Breakfast at Hilton

When we travel, some of us seek out the reassurance of familiar surroundings, whereas others wish to plunge into the unknown. The hotel is a touchstone in both cases. The meticulous way in which our needs as travellers are met by the staff at an important hotel chain is the subject of our interview with Marjan Libeer, marketing vice-president at Hilton International.

How do you manage to make guests feel at home without losing the sense of place in which the hotel is located?
Feeling at home is a question of overall atmosphere. So although our Hilton brand, product and service standards go a long way in making certain that our guests benefit from all the luxury they’re used to in their own homes, ultimately it’s our people that really make the difference. We try to create a warm and friendly atmosphere in which to work at all of our hotels. That, in turn, ensures our staff has the same frame of mind towards our guests, making them feel at home too.
In addition, no two Hilton’s are identical. Each has characteristics that stem from the influence of the local environment, whether that’s in terms of the materials used, the colours, the decoration, the facilities offered… in fact, our GM’s have the freedom to give their hotel a “look and feel” of its own and to do so, they usually turn to what’s available on the local market, or to dominant local themes and events to reproduce, or “echo”, throughout their hotel.

Do you feel Hilton guests have homogeneous requirements, regardless of where they come from?
No, they certainly don’t, and Hilton Breakfast is a case in point.
Research that we sponsored across European markets showed that everyone’s idea of the perfect breakfast is different – “one size doesn’t fit all”! Since our guests do come from all over the world, it was clear that to increase guest satisfaction, our new Hilton Breakfast offering had to consist of items from all corners of the world too.

Does location affect service customisation so as to inhibit the possibility of offering a standardised level of comfort and facilities?
Obviously, staffing costs vary in different parts of the world. In some places, the ratio of staff to guests is therefore greater than in others.
That obviously influences the level of customisation that’s possible.
On the other hand, guests have different expectations and needs in different parts of the world and in different situations – if they’re on vacation, or travelling for business, for example. Our Hilton brand, product and service standards ensure that wherever they are in the world, they can count on a very wide array of services and facilities.
And depending on where they are, they may also benefit from special features that stem from local market practises.

Do you feel typical food and beverages have a role to play in defining a sense of place?
Yes, of course – that’s why we serve a choice of local wines amongst our “Wine by the glass” selection in each hotel. And it’s also why we always offer local specialities on our menu’s.
Part of the enjoyment of travelling – even on business – is the experience one gets of local culture, whether it’s the food, the people, the places to visit, the climatic or geographic features…
not forgetting that for many people, food really is the quickest way to their hearts! So we do put our hearts into making certain that it’s an enjoyable experience, whatever they choose to eat.

What’s your opinion on small hotel chains with only a few establishments, each of which is highly characteristic and markedly different from the others in the chain?
I’d say “horses for courses”… the features of each hotel in the type of chain you’re talking about certainly reflect their particular customer’s requirements, local market practises and the owner’s mean and preferences. These usually correspond to the needs of specific customer segments in specific circumstances and especially, when guests are travelling for leisure. To summarise, each hotel and each chain, no matter how big or how small, has it’s own particularities.
The important thing is to respond fully to the requirements of the segments you’re aiming at.

Interview by Alessandra Zigliotto