<div class="article_quote is-img">
<img
src="https://cdn.prod.website-files.com/673f1b4d7fc04861927e7983/67bda93021a4e82b661cfe15_800x800px%20-%20Im%20Gespra%CC%88ch%20mit%20Kasimir%20von%20Koblinski%20(1).jpg" loading="lazy" alt=""
class="article_quote_img">
<div class="article_quote_contain is-img">
<div class="article_quote_quote">
"It is undeniable that our direct bookings have increased significantly since we started to focus more on digital marketing."</div>
<div class="article_quote_name u-text-style-main">
Hendrik Kröger
</div>
</div>
</div>

Innovative Hotel Concept and Brand Vision

The aletto hotels have one of the most innovative hotel concepts in Berlin and are also convincing with forward-looking marketing measures. Originally founded as a youth hotel, the brand began its transformation into a hybrid premium economy hotel in 2009 and continues to push forward.

Currently, two properties in Berlin, one at the Ku'damm and one at Potsdamer Platz, offer a wide range of target groups an interesting stay in the capital. The aletto hotels surprise with their convertible pop-up stores on the first floor. Here, companies can present their products to (international) visitors. ADDITIVE spoke with the Managing Director of aletto Hotels, Hendrik Kröger (pictured above), as well as with Razvan Lates (Head of Sales & Marketing) and Ricardo Hödebeck (Marketing & Communications Manager).

<h3 class="interview-question">Aletto Hotels as a strong brand: what does it stand for and what is the company's vision?</h3>
Our relaxed and warm approach to guest service is evident in the entrance area of our new hotel at Potsdamer Platz. Thanks to our open lobby concept, our guests have a direct view of everything - our reception, the open bar, a comfortable lounge area and our restaurant - the acucina Italiana. In addition to fresh Italian cuisine, our bar serves savory, sweet and vegan snacks, as well as a wide variety of specialty coffees, because "We Proudly Serve Starbucks". As a brand synonymous with innovation and Italian hospitality, we are approaching the hotel industry differently with our hybrid capabilities and strong collaborations.

The aletto brand stands for practical innovation in the hotel industry and for Italian lightness - elegant, casual and always stylish. That's why we love our timeless design furniture by Vitra, which is designed to be conscious and intuitive in a compact space.

As a hybrid hotel in the premium economy segment, we appeal to different target groups: Business travelers, groups, school classes, couples and families. The diversity of our target groups should and can meet in the common areas - however, our guests have different needs and we take this into account when allocating the rooms. Our rooms are convertible to accommodate the needs of our guests. Just like our pop-up stores, which can be completely transformed in a matter of minutes. Depending on your needs and ideas, the rooms can be used in a variety of ways, making us extremely flexible.

Strategic Growth and Digitalization

<h3 class="interview-question">Please give us an insight into the strategic direction: will the portfolio be expanded? Which cities will be relevant?</h3>
For us, the implementation of our brand essence is particularly important in new hotel projects, which is why we are focusing on organic growth in our expansion. In concrete terms, this means that we will add another hotel to our portfolio within three to four years. In this way, we ensure that new aletto hotels are carefully integrated into the portfolio and that we consolidate our values at the core of the new hotel. In addition, we continue to emphasize sustainable partnerships and collaborations in the spirit of expansion.

In the near future, we plan to expand within the EU - Italy is particularly exciting for us. The Italian way of life has always fascinated us. The Italian understanding of lightness - sprezzatura - is deeply rooted in our brand. Our brand name is also Italian, because "a letto" means "to bed.

<h3 class="interview-question">What is the general state of digitalization in the hotel industry and where do aletto hotels stand in comparison?</h3>
Compared to other industries, digitalization in the hotel industry is not yet widely established and has not yet arrived. Conversions are often associated with high costs, which is why digitalization in the hotel industry can vary greatly depending on the size and type of company. In our hotels, we have been steadily converting different areas in terms of digitalization even before our concept adaptation. We are now very advanced in the areas of energy efficiency, sustainability and digital guest comfort.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"For us, digitalization is an ongoing process that we approach with meaningful innovations."</div><div class="article_quote_name u-text-style-main">Hendrik Kröger</div></div></div>

Visitors to our hotels can check in digitally and then use our digital guest folder, which gives them access to our hotel services. Digital panels on the walls allow us to control the temperature and lighting in the rooms. For regular guests, we will take this a step further by allowing them to set their individual preferences before they arrive, such as the room temperature. To provide our guests with a complete city experience, we have integrated digital screens on each floor, in the elevator and in the common areas. This provides our guests with daily updates on events and happenings in the hotel and the surrounding area. For us, digital is an ongoing process that we approach with meaningful innovation.