Hospitality Delighted Edition 11

HOSPITALITY DELIGHTED

AUTUMN 2011

The Journey of

Hospitality

8 The Journey of Alcohol Sonnema Berenburg

10 Looking for Excellence International Butler Academy

24 HotelloTOP Sander Allegro

18My CareerKeimpe Postema

FUTUROLOGIST IAN YEOMAN EXPLAINS: THE FUTURE OF SLEEP See page 28.

Hospitality Delighted edition 11(correct).indd 1 11/11/11 9:43 AM

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The Journey of Hospitality21st century: hotels are luxurious, have strange locations and creative concepts. More and more entrepreneurs try to differentiate their companies from each other. Due to that, nothing is impossible. But where did it all start, and when? Who invented hospitality, or has it always been in our genes and beliefs? What have we learned from previ-ous experiences and where will the future lead us?

This edition of Hospitality Delighted Autumn 2011 reveals the journey which hospitality has made through hundreds of years. A timeline will be the base of the story supported by experts’ and students’ stories with their experiences.

Exploring the origins of hospitality can aid the expert with-in the hospitality industry today; awareness of the past can only improve the future!

Dive in and let us guide you through the Journey of Hospitality!

Kind regards,

The Editors in Chief of Edition 11:

Thomas Commandeur, Annemarie Godijn,Anne Küpers and Hanneke de Vries

Prefa

ce“Share the Experience”

Hospitality Delighted

Stenden Student Lounge Herenwaltje 3 8911 HN Leeuwarden

Tel: [email protected]

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Hospitality can be defined as ‘the act of being hospitable’. Type in ‘hospitable’ in any translator, and you will find that it means ‘being open-minded, receptive, and wel-coming’. If we take a closer look we can see the word ‘hospes’, which is an old word for ‘stran-ger’. The full meaning of hospitali-ty is thus welcoming strangers. But why did people have to be friend-ly to strangers in the old days?

The Beginning of Hospitality

>> Don’t forget that all hotels we know nowadays are a result of people who were hospitable. In other words: when people first walked on this earth no such thing as a hotel existed. So imagine yourself in 400 B.C., the era of the nomads and caravans. You and your caravan are walking around with your camels or donkeys, thirsty and hungry, but out of food and water. Then you reach a well, where other people are living. They might be your rescue! You will give them all of the things they ask for as long as they give you some water and some food.

Now imagine that you live next to that well. You have food and water, but really nothing else because you don’t want to leave the well. Then you see the caravan, with all these amazing goods. Of course you take care of these ‘hospes’, in exchange for some of those goods. Here we see that the early trade has caused for the first ‘hotels’ to open their doors.

Other example: this time you are a monk. You travel around to help believers with anything they need, because of your religion. Now you open the door for the monk. You want to hear all of his stories, so that you can be a better believer. Of course you will feed him, and let him sleep in your house; that is part of your religion.

We now know why people had to be friendly to strangers in the old days: trade and religion. These are actually the two sources of hospitality! But, do we really need to take care of strangers these days be-cause they will tell us how to be a good believer? Or because we want to do business with them? Exactly, the answer is no. So how did we arrive at hospitality, as we know it today? And what will be the future of hospitality? Find out in this edition of Hospitality Delighted! <<

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Timeline of Contents

<<<1

500

1800

1860

1900

1990

2011

2026

2050

2030

2050

>>>

Forgotten Vegetables

The Journey of Packaging

The Journey of AlcoholSonnema Berenburg

The Journey of Hospitality

Looking for ExcellenceT.I.B.A.

Student Voice

HotelloTOPSander Allegro

Hospitality and Beyond

Your CareerKeimpe Postema

The Future of SleepDr. Ian Yeoman

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Forgotten Vegetables

Ever tried Huttentut, Betasweet, Brave Hendrik, Hert-shoornweegbree or Buggenummer Muske? Those are just a few of the so-called “Dutch forgotten vegetables”. These vegetables sound so interesting, why have they been forgotten? And if they are really so ‘forgotten’, why are we still talking about them the today?

>> Back in the days, a lot of people grew vegetables in their own vegetable garden. They would eat only these vegetables. This with a simple reason; there were no other vegetables available. Trans-portation methods were not developed well enough to keep veg-etables fresh along the way. Besides that, the knowledge of peo-ple about vegetables was not really, let’s say, extended as well. Example: people used to think that eating artichokes would be an arouser of lust…so it was not allowed to eat those. In other words: the diversity of vegetables was decreased even further.

Revolutions made an end to all this. Think about Columbus who brought back potatoes and corn from America in the 15th cen-tury: suddenly the variety of vegetables boomed! One problem remained: transportation was still the weakest link. The industrial revolution in the 19th century formed the solution; transportation methods improved and increased, thus flooding the country with new, exiting vegetables. Supermarkets popped up, displaying all kinds of vegetables from other countries, for cheap prices.You can imagine the easy choice: stubbornly continuing to put all your efforts in a vegetable garden that produces only so much of the vegetables that you have been eating all the time, or go to the supermarket and get relatively cheap, renewing products! All the ‘old’ vegetables were literally forgotten, abandoned even. So bye-bye to Huttentut and Brave Hendrik…

But why not be adventurous and taste these forgotten vegetables for yourself! What was old and boring back then, is renewing and interesting now. “De Pastinaeck” for example is not only one of the forgotten vegetables, but also a restaurant that competed in “Mijn Tent Is Top”, a Dutch TV competition for new entrepreneurs in the hospitality industry. The philosophy of this restaurant: put as many forgotten vegetables on the menu as possible, to astonish guests with the food from the past. By the way: they won! <<

>>Astonish Guests with Food from the Past<<

“Huttentut”

1500

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The Journey of Packaging

Aren’t we spoiled, being able to take our pre-chopped, pre-washed food from our freezers, cans or airtight pack-ages, all ready-to-use? Looking back in history, food was preserved in different ways including conserving, brin-ing, fermenting, smoking, and marinating. Which tech-niques do we use now, and what has been the journey to get there?

>> Centuries ago the term ‘Expiration Date’ was of no issue; ex-pired food could still be eaten by seasoning it heavily, so that the funny taste would not be noticed. In fact, maggots and bugs were simply seen as extra proteins. People had no choice; no such thing as packaging existed yet. However, as time progressed, storing methods developed until in 3000BC people were able to conserve cheese, as has been found in writing from that time.

In the 18th century Nicolas Appert invented sterilization: heating food to kill bacteria. This food could then be stored in glass jars. Several decades later, in 1810, Peter Durand thought of conserv-ing boxes to store the sterilized food. Cooling techniques were improvised until in 1877 a cooling machine was invented. Before this products had to be carefully packed in waterproof packages, which were then hung into the cool water of a well. In addition, self-dug cellars were filled with ice and used as ice cellars through-out the whole year. Especially beer brewers took advantage of the cooling machine of 1877. Besides using it to cool their beer, they also used it to produce ice for sale, thus enabling fisheries and greengroceries to cool their products. When Bosch introduced the first electric refrigerator in 1933 these ‘ice factories’ disappeared.

After this, technology has not been standing still. In the nineties it became possible to double the expiration date with the inven-tion of MAP (Modified Atmosphere Packaging), a technique that re-places vacuuming. MAP packages (mainly for fish, meat, prepared dishes and cheese) are airtight, and the air inside is a special mix-ture of O2, N2 and CO2. This gas mixture has no negative influence on the quality of the food; actually it slows down the microbial activity and improves the visual quality.

‘Biologically Degradable’ will be demand number one for the fu-ture, and of course it is a never ending challenge to keep food fresh for even longer than it is possible right now. How lucky are we today that we don’t have to worry about maggots in our food, but can just grab our pizza from the fridge and eat it as if it were fresh! <<

Nicolas Appert1749-1841

1800

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Everyone knows that consuming alcohol can have some pleasurable effects: it can add special flavor to dishes, it tastes good when it is part of a drink, and it can make you feel more relaxed. In addition, it can actually be beneficial to your health in some cases (think of its disinfecting abilities). Alcohol is such a versatile product; so how were all its qualities discovered?

The Journey of Alcohol

1860

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>> Alcohol was discovered in the prehistory, proba-bly when some grapes were not used and started to ferment; sugar turned into alcohol. Soon after that people started to learn about the pleasurable ef-fects of alcohol, for some reason it just made them feel so relaxed…You can imagine that is was found out quite early that alcohol has sedative qualities and, after experimenting for a while, alcohol could be used as anesthetic for surgeries. Besides this development, the use of alcohol as a beverage in-creased as well. More ingredients became known, and different recipes and formulas caused the num-ber of alcoholic beverages to expand rapidly.

Take the example of ‘Beerenburg’. The roots of this alcoholic beverage lie in one of the most popu-lar neighborhoods of Amsterdam: the Jordaan. A famous ‘herb-mixer’ called Hendrik Beerenburg lived in that district; he had invented a specific herb-mix that gave a special flavour to Jenever or Brandy if you would let it soak for one day. This drink was extremely popular; even ferrymen from Friesland would come to buy the herbs and soak it themselves. One of these ferrymen, by the name of Fedde Sonnema, decided to give this drink his own twist. Stubborn as he was, he added some more (Frisian) herbs to the mix, and soaked it in Jenever; thus creating his own version of ‘Beerenburg’s’ bev-erage! He was kind enough to name the drink after the original inventor, but again changed it slightly to his own idea; that is why Sonnema Berenburg is now written with only one ‘e’ instead of the original ‘ee’.

>>The Roots of Berenburg lie in Amsterdam<<

Sonnema Berenburg proved to be a great hit in Friesland. In 1972 the demand became so high that Sonnema had to move his production centre from Dokkum to a bigger site in Bolsward, were it has been ever since. Nowadays, 2.000.000 lit-ers of Berenburg are produced every year. These are not just sold in the Netherlands: you can now buy Sonnema throughout the whole of Europe, America, and even Asia. Especially in those places far away where a lot of Dutch people go (think of Chersonissos for example) it is possible to get your familiar, most preferred drink from home: Sonnema Berenburg. From anaesthetic to world-wide brand, the Sonnema Berenburg story is just one of many that show the development and ver-satility of alcohol! <<

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In detectives the butler al-ways tends to commit the crime; ‘the butler did it’. In ‘The Nanny’ the butler is the secure factor of the family as well as butler Joost in the series of Olivier B. Bommel. With all of these examples television has created a cer-tain point of view when con-sidering a butler. But what happened to them? And what changed over the years?

>> Today’s ButlerDid you know that the word ‘But-ler’ derives from the French word for bottle? In the early days you would be in charge of the bot-tles, or in broader sense: of the household of your ‘lord’. So that was quite a responsible job, in fact! You probably think that a butler is old-fashioned, and no longer belongs in this century. Or…are there still butlers work-ing behind the scenes? Well, the

answer is yes, most certainly! Without looking as stiff and rigid as many years ago, the butlers of today still perform the ‘old-fashioned’ roles. You could call a butler a ‘professional pam-perer’ or a ‘personal assistant’; butlers are the highest form of private personalized service. The butlers of today serve with elegance, grace and style.

T.I.B.A.When looking for excellence, T.I.B.A. can absolutely not be forgotten. The International Butler Academy is located in Kasteel Oost (Valkenburg) since January this year and is the World’s best household manage-ment school. This private school

educates students in ‘the art of butling’ during an eight-week pe-riod to become the best of the best out of all butlers. Mr. and Mrs. Wennekes and their instruc-tors manage the academy.

The academy asks a sum of €13,750 for the eight weeks of training, which is a reasonable price because the total amount of money will be invested in the students. Therefore, the students get a lot in return. The education provides all meals during the day, a place to stay, a knives-set, a briefcase, an umbrella, apron, clothes and several fieldtrips to companies like: Villeroy and Boch, Librije, Laura Chavin Ci-gars, Veuve Clicquot and more.

Hard WorkDuring the education, four pro-jects need to be made. A fictive family needs to be created, a CV should be handed in, a pro-file binder should be made and last but not least, an individual

Looking for Excellence

>>Elegance, Grace and Style<<

1900

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assignment needs to be con-ducted (e.g. finding a sponsor for the academy). Besides that, the students execute all duties of a butler during practice in order to be prepared to become a head butler.

A normal day at T.I.B.A. starts at 8 o’clock in the morning and finishes around 8pm. During prac-tice, for example a formal dinner, the working day gets even longer. Within those eight weeks of train-ing, five days off will be provided without guarantee. Students are constantly challenged. They are not simply told what to do, but they have to pay close attention too, and anticipate on everything they observe, hear and notice. In other words, the philosophy of T.I.B.A. is: listen, understand and execute. Regarding to this, being a student at the T.I.B.A. seems tough, and according to the cur-rent students, it is! The instruc-tors are constantly looking for excellence among the students, due to the fact that clients ex-pect nothing less but excellence.

It does not matter who you are, how old you are, what kind of background you have; you are

always welcome at T.I.B.A. Ac-cording to the students, you are never too old to become a but-ler. For example the lovely Mr. and Mrs. Kaletsch; ready to be-come the butler-couple. These butler-couples are rare and strongly requested by clients. Furthermore, it does not mat-ter where you are from. Today, students from Germany, Bel-gium, France, The Netherlands, England, Italy, China, The USA, Canada and even New Zealand follow the course at T.I.B.A. Many people who decided to live a totally different life. Take the example of an Italian but-ler. Back in Italy, he was a logis-tics manager. Due to personal issues, he decided to come to the Netherlands and follow the course to become a butler. He has been happy ever since!

Hospitality vs. ButlerYou might think that butling is the same as hospitality. Well, that is not really the case. When being a butler, all you think about is service. When the guests are satisfied, you are as well. As a butler, you will do anything to make things as pleasant to your guests as pos-sible. This might resemble the hospitality industry. Only, the hospitality industry is mainly considering the money. For example, when it is not busy

in a restaurant, employees will be sent home. When compar-ing that to the butlers, they are even more excited because they are able to provide one on one service. Everything needs to be done perfectly. No mistakes can be made.

Concerning the practice, differ-ences are noticeable between T.I.B.A. and Stenden University. The T.I.B.A. students do the mise en place and all other prepara-tion in their own suits. However, an hour before the guests will arrive the students must change into their butler-suits. That should be done within 3 minutes, and preferably within 2,5 min-utes! When preparing the tables, linen is to be ironed on the table. Afterwards, the centre-pieces (flowers in this case) should be placed on the table together with the chandeliers. This all needs to be checked strictly. Measur-ing equipment such as a ruler or a laser will be used to place the plates, glasses, cutlery, nametag holder and salt and pepper in line. When everything is finished and the castle is clean, arriv-ing guests are being awaited by a welcoming team; two or more butlers at the red carpet in front of the castle and at the gates. The guests will be gathered in the beautiful seller or lobby for an appetizer and amuse. After that, guests are to be seated at the

>>No Mistakes can be made<<

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table after a butler has ‘banged Lily’, which is nothing more than a large decorative wooden stick, which will be banged on the floor, supported with: ‘Dear guests, dinner is served’. In contrast with the waiters at Restaurant.nl, the butlers make use of a so-called ballet of service, meaning that at the table everything must be done synchronously. Besides that, another difference would be that the butlers serve from the left side of the guests.

Future Perspective Graduating at T.I.B.A. can be done in three degrees, to be known as pass, merit and dis-tinctive. When the education is not completed successfully, the student will still receive a cer-tificate of participation. After graduating the student will be placed with a T.I.B.A client. You can think of royal households, private homes, hotels & resorts, embassies, cruise ships and pri-vate yachts.

You probably are wondering if being a butler would pay well. A best-best case scenario, which is quite unusual, would be the ex-ample of a T.I.B.A. student who was placed at a rappers’ house-hold. The butler earned $1,5 mil-lion per year! Only, he had to be available 24/7 the whole year through.

A more usual situation would be a 5 days a week job, managing the household for approximately €40.000 - €80.000 per year; that all depends on your age and ex-perience. Besides that, other aspects will influence the earn-ings of the butler as well. The more available the butler is, the more money he or she will make. Furthermore, butlers can be as-signed to manage a household by themselves, or be placed at a household managing up to 400 employees!

It can be said that butling will be an upcoming trend, especially in Asia. Due to economic possibili-ties and potential, more people tend to take a butler. Those peo-ple ask the T.I.B.A. for the but-ler who fits their requirements as their household manager. This

because The International Butler Academy is simply the best in the world! <<

>>www.butlerschool.com<<

>>They are s imply the Best<<

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Student Association Io Vivat Nostrorum Sanitas meets

How traditions of the past

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life in the future

Student Association Io Vivat Nostrorum Sanitas, connected to Stenden university Leeuwarden, is strongly related to the hospitality industry. Io Vivat was established on 28 September 1987 by a group of active students from the Hotel Management School. Nowadays, almost 25 years later, Io Vivat is linked to all institutes of Stenden university. A lot of developments have been made and different ways of hospitality expansion can be seen. All students studying at Stenden university are able to be member of Io Vivat, creating a broad (business) network and enjoy events which are organized by the members of Io Vivat themselves. For instance, this year a company visit was provided to De Kuyper B.V. where the members were provided with a cocktail workshop and a lot of knowledge was acquired. Furthermore, tour du gastronomique which includes one week of hospitality related activities. These activities were for example company visits, wine, beer or coffee tastings and more. Through the years, Io Vivat has made a big journey of hospitality developments. Next year, the 25 year existence will be celebrated in cooperation with Stenden university, together with a lot of former members. This is a week full of great activities and parties.

Student Association Io Vivat From past to future

ContactE-mail: [email protected]: www.iovivat.nl

Telephone: 058-2159239

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Student Association Io Vivat Nostrorum Sanitas meets

How traditions of the past

will make a part of your

life in the future

Student Association Io Vivat Nostrorum Sanitas, connected to Stenden university Leeuwarden, is strongly related to the hospitality industry. Io Vivat was established on 28 September 1987 by a group of active students from the Hotel Management School. Nowadays, almost 25 years later, Io Vivat is linked to all institutes of Stenden university. A lot of developments have been made and different ways of hospitality expansion can be seen. All students studying at Stenden university are able to be member of Io Vivat, creating a broad (business) network and enjoy events which are organized by the members of Io Vivat themselves. For instance, this year a company visit was provided to De Kuyper B.V. where the members were provided with a cocktail workshop and a lot of knowledge was acquired. Furthermore, tour du gastronomique which includes one week of hospitality related activities. These activities were for example company visits, wine, beer or coffee tastings and more. Through the years, Io Vivat has made a big journey of hospitality developments. Next year, the 25 year existence will be celebrated in cooperation with Stenden university, together with a lot of former members. This is a week full of great activities and parties.

Student Association Io Vivat From past to future

ContactE-mail: [email protected]: www.iovivat.nl

Telephone: 058-2159239

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Hospitality


In and around the 90s, when you were probably in your early teens, the hospitality industry went through some of the biggest changes in the history of the industry. These events had such an impact, that we can see a clear distinction between the in-dustry before, and after these changes. It is well worth to take a closer look at these topics, because they form the basis for many trends that are currently taking place. For you, as a future manager, it is of course very important to know how trends origi-nate, and how you can adapt to them to make your business stand out!

The Journey of Hospitality

1990

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ed this with a project called Ad-vanced Research Projects Agency (ARPA, 1973). ‘ARPAnet’, as this collection of linked Intranets was named, was basically a mini-Internet. The developer of ARPA, and thus the designer of Inter-net, is mister Vinton Cerf. After some redesigning and perfecting, in 1983 ARPAnet and many more look-a-like nets were linked as well: the Internet was born.

>> The Invention of Internet and E-bookingThe first, and probably also most influential event is the invention of the Internet. You may know that ‘inter’ means ‘between’. Therefore, Internet is simply a net (or: web) between a large number of local networks. Inter-net can very easily be described as a bigger version of for example Stenden Intranet. The comput-ers that have access to Stenden Intranet form their own ‘web’; they are interconnected. Inter-net does the same, only on a big-ger scale. This time every exist-ing computer is allowed to enter (no special account is required), which means that all existing computers are connected and form ‘the web’.

The growth of the World Wide Web is not hard to understand. It all started with American univer-sities and big research institutes that wanted to link their In-tranets, so that they could share information more easily. The American Government stimulat-

However, this is still not what we know today as the World Wide Web. Again the initiative came from the research indus-try. This time CERN (the Euro-pean Organisation for Nuclear Research) wanted to make sure that they could communicate and share information with re-search institutes from all over the world. The English comput-er scientist Timothy Berners-Lee finally made the final link between all the ‘Internets’, and developed the World Wide Web for CERN in 1989.

The impact of the WWW on the hospitality industry was im-mense. Hotels suddenly had a totally new medium for their advertisements to attract and inform potential custom-ers. More importantly even: the whole world was suddenly within reach. The web ena-bled people to find out about other cultures very easily. You can imagine that this caused a snowball effect: the informa-tion explosion lead to a huge in-crease in tourism and travelling activities. Besides the access to information, the convenience level rose spectacularly as well. The hospitality industry reacted on the Internet as fast as they could, placing websites of their hotels, and: starting the phe-nomenon called E-booking. It is this specific link between Inter-net and the hotel reservation systems that has made booking so much easier for guests, and has changed the hospitality in-dustry forever.

Nowadays all American compa-nies that have an online book-ing system get more than 60% of their bookings via this system!

The Development of TransportWhen the Internet-revolution took place, another industry de-veloped rapidly as well: trans-port. In 1952 the first civil jet line was established (max. 36 passengers), and the industry continued to grow further. In 1976 it became possible to fly at supersonic speed with the Con-corde. With the creation of the Airbus in 2007, it is now possible to fly as much as 525 passengers at once. That is over fourteen times more in just 55 years!

You can see that the develop-ment of Internet and transport went virtually simultaneously. E-booking soon included the book-ing of air transport as well, when websites like Booking.com (1996) came into existence.

Since competing for customers obviously changed stage to the ‘online battlefield’, the industry had to come up with new ways to differentiate. >>

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>>The solution: packages and last-minutes. This has increased the booking pace significantly: the time between the reserva-tion date and the actual arrival date can now be mere minutes. Top this with the introduction of budget-travelling organisations, for example EasyJet, and in a somewhat extreme fashion we can now say that it is possible to see basically the whole world for a reasonable price, whenever you want to. That is what we call globalization.

Other contributors to globaliza-tion have been the growth of infrastructure all around the world, and the introduction of faster transportation methods on land and over water. This last aspect is covered by the cruising industry; over 19 million passen-gers have been transported to exotic destinations in the year 2011 so far. On land you can think of high-speed trains. Be-sides this, roads are improved and airports are created (China alone will build 97 airports in the coming decade) allowing guests to visit every corner of the earth. Everyone in the world with a fair amount of money is now able to discover any culture or country; that is globalization in practice.

Globalization and GlocalizationIt is to be concluded that glo-balization is what has caused the hospitality industry to change so dramatically. However, these days globalization is not that ‘hot’ anymore. Actually, the new trend goes one step further.

As businesses grew internation-ally due to globalization, cultures

ever in 2007 when social media was just around people already spoke about the benefits, and as you are probably well aware of it is still a hot item today. This is one trend that you really cannot ignore as entrepreneur in the hospitality industry.

Globalization – China and IndiaNew markets are about to rise up: be prepared for the final growth spurt of China and India! Having dramatically improved infrastructure, China is ready to embrace a whole new flood of investors. India has pumped sev-eral billions in their promotion, to turn the image of India into one of an international tourist destination. This could be no-ticed clearly in the ‘Visit India’ campaign in 2009.

The most used strategy to grow will be joined ventures with American and European compa-nies; hence the growing number of Hiltons, Marriotts and Star-wood hotels in these two coun-tries. If we look in the future even further we can see Turkey and Vietnam coming up as well, so the world is in for a new com-petitive challenge.

were spread all over the world. Take McDonalds as the example. Because of globalization, almost every citizen in the world knows that in America, people eat fast food and that the clown is part of McDonalds. However, not all cultures feel comfortable with the culture that McDonalds rep-resents with its business. This is an issue that is not really ad-dressed within the boundaries of globalization. Therefore, meet: glocalization! Instead of sticking to the own culture, McDonalds adapts a little bit to every cul-ture they establish in. For adver-tising purposes the McDonalds in France for example changed the clown into Asterix. In addition, the menu is slightly adapted per culture as well.

In summary: we have globaliza-tion, and we have glocalization, meaning that these globalized businesses adapt slightly to every culture they settle in. This seems like a pretty stable and fixed point for some time to come, right? Every aspect needed to provide good service all over the world seems to be covered. We wonder what will happen next in the ever-changing hospitality in-dustry …

Internet - Social MediaTwitter, Facebook, LinkedIn, You-Tube, MySpace; the list goes on and on. Social media is definitely one of the most important trends that came forth from the inven-tion of Internet. It has added more speed to the world, and thus to the hospitality industry. It is still in its ‘children shoes’ as we would say in Dutch; it has yet to reach its full potential. How-

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Transport - More Choices, Greener ChoicesPeople want to travel more, further, and quicker: so more transport op-tions arise, better connections be-tween transport are arranged, and faster transport is developed. Think for example of high-speed trains (the fastest one being the Japanese Magnetic Levitation or Maglev train that can easily reach speeds up to 430 km/h). However, apparently not all countries follow the same rules, as the story of Ruben de Groot proves.

Ruben de Groot, who has been living in Monaco for 2,5 years now, has been working as head-waiter at the Marriot Hotel since December 2010. He has noticed a lot of differences between Mo-naco and the rest of Europe con-cerning the trends that have been previously discussed. The biggest differences were found regarding transport. Some aspects are way ahead of Europe:

Buses use hydrogen or are elec-trically rechargeable (the buses are actually so new and ‘cool’, that even the upper class people use them, instead of their own vehicles). Every single train has its own Internet and power out-lets.

Monaco has its own helicopter base. Hotel guests of the Mar-riot use the helicopter to fly to the airport; it saves a lot of time. Instead of one hour and twenty minutes you can arrive in eight minutes.

Monaco offers several charging spots for your electric vehicle, and you can grab a rental bike wherever you like. Trends that are not really followed are glo-balization and social media. Ru-ben finds that Monaco is a culture on its own: globalization does not have a profound impact. As for Social Media, it is interesting to see that in such a modern coun-try as Monaco, the trend of so-cial media has started to develop only several months ago. Face-

book and Twitter are now slowly becoming a ‘hot’ item. However, just like in the rest of the world, Internet has been of great influ-ence for Monaco. These days all reservations are arranged online. In addition, Monaco has Wi-Fi for free almost everywhere. In con-clusion, Monaco proves that not sticking blindly to the trends of the world can still pay off. <<

Ruben de Groot introducing Monaco

Ruben de Groot

17


Being raised in a real water sports village called Heeg (Friesland) Keimpe had the choice to start working in either the boat industry or the hospitality industry. After working in the boat industry for one sum-mer, Keimpe chose to go into the hospital-ity industry. Keimpe’s passion for hospitality started to develop, and he decided to go to the ‘Middelbare Hotel School (MHS)’ in Gro-ningen. After an internship at Accor in Am-sterdam and graduating in 1999, his first ‘se-rious’ job was at restaurant “‘t Feithhuis”. How did he get there and what changed him and around him in the industry?

Personal facts

Name: Keimpe Postema

Age: 33

Education: MHS (Groningen) & IHM

(Leeuwarden)

Cohort 1999 (Leeuwarden)

Cohort 1999

Business factsFunction:

Owner and manager of

Restaurant ‘t Feithhuis,

Groningen

Age:

26 (assisting manager)

29 (owner)

Keimpe Postema

My Career

2011

18


>> How would you describe yourself?If I have to describe myself I would say that I am driven by the growth of others, which is also my motto: Happy to Help. Helping others to grow with-in their personality as well as in an organisation; that is where I find my inspiration.

How did you experience your college time?It has been a wonderful time, on which I look back with pleasure. During those times I met some of the best friends I have today in the wine club we had back then. The first years were all about fun, drinking, working and so on. When I could choose my minors, things became interesting. I focused on educational and organizational aspects and HRM, and continued after that to work at Accor Amster-dam for 5 months for my internship.

When and why did you choose for your own res-taurant?The main reason was opportunity. The cooperation between my manager and me at “ ‘t Feithhuis” was so good that he gave me the opportunity to buy the property!

What have you changed in “‘t Feithhuis” to make it successful?I often get this question, but unfortunately there is no such thing as a single ingredient to make every company successful. During the first years I worked here we first started to get the business on track by improving the operational aspects (such as good mise en place). After that the communication to-wards the guests also got better, and additionally I learned to create trust in my team and to stimulate them to work on our ambition together: becoming ‘the’ place to meet in Groningen.

How can a Hospitality education help you to man-age your own business?In your case Stenden helps you to develop an open-minded look onto the world, because of the many cultures you have to work with as a student. The same happened for me; I learned to discover my own boundaries, but also to get out of my comfort zone from time to time, and to think outside the box.

Which changes did you notice in the hospitality industry during your career?Looking at young students and therefore also my employees, I notice that they are more assertive nowadays. I changed as well during my career as a manager, also because of working with “The seven steps” of Covey during my education.

In what way does “‘t Feithhuis” differentiate it-self from competitors?We care a lot about people. An example would be that we use fair trade coffee. In addition, we have started a project in co-operation with the ‘voed-selbank’ called “Met hart aan tafel”. We give away 100 dinners among the users of the ‘voedselbank’ and their families this year. This way we can get them out of their tough environment for a while and pamper them with a special night out.

In what way do you support hospitality students?We have been offering a traineeship for students of the IHM education for several years now. Because our organization is quite flat, the intern will auto-matically contribute to the core of the organiza-tion. I will be the mentor; constantly stimulating the student to grow as a person and to find out what drives him or her. Actually, we are still looking for somebody to fulfill a sales function! (Interested? Send an e-mail!) <<

>>I learned to discover my own Boundaries<<

>>There is no singleIngredient for Succes<<

19


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Charlaine Fontijn | IHM 3rd yr | DutchHmm, difficult question, but I think that the hospitality industry will be less guest-oriented. With that I mean more self-service to cut staff costs. Another issue that could occur is that the small hotels will be gone because the ‘big boys’ will take over… I also think that the location of hotels and restaurants will develop. In the future they might be located in the most astonishing, crazy and exiting places.

Sarah Höckner | ITM 1st yr | GermanDue to the technological progress the customer-workforce relations will change a lot. Tablet and self-service computers will take over most of the staff’s duties and maybe replace their work in the near future. The global demographic change will influence the industry too. The hotels have to be adapted to their needs and they should think about giving special offers.

Konstantin Brehm

Charlaine Fontijn

Johan Haringhuizen

Viola Stötzel | IHM 1st yr | GermanI think that many departments and areas of the hospitality indus-try will work with fewer employees and instead make use of ‘in-telligent machines’ and computers. Probably the standardiza-tion will have moved further will have moved further and most family run businesses will be extinguished by hotel chains as well.

Konstantin Brehm | ITM 1st yr | GermanThinking about this question, the picture of a hospitality industry with high-tech equipment turns up in my head. Desk clerks are mostly displaced by high-tech machines and the size of hotels will be much bigger than nowadays be-cause the numbers of tourists increased. Furthermore, I think that hosts will take more care of their guests. For example, forms that warrant the option to be more responsive to every individual wish of the guest will be handed out.

Johan Haringhuizen | IHM 4th yr | Trainee at HTC Advies | DutchWithin 15 years I think the hospitality industry will focus more on niche marketing and exceptional concepts. The gap between the business seg-ment and leisure segment will get bigger. I think the business guest needs technologies, simplicity and speed. Booking, checking-in and out, order-ing food and drinks without any contact with the staff are examples that will apply for the future business guest. The younger leisure guests will need modernized products, quick service and excitement, and the older ones need traditional products, personal attention and atmosphere. All these aspects ask lots of variety of products and services and continu-ous improvement to take the lead within the high competitive markets.

Student Voice: “What does Hospitality look like 15 years from now?”

>>Hospitality will be forgotten<<

2026

22


Mrinal Bhanot

Anouk Bareman

Malai Kæwsuk

Annelie Kist

Mrinal Bhanot | IHM 4th year | HRM Trainee | Dutch15 years from now the hospitality will of course be different than how we experience the hospitality nowadays. As many factors (such as technol-ogy, environment) change around us, so will the needs of guests change. This will influence the strategies hotels have, since they will have to of-fer new products to satisfy their guests. Opening new hotel (brands) to tar-get a different market or innovating with extraordinary buildings or prod-ucts will be the aim in order to give the guest an experience to remember.

Malai Kæwsuk | IHM 4th yr | ThaiWell, I strongly believe that the demands on the hospitality industry will dra-matically change over the next 15 years. First of all, guests are going to want intense personalization that enables them to tailor every aspect of their hos-pitality experience such as services, communications and technology. Thus, customers will have the ability to choose the type of bed, room layout, etc. on their booking and so on. As a result, the hospitality industry is going to have to become customizable by adopting modern innovations such as intelligent fur-niture, customizable entertainment, etc. Consequently, intense global compe-tition can be expected, every hotel will find the way to differentiate itself from the others. Last but not least, hotels will come up with new innovative ways to deliver their service in order to lower cost due to the economic downturn.

Anouk Bareman | Communication (NHL) 2nd yr | DutchFirst, hospitality will be forgotten a little. The enormous speed of the technological developments will be a cause. There will be an automatic servant, you can check in and out automatically: every-thing will be online. People can order things from their hotel room and five minutes later it will actually arrive on their room. Managers and employees will love the new technological developments. Only, I think that guests will miss the personal touch of the employees. This could result in lower occupancy, so hotels should develop a strategy to compete with the technological developments. Hospitality will always be important, nothing will change that. Finding the balance between technological progress and hospitality, that is what it is all about!

Annelie Kist | Leisure management 3rd yr | DutchI think that 15 years from now the hospitality industry is still striving for the same goals. Only, the goals might become more ambitious. Every guest wants to be pampered and served with high quality. That fact will not change. Something we should consider in the future is the speed of the technological developments. The hospitality indus-try should adapt to the new developments. Guests want the best of the best, so in my opinion the hospitality industry should provide that.

23


HotelloTOP

Let us introduce to you Sander Allegro, active board member of HotelloTOP. He is owner of consultancy bureau Allegro INN OvationS, Senior Lecturer Strategic Hospitality Management atHotel school The Hague and Regional Director Europe & Asia at Leading Hotel Schools of the World. Sander Allegro

High-touch

2030

High-tech

24


>> Mr. Allegro has been fasci-nated by the hospitality indus-try ever since he was a little boy. After graduating at Hotel school The Hague, and finishing his master program in 1993, his first real job was at a hospitality consultancy office. He had been employed there for seven years when he decided to open his own consultancy office called: Allegro INN OvationS. His passion is to develop organizational concepts and support organizations with executing them. Though Mr. Alle-gro has gained some operational experience in restaurants and ho-tels during his college time, this is not the part of hospitality he would like to work in. When he has to describe himself he would say: “It is my profession to be cu-rious and to innovate”.

His time as president of INCH and his board membership of Hotel-loTOP brought along that he has a lot of contact with alumni of hotel schools. We, Hospitality Delighted, asked him some ques-tions regarding the current and future status of the hospitality industry. What can we expect?

What does hospitality look like 15 years from now?A couple of aspects will turn out to be “game changers” in my opinion, one of which is so-cial media. This technologically driven trend has only just begun and will develop more over the coming years. In contrast to high-tech, high-touch needs to be considered as well. In this case high-touch will be consid-ered as the personal contact towards guest, such as face-to-face contact. When high-tech gains ground, the need for high-touch will grow as well. There-fore the importance of skilled employees will be of great value. Guests will want to feel welcomed, pampered and be-ing cared for. Highly skilled em-ployees who can offer that level will be even harder to find and to keep. Due to that employees will be the main competitive distinction, instead of the cur-rent ‘location-location’.

Which trends can we expect now?In times of financial crisis, guests search for reliable things such as nostalgia. To attract both the older and younger seg-ments, old comfort recipes will be covered in a brand new de-sign. This trend is already pick-ing up in popularity, but will continue to develop as long as the effects of the crisis will be present.

What do young entrepreneurs need in order to be successful nowadays?Stamina, courage and believe in what you are capable of, without being too proud to ask for and accept help. Perseverance is an important trait as well. The com-bination of thinking and actu-ally doing is important and often called the Hotello mentality.

How can hospitality students of today distinguish themselves?Real Hotellos should possess the winning combination of having strong organizational skills and combine this with a keen eye for the end user such as guests, cus-tomers, patients, travelers, etc.

In what way does HotelloTop contribute to this?Alumni associations such as Ho-telloTOP and INCH offer Hotel-los great opportunities for net-working both in a high-tech and high-touch fashion. Any hospital-ity student should invest in net-working and attend events from these organizations. In spite of the term, networking does not feel like working; above all it is good fun! <<

Allegro INN OvationSNicolaas Maesstraat 7-II1071 PM AmsterdamT 020-6734004M 06 50695666

25


Previous jobs: Scenario Planner at Visit Scotland - Lecturer Revenue and Hospitality Management - Hotel Manager at Forte PLC

Education: PhD in Management Science - BSc in Catering Systems

Awards: Honorary Professor of Tourism Management at Stirling University - Charles Forte Foundation Scholarship - Mike Simpson Award from the Operational Research So-ciety

Numerous books including: Yield Management, Sport & Leisure Operations Management, Festivals & Events Man-agement, Revenue Management & Pricing - Member of the Travel and Tourism Research Association and the World Fu-tures Society

Current positions: Associate Professor (Futurologist) at Victoria University of Wellington - Visiting Lector at Euro-pean Tourism Futures Institute at Stenden - Editor Journal of Revenue & Pricing Management

Dr. Ian Yeoman is a futurolo-gist specializing in the field of tourism and hospitality. In fact, he is the only futurolo-gist specializing in this field. So he makes the perfect candidate for answering the question: “What will be the future of sleep in the hospi-tality industry?” Before we dive into his interesting pros-pects, let us first introduce him to you properly.

We know Mr. Yeoman from his publications in some of the leading academic journals such as Tourism Management, and of course from the lec-ture about the future of tour-ism he gave at Stenden last year. To give you an impres-sion of his accomplishments, we included parts of his CV.

Curriculum VitaeCurriculum VitaeCurriculum VitaeCurriculum VitaeCurriculum Vitae

Dr. Ian Yeoman

The Future of Sleep

2050

26


>> The sleep business ranges from mid day napping (www.met-ronaps.com), technologies de-signed to control and track sleep (www.sleeptracker.com) and a vast amount of cosmetic prod-ucts promising to hide darks rings under the eyes and revitalise tired skin. Futurist, Dr. Ian Pear-son envisions a hotel bedroom, which will be so technologically advanced in 2050 that it will al-most be alive. Cutting edge tech-nology will monitor tourists’ en-ergy levels, physical well-being, emotions and mood to help en-sure a good night’s sleep. Like in the film ‘Inception’, sleepers will be able to manage the content of their dreams. Dream manage-ment education systems will help us learn new languages. Tourists will be able to dream about play-boy bunnies and then download the dream onto a DVD.

As tourists spend about one third of their life a sleep, beds are ex-tremely important. In fact, the best beds are found in hotels. Most hotels now have all-white beds after Westin started the concept of its ‘Heavenly Bed’ in 1999. With increasing attention being put on hotel beds, a variety designs have since surfaced – par-ticularly hi-technology ones. For example, the HiCan High Fidel-ity Canopy combined relaxation with entertainment, featuring a central control system for all fea-tures in the room, a state-of-the-art sound system, reading lights, built-in PC and full multimedia components with game and en-tertainment console, all connect-ed to a project for high-definition movie enjoyment. The Somnus-Neu, designed by Grier Govorko is a media-rich oasis with motor-ised curtains, retractable video screen, Wi-Fi, a docking station for electronics, a five-point audio

system and three zones of LED lighting – reading, ambient and floor – all to enhance guests’ rest experience. These beds share a similar trait in providing enjoy-ment, entertainment and con-venience altogether.

Nanotechnology has a significant impact on the developments in designs. By incorporating nano-technology, designs can be im-proved without sacrificing the original state of the object. Pro-ject PASTA (Integrating Platform for Advanced Smart Textile Ap-plications), undertaken by IMEC and its project partners explores a bed linen application with an integrated sensor to monitor humidity and signal excessive humidity due to bed-wetting. Incorporating nanotechnology into fabric enables it to conduct electricity and heat, eliminate pests, have hygienic surfaces and provide self-cleaning coatings. For example, including nano-whiskers into fabric will produce a lightweight water and stain repellent material; and textiles impregnated with silver nano-particles will have the ability to deactivate harmful bacteria and viruses. Nanotechnology designs are more cost-effective, energy-efficient and more in-tuned with the environment, influencing the overall design-development-con-struction process. Chemical en-gineers have discovered that the use of titanium dioxide (TiO2) can help to keep buildings free of discoloring pollution and have since been applied to buildings such as the Marunouchi Building in Tokyo. The chemical breaks down organic molecules found in grime and pollution when ex-posed to light and water, and then releases them into the air. Although the chemical currently only reacts to the sun’s ultra-

violet rays, there is a possibility of altering the chemical to react to a normal bathroom light bulb.

In the future, sustainable bath-room designs may be incorporat-ed with self-cleaning surfaces, reducing the necessity for bath-room cleaning. Active contact lenses will allow sleepers in the future to watch TV, watch mov-ies or check emails as they fall asleep. The lenses will be worn under the eyelids and deliver high quality 3D images directly onto the retina. Sleep-cycle alarms will monitor the electrical activity in the brain and identify the best time for the sleeper to wake up - ensuring their sleep cy-cle is completed.

Augmented reality will enable the entire surface of the hotel walls and furniture to be used as any kind of display, e.g. painting, computer screen, TV screen, a virtual game or a fantasy loca-tion such as a tropical beach or favorite city. Lonely guests will be able to upload virtual fam-ily images or impose their own room, by uploading a picture of their bedroom - making them feel like they are at home. To make you dream of Bali or some-where exotic, atmospheric tem-perature control will allow guests to alter their room climate so they stimulate the ambience of a seaside, forest or being sur-rounded by mountains. Outdoor sounds from flat panel audio built into the window will bring in the sound of the ocean, or a forest, to accompany their fantasy room view. Soft surfaces will interact in tactile ways to produce scents, change colors and pick up signals from the skin. <<

27


Profile description: Are you rich, adventurous and a space lov-er? Always wanted to try space food, tak-ing sponge baths and using vacuum toilets because of weightlessness? Always dreamt about a ride to the moon and Mars?

>> Orbital Technologies, a Russian company, claims to be able to provide this opportunity soon. Their mission: “To open space to the commercial sector by utilizing proven Russian technology. We are cre-ating a path of discovery for the 21st century”. Be-ing pretty confident, Orbital Technologies promises to “build, launch and operate the first commercial-ly viable orbital Human Space Flight Platform in the history of the world”. We will see about that.

A summary of the Commercial Space Platform: the station will be placed within 100km of the Interna-tional Space Station to maximize the opportunities for commerce and cooperation, and it will ensure at least 15 years of fully operational capability. Seven people will be able to visit the station, and of course only the most reliable systems will be used. Don’t say yes too fast, because Virgin Galac-tic is also willing to take you to space, for (only) $200.000 (including a deposit of $20.000). After two or three days preparing with the crew, you will be suited up and all ready to go for your 50.000 feet climb! In July 2005 Richard Branson and Burt Rutan announced the formation of The Spaceship Com-pany, which will be the manufacturing company for the new fleet of spaceships called ‘SpaceShipTwos’ and launch aircrafts called ‘WhiteKnightTwos’.

These new spaceships will be able to accommo-date six passengers and two pilots, and will be big enough to allow for an out-of-seat zero gravity experience as well as plenty of large windows for amazing views on the Earth. In May 2011 the first SpaceShipTwo was released at 51.000ft. and tested for the first time. All objectives were met and the spaceship made a smooth touchdown again at Mo-jave Air-and Spaceport. Getting excited already? Want to step in a space shuttle and get shot into the unknown? To be weightless and catch some floating food while you yourself are floating around? To land on Mars with your high-tech suit, or to plant your own flag on the moon? Well, get ready and prepare yourself, because it is all possible! <<

Hospitality and beyond

2100

28


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It is already 13 years ago that I checked in at the Hospice du Grand-Saint-Bernard, a monastery on the border with Italy in the Swiss Alps, after a long day on a mountain with a group of hikers. After putting our backpacks and other belongings on our bunk beds, one of the monks provided us with hot herbal tea; and in the evening we could, after saying our prayers, join them for dinner; a simple soup with bread, butter and salt. Still, it was delicious.

Column: Niels van Felius

30

Niels van FeliusChief Editor Hospitality Delighted

Suddenly I heard some dogs bark. You know that exiting bark from a small dog that finally can go out to play with a stick. This was the same kind of barking only deeper and longer. I wondered where all these dogs came from and suddenly I remembered the name of the monastery: Grand-Saint-Bernard. Of course, the movie Beethoven, the Great Saint Bernard dogs with the small barrel of liquor on their necks. This was the dog that rescued the lost in the Alps. However, I did not completely get the idea of sticking half out of an ava-lanche drinking booze while a dog is drooling over your face, but it should have kept the unfortunate warm.

The Hospice was a warm and gentle place up a mountain pass and, while falling asleep in a dormitory with other mountain hikers and travelers, it gave me the feeling I was getting back in time, where travel-

ers knocked on doors asking for a hot meal and an overnight stay.


Want to know how this magazine was made?

Stop by at the Stenden Student Lounge and find out!

Your ideas, articles and input are very welcome.

So, if you are ready to be part of our Editorial Team,

don’t hesitate to contact us at:

Stenden Student LoungeHerenwaltje 3 8911 HN

Leeuwarden

Tel: 058-2138782info@hospitalitydelighted.nlwww.hospitalitydelighted.nl

HOSPITALITY DELIGHTED

Chief Editor:Niels van Felius

Editorial team:Hanneke de Vries, Annemarie Godijn, Anne Küpers, Thomas

Commandeur

Co-operators:T.I.B.A., Keimpe Postema,

Ruben de Groot, Sonnema, Thomas van der Heide, Dr. Ian

Yeoman, HotelloTOP, Sander Allegro

Design & Layout:Editorial team

Copies:2.000

Founders:Daniël Spijker, Mark Stuik

Printing Office:Dekker Drukwerken

Leeuwarden

Advertisers:Stenden University Hotel,

Stenden meeting-u, Stenden Student Lounge, lo Vivat,

Stenden IHM, Restaurant.NL, West crew, HotelloTop

In co-operation with:IHM Stenden University,

Leeuwarden

Contact & Website: [email protected] www.hospitalitydelighted.nl

Colofon


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SHECONOMYWHAT SHE CAN DO FOR YOUR bUSiNESS

www.hotellotop.com

HotellotoP Year event11 January 2012 - Amsterdam RAI


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Hospitality Delighted Edition 11