Exclusive Interview | Antony Doucet, Kerten Hospitality’s Brand and Marketing Director
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“Luxury in hospitality is about space, silence, design harmony, carbon footprint, community impact, staff engagement, food ingredient sourcing, etc.
Even “experiences’ are already a thing of the past. People want “Emotions”, “Education” and that is precisely what we should offer to our guests today and tomorrow. ”
Editor: Tell us about your journey in the most human-centric industry. How did it all start and how has it grown and evolved in the last years?
I studied hospitality management in France for five years back in the day because it is an industry that is ingrained in the DNA of my family and I got bitten by the hospitality bug from a very young age.
Even though I got a very good hospitality education, my career launched as a food runner at Royal Caribbean Cruise Line and was soon then promoted to become the Captain’s Waiter within a year. After a short stint on a cruise, I moved back to France, followed by some other food and beverage and hospitality experiences in Switzerland, where I worked as a barman for a couple of years before joining Hyatt International as the Assistant Chief Steward at Hyatt Regency Charles De Gaulle Airport. Since then, it has been a growth trajectory for years: Banqueting Manager, Banqueting Sales Manager, Business Development Manager and was finally asked to open the VIP & Celebrity Department at Park Hyatt Paris Vendome. I have remained in this role for 5 years – a role that I had enjoyed wholeheartedly. My career with Hyatt has later taken me to Park Hyatt Istanbul as Director of Rooms. After 12 years with Hyatt, I decided to join Kerten Hospitality, where I am currently the Brand & Marketing Director for the whole portfolio of brands in the Group. But I prefer the title that has been given to me as of late: Chief Storytelling Officer which suits more what I am really doing.
Editor: What is the importance of community build in the industry?
I believe that the word ‘Community’ starts being over-used and abused.
Community is all about curiosity and observation, the focus on who is in our surrounding environment.
When we talk about Community we need to look at what is the existing Ecosystem around us and how we can integrate it and grow together with it. A key point is: How can we make it better and how do we curate something that is beneficial to the community around us.
Editor: How does hospitality synergizes with other industries globally? Do you see any difference between the industry in the Middle East and Europe or further eastwards?
Hospitality is actually influencing other industries. A lot of sectors started recruiting people from the hospitality space, ranging from luxury retail, to finance or even energy.
All verticals and sectors are integrating the core values of hospitality.
I don’t see a big difference between the Middle East and Europe. We live in a global village where information circulates with the speed of light. “Glocalization” is what I believe in - meaning adapting global trends to local dynamics and specificities.
Editor: What does it take to succeed in the hospitality industry globally?
It’s about being genuine, generous, hardworking, curious. It’s about listening and observing carefully what is happening around.
Editor: How would you define luxury in lifestyle hospitality?
That is a tough question! Luxury in hospitality used to be about marble, Chrystal, gold, number of staff per key, etc
Nowadays, luxury in hospitality is about space, silence, design harmony, carbon footprint, community impact, staff engagement, food ingredient sourcing, etc.
Even “experiences’ are already a thing of the past. People want “Emotions”, “Education” and that is precisely what we should offer to our guests today and tomorrow.
Editor: If you had a magic wand what would you change about hospitality and why?
I would improve staff working conditions. Our industry would be much more attractive if it offers a better working environment.
A lot of people who used to work in hospitality had to change their careers during the global pandemic due to the closures of hotels and restaurants for an extended period of time. Now that tourism is rebounding and travel demand is returning to normality, a lot of people have chosen not to return to the hospitality sector as they found better working conditions elsewhere. So, if hospitality wants to grow and attract talent, then it needs a quick reality check and improvement of its status quo, especially on the operations side.
Editor: If you had to pick your favorite part about your daily engagement in the industry, what would it be and why? What do you most love about your job?
Community build is my passion and my life. I simply love connecting with people.
Building stories is also something I enjoy as well and the learning and understanding of the surroundings whilst creating a story that will resonate with this environment.
Editor: What are some of the trends you see impacting the hospitality industry and where do you see the industry going in the next year?
Sustainability was once a trend. However, is now a MUST. Hospitality actors thought sustainability was a growing concern from customers, hence they established the trend. Nowadays, investors are savvy, eco-focused, and sustainably oriented. They seek to invest predominantly in sustainability projects. They always choose the triple bottom line: People, Planet and Prosperity.
Editor: Pls highlight the two things you would like to change in the industry and why?
Salaries would be the first pick here. I think hospitality is still an underpaid industry in comparison to others. If you look at multiple levels, starting with food runner all the way to general managers, despite the long hours of work, hospitality professionals are not compensated for the effort and hard work they input. The industry would need to evolve if it aspires to retain current talents and attract new ones.
Soft Touches comes in second. In general, hospitality disregards soft touches like a tailored music playlist, lighting scenarios, olfactory atmosphere, art curation, uniforms, etc. Help. please! We are in dire need of a Fashion Police for hotel uniforms!
