The Independent Hotel Show had the pleasure of hosting the after-party and Dutch Hotel Award ceremony at The Anthony Hotel in Utrecht in June, where hoteliers came together after the IHA23 Boat Tour. The Anthony Hotel is a unique hotel that is housed in a former monastery from 1908 and offers spacious lofts with kitchenettes, dining areas, and private bathrooms. We spoke with Soraya Fernand, Meeting & Events Manager to find out more about the hotel and her experience in the industry so far!

What is your background and how did you get into the hospitality industry?

I studied Leisure Management before moving to live in Bali and Thailand, and after that I did International Event Management at London Metropolitan University. Once I finished studying, I moved back to Groningen in the north of the Netherlands and worked in events as an Events Manager with the Government, so that was totally different. Before COVID, I decided that I wanted to do something different. I wanted to live in a different city and switch markets. I also wanted to move away from working with the government. I ended up staying at my job until after COVID, and then I started working at The Anthony in Utrecht.

What do you like about working in Hospitality?

I love working in hospitality because it's always different. There's always something new to learn, and there's always a challenge to overcome. I also love the fact that I'm constantly interacting with people. I get to meet people from all over the world, and I get to learn about their cultures.

I used to work for the government. There were a lot of rules, and it was hard to be creative. But in hospitality, everything is possible. If I have an idea, I can go for it. There's a lot of freedom to be creative, and that's something I really appreciate.

I also like that my office is in the hotel. I'm surrounded by everything and everyone, and it makes my job more fun and interesting. I get to see the guests coming and going, and I get to see the team working hard on creating awesome guest experiences. It's a great atmosphere to be in.

What makes the Anthony Hotel unique compared to other hotels?

The Anthony is a unique hotel because it's located in an old monastery. This means that every room has its own story to tell. The Chapel is our biggest event space, and it's a beautiful place to host weddings, baby showers, or business meetings.

The courtyard is also a wonderful place to relax or have a meal. It feels like you're in a different world when you're here, which is a unique experience. We're also versatile with what we offer. We can host weddings, but we also have a restaurant for locals. We have apartments for short stay bookings and can also host launch parties for clothing brands. We're proud of the fact that we're able to offer such a unique experience to our guests. We think that The Anthony is a unique place to stay, whether you're looking for a romantic getaway, a business trip, or a family vacation.

Do you find the majority of people that are dining here are people staying at the hotel or do you get external people as well?

We get a mix of in- and external guests dining at our hotel. Some are staying at the hotel, but we also welcome quite some guests from the neighborhood around the hotel. The courtyard, front terrace, restaurant, and lounge are all public spaces, so anyone can come and enjoy them. We're working on expanding our awareness amongst locals and are actively promoting among our hotel guests. and dine with us.

How would you describe the target market for The Anthony Hotel?

As a mix of business and leisure guests. On weekdays, we have a lot of business travelers who are staying with us because they have a meeting with us or because of our fantastic location, very close to the central train station and city centre. On the weekends, we get more leisure guests who are visiting Utrecht for sightseeing, shopping, or to attend events. Our family rooms are perfect for families with kids who want to explore Utrecht for example. And of course there are many guests who come for our restaurant, event spaces or short-stay apartments.

How do you get more direct guests? What is the process?

By targeted campaigns, an effective price strategy and building brand awareness. We have a proper followers base on Instagram which helps us reach our target audiences. Sometimes we partner up with influencers or companies to establish this recognition. For example, a few months ago, Cosmopolitan hosted a sleepover here with all their readers which provided a great opportunity to introduce ourselves to their fanbase.

What are your thoughts on the future of hospitality?

From an employer perspective, is that the job market in hospitality has rapidly changed. I've found that a lot of people are very aware of what they seek for in a job and attach greater value to a good work-life balance than I was used to. Secondly. technology is helping to change the hospitality industry. For example, the front desk started using AI-based WhatsApp messages to reach out to our guests. We send them a welcome text with all the information they need before and during their stay, which saves us the time we can spend on guest service. Third, we think well-designed and heartfelt hospitality will prosper and see great potential for our hotel in the future.

What is the design concept for The Anthony?

As a former monastery built in the early 1900s, the old elements of the building have a prominent place in the concept. This was combined with a very trendy, accessible, and modern interior design with a warm atmosphere bringing together the best of both worlds. Sustainability played a great role in this design as the hotel was A+ isolated during the refurbishments. You will find high ceilings, stained glass galleries, old wooden beams and a lovely chapel in the hotel which makes it a unique place to stay and discover!

What do you think is important for making a hotel stay memorable for the guest?

I think the guest experience starts from the moment they start orienting on their stay. It's important to make sure that all of their interactions with the hotel are positive, from the initial booking to the check-out process. Loyalty is important. If you can keep in touch with guests after their stay, you're more likely to get them to book with you again. Sending them birthday messages or other personal touches is a great way to build a relationship with them.

What piece of advice would you give to someone wanting to make a career in the hotel sector?

Don't change who you are to fit in. And don't be afraid to say no and stand up for yourself.