Page 23 - April 2021

“What attracts us to new properties is the excitement maintained the core values within our team. I believe trust,
of creating a new location with lots of experiences for freedom, imperfections, not taking yourself too seriously
our guests. This is how we remain innovative, by becoming and just a touch of anarchy are important. Last but not
inspired by the project, the people involved and of course least, we believe in just creating hotels that possess
the destination as well.” character and soul,” explains Hoffmann.
For their current portfolio, the brand ensures these As we near the end of the interview the topic turns
destinations remain attractive and exciting by involving towards e-commerce and social media and the part it
unique concepts and content, concentrating on ambiance now plays in the customer experience, and when we ask
and design and always offering customer service that Hoffmann about how the company has adapted to the
includes personality, honesty and authenticity. Finally, the increasing importance of online retailing and social media
sites always retain a sense of locality. Whenever 25hours channels, he explains that these are not new concepts in
are creating a new concept an aim is to focus on the locals hospitality or with 25hours Hotels, as 80 per cent of their
and the neighbourhood to offer guests a sense of the area rooms are currently sold online via their own website,
in which they are staying. platforms or online travel agents. As for social media, they
During the pandemic, the company has always are not of critical importance but Instagram has become
maintained they should stay open and operating when the relevant platform for them for brand building through
at all possible, to offer shelter for those not travelling owned and earned content.
and those that have been able to travel. It is small things On the horizon is a partnership between Accor &
like this, showing the determination to remain open to Ennismore, whose merging within the hospitality sector
assist with customers’ needs even when things are difficult will offer 25hours a new platform to operate from and
that make 25hours Hotels stand out in the packed hotel new avenues to pursue.
sector and retain customer loyalty. “This will be a great opportunity for us to grow globally.
Having enjoyed a successful operation to date, what Of course we have to be careful that the brand DNA
does Hoffmann consider the key drivers behind this adapts in a healthy way but this opportunity looks set to
to be? be a great opportunity to 25hours Hotels truly alive and
“Through our expansion and growth, we have kicking for a long time to come,” concludes Hoffmann.
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