Hotel & Tourism SMARTreport #41
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EXCLUSIVE INTERVIEW<br />
WE ARE A GROUP OF OVER 600<br />
HOTELIERS, PROUD OF OUR LOCAL<br />
ROOTS AND DETERMINED TO OFFER<br />
TRAVELLERS A MORE PERSONAL,<br />
MORE AUTHENTIC, MORE HUMAN<br />
HOTEL EXPERIENCE IN EUROPE AND<br />
ACROSS THE WORLD<br />
David Esseryk<br />
Chief Digital & Marketing Officer,<br />
The Originals, Human <strong>Hotel</strong>s & Resorts<br />
WHEN THE HOSPITALITY BUSINESS<br />
Exclusive interview: David Esseryk, Chief Digital & Marketing<br />
WHAT HAS BEEN<br />
DECIDED WITH “THE<br />
ORIGINALS” HAS<br />
BEEN VALIDATED,<br />
AND WE HAVE BEEN<br />
DOING THIS FOR 50<br />
YEARS: IT IS NOT NEW<br />
FOR US TO BE A SOFT<br />
BRAND<br />
David Esseryk, hospitality veteran, moved two years ago to SEH<br />
United <strong>Hotel</strong>iers, atop 600 hotels around Europe and Canada,<br />
to take charge of Digital and Marketing. We asked him what<br />
his work has entailed over the past two years, and how the group was<br />
transformed into “The Originals, Human <strong>Hotel</strong>s and Resorts”.<br />
The main goal of SEH United <strong>Hotel</strong>iers,<br />
when I joined, was to launch a rethink<br />
their marketing strategy. We used to<br />
have five brands, but when we started<br />
looking at what was happening in the<br />
landscape, chains coming into our space<br />
and launching new brands, we decided to<br />
do the reverse. We tried to simplify and<br />
streamline our in-house branding, with<br />
the ultimate mission of becoming a much<br />
stronger consumer-facing product. It was<br />
not so easy to change 600 hotels, but it<br />
was the right time, as the travel trade and<br />
the consumers and the media was saying<br />
“Thank God someone is finally simplifying<br />
this”. We will do a large amount of<br />
advertising about the change to a single<br />
“The Originals, Human <strong>Hotel</strong>s & Resorts”<br />
brand, which is much stronger for the<br />
consumer.<br />
What does the group stand for?<br />
We are a group of over 600 hoteliers,<br />
proud of our local roots and determined<br />
to offer travellers a more personal, more<br />
authentic, more human hotel experience<br />
in Europe and across the world. The<br />
Originals, Human <strong>Hotel</strong>s & Resorts has<br />
a wide choice of destinations. With 6<br />
categories and over 600 hotels across 12<br />
countries in Europe and around the world,<br />
people are sure to find the destination
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