In Conversation With: Penta Hotels’ new MD, Rogier Braakman

It’s hard to recall that a few months ago, before the words ‘furlough’ and ‘pandemic’ were being splashed across the daily news channels, the industry as a whole was feeling rather optimistic about 2020. New colour trends were being predicted, hotel groups were expanding, and, in February 2020, the news broke that Rogier Braakman would take over from Eugène Staal to become Managing Director of Penta Hotels Worldwide, marking a new era for the group. 

As regions were seeing record-breaking levels of development, Covid-19 sent its shockwave through all industries – arguably hitting hospitality the hardest – which decimated sales and marketing strategies as businesses went into survival mode. “It is the biggest burden of every business owner being forced to suspend operations for an undefined time,” explained Braakman in a press release that was released at the time. “Since opening, we have operated our hotels 24/7, 365 days a year, and hadn’t had to close for a single day. Yet, instead of carrying out our initial plans, we have been working around the clock to temporarily suspend operations in many hotels, restructure our processes and ask for many intense sacrifices from all team members and stakeholders. Despite all this, we have been putting a lot of effort in bringing in new innovations and improving our product throughout all hotels.”

Following the lockdown, and after what can only be described as one of the most challenging months for all hoteliers, I sat down with Braakman (virtually) to understand more about his role.

Hamish Kilburn: Where were you self-isolating during the Covid-19 pandemic?

RB: I make a weekly commute between our family home in the Dutch forest and our Frankfurt Penta office, always adhering strictly to all Covid-19 regulations. I feel privileged to be able to enjoy my family life and the positively contagious Penta-spirit!

Image caption: The lounge inside Pentahotel Berlin | Image credit: Penta Hotels

“But what sets us apart from other lifestyle brands is that our ‘neighbourhood’ promise extends to the wider community and environment, which we have committed to protecting through various initiatives and our goal of being carbon neutral by 2030.” – Rogier Braakman, Managing Director, Penta Hotels.

Hamish Kilburn: What makes Penta Hotels a unique lifestyle hotel brand?

RB: Penta Hotels are characterised by our lively neighbourhood brand that emits a happy camper ambience. The positive attitude of our staff and our unique interior design makes us a model host. We have created a comfortable environment for our guests with a relaxed atmosphere centered around our buzzing Penta Lounges in every hotel, which function on a 24/7 basis where all our guests’ needs are catered for in one space. But what sets us apart from other lifestyle brands is that our ‘neighbourhood’ promise extends to the wider community and environment, which we have committed to protecting through various initiatives and our goal of being carbon neutral by 2030. In keeping with the Penta spirit, we don’t ever do single acts of charity, but instead offer ways that our guests can take part in giving back so that they too can feel a part of our community. However, lately we have had the tendency of exchanging the word ‘lifestyle’ more and more with the word ‘lively’, which we believe nowadays is more spot on.

Hamish Kilburn: Can you explain a little bit about Penta Hotels’ plans for expansion?

RB: Our focus is to grow our brand in prime locations in secondary cities or secondary locations in primary cities across Europe. Expansion should arise as a result of our strategy, rather than the other way around.

Image caption: Suite inside Pentahotel Moscow | Image credit: Penta Hotels

Hamish Kilburn: You mention that lockdown has allowed you to look at new innovations and improving your product throughout all hotels. Can you elaborate on this?

RB: With the pandemic we’ve had to adapt quickly to the new normal, or as I heard an entrepreneur recently say, a ‘temporary abnormal’. In just over a month, we managed to think up and execute our Between Us campaign, based on the notion that although Covid-19 has forced more physical distance between us, it can be seen as an opportunity for bonding and creating solidarity between people. Through this campaign we are allowing our guests to feel comfortable, safe, but also have fun with social distancing. It includes the VIP Rock Star Service where we’ve mapped out routes guests can take around the hotel and Penta Lounges that limit interaction with others, cashless payments, and introduced excellent hygiene training for our staff members that includes no housekeeping, but also exciting perks like free Take Care package on entry, and free bag of snacks every morning at your door.

The campaign sets us apart from our competitors because it shows we are seizing the pandemic as an opportunity to learn how to better accommodate our guests, by finding new ways to create a safe and comfortable space. So far, guest feedback has been really positive.

Image caption: Meeting room inside Penta Hotel Paris | Image credit: Penta Hotels

Hamish Kilburn: What advice would you give the rest of the hospitality industry at this time?

RB: Unfortunately, COVID-19 is a predator and it will stay around for a while, so we are having to take a real ‘don’t crack under pressure’ attitude as we adapt to new circumstances. In order to do this, we have to stay strong and try our best to turn this crisis into a success by playing to our strengths, as well as recognising which things weren’t working well even before the crisis. Our strengths have always been a positive attitude and creative approach, and we are making sure to always be direct with each other, not beat around the bush, and take immediate actions to make our hotels safe.

Hamish Kilburn: How will lifestyle hotels, which typically focus heavily on utilising public areas, differ post-pandemic?

RB: This predator is going to remain for a long time – so we’re going to need to work with it. We have revisited our business operations and figured out how best to safely and securely reopen, and although we do not want our hotels to serve as extended intensive care units, we need to make sure that all hygienic measures are in place and that people feel safe. Luckily, we don’t have small lobbies and most of our Pentalounges are extensive spaces in which we’ve been able to encourage social distancing with our Between Us campaign, by mapping out distanced routes and introducing cashless payments.

We do not want our brand standards to vaporise due to all these extra precautions, so we had to redefine our new operating standards within the ‘temporary abnormal’. This means taking serious precautions that alter the Penta experience, including no more housekeeping, and training our staff on additional hygiene procedures. For example, when you check in, you’re given a ‘Take Care’ bag from Penta, and we’ve even made our own ‘Penta Pointer’ which is similar to a keyring that can be used to open all access points within the hotel, therefore reducing the risk of being contaminated. We’re also doing trials with heat cams to see how our guests are responding, and introduced the Penta Hotel app, which isn’t fully in place yet, but it means everyone can check in from home using their own device, or even chat to our reception team.

Image caption: Fitness area inside Pentahotel Leipzig | Image credit: Penta Hotels

Hamish Kilburn: What does lifestyle in ‘lifestyle hotel’ mean to you?

RB: A lifestyle hotel means ensuring all our guests are happy campers, and however brief or extended their stay, they are made to feel part of our community. Instead of custom reception areas we have created social spaces in every hotel called the Penta Lounge, areas with 24/7 service where guests can check in, but also chill out, do some work or play on our games consoles. At our hotels, there is always an initiative that guests can take part in that benefits the wider community and environment, and our social staff members are always willing to engage with any problem a guest has

Hamish Kilburn: What do you love most about the hospitality industry?

RB: What I love best about hospitality is working with people, and I was drawn to Penta because it is an appealing and distinctive hotel brand centered around people, with a buzzing community spirit. I believe success comes from guest satisfaction and high-quality service, which is only possible when you have a team of brilliant staff members that communicate well with one another and our guests. I share Penta’s vision for a modern approach to hoteliering, where giving back to the community and providing a relaxed, neighbourhood feel is at the centre of its brand. Penta has had a rocky climb in the last year or so but our positive staff with their can-do attitude, have really helped with recent difficulties. Their team spirit and desire to truly make Penta a success has made me feel extremely supported and inspired my confidence that we will continue to succeed in the future.

Image caption: The lounge inside Pentahotel Moscow | Image credit: Penta Hotels

Hamish Kilburn: Can you explain Penta Hotels in three words?

RB: Relaxed, positive, friendly

Hamish Kilburn: If money or development were not obstacles, where in the world would you like to open a hotel?

RB: Every self-conscious city with a sustainable, interesting and appealing backcountry deserves a Pentahotel.