In conversation with Stefan Soennichsen, Managing Director & Regional VP Operations Europe, Middle East – Langham Hospitality Group (Exclusive Interview)

How is the Langham London positioned in London’s luxury hotel sector?  

The Langham, London stands as an iconic establishment, steeped in history as Europe’s first Grand Hotel, since its inception in 1865. Pioneering innovations such as the inception of hydraulic lifts and the introduction of afternoon tea, The Langham also set new benchmarks in luxury hospitality. While London’s luxury travel landscape has since evolved, our commitment to excellence remains very much unchanged.

Aligned with Forbes 5-star standards, our priority lies in delivering a highly personalized, high-touch service that exudes warmth and inclusivity. One of our standout features lies in our exceptional Food & Beverage offerings. The renowned Palm Court, birthplace of Afternoon Tea, continues to epitomize this quintessentially British tradition. Additionally, our award-winning Artesian bar has regained its place among the extended Top 50 global list, and was recently celebrated as having one of the top three cocktail menus in the world. 

Elevating the experience further, our exclusive club lounge, accessible to guests in executive rooms or suites, offers a delightful array of culinary delights throughout the day, complemented by services like private check-in and dedicated butler service. This is a service that one of our competitors momentarily offer and truly sets us apart.

Excitingly, we’re also set to unveil Mimosa, a new French dining concept by the esteemed 2 Michelin-starred chef Jean-François Piège, taking over the space formerly occupied by Roux at The Landau. Anticipated to open in early 2024, this venture promises to make a significant mark in London’s culinary scene.

What is the guest profile? Has this changed over the past 3 years? 

Fortunately, we’ve had the privilege of catering to a diverse clientele. Historically, Asia, particularly with our headquarters in Hong Kong, was among our prominent markets, trailing closely behind the US. However, travel restrictions have led to a slight alteration in this dynamic. The US continues to be a pivotal market for The Langham, representing a significant presence in both corporate and leisure segments. We also have a strong following from the Middle East and we expect this to grow over the coming years, as we grow our presence in the region. Naturally our local market as well as mainland Europe remains a strong feeder market for us too.

Is there any change in terms of expectations of luxury? 

Luxury travel has evolved significantly, adopting numerous new trends following the pandemic. The focus on exclusivity, privacy, and the rise of health and wellness has been remarkable. In response, we collaborated with Spa Chuan Body+Soul to introduce our ‘Sleep Matters’ program.

There’s a growing emphasis on sustainable practices in luxury travel, urging providers to prioritize eco-friendly initiatives. At The Langham, London, our commitment to environmental consciousness has been longstanding despite the challenges of managing a 380-room property. Achieving ISO 14001 Certification for Environment and ISO 45001 for Health & Safety in 2021 underscored our dedication. Partnering with EarthCheck, we undergo annual audits, securing Platinum certification since October 2022. Notably, we were the first UK Hotel and Europe’s inaugural 5-star Hotel to attain Platinum in 2020, currently one of only two hotels in Europe and the UK with this recognition. Additionally, we’ve received the TripAdvisor Green Leader Gold Certification among other accolades.

The ongoing technological advancements in the industry have been transformative, enabling contactless services, digital concierge experiences, and virtual tours. We’ve embraced this shift by launching a new message-based service earlier this year. This service allows guests to conveniently interact with us via their mobile devices for various needs, from arranging dry-cleaning to booking a table or updating their estimated check-in time.

Despite these changes, luxury travel’s essence remains rooted in unparalleled service, personalized experiences, and an unwavering commitment to meeting the distinctive preferences of travellers seeking tailored stays.

What is your take on the divide between leisure and corporate?

Maintaining a delicate balance between leisure and corporate guests is paramount for a property like ours, that has no less than 380 keys. Establishing robust ties with the right corporate clientele holds significant value in terms of volume. We consistently assess this equilibrium, delving deeper into various market segments, including corporate, entertainment, MICE/Groups, and corporate accounts—a standard practice in our industry.

Undoubtedly, our leisure guests, remain a primary focus. It’s a matter of skilfully navigating the fluctuating market to achieve an optimal results in occupancy levels, room rates, and other factors

Which are the key ingredients to maintain desirability and relevance?

Sustaining desirability and relevance hinges upon staying attuned to traveller trends and preferences. Actively listening to their evolving needs and tastes is vital. Flexibility and adaptability are crucial in meeting these changing expectations while driving innovation. 

However, this evolution must remain in harmony with our brand’s identity and core values. Authenticity is key; while adapting the challenge lies in adjusting without negating what you stand for as a brand, property and product. A genuine approach resonates deeply with guests, and any semblance of forced or insincere change will be immediately noticed. Embracing change while staying true to your inherent character is the delicate balance that maintains allure and relevance in the eyes of discerning travellers.

Many luxury hotels around the world are still challenged by staffing. What has been your approach?

The past couple of years have indeed presented challenges, compounded by the dual impact of COVID and Brexit. However, I’m pleased to say that the worst is certainly behind us.

Our Human Resources department has been tirelessly working in recruiting, training, and supporting the growth of our hotel colleagues in position. We’ve adopted innovative approaches to recruitment, hosting open-days, reinforcing our referral schemes, engaging with hospitality schools and training programs. Additionally, we’ve sought out candidates whose CVs might not precisely match our criteria but possess transferable skills, the right attitude, and a willingness to learn—yielding excellent results. I believe our collective need for creativity has led us to discover a few new ideas along the way.

How do you motivate your team? How do you ensure consistency when it comes to service?

I consider myself incredibly fortunate to lead such a talented and dedicated team. I often remind them that despite the occasional challenges and fatigue, working here is a genuine privilege. We operate in one of the world’s most iconic capitals—an epicentre of business, art, culture, and entertainment—representing one of the city’s finest hotels! To me, that’s pretty remarkable and something we should all take pride in.

Moreover, our commitment extends to robust training programs and meticulous adherence to Standards of Practices, diligently applied and reinforced by all department heads. We regularly invite external trainers to keep us aligned with the latest industry standards, such as our invaluable Forbes training, ensuring we stay at the top of our game.

What is your view on the recovery of rates and the dynamics of rates in 2024?

Rates have witnessed a significant surge to new highs in the aftermath of the pandemic, primarily as hotels constrained occupancies to offset rising costs. After experiencing a full twelve months of relative pre-pandemic stability, it’s anticipated that we will see the return of year-on-year benchmarking in our 2024 forecasting. However, it’s important to note that rates may not follow the same steep upward trajectory, as all market indicators suggest a plateauing effect.

We have taken note of the increased supply in the London 5* Market, due to new openings that are attracting the attention of travellers. In response, our focus is geared towards maintaining value for our guests and building upon the successes of 2023 in this dynamic and evolving market. 

Do you plan any novelties in 2024?

We have some thrilling projects in the pipeline, I am not able to share all of the details but here is a taster:

1. The launch of MIMOSA in Q1 is something I’m particularly enthusiastic about. We’re proud to be the first international outpost of this French restaurant, it promises a celebration of joyful Mediterranean-inspired menus curated by chef Jean-François Piège and adorned with beautiful interiors. I cannot wait to see the finished space and taste the food!
2. One of our signature suite, the Portland Suite, will receive a soft refurbishment and with its recently completed terrace , sitting right above the porte-cochere , it promises to be hugely in-demand as the day get longer and temperatures start rising.
3.  The Good Front Room, our immensely popular pop-up restaurant in Palm Court, will feature an updated menu. While retaining the favourites ( I am sure) , we’re introducing exciting new dishes to entice guests to return for more.
4. Afternoon Tea stands as a proud cornerstone of our hotel, and we’re considering some exciting developments there too. Watch this space for more updates!

Which is your main motivating factor in your every day job?

My main motivating factors in my daily work are the people I collaborate with and our hotel’s innovative spirit. The legacy of this hotel is tremendous, and I take pride in upholding it. I find it incredibly thrilling to be part of a company that constantly challenges itself, where we fearlessly explore new ideas and think outside the box. I’m passionate about working with individuals who share this philosophy, actively seeking ways to enhance our guest experience and consistently delight our discerning visitors.

 

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