Hospitality Delighted Edition 11 by Hospitality Delighted

HOSPITALITY DELIGHTED AUTUMN 2011

The Journey of Hospitality

8 The Journey of Alcohol Sonnema Berenburg

10 Looking for Excellence

My Career

Keimpe Postema

Sander Allegro

International Butler Academy

FUTUROLOGIST IAN YEOMAN EXPLAINS: THE FUTURE OF SLEEP Hospitality Delighted edition 11(correct).indd 1

24 HotelloTOP

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WestCrew Horeca Bemiddeling WTC Hotel, Heliconweg 52 Leeuwarden tel. (058) 2168171 www.westcrew.nl

Werken, wanneer jij dat wilt!

Lĳkt het jou leuk om op Vlieland, Terschelling of Ameland te werken? In fijne hotels met leuke collega’s en iedere week je salaris op tĳd! Schrĳf je nu in op onze website www.westcrew.nl of kom vrĳblĳvend langs op onze vestiging. De koffie staat klaar!

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“Share the Experience”

The Journey of Hospitality

Preface

21st 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 previous 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 within 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 Hospitality Delighted Stenden Student Lounge Herenwaltje 3 8911 HN Leeuwarden Tel: 058-2138782 info@hospitalitydelighted.nl

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The Beginning of Hospitality 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 welcoming’. If we take a closer look we can see the word ‘hospes’, which is an old word for ‘stranger’. The full meaning of hospitality is thus welcoming strangers. But why did people have to be friendly to strangers in the old days?

>> 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 because 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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Looking for Excellence T.I.B.A.

The Future of Sleep Dr. Ian Yeoman

2050>>>

2050 Student Voice

2030

2011

1990

The Journey of Hospitality

Your Career Keimpe Postema

2026

The Journey of Packaging

The Journey of Alcohol Sonnema Berenburg

1900

1860

Forgotten Vegetables

1800

<<<1500

Timeline of Contents

Hospitality and Beyond

HotelloTOP Sander Allegro

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1500 Forgotten Vegetables Ever tried Huttentut, Betasweet, Brave Hendrik, Hertshoornweegbree 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. Transportation methods were not developed well enough to keep vegetables fresh along the way. Besides that, the knowledge of people 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 century: 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 byebye to Huttentut and Brave Hendrik…

>>Astonish Guests with Food from the Past<< 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! <<

“Huttentut”

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1800

The Journey of Packaging

Aren’t we spoiled, being able to take our pre-chopped, pre-washed food from our freezers, cans or airtight packages, all ready-to-use? Looking back in history, food was preserved in different ways including conserving, brining, fermenting, smoking, and marinating. Which techniques do we use now, and what has been the journey to get there? >> Centuries ago the term ‘Expiration Date’ was of no issue; expired 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 conserving 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 throughout 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 invention of MAP (Modified Atmosphere Packaging), a technique that replaces vacuuming. MAP packages (mainly for fish, meat, prepared dishes and cheese) are airtight, and the air inside is a special mixture 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.

Nicolas Appert 1749-1841

‘Biologically Degradable’ will be demand number one for the future, 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! <<

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1860 The Journey

of Alcohol

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?

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>> Alcohol was discovered in the prehistory, probably when some grapes were not used and started to ferment; sugar turned into alcohol. Soon after that people started to learn about the pleasurable effects 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 increased as well. More ingredients became known, and different recipes and formulas caused the number of alcoholic beverages to expand rapidly.

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 liters 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 worldwide brand, the Sonnema Berenburg story is just one of many that show the development and versatility of alcohol! <<

>>The Roots of Berenburg lie

in Amsterdam<<

Take the example of ‘Beerenburg’. The roots of this alcoholic beverage lie in one of the most popular 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’ beverage! 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’.

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1900 Looking for Excellence In detectives the butler always 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 certain point of view when considering a butler. But what happened to them? And what changed over the years? >> Today’s Butler Did you know that the word ‘Butler’ derives from the French word for bottle? In the early days you would be in charge of the bottles, 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 working 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 ‘oldfashioned’ roles. You could call a butler a ‘professional pamperer’ or a ‘personal assistant’; butlers are the highest form of private personalized service. The butlers of today serve with elegance, grace and style.

>>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 management school. This private school

educates students in ‘the art of butling’ during an eight-week period to become the best of the best out of all butlers. Mr. and Mrs. Wennekes and their instructors 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 Cigars, Veuve Clicquot and more. Hard Work During the education, four projects need to be made. A fictive family needs to be created, a CV should be handed in, a profile binder should be made and last but not least, an individual

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assignment needs to be conducted (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.

>>No Mistakes

can be made<<

A normal day at T.I.B.A. starts at 8 oâ&#x20AC;&#x2122;clock in the morning and finishes around 8pm. During practice, for example a formal dinner, the working day gets even longer. Within those eight weeks of training, 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 current students, it is! The instructors are constantly looking for excellence among the students, due to the fact that clients expect 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. According to the students, you are never too old to become a butler. For example the lovely Mr. and Mrs. Kaletsch; ready to become the butler-couple. These butler-couples are rare and strongly requested by clients. Furthermore, it does not matter where you are from. Today, students from Germany, Belgium, 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 butler. Back in Italy, he was a logistics 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. Butler You 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 possible. 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 comparing 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, differences are noticeable between T.I.B.A. and Stenden University. The T.I.B.A. students do the mise en place and all other preparation 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 minutes! 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. Measuring 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, arriving 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

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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 socalled 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.

>>They are s imply the Best<<

Future Perspective Graduating at T.I.B.A. can be done in three degrees, to be known as pass, merit and distinctive. When the education is not completed successfully, the student will still receive a certificate 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 private yachts.

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

because The International Butler Academy is simply the best in the world! << >>www.butlerschool.com<<

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 experience. Besides that, other aspects will influence the earnings of the butler as well. The more available the butler is, the more money he or she will make. Furthermore, butlers can be assigned to manage a household by themselves, or be placed at a household managing up to 400 employees!

St Fr

St No St str in 28 ac Ma alm lin un ha be be en th to co Fu of ex Th de ce al an

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

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Student Association Io Vivat Nostrorum Sanitas

Student Association Io Vivat From past to 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.

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Contact

E-mail: Info@iovivat.nl Website: www.iovivat.nl Telephone: 058-2159239

Hospitality

valid till december 2011

€ 3.00

big chunk of brownie with coffee or tea

Voucher

meets

st the pa ns of r io u it o d y a f tr How par t o ake a future m l il w the life in

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1990

The Journey of 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 industry 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 originate, and how you can adapt to them to make your business stand out!

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>> The Invention of Internet and E-booking The 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. Internet can very easily be described as a bigger version of for example Stenden Intranet. The computers that have access to Stenden Intranet form their own ‘web’; they are interconnected. Internet does the same, only on a bigger scale. This time every existing 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 universities and big research institutes that wanted to link their Intranets, so that they could share information more easily. The American Government stimulated this with a project called Advanced Research Projects Agency (ARPA, 1973). ‘ARPAnet’, as this collection of linked Intranets was named, was basically a miniInternet. The developer of ARPA, and thus the designer of Internet, 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.

However, this is still not what we know today as the World Wide Web. Again the initiative came from the research industry. This time CERN (the European Organisation for Nuclear Research) wanted to make sure that they could communicate and share information with research institutes from all over the world. The English computer scientist Timothy BernersLee 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 immense. Hotels suddenly had a totally new medium for their advertisements to attract and inform potential customers. More importantly even: the whole world was suddenly within reach. The web enabled people to find out about other cultures very easily. You can imagine that this caused a snowball effect: the information explosion lead to a huge increase 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 phenomenon called E-booking. It is this specific link between Internet and the hotel reservation systems that has made booking so much easier for guests, and has changed the hospitality industry forever.

Nowadays all American companies that have an online booking system get more than 60% of their bookings via this system!

The Development of Transport When the Internet-revolution took place, another industry developed rapidly as well: transport. 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 Concorde. 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 development of Internet and transport went virtually simultaneously. Ebooking soon included the booking 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 reservation 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 globalization 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 passengers have been transported to exotic destinations in the year 2011 so far. On land you can think of high-speed trains. Besides 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 Glocalization It is to be concluded that globalization 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 internationally due to globalization, cultures

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 represents with its business. This is an issue that is not really addressed within the boundaries of globalization. Therefore, meet: glocalization! Instead of sticking to the own culture, McDonalds adapts a little bit to every culture they establish in. For advertising 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 globalization, 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 industry … Internet - Social Media Twitter, Facebook, LinkedIn, YouTube, MySpace; the list goes on and on. Social media is definitely one of the most important trends that came forth from the invention 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-

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 India New 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 several billions in their promotion, to turn the image of India into one of an international tourist destination. This could be noticed clearly in the ‘Visit India’ campaign in 2009.

The most used strategy to grow will be joined ventures with American and European companies; hence the growing number of Hiltons, Marriotts and Starwood hotels in these two countries. 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 competitive challenge.

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Transport - More Choices, Greener Choices People want to travel more, further, and quicker: so more transport options arise, better connections between 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.

ben

de G roo t

Ruben de Groot introducing Monaco Ruben de Groot, who has been living in Monaco for 2,5 years now, has been working as headwaiter at the Marriot Hotel since December 2010. He has noticed a lot of differences between Monaco and the rest of Europe concerning 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 electrically 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 outlets.

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Monaco has its own helicopter base. Hotel guests of the Marriot 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 globalization and social media. Ruben 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 country as Monaco, the trend of social 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 influence for Monaco. These days all reservations are arranged online. In addition, Monaco has Wi-Fi for free almost everywhere. In conclusion, Monaco proves that not sticking blindly to the trends of the world can still pay off. <<

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2011

Personal

My Career

Name: Age: : Education

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Age

Keimpe Postema

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ostema Keimpe P 33 M ingen) & IH MHS (Gron ) n e (Leeuward 99 9 1 rt o h o C

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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 summer, Keimpe chose to go into the hospitality industry. Keimpe’s passion for hospitality started to develop, and he decided to go to the ‘Middelbare Hotel School (MHS)’ in Groningen. After an internship at Accor in Amsterdam and graduating in 1999, his first ‘serious’ job was at restaurant “‘t Feithhuis”. How did he get there and what changed him and around him in the industry?

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>> 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 within 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 Amsterdam for 5 months for my internship. When and why did you choose for your own restaurant? 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!

>>There is no single

Ingredient for Succes<<

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 towards 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 manage your own business? In your case Stenden helps you to develop an openminded 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.

>>I learned to discover

my own Boundaries<<

In what way does “‘t Feithhuis” differentiate itself 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 ‘voedselbank’ 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 automatically contribute to the core of the organization. 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!) <<

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2026

Student Voice:

“What does Hospitality look like 15 years from now?” Viola Stötzel | IHM 1st yr | German I think that many departments and areas of the hospitality industry will work with fewer employees and instead make use of ‘intelligent machines’ and computers. Probably the standardization will have moved further will have moved further and most family run businesses will be extinguished by hotel chains as well.

Charlaine Fontijn

Charlaine Fontijn | IHM 3rd yr | Dutch Hmm, 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.

Konstantin Brehm | ITM 1st yr | German Thinking about this question, the picture of a hospitality industry with hightech equipment turns up in my head. Desk clerks are mostly displaced by hightech machines and the size of hotels will be much bigger than nowadays because 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.

>>Hospitality will

be forgotten<<

Konstantin Brehm

Sarah Höckner | ITM 1st yr | German Due 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.

Johan Haringhuizen | IHM 4th yr | Trainee at HTC Advies | Dutch Within 15 years I think the hospitality industry will focus more on niche marketing and exceptional concepts. The gap between the business segment and leisure segment will get bigger. I think the business guest needs technologies, simplicity and speed. Booking, checking-in and out, ordering 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 continuous improvement to take the lead within the high competitive markets.

Johan Haringhuizen

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Mrinal Bhanot | IHM 4th year | HRM Trainee | Dutch 15 years from now the hospitality will of course be different than how we experience the hospitality nowadays. As many factors (such as technology, environment) change around us, so will the needs of guests change. This will influence the strategies hotels have, since they will have to offer new products to satisfy their guests. Opening new hotel (brands) to target a different market or innovating with extraordinary buildings or products will be the aim in order to give the guest an experience to remember.

Anouk Bareman

Anouk Bareman | Communication (NHL) 2nd yr | Dutch First, 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: everything 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!

Malai KĂŚwsuk | IHM 4th yr | Thai Well, I strongly believe that the demands on the hospitality industry will dramatically 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 hospitality 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 furniture, customizable entertainment, etc. Consequently, intense global competition 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.

Annelie Kist

Mrinal Bhanot

Malai KĂŚwsuk

Annelie Kist | Leisure management 3rd yr | Dutch I 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 industry should adapt to the new developments. Guests want the best of the best, so in my opinion the hospitality industry should provide that.

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2030

HotelloTOP

High-tech

Sander Allegro

High-touch

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 at Hotel school The Hague and Regional Director Europe & Asia at Leading Hotel Schools of the World.

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>> Mr. Allegro has been fascinated by the hospitality industry 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. Allegro has gained some operational experience in restaurants and hotels 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 curious and to innovate”. His time as president of INCH and his board membership of HotelloTOP brought along that he has a lot of contact with alumni of hotel schools. We, Hospitality Delighted, asked him some questions regarding the current and future status of the hospitality industry. What can we expect?

Allegro INN OvationS Nicolaas Maesstraat 7-II 1071 PM Amsterdam T 020-6734004 M 06 50695666

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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 social 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 considered as the personal contact towards guest, such as face-toface contact. When high-tech gains ground, the need for hightouch will grow as well. Therefore the importance of skilled employees will be of great value. Guests will want to feel welcomed, pampered and being cared for. Highly skilled employees 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 current ‘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 segments, old comfort recipes will be covered in a brand new design. This trend is already picking 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 combination of thinking and actually 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, customers, patients, travelers, etc. In what way does HotelloTop contribute to this? Alumni associations such as HotelloTOP and INCH offer Hotellos great opportunities for networking both in a high-tech and high-touch fashion. Any hospitality student should invest in networking and attend events from these organizations. In spite of the term, networking does not feel like working; above all it is good fun! <<

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2050 The Future

of Sleep

Dr. Ian Yeoman

Curriculum Vitae 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 Society

Dr. Ian Yeoman is a futurologist specializing in the field of tourism and hospitality. In fact, he is the only futurologist specializing in this field. So he makes the perfect candidate for answering the question: â&#x20AC;&#x153;What will be the future of sleep in the hospitality industry?â&#x20AC;? Before we dive into his interesting prospects, 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 lecture about the future of tourism he gave at Stenden last year. To give you an impression of his accomplishments, we included parts of his CV.

Numerous books including: Yield Management, Sport & Leisure Operations Management, Festivals & Events Management, Revenue Management & Pricing - Member of the Travel and Tourism Research Association and the World Futures Society Current positions: Associate Professor (Futurologist) at Victoria University of Wellington - Visiting Lector at European Tourism Futures Institute at Stenden - Editor Journal of Revenue & Pricing Management

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>> The sleep business ranges from mid day napping (www.metronaps.com), technologies designed to control and track sleep (www.sleeptracker.com) and a vast amount of cosmetic products promising to hide darks rings under the eyes and revitalise tired skin. Futurist, Dr. Ian Pearson envisions a hotel bedroom, which will be so technologically advanced in 2050 that it will almost be alive. Cutting edge technology will monitor tourists’ energy levels, physical well-being, emotions and mood to help ensure a good night’s sleep. Like in the film ‘Inception’, sleepers will be able to manage the content of their dreams. Dream management education systems will help us learn new languages. Tourists will be able to dream about playboy bunnies and then download the dream onto a DVD. As tourists spend about one third of their life a sleep, beds are extremely 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 – particularly hi-technology ones. For example, the HiCan High Fidelity Canopy combined relaxation with entertainment, featuring a central control system for all features in the room, a state-of-theart sound system, reading lights, built-in PC and full multimedia components with game and entertainment console, all connected to a project for high-definition movie enjoyment. The SomnusNeu, designed by Grier Govorko is a media-rich oasis with motorised 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 enjoyment, entertainment and convenience altogether. Nanotechnology has a significant impact on the developments in designs. By incorporating nanotechnology, designs can be improved without sacrificing the original state of the object. Project PASTA (Integrating Platform for Advanced Smart Textile Applications), 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 nanowhiskers into fabric will produce a lightweight water and stain repellent material; and textiles impregnated with silver nanoparticles will have the ability to deactivate harmful bacteria and viruses. Nanotechnology designs are more cost-effective, energyefficient and more in-tuned with the environment, influencing the overall design-development-construction process. Chemical engineers 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 exposed 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 bathroom designs may be incorporated with self-cleaning surfaces, reducing the necessity for bathroom cleaning. Active contact lenses will allow sleepers in the future to watch TV, watch movies 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 cycle 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 location such as a tropical beach or favorite city. Lonely guests will be able to upload virtual family 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 somewhere exotic, atmospheric temperature control will allow guests to alter their room climate so they stimulate the ambience of a seaside, forest or being surrounded 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. <<

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2100

Hospitality and beyond Profile description: Are you rich, adventurous and a space lover? Always wanted to try space food, taking 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 creating a path of discovery for the 21st century”. Being pretty confident, Orbital Technologies promises to “build, launch and operate the first commercially viable orbital Human Space Flight Platform in the history of the world”. We will see about that.

These new spaceships will be able to accommodate 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 Mojave 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! <<

A summary of the Commercial Space Platform: the station will be placed within 100km of the International 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 Galactic 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 Company, which will be the manufacturing company for the new fleet of spaceships called ‘SpaceShipTwos’ and launch aircrafts called ‘WhiteKnightTwos’.

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Column: Niels van Felius

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.

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

Niels van Felius Chief Editor Hospitality Delighted

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Colofon

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

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:

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: info@hospitalitydelighted.nl www.hospitalitydelighted.nl

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Stenden Student Lounge Herenwaltje 3 8911 HN Leeuwarden Tel: 058-2138782 info@hospitalitydelighted.nl www.hospitalitydelighted.nl

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SHECONOMY WHAT SHE CAN DO FOR YOUR bUSiNESS

Hotel

lotoP Year 11 Jan ev ua ry 201

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sterda m

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