Amanda Elder, Chief Commercial Officer (CCO), Kempinski Hotels, shares her insights and experiences in expanding the brand’s hallmark of quiet luxury on a global scale. She articulates the brand’s vision and enduring value which have established Kempinski as a symbol of luxury for the past 127 years.
From Berthold Kempinski’s humble beginning as a Berlin wine merchant in 1897, Kempinski has grown into a global luxury hotel brand with spectacular hotels across several continents. It maintains its authenticity and heritage, crafting properties that reflect quality and individuality. Each hotel embodies style and elegance, whether a carefully renovated landmark or a modern architectural masterpiece.
Brand USP
Over the decades, Kempinski has provided settings for significant events, from romantic dinners to historic meetings and family escapes, hosting film stars, world leaders, artists, and royalty. Beyond luxury accommodations and fine dining, it offers distinctive experiences and lasting memories. Elucidating the brand identity, Amanda says, “We stand for bringing European luxury and hospitality to pioneering destinations around the world where perhaps other luxury hotel groups have not ventured. We stand for craftsmanship and bespoke service for every guest.”
The Kempinski approach is designed to forge a genuine connection with guests while meticulously upholding their privacy. Amanda explains, “We pride ourselves on really getting to know the individual with our high repeat threshold of guests. We understand that you can be a different person depending on your reason for travel. As a corporate traveller, you want to be checked in quickly without any frills, but on vacation, you want to be pampered with the red carpet rolled out. Our job is to distinguish that persona and cater to requisite needs. We pride ourselves on being able to do just that.”
Strategies for Enhancing Global Presence
With the appointment of Barbara Muckermann as the new CEO, Brand Kempinski anticipates a stronger emphasis on defining and communicating the brand’s essence, thanks to her exceptional marketing background. Amanda notes, “Barbara’s vision and strategy will bring a renewed focus on who we are, what we aim to offer our loyal guests, and how we articulate the essence of Kempinski. She is truly fabulous and the perfect fit for this role.”
Drawing on her own extensive sales experience, Amanda adeptly customises Kempinski’s offerings to meet distinct cultural and regional preferences across areas such as the Middle East, Asia, and Europe. She highlights the importance of understanding local nuances and listening to each culture and says, “We operate with a regional structure, so everything is not controlled from Geneva. We have dedicated teams in different regions like the Middle East, Africa, China, North America, and others. This allows us to better understand and cater to each region’s unique needs. We learn from one another, adopt best practices, and implement successful initiatives from various regions to enhance our offerings.”
Amanda points out the challenge of balancing the Kempinski brand’s European essence with local cultural authenticity and mentions, “We aim to maintain our European identity through elements like food, dining settings, and tone of voice while deeply respecting and reflecting the local culture in each region. For instance, when visiting a Kempinski hotel in Masai Mara, Africa, guests should truly experience Africa, not a reflection of, say, Germany. The key is to blend our European roots with regional nuances to honour and bring each local culture to life while preserving our brand’s European essence.”
Balancing Growth in Established and Emerging Markets
Outlining the strategic considerations for Kempinski’s market expansion, Amanda responds, “We frequently debate whether to invest more in established markets where we already have strong recognition or to allocate resources to emerging markets with high potential. When uncertain about committing significant funds to an emerging market, despite believing in its potential, we often leverage our loyalty programme, the Global Hotel Alliance, and its associated brands to provide the bandwidth for exploration.”
While Kempinski does not have a hotel in India, the brand strongly believes in the market’s outbound potential. To capitalise on this, Kempinski partners with the Leela Group, part of the Global Hotel Alliance. This partnership allows mutual promotion on each other’s websites, providing a creative and cost-effective way to reach new markets without stretching the budget too thin.
India Market
Addressing the potential for a Kempinski hotel in India, Amanda remains hopeful but realistic by saying, “I love the idea, and I wish I could say it is happening soon. However, there is nothing concrete at the moment. It is a matter of finding the right owner with either an existing asset or a new project. We are proactive and open to opportunities, especially from those familiar with our brand. Let us see what the future holds. Unfortunately, there is nothing definitive right now, but in the meantime, we ensure our presence through partnerships.”
For the India outbound market, Kempinski Hotels strategically positions itself with standout properties and tailored offerings that draw Indians to Kempinski properties all over the world. Ciragan Palace Kempinski in Istanbul is renowned for hosting grand Indian weddings, while St. Moritz is a sought-after location for high-profile, million-dollar weddings. Despite not having more direct sales efforts or hotels in India, Kempinski focuses on maintaining brand visibility and appeal through these key destinations. The aim is to ensure that the brand remains top of mind for Indian travellers, leveraging its exceptional global properties to attract this important market.
Upcoming Kempinski Properties
With a series of new properties scheduled to debut, Amanda shares, “We have one opening in Saudi Arabia early next year and another in Havana, Cuba, which is an exciting destination. Additionally, we will launch two beautiful lodges in Tanzania late next year. We have also signed deals in Lombok and Ubud, Indonesia, with the same owner as our The Apurva Kempinski Bali property. While progress is being made, we are mindful of encouraging sustainable and responsible growth. Our focus remains on securing the right property with the right owner in the right location.”
Customer Relationship Management (CRM)
Kempinski Hotels is committed to ongoing investment in database management and customer understanding, relentlessly striving for continuous improvement. Amanda summarises their focus by adding, “We firmly believe in our loyalty programme and are proud shareholders in the Global Hotel Alliance, taking our collaboration with other brands very seriously. We were the first loyalty programme to introduce Discovery Dollars, real currency added to the virtual wallet, unlike points used by most programmes. Members can earn experiences just as they can earn Discovery Dollars, which we highly value.”
As a parting thought, Amanda addresses the growing luxury market in India and summarises, “Discover the Kempinski experience, where we take pride in understanding your needs and crafting personalised stays just for you. Whether you are in Riga, Latvia, or Dresden, Germany, each of our hotels offers a unique sense of place and unwavering commitment to exceptional care. Trust Kempinski to provide unparalleled comfort and attention, regardless of your journey.”
, Kempinski Hotels, shares her insights and experiences in expanding the brand's hallmark of quiet luxury on a global scale. She articulates the brand's vision and enduring value which have established Kempinski as a symbol of luxury for the past 127 years.){kind=link}