10
16
ky is the limit S The World
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Food & Beverage
Librije, Jonnie & ThÊrèse Boer
Your career Marcella Himmelreich
This Magazine is developed and produced by students of the International Hotel Management, Leeuwarden
Theme The Cruise Industry
9 Hospitality meets Technology:
Winter 2011
Discover:
Hospitality & more: The world of tea
Using smart phone as hotel key
Social media: the new revolution Daily life of cruise ship employee Search Engine Advertisement
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> 10
> 18
advertisement
CONTENT > coverphoto: the Royal Caribbean's Allure of the Seas sailing next to her sister the Oasis of the Seas.
Cruise Management
9 | Hospitality meets Technology
Hospitality Highlighted
Using smart phone as hotel key
All about the Money → 4 All about People → 5
10 | The Sky is the limit The World
11 | Discover Social media: the new revolution Daily life of cruise ship employee Search Engine Advertisement
All about Creativity → 6
All about the Market → 7
18 | Hospitality & More The world of tea
19 | The Top 10 Most popular cruises
14 | For Real Experience life on a cruise ship!
21 | Your career Marcella Himmelreich
16 | Food & Beverage Librije, Jonnie & Thérèse Boer
22 | Column Ate de Groot
The cruise industry is the most exciting and fastest growing segment of the travel industry throughout the world. Each year millions of travellers choose to cruise, since cruising is young, booming and in development and growth continuously. Exotic destinations, new innovations among ships design and sizes of the ships are priorities that the industry is adding to the cruising product. The market generates a high occupancy rate, is profitable and is adding continuously new innovations into the market, and is able to meet the demands of rapidly changes in the worlds. In the world of hospitality, cruising offers high-classified resorts, a great variety of restaurants and a wide range of entertainment and services. With cruising, the traveller is able to see multiple destinations and therefore is a great competitor towards the inland hospitality industry. Nadine Plomp Student Minor Cruise Management
PREFACE In the last 25 years, cruising has developed itself into a unique and high quality vacation. For every holiday-maker, a prefect cruise can be found, while it is an active or relaxation cruise, cruising can be for everyone. In this edition we will give you an insight into the spectacular industry named Cruise Management. This booming industry is continuously growing and it is not about to stop! But, how much do we actually know about this upcoming industry? In fact, the cruise industry is a forgotten part of the hospitality industry. We hope to inspire you to this art of hospitality. Get delighted and have a fresh look at cruise management! Rosie Elzas, Merel Heidinga, Esther van Klaarbergen & Jolanda Morrenhof Chief Editors Hospitality Delighted
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HOSPITALITY highlighted
all about the money Does cruising survive the economical crisis? Hotels can charge people for a lot of things. But what do the guests think about those different charges? Despite the economic slowdown, especially in 2009, the cruising industry continued to grow. The cruise industry as represented by the Cruise Lines International Association’s (CLIA) is optimistic about the year 2010 and is proud with the accomplishments of not only surviving the economic crisis but still remaining a growing industry. The cruise industry faced some hard challenges like rising fuel prices, crash of the stock market and continued fluctuations as well as the declining and fragile consumer confidence. Through the challenging months the CLIA member lines were able to drive consumer demand and operate at full capacity. This could be accomplished, because the cruise industry did have some advantages. These advantages include vessel mobility and redeployment, ability to quickly adept to changes, effective expense management and offering a product with the highest perceived value for money spent.
The Hospitality Industry online Because of the Internet people get more opportunities in developing themselves. They can find information any moment, anywhere. There are even online courses which provide people with valid certificate. This way of personal development and growth is especially convenient for working adults, who want to broaden their knowledge and increase chances in the jobmarket, because it saves time and can be done anywhere. It makes it easier to combine study with a full-time job and family life. An online degree or certificate in Hospitality Management will qualify a person to apply for managerial positions in different hospitality branches like cruise ships, luxury resorts, spas, hotels and many other companies.
The CLIA members have responded to the economic crisis very well. The cruise industry has continued high cruise vacation interest and there are still new markets with people who have never cruised before. Going on a cruise often exceeds the expectations of the vacationers which could be a reason that first time cruisers become regular cruisers. > www.travelindustrywire.com/article43245.html
Internet is an important factor in our lives nowadays and an online course makes it even more interesting. There are already a lot of online Hotelschools that offer the opportunity of an education and degree. Next to this edicatonal part, the Internet is getting you all kind of information like comparing hotelprices, booking online and shopping. A upcoming trend is the online job interview. Do you want to learn more: > www.squidoo.com/trends_in_hospitality_industry
Restaurants still in crisis
Green parking
The economical crisis had many consequences for the hospitality branch in the Netherlands. Especially restaurants had a significant decrease in revenue of €164 million. More people eat at home instead of going to an expensive restaurant. Therefore, snacking became more popular. All the fastfood companies had an increase in revenue of €6 million in comparison with 2009. An extra negative influence for the hospitality companies are the smoking ban and the increase in prices. > www.rtl.nl/(/actueel/rtlnieuws/binnenland/)/components/ actueel/rtlnieuws/2011/01_januari/10/binnenland/restaurantsnog-steeds-dupe-crisis.xml
Environmentally friendly practices are not only common to the Charles Hotel in Cambridge, as they feel that the awareness is the greatest tool available to improve the public’s “earth friendly” practices. That is why they will give ‘green guests’ unique discounts like free parking.
4 : Hospitality delighted
The first green improvement is the “Hotel Bike” program, which allows guests to use the hotels’ Electra Amsterdam Classic Bicycles. These bicycles with shopping baskets allow the guests to enjoy the Cambridge and Boston scenery in a more fun and energy efficient way. Next to this the parking garage of the hotel is equiped with a “Juice Bar” and a small car detection system. This special system measures the dimension of the cars and bases the price on that. The parking place has a separate area for drivers of very small cars like the Mini Cooper and Smart. The “Juice Bar” allows guests to charge their hybrid and electric cars for free and it also has a place where tires can be inflated free of charge, because tires with the right pressure save fuel. > www.charleshotel.com/going-green
all about people How to recruit great people?
How to win guest satisfaction?
An increase in retiring babyboomers is also an issue in the hospitality industry. Companies need to fill up those positions again, but how to recruit the right person to fit the job?
We know that satisfied guests tend to come back. So if we want to increase our guest loyalty we must satisfy them. Staff interaction is an important factor to reaching this goal.
Important aspects to consider while recruiting are: attitude, enthusiasm and passion for the job or industry. These are the basic requirements an applicant needs to show during a conversation. Skills are important as well but skills can be learned, enthusiasm and passion cannot. Companies should not only search for people, who respond to the job vacancies, but they also should use their network of business contacts and contacts of the existing team. Use the existing team for recommendations of employees and to promote the workplace to potential candidates. Involve them in the recruitment process. This will demonstrate your belief in them and strengthen their commitment to help the new employee to succeed. Companies also should develop relationships with agencies as well as recruitment officers from local colleges and universities. It is all about creating a culture where the best employees want to work. > www.htrends.com/trends-detail-sid-44769-t-How_to_ Attract_Great_People___By_Caroline_Cooper.html
Royal Caribbean helps Haiti The cruise company Royal Caribbean, built a school in Haiti. This is one of the first schools built after the earthquake. The school complex “L’Ecole Nouvelle Royal Caribbean” is located in the northern part of Haiti. The campus consists out of six buildings, with 12 classrooms, administrative offices, a computer lab and bathrooms. The buildings on the campus can sustain hurricane winds, resist earthquakes and are waterproof and energy efficient. The school provides classes in English and environmental stewardship. Richard D. Fain, chairman and CEO of Royal Caribbean cruises said referring to the Allure of the Seas and the school on Haiti: “I get great satisfaction from being involved in such a complicated and successful project. But I also get a great sense of satisfaction and fulfillment from the small project of developing a school for Haiti’s children and their parents.”
Positive staff interactions will increase guest satisfaction, the way a guest values a company depends highly on the level of experienced service. Imagine how you value great service, the next time you need a certain product you want to return to that company. One of the moments of truth is that first guest contact. You can make it or break it. The first impression of the guest continuous to influence the perception of all further contacts in the company. Creating and sustaining a service culture is challenging and can be quite difficult. However it is very important to obtain guest satisfaction and a strong service culture can differentiate your company and make it succesful. > www.hotelnewsnow.com/articles.aspx/4378/Where-guestsatisfaction-is-won
Cruise industry and its future development In the last few years the cruise industry has developed quickly. Even during the economic downturn, H1N1 and the increase in fuel prices, the cruise industry was the only market that had a growth during these times. There were 3 reasons why the cruise industry succeeded. First the cruise companies lowered its cruise fares, secondly they understood the customers’ need and finally a new generation cruisers are entering the market. These cruisers are families and young couples. Special in this new market are people who plan a cruiseship wedding that combines their wedding and honeymoon. The cruise industry will develop in the future with three major companies who dominate the market, namely Carnival, Royal Caribbean cruises and Star cruises. The cruise industry do not intend to grow too fast otherwise it will fall very soon. > www.sturesearcher.ch/?cat=16
> www.oasisoftheseas.com/chairmans-blog/?p=864
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HOSPITALITY highlighted
all about creativity The experience of hearing, feeling, and tasting A new unique experience has come to Amsterdam; dining in the dark! Ctaste, the company which all started this, has successful ‘dining in the dark’ restaurants in Berlin, Vienna, Paris, London and Hollywood. The experience starts at a lighted room where guests enjoy a drink while choosing from the menu, after this the guests will be guided to the dark dining room. Where visually impaired waiters will serve them. Now the guests can experience what it is to be blind. The dark room is also used for beer tasting, dating in the dark, brunching in the dark and high tea in the dark. When you dine, date or brunch, this restaurant gives you a unique experience! > www.ctaste.nl
As Cold as Ice. Brrrr…
Capsule hotels
Do you love a hot summer, or do you like winter better? If you like a good chill, go to Xtracold IceBar in Amsterdam! This cool bar is completely made out of ice, including the walls, the bar, the stools and even the glasses.
The Capsule Inn Akihabara is a unique style new style of accommodation in capsules, which is only offered in Japan. At the 9Hours Capsule hotel Tourists or business guests have the opportunity to experience a night in a one-person capsule. These capsules are two-square meters and are equipped with a TV, Radio and Wireless Internet connection. The modules are 3500 yen per night. (Approximately 31 euro’s) Until now not many tourists made use of this ‘ tube hotels’. That were originally designed for office workers who could not get home after work, nowadays the Capsule hotels are redesigned and becoming a new trend. They especially attract foreign travelers because of that unique Japanese experience. > www.capsuleinn.com
When entering the Ice bar, you will get special thermal clothing and special gloves. After entering the bar, a 4D ice experience starts. This film brings the guests to an exciting ice adventure. Are you into the ‘cool’? Go to the Xtracold Amsterdam! > www.xtracold.com
Want to stay in a giant sand castle? Nowadays, more unique hotels are entering the market, for example ice hotels. Now there is also a hotel completely made out of sand, a real life sand castle. The hotel is located at Weymouth beach in the seaside town of Dorset in the United Kingdom. Sand sculptor Mark Anderson created the hotel and it was constructed out of approximately 1000 tonnes of sand. Not only the inside and outside of the hotel are all made of sand, but also the furniture. Guests are informed that there are no toilet and shower facilities available. The hotel does not have a roof and therefore, the guests can can enjoy the stars at night, but this also has a negative aspect as well, if it rains the hotel will be washed away. For guests who do not mind the sand between their toes, this hotel will be a unique experience! > www.woohome.com/travel/worlds-first-sandcastle-hotel-located-in-uk
6 : Hospitality delighted
all about the market The worlds largest cruise ship Last December, the world’s largest cruise ship named “Allure of the Seas” entered the market. This ship sails under the flag of Royal Caribbean Cruises and has everything what you can and even cannot imagine on a cruise ship. This ship exceeds in the usual facilities, which are offered on board. Every type of passenger and every age category would enjoy ‘Allure of the Seas’. Children can enjoy a carrousel, climbing wall and Aqua Theate. For the adults relaxation in the vitality spa and fitness center is offered, At the vitality spa guests can make use of saunas, whirlpools and special beauty treatments. After these delightments you can even have a stroll in one of the tropic gardens as well as the ships’ own Central park. On this cruise ship nobody gets bored ever! Want to learn more: > www.royalcaribbean.com/home.do
Tourist stuck on a Carnival Cruise ship Approximately 4500 tourists got stuck on the Carnival Splendor of the Carnival cruise company. The Carnival Splendor departed from Long Beach in California for a sevenday cruise alongside the Mexican Riviera but the ship did not sail anymore after Monday 8 November due to a fire in the engine room. After the fire the technicians had difficulties with restarting the engine. The circumstances at the cruise ship were far from pleasant. The air-conditioning and phones did not work and food could not be heated anymore. First the toilets did not flush and the water pumping system did not operate as well, happily the technicians solved this problem within a day. The guests did not expect this to happen on a luxurious cruise ship. At 11 November, the ship finally reached the harbour of San Diego. The passengers have received their money back and were transferred back to California. > www.abcnews.go.com/Travel/carnival-splendor-cruise-shiprescue/story?id=12095096
Coffee or tea? I’ll take a beer! Starbucks recently started selling wine and beer. After four o’clock in the afternoon, consumers can enjoy a glass of alcoholic beverage in the coffee brands’ shop in Washington. Purpose? Optimizing the consumer expenses. Starbucks is not alone in this action. Multiple companies use products, that have nothing to do with the original brand. In Dubai and New York, Burger King sells ‘ pizza burgers’. Jamba Juice offers organic coffee and cereals and McDonald serves fruit smoothies. The intention of all these chains is to attracted more customers coming from work and in this way gain more revenue. > www.starbucks.com
Tips for generating positive hotel reviews These days traditional marketing methods are not enough anymore. Since the online review sites appeared, hotel reviews became more and more important for guest who are looking for a place to stay. Hoteliers can promote whatever they want, but if the online reviews are negative it will definitely influence the decision making process of potential guests. So what can you do? Well, waiting for guests who do not know how to post negative reviews can be an option. On the other hand, stimulate positive reactions will be even a better one. Here some tips in cultivating positive reviews: Be remarkable, in the age of social media, remarkable means, set realistic expectations of your property and empower employees to exceed them in creative and memorable ways. It is the little details guests remember. Besides, do not be shy, front desk staff can mention for instance ‘TripAdvisor.com’ at checkout. Encourage happy quests to write reviews! More tips: > www.danieledwardcraig.com/2010/07/toss-that-script-asidetips-for.html
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HOSPITALITY meets Technology
Using your Smartphone as a room key Do you hate waiting for a check-in? Are you in a hurry for a meeting and do you just want to dump your suitcase, before going to your meeting? Discover the new Smartphone technology! A few hotels already tested the Smartphone hotel room key. This application can be used by the iPhone, Blackberry and Android-powered devices. Guests have to register with the hotel and download an app. upon arrival; guests can open up a confirmation email on their Smartphone and then hold it up to the door’s sensor for entry. It is possible to check-in during your way to the hotel, so that guests can avoid the check-in desk. Guests can also access other services through this application, also on departure; the check- out process will be easy and stress-free. Several hotels are already testing it, also the intercontinental hotels group is testing it at the Holiday Inn (Chicago), O’Hare Rosemont and the Holiday Inn Express Houston Downtown Convention Centre. It is very important that this application works for 100%, because if you arrive after midnight, after a lovely dinner, you want to get into your room. If all goes well, the technology will be installed in 20% of the IHG’s hotel rooms. There are some advantages, but also some disadvantages for this technology. Namely, this technology can be nice for business people, because this target group do not want to have a lot of contact with the employees, they just want to have a nice room with Wi-Fi and some additional services. However, leisure guests love to have a high service. Leisure guests want to have a high employee contact, otherwise they think that the service is bad. These guests just want to check-in at the front desk, so the choice to implement this service will be based on which target group the hotel focuses on. This technology also increases the security. If a mobile phone is lost, the access code can be blocked, which makes
it impossible for unauthorized people to use a lost or stolen mobile phone. If people lose their key, it cannot be blocked. Mobile network and applications over the past few years have become an eye opener for hotels. Deloitte have shown that 10% of respondents have used a hotel application to book a room, access a loyalty program account to view their reservation, pay a bill or check-in or –out. There are already many applications and it is possible to add some services to the application, like extending your nights, ordering room service, looking at the menu of the hotel’s restaurant. These hotel mobile apps can help hotels reach on-the-go travelers with information what they are offering. To help hotels meet the demand for mobile commerce, a new hotel mobile phone application is made, namely StayHIP™. This app is focused on boutique, unique experience and small luxury hotels, with thousands of hotel choices. Nowadays nearly 40% of the Smartphone owners say they have done at least some of their leisure travel research on their mobile device. 25% of the Smartphone owners have booked travel through their
mobile phones and those percentages should continue to grow. Intercontinental hotels group is one of the most aggressive players in the hotel industry. More than 30.000 people have downloaded IHG’s “priority club rewards iPhone app”. Nowadays travelers want access to information wherever and whenever they want. Therefore it is important for the hotels to stay up to date and make an app for their hotel. Hotels can also promote their hotel through apps. The app technology is growing and is willing to grow more in the future. Around 41 million people are using the blackberry and the iPhone has approximately 42 million users and this number is increasing rapidly, which means that more people are using the applications of hotels. So go to the mobile phone shop to purchase a blackberry or an iPhone. Sources: > www.engadget.com/2010/05/30/ openways-makes-your-smartphone-ahotel-room-key-provides-a-diff > travel.usatoday.com/hotels/ post/2010/05/holiday-inn-to-testsmartphone-as-hotel-room-key-someguests-prefer-to-skip-front-desk/93807/1 > www.lhonline.com/features/ marketing_technology_apps_iPhone_ BlackBerry_loyalty_printing_0602/
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THE SKY IS THE LIMIT
Owning a cruise ship! Why going on a cruise for a couple of weeks when you can ‘own’ your part of a cruise ship? Cruise ship The World operated by ResidenSea makes this possible. Living in permanent luxury, always traveling and discover the whole world while living in your own apartment. This residential community is owned by the resident’s themselves, which consists of over 40 nationalities. Some of the resident’s live permanent offshore while others visit their residence periodically. The real luxury feeling comes from that every day looks like holiday and you come back home every night. The World has everything what is required for a residential stay breathing a vacation atmosphere. While between ports, life aboard ship resembles life found in almost any upscale community.
10 : Hospitality delighted
People live on this ship so all facilities you can find in a regular city are available. Friendly and attentive staff take care of four wonderful restaurants, great food and delicacies are sold in an onboard grocery store, you can shape up on the tennis courts, golf course or swimming pool. You find your relaxation in the spa resort, for books to read there is a library and for films to catch up on you can go to the movie theater. Besides al this luxury, courses like cooking demonstrations, briefings for the next port are given and bookings for the nightlife in the next port can be made while you are still sailing the high seas. This adventure of exploring and enjoying the whole world is what “the
World” is all about, without ever leaving the comfort of home you make trips into the jungle of South- America or arrange tickets for Sidney’s opera house. But this kind of luxury ofcourse has a price. Prices for apartments as of 2010: 328 sq ft (30.5 m2) studio $600,000. The World suite lists prices of $13,500,000. Besides, monthly dues range from a monthly $20,000. To cover fuel, crew, maintenance and meal costs. With a crew of 250. 165 residential units are situated consisting of 106 apartments, 19 studio apartments and 40 studios. This remarkable ship holds a community of 100-300 residents and their guests. > www.aboardtheworld.com
DISCOVER
Social media; The new revolution! Facebook, Twitter and LinkedIn. Who has not heard of social media these days? It transforms the way we live and do business. Social media isn’t a fad; it is a fundamental shift in the way we communicate. Did you know these facts:
- Social media has overtaken pornography as the number 1 activity on the web! - 1 out of 8 couples married in the U.S met via social media. - If Facebook were a country, it would be the 3rd largest country in the world. - 80% of all companies use social media for recruitment. - Some universities have stopped distributing e-mail account. Instead they are distributing Ireaders, Ipads and Tablets. - The fastest growing segment on Facebook is 55-65 year-old females. But how is social media related to the hospitality industry? For companies, social media is getting more and more popular. The UK brand Premier Inn launched a trial of a Twitter concierge program. Guests can
use this Twitter program for many questions. E.g. local activities, restaurants in the area or where to find a doctor. The hospitality industry can also take advantage of the mobile geo-location features. Those features alert a hotel that someone is in the building. This creates an opportunity for the hotel to pitch relevant services to the guest. Furthermore, interacting with customers using Facebook and Twitter can improve customer service. Personalized customer services can be offered not only by phone, but also with social media. Guests can also tweet their reactions or reviews of hotels via social media. 78% of consumers listen to peer recommendations, only 14% trust advertisement. Hotels can benefit from this, to read and to improve their business. Special offers and discounts can be offered through tweets or Facebook. Through Facebook or Twitter different communities can be created as well like Marriot have done. The Marriot Rewards Insiders is an online community who can share travel tips and stories as well as get the insider scoop from Marriott’s own people. Social media is also getting popular when choosing a holiday destination. The World Travel Market poll revealed one out of three people changed their plans after consulting social media and review websites.
TripAdvisor, Facebook, Youtube and Twitter are the most popular websites for consulting about holiday
> 80% of all companies use social media for recruitment destinations. After consulting those websites more than one-third (35%) changed their hotel as a result. Other holiday components were affected as well. 15% changed airline, 15% changed resort, 15% changed the agent or operator and 12% decided to visit another country. This proves that social media is very important for the hospitality industry and can have major impacts, both negative and positive. Therefore, hotels and travel companies need to make sure they are fairly represented on social media sites. The development of the future of social media is growing very fast. Looking further ahead than 5 years is almost impossible. The future for the upcoming years will be that the consumers, not the providers will be in control. It is wise for the companies to put as much relevant information on social networks as possible. The identity of visitors and their relationships will be recognized, therefore personalized online experiences can be offered. From 2011 on, social media will give direction to the necessary innovations.
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DISCOVER
Daily life onboard How does a typical day onboard of a cruise ship looks like? Marloes Stuivenberg shared her story about her experience during her internship as HR employee on the ms. Noordam of the Holland America Line.
Generally, an intern has two contracts of four months, each with a period of approximately six weeks vacation in between. The first period Marloes was Port Paper Officer and mainly responsible for clearing the ship. After her time off, she came back as Crew Officer. This entails being responsible for all crew and payroll related issues. The biggest challenge is to make sure that all operations run smoothly. As an intern, full responsibility is given for every aspect of your function onboard. Especially as Port Paper Officer, it gives a rush to get a ship with 2000 guests and 800 crew cleared, because you are completely dependent on the Immigration and Customs officials at that moment. A Port Paper Officer has responsibilities all day long, a typical day onboard at the ms. Noordam looks like this:
7:00 This is in general the moment that a ship arrives in port. Immigration and Customs officials will come onboard to clear the ship. In order to do so, the specific list should be prepared in advance, such as passenger and crew lists, disembarking and embarking persons, health declarations, permission letters, general information sheets, store lists and crew effects lists.
8:00 – 12:00
The rest of the morning consist of staying in touch with the Port Agent, making sure that items that will be offloaded are cleared, making sure that disembarking crewmembers have the correct documentation etcetera. Sometimes medical transportation needs to be arranged as well. This is coordinated with the Port Agent and the local hospital. Also basic crew administration comes with the job, such as checking the confirmed working hours and making sure that every crewmember did confirm his/her hours.
13:00 – 18:00
Around dinner time, the ship leaves port again and it should be assured that the ship is allowed to leave the port by means of preparing port papers and sending out departure manifests. Next to that, the port papers needed for the next port of call should be prepared.
19:00 – 21:00
After dinner, the port papers of the next port of call are done and should be 12 : Hospitality delighted
checked. Also, reports have to be made with all confirmed and scheduled working hours. Next to working seven days a week, also possibilities are offered to enjoy the different countries and cultures by for instance trips organized for
crewmembers. Besides, you can watch one of the shows in the Show Lounge or relax at the Spa. Not one day is the same and every day you experience a different place of the world. Sometimes you are even able to make a difference. For example in January, Holland America Line donated 17,000 lbs of food, clothes and medicines to the people in need in Haiti after the earthquake. A challenge of working offshore is that you are working for several months in a row, which means being away from family and friends back home. Even though it is hard work you would develop yourself more than you expect. Honestly, working at Holland America Line is a unique life experience!
Search Engine Advertisement Have you ever asked yourself
attractive offer of a hotel in this surrounding.
why the lousy restaurant on the corner is filled to the top every evening, while you are busy doing God knows what to fill a couple of chairs each night?
The answer is: Marketing! A lot of companies use outdated marketing channels that have proven successful in the past, but currently find themselves ignored in the marketplace. Nowadays, everybody will look for a good restaurant or a nice hotel online. Search Engine Advertisement (also called SEA) is an effective way to reach more people from all over the globe. See what it means if your advertisement pops up on Google as first when people look for ‘ Best spareribs in Amsterdam’. A lot of our customers see an explosion of visitors on their website. Obviously a fancylooking website, with fresh offers and a lot of positive reactions from previous guests will eventually leads to conversion from website visitor to potential customers. The possibility to make a reservation online is a fine way to give a visitor the opportunity to take action immediately.
But don’t stop there. Social media, like Facebook, Twitter and Hyves can do miracles for the growth of the guest records. Users of these websites give most of the time their culinary preferences and favourite restaurants on their personal profile. As a marketer you can use this in an effective and easy way. Think about a person who described on his personal Facebook page that he likes spareribs. These people would love to click on an advertisement with a discount coupon for ‘ unrestrained spareribs’. Or a person, who has Athena as favourite holiday destination, would probably be interested in an advertisement with an
In addition, next to advertisement on well known paid platforms, there a more ways to generate online publicity. Think for example about websites like vakantiereiswijzer.nl (Dutch) or tripadvisor.com (Global/International) where users of these sites can give their opinion about restaurants and hotels they visited. Encourage visitors to leave a message behind by sending them for example a thanks note per email with an attractive discount for their next stay. Twitter gives you the opportunity to bind with your current and previous customers by keeping them in the loop of changing menus, last minute discounts and other news regarding your establishment Lots of possibilities occur online to bring your establishment to their attention; some of them even for free! The number of households with an Internet connection is still growing, this year with 8%. And one spends these days more time on the Internet that watching TV or reading a newspaper. So do not stay behind! Wytze van de Belt > PremiumClicks.com
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... for real Experience life on a cruise ship! Who does not want to cruise on a great ship with lots of facilities across some of the beautiful places of the world? Wytze Tel, Marcel Bartelds, Nadine Plomp, Anika Kastner, Tobias Wiegers and Davy Kroezen participated in the cruise minors of Stenden University and had the chance to go on the cruise ship “Nieuw Amsterdam” of the Holland America line. At the beginning of the school year, the students started with cruise minor one. This module is all about the theoretical part of the cruise industry. In module two of the cruise minor the students could practice their knowledge in real life on a cruise. Which itinerary did you cruise? The cruise started in Fort Lauderdale and cruised along places like Grand Turk, San Juan, Puerto Rico, St. Maarten, and Half Moon Cay and back to Fort Lauderdale again all within seven days.
> working on a cruise ship is a real lifestyle What was the daily program of the cruise? A typical day started every morning with a presentation of one of the officers about different topics. After the presentation, we enjoyed lunch together and in the afternoon another presentation or a chat with one of the (petty)officers in different positions. During those seven days we saw a lot of different departments on the cruise ship. Sometimes we had the afternoon off to visit one of the ports of call. We had dinner and went to a show or a bar. An important aspect we discovered was working on a cruise ship is a real lifestyle. “You cannot keep your social life and work separated”. This is due to the
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different shifts on one day. It is very common a restaurant employee starts the first shift at 5.30 AM for breakfast and then take a couple of hours off. After the break the next shift starts at 12 o’clock for lunch and perhaps he or she has another break until the evening shift starts for dinner. What other activities did you do? After all the presentations and rest of the program, we could do anything we like in our free time. If we were on land, we went to the beach. If we were on board we had the opportunity to enjoy all f acilities and services of the cruise ship, like water aerobics, line dancing, cooking shows and game shows. Which positive and negative aspects did you experience? We experienced a lot of positive aspects, for example the friendly crew. The crew is very helpful, entertaining and they even remember your name. This is a real strength of working on a cruise ship. Also a lot of the employees are from different cultures and this will help you to learn about these cultures and the cultural differences. Another positive aspect is the care for the employees. On a cruise ship, it is important the employees are satisfied. Therefore, the human resource department takes care of the employees very well. If an employees has problems with anything, does not matter what, he or she can always ask for help at the HRM department. Satisfied employees are
important and necessary to satisfy the guest as well. Although we are very positive about working on a cruise ship, there are some negative aspects as well. The working hours can be seen as negative, because the crewmembers sometimes have to work for 12 hours a day. Furthermore, employees do not see their families for a long time and the communication on a cruise ship is hard as well, due to unavailability of the signal. Would you recommend the minor Cruise Management? The program on the cruise ship already exceeded our expectations before the trip. We all are very enthusiastic about working on a cruise ship. Five of the students are very sure they want to work on a cruise ship for their internship and one student still doubts. We can really recommend other students to do the minor cruise management one and two. Especially, cruise minor two is important and really nice, because you see the theory of cruise minor one brought in practice. This will help you to decide if working on a cruise ship is suitable for you. We would like to thank everybody who made this amazing trip possible and especially Josephine van Gent and Mark Zeller for this great opportunity. Source: Cruise management students, Wytze Tel, Marcel Bartelds, Nadine Plomp, Anika Kastner, Tobias Wiegers and Davy Kroezen and cruise management minor coordinator, Ate de Groot.
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Bij aanmelding gratis theorie cursus Vraag naar de studentenkorting. Informatie: Uranusweg 4, Leeuwarden Leeuwarden: 058 - 212 67 88
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FOOD & BEVERAGE
Jonnie & Thérèse Boer; The hospitality dream couple Jonnie and Thérèse Boer are well known in the Netherlands and the rest of the world with their three Michelin star restaurant; De Librije. Jonnie Boer recently joined the Holland America Line's Culinary Council. De Librije’s phenomenon started in 1993 when Jonnie and Therese took over Restaurant De Librije. Half a year afterwards they received their first Michelin star. In 1999 the second star followed and in 2004 the culinary couple is delighted with their third Michelin star. In the years in between the couple wrote several books, entered the Alliance Gastronomique Neerlandaise and conventions and entrenched customs.
> Jonnie & Thérèse: ‘The word passion crops up everywhere’ broaden their business with Club and Restaurant Koperen Kees, Catering company Food on Tour, a shop Librije’s Winkel and in 2008 their dream came true with their own Hotel. In the former prison from Zwolle now the 5 star ‘Librije’s Hotel’ is situated. This hotel has 19 luxurious suites, a one Michelin star restaurant ‘Librije’s Zusje’ and a cooking and wine school ‘Librije’s Atelier’. Passion is what drives them and that is where it is all about in the Librije companies. Passion for cooking, wines, gastronomy and all of this made available with a contemporary, modern approach and an aversion to
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Jonnie and Thérèse: 'In De Librije we often use the word 'pure'. In the widest sense of the word. Of course the food we prepare is pure, and we only use the best products. We cook things in a way that lets you taste all the individual flavours as much as possible. Cramping in as many ingredients as possible simply doesn't fit into that philosophy.' But the word 'pure' means much more. It really stands for everything we do. It reflects how we want to work, and how we approach our guests. We really love things to be pure and simple, and we're lucky that we have a team that is very, very good at their job. Pure is a word that we all relate to personally, and the rest is just very hard work. The passion for things pure and simple, to us, is the secret of De Librije.
HOSPITALITY AND MORE
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Travel not to go anywhere, but to go In 1993 I joined one of the most famous Cruise Ships in the world, the Grand Lady, former ss Rotterdam, for a 100-day journey around the world. This gracious ship is currently retired and docked in Rotterdam as a Hotel and Conference Center.
After sailing and working aboard cruise ships for seven years, having traveled the seven high seas and had the opportunity to visit nearly all continents around the world I retired sailing in 2000 after I got married. During these years working aboard I got addicted to the life where I work with multiple cultures, making a living while having the opportunity to meet people, get to know other cultures and travel. For this reason I decided to remain connected to the cruise industry and developed a Course Cruise Management. In this course we teach potential candidates the “Needs to know before you go” about this specific and fantastic industry. We aim to educate them so that they can discover if this “career” is their cup of tea. Although Cruising sounds romantic, the work is hard and challenging, however in combination with the travelling very rewarding if possessing over the right competences. Stenden is the first Bachelor education for hospitality with an in depth cruise module program. The optional educational programs are given in the third year of the educational program as a minor. The first program gives an insight in the different departments aboard the ship and the cruise industry. Although most of the Hotel departments aboard ship seem to be the same as ashore, in practice they are much different and more challenging.
Take for instance the Housekeeping department aboard also responsible for the embarkation of nearly 4000 suitcases each voyage on embarkation and disembarkation days. The second program consists of a part where students need do a research project related to the cruise industry, fact based which is tested on feasibility. This program ends with a practical part where a group of students ends up traveling to the USA to spend a voyage aboard a ship to experience the actual way of living, traveling and working. What better way to find out if this kind of life is suitable for a career after being graduated? For students having this ambition and being amongst the few selected ones, Holland America Line is offering a Career Roadmap Intern Program. This is an intern program for a select number of high potentials where the candidate
rotate, in several contracts, through a number of positions in one departments to get familiar with the onboard hotel operation (Culinary, Beverage, Guest Relations, Administration and Housekeeping) The internships are created to start a career with us. For the ones interested in this industry, each year a number of Holland America Line ships visit Amsterdam and Rotterdam on its way traveling through Europe. Check with Josephine van Gent, (jvangent@hollandamerica.com) if you would like to join us for a ship tour. Josephine van Gent, Coordinator Student Programs Holland America Line
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... HOSPITALITY AND MORE
The world of tea First thing that comes to mind when you think of tea is a warm cup of dark black liquid most likely earl grey. However, tea is more than that! After coffee, tea is the most drunk warm beverage in the hospitality industry. Nevertheless, the consumption of tea is on track to become the most popular drink. These days the hospitality industry exploits the growing popularity and tea has an even bigger profit potential since its cost price is lower than that of coffee. Tea trends are becoming more obvious. Some of the recent tea trends are: cooking & pairing tea with food and the concept of tea sommeliers. We let you discover the new world of tea together with ‘Culinary Tea’ the newest book of Cynthia Gold, acknowledged tea sommelier at The Boston Park Plaza Hotel, Boston, United States and Lisë Stern. The unknown world of tea is observed with an in-depth introduction of all types of tea, food pairing, methods for steeping and many recipes.
> “Tea is one of the oldest ingredients in the kitchen- and at the same time, one of the newest” Origin The earliest attested use of tea was in Southern China and the Assam region of Northern India, the origin of the plant Camellia sinensis. Foremost, its uses were medicinal, later on was discovered that a beverage could be made from the leaves. The drinking of tea became a ceremonial ritual, particularly in Japan. Tea arrived during the seventeenth century to Europe. The British tend to drink more tea than other European countries and
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have played a significant role in the popularity of tea around the world. Species The Camellia sinensis specifies mainly in two varietals. The China and the Assam bush. Depending on the harvest and process method it results in the four main categories: White, Green, Oolong and Black tea. Pairing tea & food When combining tea with food, tea can be used within the dish or alongside it. Similar to wine, especially the flavour profiles, aromatics, mouth-feel and textures of both should be taken into consideration. Besides, the season, style of food, cooking technique and personal preferences are important. Tea is paired with food to enhance, highlight or point out secondary flavours.
> “There are myriad ways in which tea can enhance a dish” For cooking with tea, a close look needs to be taken to the several flavours of the ingredients. Besides, tea can be paired with food from the same regions as a result of the terroir which is affecting all ingredients. In general, white tea gives a delicate taste and pairs with slightly sweetened food such as butter cake. Green teas pair well with seafood and fish. Whereas, Oolong teas soothe hot and spicy dishes. Black teas are the red wines amongst the teas, full-bodied and rich, these match well with smoked food, cheese and beef. Recipes The book ‘Culinary Tea’ includes an affluence of recipes for cooking with tea. From starters to desserts. Beautiful dishes like: Tempura-fried fresh
tea leaves, Black tea-smoked chicken, Tea-blanched shrimps, Lychee-smoked duck breasts, Earl grey truffles and Green tea vodka are assembled. A new dimension will be given by the flavour of tea on food. Tea Sommelier The concept of sommelier is usually associated with wine. A Tea Sommelier is fairly new as Cynthia Gold mentioned: “The term was coined in 1999 for James Labe when he oversaw the tea program at ‘Heartbeats’ the restaurant at the W Hotel in New York. I believe long before that, Helen Gustafson was functioning as a Tea Sommelier for Alice Waters restaurant, Chez Panisse in California. She was in fact my mentor. Another pioneer was Tomislav Pedroka of SerendipiTea, one of the first tea purveyors to pay particular attention to issues of culinary pairings”. Since the newness of this notion, what does it actual entails: “a Tea Sommelier is the bridge between the tea and culinary worlds, whether it is to aid the guest in choosing the best tea to fit their mood, tastes and choice of dish, aid a chef in choosing and pairing of dish to tea or tea within the dish to use. Create tea menus and tea focused events”. This is only the beginning of the upcoming of tea. For a detailed and beautiful overview ‘Culinary Tea’ is a true delight for tea lovers and those who are culinary-minded. With special thanks to Cynthia Gold. Photos made by Julian Landa Culinary Tea: More Than 150 Recipes Steeped in Tradition from Around the World, Cynthia Gold & Lisë Stern, Running Press Book Publishers, Philadelphia, United States (2010) www.culinaryteabook.com
TOP 10 MOST POPULAR CRUISES > www.cruisecritic.com/memberreviews/memberpoll_index.cfm
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1. SeaDream I SeaDream Yacht Club's ship “SeaDream I” may be a relatively new player on the luxury cruise scene, however the two-ship line has already managed to carve out a unique niche for itself. SeaDream, created in 2001, is the most genuine small-ship ultimate-flexibility cruise experience in the industry.
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2. Celebrity Xpedition, Galapagos Islands This cruise will cruise you around the Galapagos Islands, an island of the world where time stood still. On board, you can experience the intimate atmosphere, great facilities and the best service. Discover the place where human, animals and nature are one.
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3. Oasis of the seas This ship is the biggest one in the world and exceeds your imagination. This is also the most modern ship with the highest level of technology. It includes, a central park, royal promenade, boardwalk, entertainment place and aqua theater. Step on board on this fantastic cruise.
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4. Crystal Symphony High above the sea, where warm rays of sunshine meet cool ocean breeze. This luxury cruise ship offers fitness, workspace, spa, dancing bars and lovely restaurants. Crystal Symphony finds a natural home in the world’s most glamorous harbors. 5. Silver Whisper, the red sea tour Silver Whisper cruises provide the type of service that is expected on a boutique, ultra-luxury ship. The accommodations are among the best at the sea, the food is delicious and provide outstanding service. 6. Carnival Legend, the 10 days cruise This cruise allows every guest to experience all the beautiful destinations of a 10-day vacation in only eight days. This cruise provides a good service for a low price, so even students can enjoy this cruise. 7. Carnival imagination cruises Cruise too expensive? Go on tour with Carnival imagination. This cruise is not expensive, but has facilities, which you cannot ‘imagine’; an aqua park, mini golf, children disco, spa, fitness and a casino. Can you imagine that? 8. Carnival miracle ‘Fun ship’ is one of the focuses of Carnival. Therefore, this ship is a paradise for children. Children can play, while the parents can relax in the lovely spa.
9. Mariner of the Seas, Royal Caribbean cruises Guests experience the Mariner of the Seas as one of the most exciting cruise ships. This spectacular ship has great facilities like, dining rooms, rock-climbing wall, ice-skating and a basketball court. This cruise takes you to the most beautiful destinations. 10. MSC fantasia: your ship of dreams MSC fantasia is the largest cruise ship ever built for a European ship owner. This ship has 80% ocean view, many with private balconies. Everything is luxurious and build with the environment in mind, the interior is comfortable and modern. Fantasia makes your dreams come true.
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Your Career
Marcella Himmelreich I have great memories of my time as a student of the Hotel School in Leeuwarden. I enjoyed the topics that were taught and we discussed in our Problem Based Learning Sessions. For several of the topics you don’t realize how practical they are until you have to actually decide on them. I remember for example the sessions about selecting the best type of coffee machine and ADA requirements for hotels and restaurants. The Airline program we participated in, not sure if this program is still offered, is very realistic and similar decisions / trends, events occur in the Cruise Industry. Cruise lines expand, buy other existing ships, upgrade their current fleet, implement new concepts, act on incidents, trends, etcetera.
The Cruise Management minors were not available yet when I attended Hotel School. In 1998 I started as a Management Trainee onboard the Veendam. Unfortunately training in this format is not offered anymore. I worked in all hotel departments for 2-3 weeks, which was a great way to start with Holland America and familiarize myself with all aspects of working on a cruise ship. After graduating I continued working for Holland America Line. In the past 12 years I worked on different ships in different functions: Asst. Controller, Beverage Manager, Asst. Dining Room Manager, Odyssey Manager, Controller, Asst. Food & Beverage Manager, Food and Beverage Manager (now called Culinary Operations Manager) and the last 3 years in my current position. In December 2007, after a short experience as Hotel Manager on the Windstar Ships, I became Holland America Line’s first female Hotel Manager. In the past 12 years, I have worked on almost all of the ships, except for the Prinsendam and the Nieuw Amsterdam that was delivered in July 2010. The first time I went to sea, I did not want to go to Europe, because that is
where I am from. Now Europe is one of my favorite destinations, both the Mediterranean and the Baltic Sea. These last 12 years I started on several ships when they were still in the shipyard: ms Zaandam, ms Zuiderdam, ms Westerdam, ms Noordam and ms Eurodam. It is exciting and a proud moment when a ship firsts leaves the yard and sails out on her first voyage. I got interested in working on a cruise ship, because my dad worked for Holland America Line from ’71-‘74. I did not really plan to do the same, but when I read the notice that HAL was offering a training program I got excited and handed in my application letter the next day. At that time I thought it would be nice for a few years. Since then Holland America Line has given me many opportunities. Working on a cruise ship has many advantages: working and meeting guests and crew of over 40 nationalities, a daily changing, beautiful view every day, learning about the safety and environmental aspects of a ship operation and how you can work as safe and environmentally friendly as possible, not having to cook and clean
your dishes…, not having to commute to work every day, your work is only a few decks up or down. No day is ever the same. Onboard a ship there are many rules and regulations that you have to adhere to. It is important to realize that on the ship you work and live together for several months. In the last few years, I have met so many interesting people, guests and crew that have made these 12 years a great experience. The day this request for this article came in, I am actually in my last week as Hotel Manager onboard the ms Oosterdam. I have decided to disembark this ‘lifestyle’ and embark on a new adventure at home. I look back at 12 fantastic years and will encourage anybody that is open to new experiences and is eager to learn about the ship operation, our high but personal service standards, to work for Holland America Line. Bon voyage!
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The Cruise Industry Excellent opportunities! Which industry can boast of an average annual growth of 8% despite the economic recession? The cruise industry is the fastest growing segment of the travel industry; achieving more than 2 100 percent growth since the 1970’s classic television show “The Love Boat” first introduced the idea of cruise ship travel as a luxury vacation option.
Cruise lines cater to a diverse demographic mix and are constantly evolving the cruise vacation experience. With expanded itineraries to include more diverse ports of call and convenient embarkation ports, as well as innovative onboard amenities and facilities, cruise lines provide excellent opportunities for guests to experience
pampered holidays to the world’s most beautiful destinations. Excellent opportunities also exist for cruise lines. Although 85 percent of current cruise ship passengers are American citizens, this is expected to change rapidly with new emerging source markets from Europe, Asia and Australia. According to market research undertaken by ING Bank, it is expected that the Dutch source market will triple in the next few years. And since only approximately 20 percent of U.S. adults have ever taken a cruise vacation, there remains an enormous untapped market. As these ‘floating resorts’ require large numbers of staff both on the ship and ashore, it creates an excellent opportunity for our students. Through Stenden university’s cruise management minor(s) students can become acquainted with all operational cruise management activities. An opportunity exists for students to experience ‘Real World Learning’ by participating in a cruise while completing their degree. Upon graduation our students will be in the unique position of being in possession of a degree that provides the opportunity to be paid to travel around the world within this dynamic and rapidly growing industry.
Ate de Groot, Course Coordinator Cruise Management
colofon Chief Editor: Niels van Felius Editorial team: Rosie Elzas, Merel Heidinga, Esther van Klaarbergen, Jolanda Morrenhof Cooperators: Marco ten Hoor, Josephine van Gent, Marcella Himmelreich, Jonnie Boer, Thérese Boer, Nadine Plomp, Wytze van de Belt, Wytze Tel, Marcel Bartelds, Anika Kastner, Tobias Wiegers, Davy Kroezen, Cynthia Gold, Ate de Groot 22 : Hospitality delighted
Design & Layout: Visser & de Graef b.v., Leeuwarden Printing office: Grafisch Bedrijf Hellinga b.v., Leeuwarden Advertisements: Stenden university Hotel, Coos Bar Bodega, ABN Amro, Io Vivat, Kapper Bas, Sempiternus, Verkeerschool Ton van Spanje, Holland America Line. Founders: Daniël Spijker, Mark Struik
Project supervisors: Marco ten Hoor In cooperation with: Stenden university, Leeuwarden International Hotel Management Copies: 2.000 Email: info@hospitalitydelighted.nl www.hospitalitydelighted.nl
advertisement 3664 flyer SUH culinair alg.e$S:restaurant.nl
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Restaurant.NL
Adres: Stenden university hotel Rengerslaan 8, 8917 DD Leeuwarden
Openingstijden: Ontbijt Maandag t/m vrijdag:
07.00 – 09.30
Zaterdag en zondag:
08.00 – 11.00
Lunch Maandag t/m zaterdag:
12.00 – 14.00
Diner Maandag t/m zaterdag:
18.00 – 21.00
Reserveren: Voor meer informatie of het maken van een reservering bel (058) 244 1188 of mail naar hotel@stendenhotel.com. Zie ook www.stendenhotel.com.
The Art of Hospitality
De Nieuwe Nederlandse Keuken van SVH Meesterkok Albert Kooy vormt de basis van Restaurant.NL. Deze duurzame, dier- en milieuvriendelijke, gezonde en eigentijdse keuken is geïnspireerd op de culinaire cultuur van ons land en combineert deze met internationale ingrediënten en kooktechnieken. Hierdoor ontstaan verrassende nieuwe Nederlandse gerechten. Geniet van een culinaire ervaring in Restaurant.NL waar studenten leidinggevend zijn.
Navigating your Career Our Company At Holland America Line our elite team consistently delivers an award-winning standard of service and performance as the industry’s leading premium cruise line. Our fleet of 15 ships offers nearly 500 cruises to more than 320 ports in 314 ports in 97 countries on two- to 117-day itineraries. We sail to all seven continents on popular Caribbean, Alaska, Europe and Canada/ New England cruises and exotic destinations on our Antarctica, South and Central America, Australia/New Zealand, Asia/Pacific and Grand World Voyages. With 137 years of experience, Holland America Line has carried more than 10 million guests from Europe to the New World and to vacation destinations around the globe. Your Career Holland America Line is committed to creating a culture where our people live, work and thrive, because we know our people are our strength. To support our people we have developed a Career Roadmap Program which outlines the
process by which any member of our team can create a successful career in Holland America Line. This program includes a path that allows HBO school interns to become a part of this exciting program! Our Marine Hotel internships are designed to provide experience with different departments and managerial positions including: • Assistant Dining Room Manager (Culinary Department) • International Concierge (Guest Relations) • Junior Housekeeper ( Housekeeping) • Crew Officer ( Purser) Your Talents Professional qualifications: diploma and/ or equivalent work experience • Excellent communication skills • Organizational expertise • Fluent written and spoken English and an excellent command of German and/ or Spanish and/or Dutch language skills • Capable of dealing with different cultures • Commitment to Holland America Line Mission & Values
Our Commitment At Holland America Line our people are our strength. We provide robust development programs beginning with orientation training before you even step aboard. Onboard we strive to supply the tools to build a successful and satisfying career. Our goal is to foster an environment of growth and accomplishment. Our Mission Through excellence we create once-in-alifetime experiences, every time Contact Us: For further information and to discuss the advantages of joining our team, please contact Josephine van Gent, Coordinator Student Programs (jvangent@hollandamerica.com) In addition we invite you to visit us online at www.welcome2HAL.com to learn more about the opportunities and advantages of a career at sea with Holland America Line