What prompted you to launch the ‘Masterpiece Estates’ project? Why England?
At Oetker Collection, hospitality is a way of life. Our true passion has always been setting new standards as hosts of choice, offering meaningful experiences in extraordinary locations that linger in your heart long after you have crossed the threshold of your own home. The landscape of hospitality is constantly on the move. Therefore, you have to be carefully tuned in to the needs of your loyal guests.
The incomparable peace. The faultless service. The exquisite surroundings. These are what will make our Masterpiece Estates so remarkable. England is famous for its grand estate homes and love of country pursuits; it is part of the English culture so it seemed to make sense to start there. We do nevertheless expect to expand into Europe quite quickly.
2. Oetker Collection is both an owner and/or operator. Some of its owned & operated properties are actually the finest in the portfolio, thus being able implement decisions much faster at all levels. How will you make sure your new project provides guests with a coherent and high-standard service?
Every home in the Masterpiece Estates collection will be ‘handpicked’. Each exclusive, family-owned property is utterly private, with a unique history and an outstanding location. An expert estate host – someone who personifies the heritage and character of the destination, and acts as your personal guide throughout your stay, meets guests. Bespoke activities, beautiful interiors and sumptuous meals in a completely private setting are characterised by the impeccable and charming service you would expect from an Oetker Collection Masterpiece hotel.
I believe that such unforgettable destinations will inspire our loyal clientele to consider lifestyle travel in a completely new light — and, perhaps, fall in love all over again.
3. To what extent your company has a say in, for instance, improvements to the properties. – aesthetics, technology, comfort etc.
We select “healthy” houses! The aesthetic of the properties is already pristine and we will not compromise on that. Therefore this is not really a concern for us as we trust the owners for that.
We will focus on the way we are welcoming our guests, offering them a memorable experience.
4. The lifestyle component of the new offering seems to be key. How will you ensure that a wealthy Chinese family unfamiliar with the British countryside have the same experience as a wealth Western European guest? They may have very different expectations and requirements.
Sure, everyone has a different need, taste, wish and expectation. To ensure their perfect stay, we will first make sure to have utterly understood their expectations prior to their stay; this is something we are of course already doing in all our hotels in Oetker Collection.
Knowing our guests is key. Then we can tailor their experience. It is the impeccable team and the charming host – an expert in both the house and the area – that will make their stay so extraordinary. They will be welcomed into the warm, luxurious surroundings of the estate, where a dedicated team instantly will take care of their every need.
5. Speaking of expectations, Oetker is still a brand known in country such as the U.S., as a mass market food manufacturer brand. How do you tackle this branding ‘challenge’? Have you ever considered rebranding the chain brand?
Oetker is one of the most established brands in the food industry and we are proud to be part of the same Group. Proud to share the same values, the same DNA, the same soul. We are not aiming to change our name neither to rebrand it.
The Collection has its own identity and our objective is to create links between our hotels and to continue create meaningful connections. We all belong to a same family.
We are currently working on a dedicated strategy for Oetker Collection making it even more desirable with the aim to become the most globally loved hospitality brand.
Our new motto ‘Where the Magic happens’ will be in the centre of our marketing and communications actions in 2019, building a strong image.
6. After the U.K., what is next?
We are exploring Europe, of course France, but it could also be a very nice “dimora” in Italy, a fabulous country farm in the Americas or a unique lodge in Africa.
The Masterpiece portfolio will count approximately 20 estates.
7. How would you describe the ideal guest you are targeting for this new project?
The ideal guest is a person who is looking for authenticity. A true rendezvous with silence in an outstanding location.
Someone who would like to reconnect with his family and friends, who forgets about time, work and who wants to admire the beauty of the nature. This is also the opportunity to get the kids off the smartphone!
8. Are there any novelties we should expect from Oetker Collection this year in terms of new hotels?
We do not have any novelty to share yet but of course, we are exploring several countries.
9. You have recently revamped your communications team. Have you also shifted strategy?
We are not changing strategy, in reality Oetker Collection is at the very beginning of its long life and we expect fantastic years to come!
Having the right communication is key to convey our messages to our guests and most importantly the inspiration and the love components, which is crucial.
About the Oetker Collection
The Oetker Collection is the most inspiring selection of masterpiece hotels in the world. Distinguished by the finest traditions of European hospitality, each property is iconic and one-of- a-kind, delivering unparalleled guest recognition while offering unique and memorable experiences to affluent and astute travellers.
Oetker Collection embraces nine luxury hotels: L’Apogée Courchevel, Brenners Park-Hotel & Spa (Baden Baden), Le Bristol Paris, Château Saint-Martin & Spa, Eden Rock St Barths, Hotel du Cap-Eden-Roc, Jumby Bay Island, The Lanesborough London, Palácio Tangará Sao Paulo
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