Interview series "5 questions for..."
What makes a hotel truly unique and unforgettable? Robert Kittel from Pretty Hotels has a clear answer: it's the authentic stories it tells, the bold ideas of new generations of hotels and the ability to create a clear identity beyond trends. In our interview, we talk about the art of brand identity, the influence of storytelling and the balance between creative innovation and timeless design approaches. Discover inspiring insights that will have a lasting impact on the hotel industry in the coming years.
Robert Kittel, Founder and Managing Director Pretty Hotels
Brandcraft: Pretty Hotels is known for showcasing unique hotels with a strong identity and distinctive positioning. In your opinion, what are the most important elements that make up a strong brand identity for a hotel, and how can hoteliers effectively implement this?
Robert Kittel: I - and usually the guest - prefer it when the hotelier hangs drawings by his children in the entrance rather than works by a currently popular artist who has nothing to do with the hotel. Brand identity means identity: there should be a real connection to what you write on the front of your business card. Authenticity is crucial. Of course, there are also hotels in our portfolio whose USP is art. In these cases, I expect grandiose works of art at reception that emphasize the style and history of the hotel. It is always crucial that the identity of the hotel is conveyed clearly and coherently - be it through design, art or personal touches.
Brandcraft: The new generation of hoteliers is bringing a breath of fresh air to the industry. In your opinion, what qualities define this new wave of hotel operators?
Robert Kittel: Around 50 percent of our hoteliers are career changers. On the one hand, this is good because they see hospitality from the guest's perspective and also implement ideas that they liked on vacation in their hotels. The Honesty Bar, for example, is a good thing because you don't always have to look for a waiter for a drink. Two new member hotels in Tramin and Lermoos even allow guests to use the huge kitchen. It has worked very well so far. The others, the 6th generation of full-blooded hoteliers, may not be as creative, but they have their business under control. They know how to run a hotel-restaurant so that it is economically successful and they are not so naive as to think that new employees will stand in front of the hotel and say: I would like to do a 6-month internship as a waiter with you.
"In the evening, you dine in a local restaurant. Sicily unplugged. When a resort hotel tries that, it usually goes wrong..."
Brandcraft: Storytelling has become a central component of modern brand communication. How important is storytelling—whether about the founders, the hotel concept, or the surrounding area—to a hotel’s appeal?
Robert Kittel: If there is a good story, you should definitely tell it. What's new is that hotels can now publish their stories directly via their own channels such as websites, social media, newsletters or even an in-house newspaper without having to invite a journalist for weeks. These self-publications give hotels full control over their content and allow them to address their target group directly. After that, you can of course still decide whether to aim for a traditional publication in a newspaper or work with influencers who prepare stories visually and emotionally. Storytelling is nothing new, but a friendly way of telling guests something about the hotel and its values. We have an apartment building with us, the Rosso in the Allgäu, which tells guests what it doesn't have. No underground parking, no breakfast buffet, not even a television. Super!
Gasthof Hirschen in Schwarzenberg, AT
Brandcraft: In your opinion, which design trends are particularly exciting, and why? Are there any styles or innovations that you think will be especially important in the future?
Robert Kittel: Trends are always problematic in the hotel industry, as you have to rebuild after a few years because the trend has faded. It is just as problematic when hotels are designed in such a way that they are very similar to many others. You see this very often at the moment - for example, Mallorca, Mykonos and Tyrol have never had so much in common in terms of their architecture and furnishings as they do today. I believe that a hotel must always fit in with its surroundings, as this is what creates authenticity and an unmistakable experience for the guest. It is also important that design is not only oriented towards aesthetics, but remains functional and enhances the comfort of guests. A good hotel design tells a story that is connected to the surroundings, the culture and the values of the hotel - and that is timeless.
Brandcraft: In your opinion, what sets a hotel apart—one that goes beyond simply providing a place to stay and offers its guests an experience that leaves a lasting impression? How can design, service, or a special atmosphere play a role in this?
Robert Kittel: We have a member house in Sicily, the Palazzo Previtera in Linguaglossa at the foot of Mount Etna. It doesn't look very spectacular from the outside, but inside you think: Ok, I'm really in Sicily! Mint green walls, painted stucco on the ceiling and a large garden with lots of cats roaming around. The hotel then books an excursion to Mount Etna for the guest, preferably on foot with a Sicilian guide who speaks very poor English at best. And in the evening, you dine in a local restaurant. Sicily unplugged. If a resort hotel tries to do this, it usually goes wrong and you feel a bit like you're in Disneyland. But I can't say exactly why that is.