Dear Sonja, keyword guest of the future:
What needs and demands, what understanding of luxury and what requirements will guests have in the future?
The gap is widening in all areas, including the catering industry. On the one hand, we live in fast-moving times with many uncertainties. Many people are turning to system catering either because of time constraints or a lack of understanding. On the other hand, we see in our business that our guests particularly appreciate being called by name, being recognised personally and being approached by a person. This social interaction is more in demand than ever before. Our product is not just food and drink, it is the whole package with human interaction. Traditional stereotypes are also disappearing. We increasingly have lunch guests who simply come to us because they both work and the woman no longer does the cooking, while at the same time men are becoming more and more interested in cooking. We see this strongly in the participants of our cookery courses. It is also noticeable that the appreciation of our staff is constantly growing among our guests. This is also the reason why we train our employees intensively in this area.
Guests who can afford culinary experiences like the ones we offer naturally have a certain expectation; although they have become more aware of value for money in recent times, they treat themselves to luxury, less extravagantly than in the past, but all the more consciously and tastefully.
For many people, luxury is, among other things, the experience of something unique, i.e. exceptional guest experiences. In what form will digital aids such as virtual reality or artificial intelligence and robots play a role here in the future? What do you think of this and where could you imagine using these possibilities or are you already using them?
One thing is certain, a robot will not be able to taste my wine. The sensory properties of wine change every year, so it will be difficult.
Where it makes sense is with the reservation system. We are also currently switching to a table reservation system to make our employees’ work easier so that they can concentrate even more on the guest instead of being distracted by the reservation process. Reservations are coming in at shorter notice, but you still expect immediate feedback. This is where digital tools make perfect sense.
These programmes are also very advantageous for regular customer management. New employees can be informed about the preferences or intolerances of regular guests.
In the luxury segment, taking time and human interaction are perceived as the real luxury. Mobile phones are also disappearing more and more from the tables, a return to reflection is taking place and the value of the digital detox is being recognised.
Food and nutrition trends play a very important role in our society. According to the motto ‘You are what you eat’, the way we eat determines our entire lifestyle. Which developments in nutrition do you think will be particularly important in the coming years?
The range of non-alcoholic drinks on offer is constantly growing and is also becoming increasingly popular. A few years ago, we were still on our own, but now there are already a few winemakers offering alternatives.
The feedback is consistently positive and you end the evening with a clear head. I myself also really appreciate the non-alcoholic alternatives, because even as a hostess you always find yourself in the situation of toasting with your guests.
To be fair, it has to be said that preparing these no- or low-alcohol products is often more time-consuming than simply opening a bottle of wine. What’s more, in the food pairing sector in particular, you have to take a very close look at the individual ingredients and drinks in order to develop the perfect combinations for the guest.
The topic of regionality is also becoming increasingly important. We live in a region with excellent producers and we can and should capitalise on this. Of course, it would be easier to order a salad from a large supplier, but if you want to show what our region has to offer, that’s not the right way to go. You also tell a story – where does the product come from, what family is behind it, what values?
Another interesting trend is braised dishes, or dishes that take longer to prepare. Many guests associate this with positive memories of the family, of their grandmother, so-called feel-good dishes. After a meal, you can feel that these dishes are good for you, freshly prepared from real products by real people. It is becoming increasingly important to be mindful of yourself and to do and eat things that are good for you.
We live in a visual world, we convey emotions and imagery via social media and communicate with our communities on different channels. Which visual worlds and which forms of communication do you think will play the biggest role in luxury gastronomy?
This is an exciting topic. For example, we still only have printed gift vouchers made of high-quality paper instead of a digital solution. This simply has a different symbolism and a different value. We want to convey this value.
Social media is important to create an atmosphere. But that’s not why people book with us. It’s different with our newsletter, which, even if it goes to a lot of people, still addresses our guests personally. People book there too.
Just because I post fresh porcini mushrooms in an Instagram story, nobody will get in the car and drive to Trautmannsdorf, but it will be remembered. That’s why social media work is important. In a nutshell, I can create a mood, but to sell successfully in the luxury segment, you need a personalised approach.
As far as the imagery is concerned, quality is very important. Even an amateur eye can tell a good picture from a bad one. And it always conveys a sense of value, which is what I want as a luxury company.
In the end, however, it is always the personal approach that counts. I want to be perceived as a guest, as a holidaymaker, as a person. That won’t change. Take our guest rooms in the Vila Rosa, for example. Our housekeeper, Waltraud, cleans the rooms and takes care of the check-in. We don’t have a reception desk. She welcomes the guests as a person, she is from the region herself and explains where the guests can find what they need. She takes her time. This fascinates the guests and we only get enthusiastic feedback. This personal approach is our strength and what sets us apart.
In a world where there is an oversupply, where everything is available, the utilisation of synergies is becoming increasingly important in order to create something new – how can this help the restaurant industry in the future, what types of synergies will be particularly helpful?
In Thermen- und Vulkanland, there is a new committee in which well-known and established businesses such as Zotter Schokolade, Weinschloss Thaller, Hans-Peter Fink and ourselves are thinking about how we can make our region more attractive even in the quiet times.
We are trying to join forces here, because the more successful and exciting businesses a region has that can tell a story, the more attractive it is.
Regular guests also have great potential in this respect. If I recommend something to my guests, they will follow the recommendation because they trust me. I do the same thing when I go somewhere, I ask the local expert where I should go.
Well-known businesses are opinion leaders in a region and when they give a tip, the guest has the feeling of an exclusive recommendation.
Other examples of successful synergy utilisation are the Jeune Restaurateurs, with 45 establishments that ‘swap’ and recommend each other for events. And on the other hand, my brother Richard’s media appearances, which are incredibly valuable for us and are of course multipliers.
The topic of sustainability is now omnipresent, how do you think sustainability will be practised in upscale gastronomy in the future?
At our level of catering, sustainable corporate management is part of good practice. You no longer need to mention it on the menu, it’s a matter of course and is taken for granted by our guests. I think that’s a good thing.
In the past, the restaurants with the best ratings in the gourmet guides were those that had caviar, champagne, turbot and lobster on the menu. Then sustainability and regionality became more and more the focus of journalists’ attention and this created a domino effect. Restaurants have started to look for regional suppliers, new restaurants are now focussing on these things from the outset and trying to establish their unique selling point.
Another topic that currently has the catering industry fully in its grip is the question of employees. What do you think the employees of the future will look like – what requirements will be placed on them and what expectations will employees have of employers in the catering industry?
I think a lot is happening at the moment. Companies have learnt from the past. If you want good employees, you have to treat them well. Then it works for everyone.
It always has to be the best for the guest, the best for the employee and the best for the entrepreneur. The cogs have to mesh. If there is a shortcoming on one side, it affects the other cogs.
It’s about appreciation, each group must show appreciation for the other. At the same time, you can also demand something from employees. Our employees want to put their knowledge to the test, they want to be part of our successful project. This is a conscious decision on their part, and they in turn show us their appreciation and communicate this to us. It starts with the parlourmaid and goes all the way through to service and the kitchen.
This year, for example, we have not invested in guest hardware, but instead in a feel-good room for our employees. After all, those who work hard and are expected to work creatively also need relaxing breaks. Another issue is the precise measurement of working hours. We have introduced a new digital time recording system to clearly show both sides how much time was worked and when. This allows us to show how many hours everyone has worked so that it is fair for both sides.
Of course, we also want to show our employees how good our work is, and we demonstrate this to them. I am very grateful and I really enjoy my work in our team. A special feature of our evening service is that the chefs and trainee chefs come to the table and present the food. This allows them to familiarise themselves with this dimension and also helps the guests to remember it. This is a valuable learning experience, especially at the beginning of their training. Apprentices or young professionals should not feel that they only have to do the simple tasks and should not be allowed to take centre stage. It also makes it easier for them to understand why certain things are particularly important to us.
Finally, do you have any advice for our students on how they can be successful in the catering industry in the future?
Passion is essential! You have to develop a great joy and passion for something. You should be honest with yourself and courageously go your own way, even if you are influenced by family or friends. I think this is often the case when parents or others around you try to talk young people out of a career in catering or tourism because it can sometimes be tough.
Qualities such as perseverance and consistency are important in order to stay ahead. You can compare it to sport. If someone wants the crystal ball, they have to do something about it.
You can draw a lot of parallels between our industry and the world of sport – the ability to work in a team, to give it your all, to be successful, to celebrate success, then earn more and be recognised more. This will become more important again. Because if you really want to aim high, it takes more than just thinking about when you’re going to finish at the beginning of your shift.
You also have to get out, experience things, go abroad, learn languages – you have to make the most of these opportunities. It’s simply a great experience to exchange ideas in other languages and get to know new things. You have to try things out, dare to do something, nothing can happen, you can only learn!
Thank you very much for the interview!
