Insights into the History of Hotel Adlon Kempinski

Carsten Seubert has been the hotel manager of the renowned Hotel Adlon Kempinski Berlin since 2017. In the first part of the interview, Seubert provides insights into the history of one of the world's most famous and prestigious hotels. In addition, Seubert talks about his career, the luxury hotel group Kempinski, and analog versus digital service for guests.In the second part, we learn more about the hotel's marketing and PR work and relevant awards. The final questions give an outlook on the future of the (luxury) hotel industry and show the personal thoughts and opinions of the well-traveled hotel manager.

<h3 class="interview-question">How many people do you have working in marketing / online marketing & communications?</h3>

We have four people working on marketing and PR. Otherwise, we work with external service providers using the Group's partner network. Basically, it can be broken down as follows: Advertising, such as search engine marketing and online presence in general, is done through Kempinski, while our in-house focus is on organic content production and publishing. We rely on editorial reporting as part of PR and the creation of high-quality content directly in-house, i.e. close to employees and guests. The Adlon does very little traditional advertising. However, we do rely on sales channels that focus on personal contact. This includes sales trips to cultivate relationships with various partners in different target markets. Trade shows are also important, where we appear as part of the Kempinski Group.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"Otherwise, we rely on our guests as multipliers, because word-of-mouth still plays a very important role."</div><div class="article_quote_name u-text-style-main">Carsten Seubert</div></div></div>

Awards and the Influence of Influencers

<h3 class="interview-question">Do you know how many emails you get from influencers every day?</h3>

I recently got the statistic that we got 300 requests from influencers during the Berlinale alone. We turned them all down. We already work with selected partners who play to a target group that is relevant to us. Otherwise, we rely on our guests as multipliers, because word-of-mouth still plays a very important role. We do not actively target celebrities among our guests, as discretion is one of our highest commandments. We are not the hotel for stars and starlets who want their fans to know where they are staying. On the contrary, we are popular with those gentlemen who appreciate that not everyone knows where they are staying. But if we manage to wow our guests time and time again, we win them over as loyal customers who are happy to recommend the Adlon or tag us on Instagram. To achieve this, service quality is once again our top priority.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"Of course, we are happy about every award, but personally, the honest guest reviews are more important to me, because they give us an overall picture of how others perceive us throughout the year. "</div><div class="article_quote_name u-text-style-main">Carsten Seubert</div></div></div>

<h3 class="interview-question">The Adlon Berlin receives many important awards every year. Is there any award that makes you particularly proud?</h3>

Of course, we are happy about every award, but personally, the honest guest reviews are more important to me, because they give us an overall picture of how others perceive us throughout the year. The Global Review Index, which analyzes and scores all channels worldwide, makes reviews measurable and comparable. Last year we scored 94.8 out of a possible 100 points, which regularly puts us in first place among our competitors in Berlin.

<h3 class="interview-question">Kempinski has implemented the stringent "Kempinski White Glove Services" safety and hygiene concept in all its hotels worldwide. What makes this concept different from others? Does digitalization play a role?</h3>

Kempinski launched the White Glove Service concept in record time in response to the Covid 19 pandemic. This is also special because Kempinski was one of the first hotel companies to launch such a comprehensive concept. As a result, our employees and guests were well protected from the outset. Since then, the concept has been further developed and regularly updated based on new knowledge and experience. The highest standards of hygiene in the guest and staff areas are key, not only in today's world, to reassure our valued guests that a stay at a Kempinski hotel is a safe environment, while at the same time providing top service in all areas. Digitalization plays a secondary role.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"I firmly believe that quality will prevail and that we are and will remain a pioneer in the hotel industry."</div><div class="article_quote_name u-text-style-main">Carsten Seubert</div></div></div>

<h3 class="interview-question">In many places, the city hotel industry benefits from international travelers and, especially in trade fair locations, from major events. Will the business model of the city hotel industry have to change? Will you be affected as well?</h3>

The impact of the Corona pandemic on the hotel industry in general is of course enormous. In the short term, the situation is causing enormous economic damage, and in the long term, there will be a lasting change in the business situation. Oxford Economics, for example, predicts that the German hotel industry will not return to the revenue levels of 2019 until 2024. Therefore, all of us, including the city hotels and the Hotel Adlon Kempinski, will have to develop new business models, enter and address other markets, and generally adapt to this new situation. In general, however, I see this crisis as an opportunity to reinvent ourselves in certain areas, to become creative and thus stand out from the crowd. I firmly believe that quality will prevail and that we are and will remain a pioneer in the hotel industry.