Kerten Hospitality is a dynamic and integrated living global hospitality group driven by a passion for innovation and community engagement. In this interview, RLI spends some time with Marloes Knippenberg, CEO to learn more about the history of the concept and how they are looking to grow in the future.
The story of Kerten Hospitality began with a vision to create bespoke projects that seamlessly blend with local culture, offering guests unforgettable experiences. They prioritise sustainability, diversity and inclusivity as they aim to leave a positive impact on the communities they operate in.
At present, the company has a wide-ranging portfolio of almost 60 projects that encompass hotels, serviced apartments and collaborative business hubs. These schemes are situated across 12 vibrant global destinations including Italy, France, UAE, Egypt and Morocco. Each property is carefully curated to reflect the essence of its location while embodying Kerten’s commitment to excellence and guest satisfaction.
“One of our most recent openings was the 30-key Dar Tantora The House Hotel in AIUIa, Saudi Arabia which aspires to be the region’s premier low-impact hotel. The hotel came to life by restoring several historic mud-brick buildings into a boutique hotel using contemporary and traditional engineering methods,” explains Marloes Knippenberg, CEO of Kerten Hospitality.
She continues by saying that Dar Tantora The House Hotel allows guests to live the heritage of the AIUIa Old Town historical village, offering an immersive experience that forges deep connections between guests, locals and the rich cultural tapestry of the area. This destination hotel is a testament to their vision and features a hospitable and inclusive atmosphere, as well as an example of their commitment to sustainability and environmental governance.
Kerten Hospitality has an exciting pipeline of developments slated for the next year or two, including expansion in key markets such as France, Italy and Saudi Arabia. These upcoming projects are set to further diversify the company portfolio and reinforce their presence in strategic locations worldwide.
“While we remain focused on strengthening our presence in existing markets, we are also exploring opportunities to expand into emerging destinations that align with our brand ethos and values. Our goal is to introduce our unique concept to new audiences while staying true to our commitment to quality and innovation.”
“Our goal is to introduce our unique concept to new audiences while staying true to our commitment to quality and innovation.”
As our discussion with Marloes moves onto what attracts the company to new properties, she says that it is not about the building itself, rather, they are particularly attracted to partnerships with owners who share their visionary approach to hospitality. Collaborating with partners who have a clear vision and commitment to creating unique guest experiences is paramount to their success. Their emphasis on partnerships extends beyond physical properties; it is about aligning with like-minded individuals and organisations who value innovation, sustainability and community engagement.
Whether it is a historic landmark, a bustling urban neighbourhood, a new build or a serene coastal retreat, they look for locations that not only inspire creativity but also offer opportunities for meaningful engagement with the local community.
“To ensure our destinations remain attractive and exciting, we prioritise continuous innovation and adaptation to evolving consumer trends. From curated experiences and bespoke amenities to immersive storytelling and engagement strategies, we strive to exceed guest expectations and deliver unforgettable moments,” Knippenberg comments.
While the business recognises the value of technological advancements, they remain dedicated to preserving the human touch with their hospitality offer. Their approach to digital innovation focuses on enhancing rather than replacing genuine human connections. By leveraging e-commerce and social media platforms, they aim to extend to their reach, engage with guests on a more personal level and tailor their offerings to their preferences. Through seamless online booking experiences, targeted marketing campaigns and personalised communication, they strive to maintain the warmth and authenticity that define their brand while embracing the convenience and efficiency of digital channels.
A key component of the company’s operations is sustainability and it is at the core of everything they do. From eco-friendly design and operations to community outreach initiatives and responsible sourcing practices, they are committed to minimising their environmental footprint and fostering positive social impact. Their goal is to create sustainable destinations that not only provide exceptional experiences but also contribute to the well-being of the planet and its inhabitants.
In today’s retail world, guest loyalty is more important than ever and Knippenberg believes that guests of Kerten Hospitality remain loyal because of their unwavering dedication to excellence, authenticity and guest-centricity. What sets the brand apart from their peers is their agility, adaptability and ability to curate immersive experiences that celebrate local culture, foster genuine connections and leave a lasting impression on guests.
“The key drivers behind any success we have had are our relentless pursuit of innovation, our commitment to creating meaningful connections with guests and communities and our ability to adapt and evolve in response to changing market dynamics. Additionally, our strong leadership team, strategic partnerships and focus on operational excellence have played pivotal roles in driving growth and profitability.”
The ethos of the brand is rooted in a deep respect for diversity, sustainability and creativity. They believe in the transformative power of hospitality to enrich lives, inspire change and create lasting memories.
The last question we ask Marloes is what lies ahead and what challenges face the company moving forward?
“One of the greatest challenges facing us is navigating the evolving landscape of the hospitality industry amidst changing consumer preferences, economic uncertainties and global events. However, we see these challenges as opportunities for growth and innovation and we remain confident in our ability to adapt and thrive in any environment,” she explains as our time with the CEO comes to an end.
