The DER Travel and Tourism Hotel Division continues to grow. The latest coup is the launch of its own lifestyle brand. We met Georg Schmickler, CEO of the Hotel Division and member of the Extended Executive Board, for an interview. He tells us what topics are currently driving the team and what we can expect from the new hotel brand.
one: There is currently a lot of movement in the hotel division of DER Travel and Tourism: Expanded management team, participation of the DSR joint venture in Mira Hotels & Resorts and a lot is also changing in the brand portfolio. Where are you now and where do you want to go?
Georg Schmickler: Yes, a lot is indeed happening. We are on course for growth and last year we strengthened our brand portfolio considerably with the complete takeover of Aldiana. But for us, it's not about growth in the sense of mass. The core of our hotel strategy is to focus on the customer and improve the quality of the hotel experience. Quality, quality, quality - that's what counts for guests.
Georg Schmickler
one: And this is also reflected in the corresponding ratings.
Georg Schmickler: Exactly. Based on guest surveys, we have made important adjustments: we have improved the catering and quality of the food. We have also invested in training for our service staff. We have also extensively renovated our own hotels, such as the Playitas Sporthotel on Fuerteventura and the Sentido Galomar and Galosol on Madeira. This enabled us to significantly increase our Net Promoter Score (NPS), which measures guest satisfaction, in 2022, significantly improve our ratings on hotel portals and win numerous awards.
one: But the evaluation of the brands in the portfolio is just as strict as the new quality regime, right?
Georg Schmickler: That's right. We have been pursuing a clear line with regard to the brand profiles since 2021 and have carried out comprehensive analyses of which offers and brands we want to use to position ourselves in the market in line with the needs of the various target groups. It became clear that brands such as LTI, PrimaSol and COOEE are too blurred in their profiles and do not offer a sufficiently differentiated concept. We have therefore decided to gradually phase out these brands. This process is already underway and will be completed with the phasing out of COOEE at the end of the 2024 season.
Following its launch in the summer, the ananea concept is to be successively expanded and will also be launched in sales departments in source markets outside Germany in 2024
one: But it's not just brands that are being launched, new ones are also being added. What can you tell us about the new lifestyle brand?
Georg Schmickler: Part of the portfolio overhaul is also a new positioning in the lifestyle segment by creating a genuine European hotel brand that is attractive to guests in all our source markets. In line with the new group strategy, it is becoming increasingly important for us to align our hotels more internationally and to market them across markets.
one: What does the new lifestyle brand look like in concrete terms? What can I imagine it to be?
Georg Schmickler: Perhaps I'll start with the trend behind it: We have seen that the desire to treat yourself to something special has grown during the pandemic. The quality expectations of travellers are also increasing. We are therefore focusing on higher-quality, more individual holidays and have created the new ananea hotel brand in the style of a boutique hotel. On 1 June, we will open the first hotel on the Greek island of Kos.
one: What target group is ananea aimed at?
Georg Schmickler: ananea is aimed at the modern, style-oriented traveller. This includes European guests - especially those aged between 25 and 40 - who are looking for a mixture of personalised service, modern design and high quality during their hotel stay.
one: What characterises the style of the hotel?
Georg Schmickler: The first ananea hotel has a concept that really inspires me: modern, minimalist design and natural materials typical of the region, which give the hotel a Mediterranean, casual atmosphere. Everything looks high quality, but effortless and light. We developed the concept together with the experienced brand professional Remo Masala and his agency vision alphabet.
one: Minimalist, high-quality - sounds rather expensive. Where does ananea fall in terms of price?
Georg Schmickler: ananea is not expensive. Our aim is to make the feeling of a boutique hotel affordable. The basis of the concept is: less choice, but more content and a connection to the region. No frills, but a focus on what is important and good. This is also reflected in the food concept, which is based on simple, fresh and regional ingredients. The focus here is not on a large buffet selection, but on exceptional, high-quality cuisine. The same applies to personalised service, which we at ananea attach great importance to. We have recruited hand-picked international talent for this.
one: What is the growth plan for the brand? When will more hotels be added?
Georg Schmickler : After the launch in summer, the concept will be successively expanded and will also go on sale in our source markets outside Germany in 2024. The hotel can already be booked internationally via the website www.ananea.com from tomorrow (it goes live on 11 May).
We are using the summer to fine-tune the concept and the experiences on site - so that all the details are right. Based on this, we will continue to expand. We want to add one or two hotels of the new lifestyle brand to our portfolio every year. Initially, ananea hotels will focus on locations close to the beach in Mediterranean destinations. In the medium term, however, the hotel brand will also expand to long-haul destinations.
one: Thank you very much for the interview!
