BTN exclusive with Wytze van den Berg Vice President, International Operations BWH Hotels EMEA

Wytze Van Den Berg has been working in the BWH Hotels family for 20 years. As a member of the WorldHotels executive committee, Van Den Berg oversees WorldHotels activities in the EMEA region and leads the head office in WorldHotels’ hometown of Frankfurt, Germany. He is Vice President, EMEA of WorldHotels and Vice President International Operations, EMEA of BWH Hotels.

Prior to his role with BWH Hotels, he was responsible for the Best Western Hotels & Resorts brand in Belgium and The Netherlands where he started as CEO of Best Western in The Netherlands in 2006. During his employment he also held various positions in international committees, he was the Chair of the European Function Team and member of the European Executive Committee.

Prior to joining Best Western, Van Den Berg held leadership positions in Marketing & Revenue Management with Accor.
Van Den Berg obtained a Bachelor’s degree in Hotel Management at the prestigious hotel school, The Hague. He resides with his wife and 3 children in the greater Amsterdam area.

BTN caught up with him to find out more on the plans for this group and much more…

1. What is the biggest change taking place in hospitality today that the industry is still underestimating?
A shift of generations, the next generations will look for different offerings, different destinations and book differently.

2. Which region or destination presents the greatest hospitality opportunity over the next five years, and why?
Northern Africa and the middle east. Especially countries like Jordania, Oman and Egypt. Obviously,, the Kingdom of Saudi Arabia as well.

3. Within the Middle East, where do you see the strongest opportunities beyond the most prominent projects and destinations?
The most opportunities will be in KSA, but I expect a big lift up in Jordania and Oman as well.

4. What is the most important change you are seeing in customer behaviour?
A new generation with different booking methods and a desire for a different travel trip. Mind off, experience driven and searching and booking through their personalized AI agent.

5. What are guests increasingly willing to pay more for, and what do they no longer value?
Guests will pay more for authenticity and flexibility. Old brand standards need to be revised. We see less interest in the expensive minibar, business centers and expensive breakfasts.

6. Which hospitality trend has genuine staying power?
Exploring the true neighborhood and visiting a destination as a local would do.

7. What is the biggest challenge facing the hospitality industry, and where is the corresponding opportunity?
Having enough well-trained front line staff to deliver the expectation. We see that many countries have an aging population and this puts stress on working capital.

8. How are talent shortages affecting the industry, particularly in rapidly growing markets such as the Middle East? The impact is enormous, as an industry we need to look ahead and use automation where we can. But we need to have enough well trained talent to deliver the experience.

9. What skills will hospitality businesses need most over the next five years?
Front line staff who are engaging directly with the guest or customer journey.

10. How must training and career development change to attract, develop and retain the next generation of hospitality talent?
Training needs to be much quicker, through automation and on the job. Also providing clear career opportunities including training internally and externally need to be provided to remain competitive as an employer and industry.

11. What is one specific way your business is using AI today, and what measurable difference has it made?
In our customer contact centers, it has driven an increase in customer satisfaction.

12. What is the most promising AI application you are exploring next?
Using AI applications to scan all rooms so that AI bots have all information they need. Such as power sockets, USB ports, how many, what is the distance to the bed etc.

13. What are you most excited about in hospitality over the next 12 months?
Introducing our completely newly defined loyalty program for our 70M members.

14. What first attracted you to hospitality, and what has made you stay in the industry?
I come from a hospitality family, so it runs through my veins.

15. What is the one issue hospitality leaders should be discussing at Future Hospitality Summit – FHS World in Dubai?
The future of human capital in the industry.