The Hotelier Edit: Almut Cordt, Managing Director, BOUTIQUE HOTEL ATRIUM MÜNCHEN
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Almut began her professional career in the Munich 5-star hotel industry before working for many years in a managerial role in the field of electronic payments. Her passion for the hotel industry paired with a profound understanding of technology were the perfect basis for the strategic realignment of the family business, which she has been managing since 2016. She successfully combines her experience in strategic marketing, yield management and digital sales with her passion for creativity and leadership.
Tell us about yourself and your experience in the hospitality industry or tell us about the history of your hotel
Our family now runs the Boutique Hotel Atrium in the 2nd generation. In 1986, my parents opened the hotel under the BEST WESTERN brand, my father was a founding member of BW Germany at the time and we remained part of the BW family for 30 years. With the generational change, we strategically repositioned ourselves on the market and decided with one crying and one laughing eye to sail under our own flag from then on. Accompanied by a comprehensive renovation, we launched a “new” product on the Munich hotel market in spring 2020, just in time for the start of the pandemic. As for so many of my colleagues, years of uncertainty and existential fear followed, accompanied by the question of whether the brand exit would bring the desired success or not. It wasn't until the end of 2022 that we had certainty that the decision to remain independent was the right one and today we are happy and optimistic that we have future-proofed our hotel.
How do you differentiate your independent hotel from the larger chains and other independent properties in Munich?
In my opinion, the biggest difference to the chain hotel industry lies in the individuality, both in terms of employee management and corporate culture as well as in terms of design and guest approach. As a family-run company, we have always attached great importance to transferring the family concept to our employees. Many of our colleagues have been part of our hotel family since 1986 and welcome our guests with precisely this feeling. Only those who experience appreciation can pass it on. Compared to other independently managed hotels, we have many years of experience from a chain-like structure. Defined performance standards, standard operating procedures and global sales structures are in our DNA, as is the individual approach and care of our guests. We bring together the best of both worlds, always with the aim of being credible and authentic.
What sets Munich apart as a destination for independent hotels compared to other German cities?
Munich evokes very positive associations for most people: tranquil, cosmopolitan, safe, tolerant, clean, more village than big city. Tourists and business travelers are delighted to be here and to experience Bavarian hospitality, where it is natural to sit down at a table with strangers and often find yourself in convivial conversation. This atmosphere is the ideal setting for individual hotels and hotel concepts. People are looking for something special rather than the interchangeable standard. They want to feel the flair of our extraordinary city in their hotel and immerse 
themselves in the Munich feeling as soon as they arrive. We always try to keep our finger on the pulse when it comes to interior design while maintaining a connection to Munich. This is probably easier for us as an independent hotel, as we are not subject to any corporate guidelines regarding brand strategy.
What piece of advice would you give someone looking to start a career in the hotel sector?
Unfortunately, interest in our wonderful industry has been declining for years. I would therefore prefer to make a general recommendation to potential career starters: Give our industry another chance. Don't be put off by working hours that are outside office opening hours and tasks that also require physical effort and a willingness to provide a service. Even after 30 years, I still tell the best stories among my friends when I talk about my experience as a hotel management trainee. The cohesion in a hotel team is enormous, many colleagues are new to the city and so you quickly bond. Shared night shifts, banquets on January 1st after partying New Year's Eve together, international guests and yes, even some unconventional experiences with guests, weld together and make everyday working life varied and exciting. It's not for nothing that the most successful television series are set in hotels.
Those who choose our world are immersed in a strong network and gain experience that is an advantage for any employer in other sectors, should family planning ever make it necessary to leave the industry. But that doesn't necessarily have to be the 
case: in our company, we always try to find a solution within the team to meet the individual needs of our colleagues - just like in any family.
What revenue management strategies have proven most effective for your independent hotel in Munich?
In contrast to individual hotels in purely tourist regions, it is essential for us as a city hotel to understand and use the full range of digital sales and yield management. We constantly try to keep up to date with the tools available and naturally rely on strong and trustworthy partners. Not only ensuring a flawless guest journey, but also revenue management in particular has become very complex. Without the expertise of our partners, we would not be able to fully exploit our potential. However, this is important in order to be able to counter increased costs and pay fair wages. What's more, we unfortunately have no way of storing our “product” in the hotel industry. The hotel room that is not sold tonight will never be sold again. We therefore monitor the market for the next 365 days on a rolling basis and derive our pricing and sales strategy from this. You have to imagine this as a matrix of time-to-arrival, room type, day of the week, reservation condition and booking status, to name just the most important factors. On site, it is then the team's job to inspire guests with quality and warmth of heart so that our revenue and guest satisfaction are in harmony. Then we have done everything right.
We are looking forward to bringing the community together at Independent Hotel Show Munich on 20-21 November, secure your free ticket here.
