Movenpick to attract millennials with gen-y committee

Mövenpick Hotels & Resorts has recruited a team of ‘generation y’ employees and entrepreneurs to closely collaborate with the hospitality firm’s executive team as it looks to fresh ideas on how to attract Millennial guests and talent, a press statement from the Swiss operator said.

In a move that signals the group’s HR strategy and commitment to meeting guest demands, the company has hand-picked an ‘ExCom–Y Committee’ – a team of 10 millennials, six of whom are from across different hotels and the remaining four are young business leaders brought in from locations across the globe to provide a balanced and international perspective.

They include Jessica Houlgrave, who spent six years working for leading global financial institutions and is now researching the impact of technology on the art ecosystem as part of an Art Business Master’s degree at Sotheby’s Institute of Art.

“I am honoured to have been selected to take part in this ground-breaking initiative, which I believe sets Mövenpick Hotels & Resorts apart as a forward-thinking hospitality company that puts guest and talent needs first,” said Houlgrave.

“In the context of the ExCom–Y Committee it means analysing the Millennial mindset and lifestyle to help future-proof company strategy and I’m excited to be able to contribute my thoughts as part of this collaborative effort.”

Houlgrave is joined on the committee by a group of entrepreneurs and business executives from countries including Germany, France and the US, who are proficient in several disciplines such as technology, hospitality and pharmaceuticals.

They will work alongside a group of Mövenpick young professionals who have been selected from hotels in Dubai, Pattaya, Karachi and Switzerland.

They too represent several nationalities and areas of expertise including front office, digital content and strategy, sales, marketing, F&B and brand and quality assurance.

“As we embark on an unprecedented growth phase, expanding our portfolio at a rapid rate, it’s paramount we seek input and insights from our colleagues, particularly our young talent, who possess an intimate understanding of new generational trends,” said Craig Cochrane, the company’s senior VP human resources.

“As Millennials become a more influential demographic and contribute significantly to our overall guest profile, it is imperative we incorporate their needs and wishes into our hospitality offering.”

Currently, 30% of Mövenpick's guests are millennials, a feat the company bills as a "success".

“We must not only recognise their needs as the customers of the future, but also as potential talent that we can engage and employ,” said Mövenpick Hotels & Resorts president and CEO Olivier Chavy.

“At Mövenpick Hotels & Resorts we recruit a multi-cultural and multi-generational workforce and it has become very apparent that to truly reflect today’s global demographics, Millennials must be well-represented across our operations, from head office to individual hotels.”

Cochrane added: “The creation of the ExCom–Y Committee marks a significant step in this ongoing strategy and we are eager to work with them on a wide range of topics that are essential to our company’s evolution.”

The ExCom–Y Committee will be called on around five times a year to attend and contribute to executive meetings in various geographical locations.