with a collection of one-of-a-kind properties, reflecting the unique European heritage, the Oetker Collection is an intimate, personal hotel brand with the guests at the heart of all their actions.
In 1941 the Oetker family launched their hotel business with the purchase of Brenner’s Park in Baden Baden, Germany.
“There was no strategy to build a hotel company, or a collection, it was more driven by a personal interest of Mr Oetker who visited places which appealed to him and, in an opportunistic approach, he bought them if there was a possibility to do so,” said Frank Marrenbach, CEO of the Oetker Collection.
“This can be applied to each of the four hotels in the collection. What you see today is more of the result of the passion of the German Oetker family. What was once an individual assembly of hotels became the Oetker collection three years ago.
“We don’t have a collection of similar hotels. We consider every hotel a masterpiece and each hotel carries its own individual name.
“We currently operate three hotels in France – Hotel Le Bristol Paris, Château Saint-Martin & Spa , and Hôtel du Cap-Eden-Roc, and Brenners Park Hotel & Spa in Germany, which are all 100 per cent owned.”
The Oetker Collection is a fairly young company in terms of the hotel offering. Its next opening will be Le Bristol Abu Dhabi in the UAE which is due to open towards the end of 2012 and over the next decade the company is planning significant growth of up to 10 hotels until 2020. He said: “I truly believe there is a window of opportunity for this decade when it comes to our concept. I believe there are a number of clients who are looking for an individual hotel company and I believe we can fill that market niche.
“Our plan for an additional 10 hotels by 2020 is quite an ambitious figure for us. We have to make sure that each hotel is a true masterpiece.”
Speaking about the company’s financial situation, Marrenbach said 2010 saw a 12 per cent revenue growth and 2011 had also seen promising figures.
“We can clearly see that the market is returning. Last year was important for us because we focused on preparing for our expansion and growth, developing and installing quality management systems.
“I am 100 per cent convinced that the recession is over and I think 2011/12 will see a continued growth in all of our hotels.”
To retain a feeling of personal service and individualism, Marrenbach said the company’s ideal room count is a maximum of 200.
He added: “By restricting the room count, we can retain a very personal approach and we want to roll this out in our future hotels. Everything has to be in line with the number of your room count – the restaurant, the spa etc.
“We have various destinations we are interested in – particularly Europe and the Middle East which will be the two focal points of our expansion. However, if there is an opportunity for us to enter a very important feeder market, like New York, we would consider that as well."
For the full article, please see the September 2011 issue.