Robert-Jan Woltering

It is Monday, May 29 and I am welcoming you today to episode 4, season 8 of Monday Motivation – Felix asks. In today’s episode, I am taking you to Amsterdam. A city known for its picturesque canals, historic architecture, and vibrant culture. A city that exudes charm and allure. Nestled in the heart of this enchanting city is De L'Europe Amsterdam, a prestigious hotel that holds a prominent position and I am extremely grateful to introduce you today to Mr Robert-Jan Woltering, the Managing Director. Robert-Jan, spend 35 years living abroad and returned to his hometown of Amsterdam in 2022 to run this iconic hotel.

During his extensive career in the hospitality industry, Robert-Jan has held various positions in renowned hotels around the world. He began his journey with Hilton International at the Amsterdam Hilton and later ventured to Rotterdam, Paris, Madagascar, and many other destinations. Joining Accor, he travelled to five continents, working in 14 different countries, and progressed through numerous roles, including General Manager and Regional Vice President. His international experience has shaped his perspective and has been instrumental in securing his current position at De L'Europe Amsterdam.

In this interview, we delve into Robert-Jan's remarkable career, exploring his path from Room Service Manager to Regional Vice President. He shares his love for his current role at Hotel De L'Europe, highlighting the freedom of initiative and autonomy he enjoys managing a standalone family-owned hotel. Robert-Jan emphasizes the importance of genuine hospitality, the heartfelt connection that goes beyond formalities, and shares anecdotes from his experiences in places like Mexico and Maui that exemplify the variety and beauty of the industry.

Reflecting on his mentors and role models, Robert-Jan acknowledges the impact they had on his leadership style and values. He shares advice for those starting their careers in the hospitality industry, emphasizing the significance of education, authenticity, and the pursuit of excellence. Additionally, he recommends two books that inspire creativity and offer insights into visionary thinking and innovation.

As the interview concludes, Robert-Jan suggests other industry experts worth exploring, such as Sebastian Bazin, CEO of Accor, Gregory Maliassas from Playa Hotels, and his good friend Ralph Radtke, General Manager and Regional Vice President at Ciragan Palace Hotel Kempinski in Istanbul.

I hope you will enjoy this read as much as I enjoyed the interview and please do not forget to share positive stories.

Question 1: Can you take us through your career? Where did you start and what do you love most about your current role?

Robert-Jan Woltering (RJW): My career began in Amsterdam with Hilton International at the Amsterdam Hilton, where I worked as a room service manager after attending the Hotelschool The Hague. I held three positions at Hilton Amsterdam before moving on to Rotterdam, Paris, and Madagascar. After that, I joined Accor and spent 27 years with the company, traveling to five continents and working in 14 different countries. I held various positions, starting from Room Service Manager, Chief Steward and progressing to Assistant Restaurant Manager, Conference and Banqueting manager, Assistant and then F&B Director, Executive Assistant General Manager, General Manager, Area General Manager, and finally Regional Vice President. Throughout my career, I achieved everything I had set out to accomplish. When I was a young boy and chose to attend hotel school, I knew that I couldn't limit my career to the Netherlands due to its small size and limited luxury hotels. Traveling became the most enriching experience of my life, and that's why I stayed with Accor, as it provided opportunities for growth, allowed me to live my dream, and explore different countries. My ultimate dream was to become Regional Vice President, which I accomplished twice in Dubai and Mexico. Currently, I feel incredibly fulfilled managing a hotel that not only holds a prominent position in the city yet is also a standalone family-owned hotel by Heineken. The level of initiative and autonomy I have here surpasses any other international brand. My international experience played a significant role in securing my current position.

In summary, my career has been an incredible journey filled with diverse experiences and opportunities for growth, ultimately leading me to where I am today, managing a prestigious hotel in Amsterdam.

Did your family travel with you all the time?

RJW: I am married to Caroline, and we have been together for about 25 years. With her, I have had the opportunity to travel the world. Our children were born in Luxembourg and Prague, and then we moved to Egypt, Belgium, Amsterdam, Germany, Dubai, and other places. Now that our children have grown up and left home, we are empty nesters. Interestingly, we are now following our children's paths instead of them following ours.

Question 2: What does hospitality mean to you?

RJW: That is a complicated question. It is probably the simplest question that you have and at the same time, it's very complicated. Hospitality is a complex concept, yet at its core, it is about creating a genuine sense of welcome. To me, hospitality goes beyond mere formalities and originates from the heart. It involves establishing eye contact, sharing personal information, and treating guests as if they were friends in your own home. This personal touch distinguishes true hospitality from standard protocols and procedures. Whether it's the hospitality experienced at a local pub or in a renowned establishment like Freddy's Bar, it is the heartfelt connection that makes the experience truly remarkable. During my time in Mexico, I witnessed the importance of the "Corazon", the Mexican term for heart, in their approach to hospitality. It is this warmth and authenticity that sets Mexican hospitality apart and contributes to its beauty and uniqueness compared to other countries.

“Hospitality is a complex concept, yet at its core, it is about creating a genuine sense of welcome. To me, hospitality goes beyond mere formalities and originates from the heart.”

Felix: I fully understand your perspective. And honestly speaking, I am currently in a situation where I am climbing up the ladder in the hospitality industry, and I am having days where I feel challenged to maintain the heartfelt approach that defines true hospitality. The focus on numbers and reports can sometimes overshadow the essence of creating a welcoming experience. There are moments when I feel like working in a bank instead.

However, I try to reconnect with the magic that initially drew me to this beautiful industry. Being front of house and meeting guests allows me to glimpse the sparkle and remind myself of why I embarked on this journey in the first place.

I feel it is crucial to remain mindful and not lose sight of the genuine connections and guest experiences that make this industry so special. Especially as my initial motivation for joining this field was rooted in the very aspects of hospitality that you described earlier. By staying true to those values and finding ways to incorporate them into our daily responsibilities, I believe I can continue to bring the magic of hospitality to work, even in a more managerial role.

RJW: Yes, I agree with your observation. Especially in your current sales role, a significant portion of communication happens through emails, requests for proposals (RFPs), and other written exchanges. The opportunities for face-to-face interactions and personal connections that we cherish in hospitality have become quite rare. It's unfortunate that things have changed in this way.

However, I believe it's essential to act and make a conscious effort to break away from the confines of the office. It's important to physically walk through the hotel, engage with guests and colleagues, and experience the vibrant atmosphere firsthand. This not only brings back the magic and spark we love about hospitality yet is also highly appreciated by both guests and colleagues. Stepping out of the office and immersing oneself in the dynamic environment of the hotel can reignite the passion for genuine connections and remind us of why we chose this career path in the first place.

Question 3: Can you please share an anecdote you experienced, that shows the variety and beauty of our industry? 

RJW: When I was in Maui, I was captivated by the incredible beauty of the place and the profound sense of Aloha, which embodies a heartfelt welcome. But there was another word that held great significance: Ohana. Upon arriving in Maui, one may not initially grasp its vastness, but Ohana, meaning family, resonates strongly. As a guest, you become part of the hotel family and also the larger Maui family, creating a sense of connection and friendship. I vividly recall the inspiring story of boat canoe races between the Big Island and Maui – with these amazing Maui boats from the Big Island to Maui and vice versa - illustrating how these events fostered bonds of friendship and family. The departing Regional Vice President shared the importance of this word – Ohana - with me, emphasizing its power and strength.

I had a similar experience when I arrived in Mexico, where I was greeted with a sense of family and an astonishing welcome, featuring music, dances, and the rich Mayan culture. As an incoming General Manager, the warm embrace I received was truly remarkable and unforgettable.

Another unforgettable experience was on the day of my departure from Sofitel Bayerpost in Munich, where the team organized a surprise farewell, arranging for a Rolls-Royce to drive us to the airport. Approximately 350 out of our 400 employees stood outside the hotel. And I had at least 50% of my management team that stood there crying, literally crying. And they are German. So, you know, it's not that easy for Germans to cry. And that was so beautiful - I don't want to call it a reward - but it shows you that you've done something really good. Those are the best experiences.

It was a beautiful moment that reaffirmed the impact you make. These experiences highlight the essence of humanity and the core of what I expressed earlier in our interview — the genuine, heartfelt feeling that permeates this industry, making it so warm, welcoming, and embracing. These moments have been the most impressive and rewarding of my career. True hospitality is not solely about the guests; it's about creating an environment where everyone feels welcomed and valued.

“True hospitality is not solely about the guests; it’s about creating an environment where everyone feels welcomed and valued.”

Question 4: Have you had a mentor/role model/hero in your career?

RJW: I must be careful not to forget anybody. Throughout my career, I have been fortunate to have mentors who have played significant roles in my professional and personal growth. One such mentor was Roberto Payer when I started with Hilton in Amsterdam. Roberto, an icon within the Hilton family, taught me about luxury and instilled in me a deep sense of respect. As a young professional, I looked up to him and he showed me the value of modesty. He emphasized the importance of being true to oneself and not feeling the need to boast about one's abilities. His Italian background certainly contributed to his modest nature, and he served as an exceptional leader and role model.

When I joined Accor, I had the privilege of working with Ralph Radtke in Luxembourg, who at the time was a Regional Vice President. Ralph taught me the significance of having fun in our work. It's easy to become consumed by the seriousness of our jobs, but he reminded me to enjoy the journey and create an environment where others could have fun as well. This lesson has stayed with me throughout my career, and I believe it has made me a more enjoyable person to be around.

Lastly, I want to mention Gregory Maliassas, a Greek national with whom I worked later in Germany. I have maintained contact with him over the past 15 years or so, which is a testament to the impact he had on me. Gregory exemplified the utmost respect for individuality and treated everyone, regardless of their position, with equal importance. His ability to appreciate and embrace diversity truly resonated with me. Working internationally requires a deep respect for people from various backgrounds, and Gregory showcased this beautifully.

These three individuals have been instrumental in shaping my perspective on leadership and hospitality. Their guidance and examples have inspired me to become a better professional and person. I am grateful for their mentorship and the invaluable lessons they have taught.

“Working internationally requires a deep respect for people from various backgrounds”

Question 5: Did they also share a piece of advice you still follow?

RJW: While I can't recall a specific quote now, I can confidently say that the philosophy of all of them revolved around setting high standards and pursuing excellence.

Roberto (Payer) had instilled in me the values of modesty and humility during my time with Hilton.

Ralph's (Ralph Radtke) approach to life was all about finding a balance between having fun and delivering results. He believed in enjoying the journey while also fulfilling our responsibilities to the company. Our conversations often revolved around the importance of humanity and showing respect for others. It's interesting because, despite his ability to make direct and sometimes even teasing remarks, there was always a genuine intention behind them. Ralph genuinely cared about people and wanted to see them succeed.

Question 6: What would you like to say to a hospitality/ tourism student/professional who recently started his/her career, at this right moment?

RJW: If I were to offer advice to someone starting their career in this industry, I would emphasize a few key points. Firstly, I would tell them to truly enjoy their journey in this beautiful career path. It is an industry that offers immense opportunities for growth and fulfilment.

However, above all else, I would emphasize the importance of finishing their studies. Education provides a strong foundation and equips individuals with essential skills and knowledge that will benefit them throughout their careers.

Furthermore, I would urge them to stay true to themselves and maintain their authenticity. It is crucial to be humble and respectful towards everyone they encounter in their professional journey. While others may try to influence them, it is vital to make their own choices and not become a carbon copy of someone else. Your unique personality will ultimately define who you are as a professional, and it is essential to be comfortable and confident in your own choices.

In our industry, authenticity holds tremendous value. Remaining true to oneself fosters genuine connections with others and builds trust and credibility. Therefore, my advice would be to embrace authenticity, remain true to oneself, and let that guide your path in this dynamic and rewarding industry.

Question 7: Do you have a book recommendation - this could be anything from a novel to an autobiography, etc. 

RJW: “Creativity Rules the World: The Art and Business of Turning Your Ideas into Gold” by Maria Brito is a book that I highly recommend and gave to my entire Executive Committee. I believe that creativity plays a pivotal role in our industry. Without showcasing enough creativity, it becomes challenging to succeed because we need to push the boundaries and innovate.

This book presents compelling examples of individuals who, through their creativity, transformed companies and achieved remarkable success. It serves as a source of inspiration, demonstrating how harnessing creativity can lead to significant changes and breakthroughs.

Another book that I find fascinating is "Heineken: Een leven in de brouwerij” (The Heineken Story) by Barbara Smit. I am currently reading this book because our owners, the Heineken family, are deeply connected to it. It delves into the journey of Heineken, from being the Dutch market leader to becoming a global player. It provides insights into the visionary leadership of a remarkable individual, Freddy Heineken, who was not only an exceptional brewer and marketer but also a thinker who contemplated broader aspects of life.

Freddy Heineken's creative mindset is evident in his various initiatives. For instance, he designed a new bottle, the WoBo, that could be used to build houses in impoverished areas. He also explored the concept of a United States of Europe, which he referred to as "Eurotopia." In his pamphlet, he redefined the borders of Europe, proposing a maximum country size of about 5 million inhabitants. His rationale was that smaller countries could better manage their populations, fostering stronger connections between the government and the people.

Remarkably, even today, Freddy Heineken's ideas continue to be relevant, as people still seek out his pamphlet and are interested in learning from it. His visionary thinking and innovative approach make him a truly unique and inspiring individual.

Both books highlight the importance of creativity and how it can shape businesses and industries. They provide valuable insights into the power of ideas and how they can drive significant change.

Question 8: Which other industry expert would you like to see answer these questions as well? And what question would you ask him/her?

RJW: If you're seeking insights from other industry experts, I would recommend reaching out to Sebastian Bazin, the CEO of Accor, as he often provides interesting and thought-provoking perspectives on industry-related questions. His unique approach can lead to surprising insights.

Another expert worth approaching is Gregory Maliassas, who has diverse experience from various parts of the world and currently works with Playa Hotels & Resorts, specializing in all-inclusive luxury hospitality. Their approach to all-inclusive resorts on a higher-end level presents an intriguing perspective on tourism and hospitality.

And, of course, you cannot overlook Ralph Radtke. He is an outspoken leader who has made significant contributions to our industry.

It would be interesting to engage with these leaders and ask about the future of hospitality in the next century. Specifically, inquire about the necessary adaptations to ensure longevity and relevance in an industry that is constantly evolving. It would also be valuable to explore how knowledge, skill sets, and even personal qualities need to change to thrive and remain significant in the coming years.

Maybe, where do you see hospitality in the next century? And where do you believe you need to adapt, should you still be alive? What needs to change in your knowledge and skill sets? And maybe in your personality?

Question 9: What is your must-dos and must-sees during a stay in Amsterdam? 

RJW: If you were to visit Amsterdam, I would highly recommend a few experiences. Firstly, it is a must to stay at L'Europe and dine at our two-star Michelin restaurant “Flore”, which offers a unique dining experience focused on sustainability, hence we do not use dairy, so no butter and cream - essential ingredients in the old-school of fine dining - and we heavily rely on vegetables. It's a culinary adventure that shouldn't be missed.

I would suggest renting an e-bike and taking the ferry to the northern part of the city and visit Oedipus, a most colorful Amsterdam based brewery and tap-room. From there, you can enjoy a scenic bike ride outside the city, exploring the beautiful nature and volunteering at local initiatives. It's a great way to connect with the surroundings and immerse yourself in the beauty of Amsterdam.

On another day, I would recommend leaving your e-bike at the hotel and taking a leisurely stroll through the famous Nine Streets (De 9 Straatjes) of Amsterdam. These streets are filled with charming cafes, bars, pubs, shops, and boutiques, reminiscent of the unique atmosphere you'd find in Le Marais in Paris. It's the perfect place to get lost, discover hidden gems, and enjoy the authentic feel of the city.

Lastly, don't miss the opportunity to visit the Van Gogh Museum. While Vermeer may be the talk of the town, Van Gogh's artwork is truly captivating. Walking through the museum and admiring his paintings can transport you to another world, allowing you to contemplate and appreciate the depth and beauty of his art.

These experiences will give you a taste of the diverse offerings Amsterdam has to offer, from culinary delights to natural beauty and artistic wonders. Enjoy your visit!

Question 10: Do you have a favorite hotel and why?

RJW: One of the most enriching work experiences I had was at Raffles in Singapore. The hotel was not only beautiful but also steeped in tradition and heritage. The Singaporeans I worked with, with their strong Chinese heritage, were incredibly respectful and modest. It was fascinating to be a part of that environment.

During my time at Raffles, there was a significant renovation taking place. To preserve the authenticity of the hotel, I was able to make sure to save and safeguard 110 antique pieces that were at risk of being lost. These included antique opium beds and exquisite Persian carpets. It was a rewarding experience to contribute to the preservation of the hotel's history and ensure that its authenticity remained intact.

Another memorable experience was when I served as the General Manager of the Old Cataract Hotel in Aswan, Egypt. This hotel, dating back to 1899 and built by Sir Thomas Cook, was rich in history. Winston Churchill even had tea on the terrace. One morning, an Egyptian lady approached me while having breakfast on the terrace with her granddaughter. She shared how special it was for her to be there with her granddaughter, as she herself had visited the hotel with her grandmother decades before. She even mentioned staying in suite 124. What struck me was when she told me about her morning routine. As she walked to the bathroom, she created her own music by intentionally stepping on certain areas of the squeaking wood floor. It was her personal symphony, and she was teaching it to her granddaughter. She requested that we not remove the wooden floor during the renovation, as it held sentimental value to her. This encounter reminded me of our place in the grand tapestry of history and the importance of preserving the stories and memories embedded in heritage properties.

These experiences highlighted the significance of heritage, tradition, and authenticity in the hospitality industry. They reminded me that, despite our roles and accomplishments, we are just a small part of a much bigger story. It was truly beautiful to witness and be a part of those moments that celebrated the richness of our shared human history.

Question 11: What are you currently learning?

RJW: The influence of AI in the hospitality industry is a subject that I find intriguing and plan to focus on for the next year or longer. The impact of AI on our world and industry is difficult to fully comprehend at this stage, but I believe it has the potential to bring about significant changes.

While there may be concerns about AI's effect on human interaction, I believe that if approached intelligently and with adequate preparation, AI can create more space and time for meaningful guest interactions.

Dear Robert-Jan, thank you for your time and I am looking forward to seeing you in Amsterdam or maybe in Cannes at the end of the year. It was a great pleasure talking to you.