Between 15 and 17 April, more than 2,500 senior representatives from across the hospitality industry will head to Berlin for the International Hospitality Investment Forum (IHIF) EMEA 2024.
This year’s speakers include: the CEOs of IHG, Hilton and Accor as well as senior representatives from Starwood Capital, TUI Group, KSL Capital Partners, and more.
Not only will you hear from leading hotel investment executives, but the multiple networking opportunities mean you’ll be able to capitalise on the return to dealmaking we are seeing this year.
The following interview is part of a series aimed at bringing you a flavour of the conversations you can expect on stage, highlighting some of the big-picture trends and themes ahead of the event.
Australian hotel company TFE Hotels has spent the last few years rapidly expanding its presence in Europe under the Adina Hotels name. The company currently has 18 serviced apartments open on the continent and has plans to add two new brands to its roster over the coming months.
Earlier this year Asli Kutlucan, former chief development officer at Cycas Hospitality, joined as European CEO, we recently caught up with her ahead of her session at IHIF EMEA. Kutlucan will be speaking on a panel called 'Living Sectors Unveiled: Exploring Opportunities, Similarities, and Synergies for Cross-Sector Investing' (Wednesday 17 April, 10:30 Adjacent Spaces Track).
Hospitality Investor: You recently joined Adina Hotels as European CEO, what attracted you to the role?
Asli Kutlucan: What attracted me to the role at Adina Hotels is the brand's commitment to excellence in hospitality and its strong reputation within the industry. I was particularly drawn to the opportunity to lead the company's expansion efforts, including launching new brands, in Europe, which is a region with immense potential for growth in the hospitality sector.
Hospitality Investor: What are your plans for the business over the next 12-18 months?
Asli Kutlucan: Over the next 12-18 months, my primary focus will be on driving growth and enhancing the guest experience across our properties in Europe as well as launching 2 new brands. This will involve expanding our footprint in key markets, investing in our properties to ensure they meet the highest standards of comfort and quality, and strengthening our relationships with both corporate clients and individual travelers. Additionally, I plan to leverage technology to streamline operations and enhance connectivity with our guests, ensuring that their stay with us is seamless and memorable.
Hospitality Investor: Serviced apartments have experienced a huge growth in both consumer and investment interest in the last few years. What’s behind that?
Asli Kutlucan: The surge in interest in serviced apartments can be attributed to several factors. Firstly, there is a growing demand for accommodation options that offer more space, flexibility, and amenities compared to traditional hotel rooms, especially among long-term travelers and families. Additionally, serviced apartments often provide a more cost-effective solution for extended stays, making them attractive to both leisure and business travelers. From an investment perspective, the recurring revenue model of serviced apartments and their resilience during economic downturns have also made them an appealing asset class for investors seeking stable returns.
Hospitality Investor: What can asset classes like student accommodation and senior living learn from hospitality?
Asli Kutlucan: Hospitality has long been focused on delivering personalized experiences and creating environments that cater to the unique needs and preferences of guests. This customer-centric approach is something that asset classes like student accommodation and senior living can certainly learn from. By prioritizing the well-being and satisfaction of their residents, these sectors can create communities that foster a sense of belonging and enhance quality of life. Additionally, incorporating elements of design, technology, and service innovation from the hospitality industry can help differentiate offerings and attract discerning consumers in these segments. Currently there are few in each of these segments driving really innovative and guest centric experiences and I am certainly sure that we will see more and more companies following the similar trends.
Hospitality Investor: The theme of this year’s event is “Making the Markets” emphasizing the need to take control of any given situation, rather than simply riding the wave. Have you got an example that you could share either in your own business or the wider market?
Asli Kutlucan: Certainly. In the hospitality industry, being proactive and agile is essential for success, especially in the face of unforeseen challenges such as the recent global pandemic. One example of "making the markets" that comes to mind is how many hotel companies, including Adina Hotels, pivoted their strategies to adapt to the changing landscape brought about by COVID-19. This involved implementing rigorous health and safety protocols to reassure guests, launching innovative marketing campaigns to stimulate demand, and exploring new revenue streams such as offering day-use rooms for remote workers. By taking control of the situation and responding swiftly to evolving consumer needs, we were able to navigate through turbulent times and emerge stronger on the other side.
If you still haven’t registered for IHIF EMEA yet, you can do so here. You can also view the latest programme, here.