tell my clients to imagine the following scenario; your guests check into your hotel and behind the reception is a 4 meter long neon art installation that says “you will miss me when I'm gone.” Your guests might not understand it at first, but after staying at your hotel and experiencing all the little art messages and programme offered throughout the hotel, they will leave with a smile, because in the end they understand the message. 

ART x HOTEL – is a concept where we work in collaboration with hospitality, branding, PR, marketing and art experts to create a unique customer journey for the hotel and its future guest, develop a strategy for social media as well as PR and media purposes – after all, the art has to deliver a return on investment and the investment we always outline is the global reach via social media, international lifestyle magazines writing about it and this will organically lead to future hotel guests. 

What are the biggest misconceptions of hoteliers and hospitality owners in regards to art for/in hotels that you encounter? What are the mistakes that need to be avoided at all costs?

Most people, hoteliers included, see art as just a decorative tool. While others associate art with an expense not worth investing in. Others are creative, and call local artists to have them exhibit their art in the hotel for a period of time. Again, it all depends what sort of hotel you are developing is it a 3-star or a boutique hotel – but art can be sourced globally at any price point. This is where the art consultant comes in as we don´t only save the client time, but also money – because we have artists and resources everywhere.

Why should hoteliers invest in an art concept for their hotel? How can a permanent art collection turn into a USP and serve as a distinctive brand element and story?

Today’s travellers increasingly appreciate unique hospitality brands with strong personalities, which promote both working environments for urban nomads and places to meet people and make conversation. Moreover, guests want to feel like they are experiencing something unique when they travel. They want to encounter things that have been carefully designed and considered with meticulous attention to detail and again these elements constitute the overall aura of a location. 

Why art – and why invest in an entire art concept/collection? To keep it short - art is unique and an effective way to connect with guests - inspire and create a dialogue with them. Let’s not forget how important it can be for social media. Guests nowadays love to share their special experiences in places they have stayed and art helps to deliver this. When it comes to curating your own art concept, it’s essential to acknowledge that expectations from the guest of tomorrow are on the rise and it’s crucial to differentiate the hotel brand from the competition through a developed concept with a focus on contemporary art. The concept should complement and reflect the individual values, philosophy and design of the hotel. 

Art can be used to attract a new lifestyle-oriented target guest and to enhance the stay of all guests. Ultimately art is your story. It is your heart and it is the reason why hotel guests stay with you, because you live the entire concept with your employees and share the passion around with your guest. 

Some hotels have set the bar high when it comes to incorporating contemporary art within the hotel concept. Hotels such as the Faena Miami, the boutique hotel Casa Malca based in Tulum, Mexico as well as the art hotel Torel Avantgarde in Portugal are great examples of how hotel owners are utilising art to their advantage and highlight the art collection within as its own unique encounters. The art collection is part of the entire storytelling and branding, and communicated across their marketing and PR channels.

How do you see the art market developing over the next few years? Can outstanding art be affordable at the same time? 

To be honest, contemporary art is constantly re-inventing itself and more and more resources are available for aspiring collectors to find the art they love. Over the next few years I do see an increase of appreciation of contemporary art and more and more are interested in learning about collecting as well as finding art for their home, office or hotel. That's why its so important to attend the international fairs, visit galleries and artists’ studios as well as collaborate with others – because in the end it's all about keeping the finger on the pulse of the art world, with local consultants based in major cities we not only attend the international art fairs for our clients but also visits emerging artists and galleries to ensure we are able to source and acquire art for any budget (a realistic budget). 

To answer your second question, yes there is so much great art out there that is affordable. What’s great is that you also help to support artists who are just starting out in their chosen career. On a side note – when you start collecting or buying art always ensure you really enjoy this piece of art – the financial aspect always comes second. 

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

For me personally it always starts with the people who work there – those living the “hospitality” experience and philosophy of the hotel. From the moment I enter the hotel until I leave. I always appreciate notes and little gestures throughout my stay with a personal touch. Additionally I appreciated a thought-through programme, where you are able to meet others and be active while spending time in the hotel but also a great cuisine and wine selection is essential for me – and of course great original art! 

Dear Larissa, thank you so much for taking the time for this MA people meets. To begin with: can you please let us and our readers know what the driving purpose of Too Good To Go is and how it all started?

We dream of a planet with no food waste. Hence, our mission is to inspire and empower everyone to take action against food waste, together. Back in 2015, five students in Denmark founded Too Good To Go and saved their first meal in Copenhagen. Today, Too Good To Go is the world's number 1 app for fighting food waste and present in 14 European countries and soon in the USA. The adventure of Too Good To Go in Switzerland began in June 2018. As of June 30, 2020, the Too Good To Go app in Switzerland has accumulated more than twice as many registered users and companies as in the previous year. Together they saved over 1.3 million meals in Switzerland, cumulatively almost four times the number of the previous year.

Can you tell our readers a bit more about food waste? Any facts most people just don’t know about?

There is food lost or wasted all along the supply chain from farm to fork. And it’s not just the food itself that goes to waste, it’s all the resources that went into making it, from water to land and labour. When wasted, food has a harmful effect on the environment - it’s responsible for 8% of the global greenhouse gas emissions! We need to rediscover our respect for food, and the resources that went into producing it - the land, water, and labour.

The food waste that we deal with here at Too Good To Go is all the delicious, perfectly edible food that stores, hotels and restaurants have to throw out at the end of the day. This can range from bakeries that need to bake freshly everyday to supermarkets that have groceries that weren’t sold and hotels or restaurants that didn’t sell all the food they had catered for that day. Our job is to be sure that no food is wasted.

Many of our readers are hoteliers, working in hospitality businesses or for innovative brands: HOW can they make their contribution to reduce food waste? What are your main tips?

Hotels constantly face challenges in forecasting the often unpredictable demand. This can lead to massive amounts of food being wasted, when kitchens over-produce and buffets overfill. In general, we advise to avoid over-ordering and overstocking as well as over-preparation, overfilled buffets and incorrect and oversized portions.

Other than that it is advisable to prepare residues, repurpose ingredients and allow customers to take home their own leftovers. One answer can be to safely repurpose these leftovers near the end of the shift and generate revenue from new potential customers through the Too Good To Go app. Everyday the users of our app save delicious food from more than 1,300 hotels across Europe.

Besides Too Good To Go: are there any other businesses or organisations that can support our readers in becoming more sustainable and making a positive impact? 

Of course, there is more than one organisation using business as a force for good. Amongst other things, Too Good To Go is featured as a Europe-wide solution by “Zero Waste Europe”, a movement of communities, local leaders, businesses, experts, influencers and other “change agents” working towards the vision of eliminating waste in our society.

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally? 

For me personally, it is extremely important that the hotel is authentic and offers a complete package. This means that the hotel concept is not only based on the needs of the guests, but also takes into account and respects sustainability and the environment in which the hotel is located. As a hotel guest it gives me the great feeling that the hotel is making an effort to contribute to a sustainable planet. For example an intelligent water and energy supply system, recycled raw materials or the consideration of local businesses for the purchase of food. This naturally includes fighting food waste.

Dear Dagny, thank you so much for taking the time for this MA people meets. To begin with: when and how have you discovered your love for colours? And how did a profession develop out of this passion?

We could reverse the question; When did you stop loving colours? The fact is, we’re all born with a strong relationship with colours. If you talk to any child under the age of 10, they will give you vivid explanations of each colour and they have a complex understanding of their effect on us. I gues what happened with me, was that I never stopped. The interest just grew, and from the age of 16 I started reading every book, research and study I could get my hands on. I was interested in a wide perspective – how we used colours in different aspects of our lives; interiors, architecture, institutions, the car park and clothes. What feelings and associations did we have with different types of colours and why? How did they affect our wellbeing? I started studying something completely different at the University of Oslo, as colours were not an option, I ended up choosing pedagogy, sociology and informatics. My first career was in recruitment and business management. It lasted for 10 years. In 2007 I started a blog about Scandinavian style from a maximalistic perspective, and colour was an important part of it. Because of that blog, I was headhunted for the role as Creative Director for a Norwegian paint/home improvement retail chain, where I worked on developing interior and exterior paint colours and collections, colour forecasting, inspiration images and folders. After 4 years there, I started my own colour studio – where we work on developing colour concepts, palettes and strategies for architecture, interiors and products.

In 2017 you have published the book “Colour to the People!”. Can you please share with our readers why we should all use colour in a more targeted way?

I often say that only shallow people disregard the value of aesthetics. How our surroundings affect our daily lives have more or less been ignored for decades, and with my book, I wanted to visualize and explain why it is so important to have the end users in mind when we develop spaces – and that colour is a factor that cannot be ignored, just like other factors like daylight, greenery and materials. I also photoshopped colours onto contemporary architecture, which had a great effect on the readers.

Many of our readers are hoteliers, working in hospitality businesses: HOW can they bring more colour into the hotel?

How is the right question, but the answer is that it depends on your target customers, location and identity. The biggest challenge with hospitality at the moment is “same shit, same wrapping”. Don’t leave colour and material choices to choice by accident, but have a plan in what you want to communicate, what type of feeling the spaces should give and don’t be afraid to make some decisions that are outside of your comfort zone. A good use of colour is not necessarily lots of colours. It depends on the clientele.

How would you describe the hotel landscape in Norway, did any recent hotel developments catch your attention?

We have the “same shit, same wrapping” situation here as well. There’s not really anything that I haven’t seen before. I’m excited to see how Sommero Hotel will turn out when it opens.

We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?

A strong and confident concept, that can be an experience in itself with great food and excellent service is what matters to me the most, and will make me a loyal customer and ambassador. I also appreciate it when the décor can be a mix of old and new. When everything is new, it gives the spaces kind of a catalogue feel, which I find a bit uninteresting.