EXCLUSIVE INTERVIEW WE
EXCLUSIVE INTERVIEW WE ARE A GROUP OF OVER 600 HOTELIERS, PROUD OF OUR LOCAL ROOTS AND DETERMINED TO OFFER TRAVELLERS A MORE PERSONAL, MORE AUTHENTIC, MORE HUMAN HOTEL EXPERIENCE IN EUROPE AND ACROSS THE WORLD David Esseryk Chief Digital & Marketing Officer, The Originals, Human Hotels & Resorts WHEN THE HOSPITALITY BUSINESS Exclusive interview: David Esseryk, Chief Digital & Marketing WHAT HAS BEEN DECIDED WITH “THE ORIGINALS” HAS BEEN VALIDATED, AND WE HAVE BEEN DOING THIS FOR 50 YEARS: IT IS NOT NEW FOR US TO BE A SOFT BRAND David Esseryk, hospitality veteran, moved two years ago to SEH United Hoteliers, atop 600 hotels around Europe and Canada, to take charge of Digital and Marketing. We asked him what his work has entailed over the past two years, and how the group was transformed into “The Originals, Human Hotels and Resorts”. The main goal of SEH United Hoteliers, when I joined, was to launch a rethink their marketing strategy. We used to have five brands, but when we started looking at what was happening in the landscape, chains coming into our space and launching new brands, we decided to do the reverse. We tried to simplify and streamline our in-house branding, with the ultimate mission of becoming a much stronger consumer-facing product. It was not so easy to change 600 hotels, but it was the right time, as the travel trade and the consumers and the media was saying “Thank God someone is finally simplifying this”. We will do a large amount of advertising about the change to a single “The Originals, Human Hotels & Resorts” brand, which is much stronger for the consumer. What does the group stand for? We are a group of over 600 hoteliers, proud of our local roots and determined to offer travellers a more personal, more authentic, more human hotel experience in Europe and across the world. The Originals, Human Hotels & Resorts has a wide choice of destinations. With 6 categories and over 600 hotels across 12 countries in Europe and around the world, people are sure to find the destination
Hotel & Tourism SMARTreport #41 2019 Winter Edition 7 7 GETS (EVEN MORE) PERSONAL Officer, The Originals, Human Hotels & Resorts which will make their trip a unique moment. For couples, friends or families, we will always have a hotel for a city break in Europe, holidays in France or a weekend in the countryside. For couples, staying in our hotels is an opportunity to reconnect and experience unforgettable moments. They are able to discover new horizons for a change of scene in a romantic setting. Whether it’s for a weekend or a longer stay, our hotels have infrastructure and services suited for families. We have thought of everything so that young and old can get the most out of their stay. And our hoteliers will always be happy to share the highlights of their region with their guests. There’s nothing like a family trip to bond and make new memories. For business travellers, each stopover, even if it’s just for one evening, should not be limited to a simple pied-à-terre, but it should be an occasion to enjoy, discuss and discover. Our hoteliers are always available to share an anecdote, a recipe or a recommendation. And in order that the traveller may be able to work efficiently, business guests will always find a workspace in the room and sports or wellness facilities to relax after a long day of work. For food lovers, staying with us is an opportunity for a delicious local adventure with authentic moments of culinary and gourmet discoveries. And the more adventurous can enjoy unique experiences exploring the wonders the world has to offer. Because the strength of our brand lies in the wealth of diverse experiences offered to guests, all our hoteliers always have some little unique aspect to share or to experience when on work or family trips. Throughout the year, our hoteliers will be happy to share their love for their region with you and help guests get off the beaten track with places only they know. So, one brand, but several segments? Within The Original Hotels we define a number of different categories. One is called “Collection” and offers a selection of premium hotels with extraordinary and charming establishments. We have another category called “Relais”. Relais is defined as authentic luxury, surrounded by nature where guests can savour regional gourmet cuisine. Then we have urban hotels with personality called “Boutique” and standing out for their charm and distinctive decor. The category “City” offers comfortable and thoughtfully designed hotels with a contemporary style. And then finally we have a category of economy family economy hotels, called “Access”. We have also introduced one new range which is “Residence”. We didn’t want to leave the space to Airbnb, so this includes apartments, condos, etc. Our categories are not based on stars…
