In conversation with Georg Plesser, General Manager, Excelsior Hotel Ernst Cologne, Germany’s top luxury hotel (Exclusive Interview)

How did the property perform in 2023? What are your expectations for 2024? 

In 2023, the Excelsior Hotel Ernst experienced a robust year. We saw a significant increase in both occupancy and average daily rates, reflecting a strong recovery from the previous years’ challenges. The return of international travelers and the resurgence of business events played a crucial role in this growth.

Additionally, we are particularly excited about the upcoming UEFA European Championship in June and July 2024, which will be hosted in Germany with Cologne as one of the key venues. This major event is expected to significantly boost tourism and business for our hotel. For 2024, we anticipate continued positive momentum, with a focus on enhancing guest experiences and expanding our market reach. 

Tell us more about Cologne’s five-star hotel market. Is there an evolution of the hotel rates? 

Cologne’s five-star hotel market is relatively small, and we are proud to be the only five-star luxury hotel in the city. This unique position allows us to set the standard for luxury accommodations in Cologne. In May this year, we celebrated our 161st anniversary, a testament to our longstanding presence and deep-rooted connection to the city.

No other Grand Hotel in Germany is as firmly embedded in its city’s fabric as we are. Over the past few years, we have observed a gradual increase in hotel rates, driven by rising operational costs and the growing demand for premium experiences. Despite the lack of direct competition, we continuously strive to innovate and elevate our services, providing unique and personalized experiences that exceed our guests’ expectations.

How has the guest profile evolved? Has the perception of luxury changed? (Spending, lifestyle, etc.)

While we continue to cater to business travelers, we also welcome guests who have made it a tradition to spend time at the Excelsior, creating shared experiences across generations. In today’s fast-paced world, the greatest luxury is having time and the opportunity to share meaningful moments with loved ones.

The traditional perception of luxury is shifting from opulence to exclusivity and personalized experiences. Guests increasingly expect individual service, such as vegan guests who do not want to compromise when dining in our restaurants. To meet these expectations, we have adapted our menu offerings in all our restaurants to include a variety of vegan and other specialized options. 

Guests are now more interested in unique, curated experiences that reflect their personal lifestyle and values. They are willing to spend more on bespoke services, and culinary experiences that emphasize quality and originality. At the Excelsior, we embrace what we call “quiet luxury” – luxury that is understated yet profound, delivered with the charm and authenticity of the “Kölsche way”, as we call it here. 

Local patrons have always been essential for your property. (non residing guests)

Local patrons are indeed a cornerstone of our business. The Excelsior is as deeply rooted in the city of Cologne as no other house. Our restaurants are visited by local guests to an impressive extent of 80%. This is quite unusual for a hotel, as there is often a certain hesitation to step into a luxury hotel just to visit a restaurant. However, with our 161-year history and the fact that there is no Cologne resident who doesn’t know our hotel, our establishment and our restaurants are as much a part of the cityscape as the Cologne Cathedral. We are the house of the people of Cologne, and we couldn’t be prouder of it!

The hotel has been very present in the local community, including for the major events such as the carnival.

Our involvement in local community events, particularly major celebrations like the Cologne Carnival, is a testament to our commitment to the city. These events not only bring joy and excitement to our guests but also strengthen our ties with the local community.

By participating in and supporting these festivities, we help preserve and promote the rich cultural heritage of Cologne, creating memorable experiences for both locals and visitors. Our dedication to such events underscores our deep-rooted connection to Cologne, ensuring that we remain an integral part of the city’s vibrant cultural landscape. Additionally, as a great fan of the carnival myself, I look forward to this colorful season every year with great anticipation.

Many hotels around the world, in the most diverse destinations, are still challenged by staffing. What has been your approach?

Staffing challenges have indeed been a global issue in the hospitality industry, but we have approached this with a proactive and innovative mindset. At Excelsior Hotel Ernst, we focus on creating a supportive and rewarding work environment that attracts and retains top talent. Our approach includes comprehensive training programs, career development opportunities, and competitive compensation packages. 

From my perspective, “empowerment” is the most crucial element in retaining employees. Empowerment means giving our staff the autonomy and resources they need to make decisions and take initiative in their roles. This involves providing the necessary training and tools and fostering an environment where employees feel confident and supported in their decision-making processes.

By investing in our employees and creating an environment where they can thrive, we have been able to maintain a high level of service consistency and guest satisfaction. This approach not only helps us to address staffing challenges but also strengthens our reputation as an employer of choice in the hospitality industry.

How do you ensure consistency in service?

Consistency in service is paramount to our reputation. We achieve this through thorough training programs and continuous staff development. Our team members are trained to uphold our high standards of service, ensuring that every guest receives a consistently excellent yet unique experience. We also implement regular quality checks and gather guest feedback to identify areas for improvement. By maintaining clear communication and fostering a culture of excellence, we ensure that our service remains consistently top-notch.

Your property has been undergoing some gradual renovations. What are the novelties you are planning for 2024?

Our ongoing renovations are part of our commitment to providing a contemporary and luxurious environment for our guests. This year, we renovated our bar and reopened it as the “Charles Bar”, in homage to our owner Charles Roulet, whose passion and love for culinary excellence can be felt in every corner of the hotel. This rebranding and renovation were done to honor his contributions and to provide a unique, sophisticated atmosphere for our guests.

Additionally, we have renovated more rooms and suites on our Cathedral side, and we anticipate completing the full renovation of the Cathedral side this year. Our cigar lounge is also currently undergoing renovations to enhance the experience for our guests.

While we are integrating modern amenities that meet the expectations of today’s travelers we are most careful to preserve the historic charm and elegance of the Excelsior.

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