In the bustling heart of Amsterdam, where East meets West in a swirl of elegance and innovation, resides the Hotel Okura. But beyond its stunning architecture and luxurious amenities lies a true gem - Femke Groeneveld-Weller, the hotel's Deputy General Manager. With over 20 years of experience traversing the globe in the world of hospitality, Femke brings a unique blend of warmth, wisdom, and a touch of Japanese "Omotenashi" to her role.

Tell us about yourself and your experience in the hospitality industry

I have been a hotelier my entire life, in 1986 I went to hotel school in The Hague, which allowed me to travel around the world working for a variety of hotel companies. After around 22 years I returned to the Netherlands and started working at Okura Amsterdam with the intention of being there around a year and then go from there, however as it is such a great company, I have now been here for 15 years.

The hotel is very diverse, with so many facilities there is never a boring day. The DNA of the company is really attractive, as the headquarters are in Tokyo which is the other side of the world from Amsterdam, but we have a lot of power here and are able to make a lot of decisions independently. We are the only Okura hotel in the Western world which makes it really exciting to be a part of.

What does a great guest experience look like at your hotel and what do you think makes it unique?

At Okura Amsterdam we have Japanese DNA which encourages us to have a certain service delivery that we practice amongst ourselves as well as pass on to new employees, this particular service is called Omotenashi. This is a philosophy that emphasises genuine hospitality from the heart, without expecting anything in return. This approach is reflected in our warm, welcoming service, attentiveness to guests' needs, and a genuine desire for them to enjoy their stay and to make it special.

We are also a part of Leading Hotels of the World and recently when having a discussion about quality scores from our guest's feedback and the most popular piece of feedback always mentioned ‘the team’. We have 300 rooms, four restaurants, beautiful surroundings, but with so many different aspects the real standout and what creates a unique experience is our team. The Omotenashi encourages us to think more outside of the box.

We have very loyal guests who enjoy using the facilities that we provide, I can guarantee there are some guests that have eaten in our restaurants more than I have! The hotel has so much to offer and the service is so consistent that people come back time and time again.

What do you think are some of the major opportunities and challenges in the hotel market this year or going into next year?

As we look ahead to the future of the industry I see a lot of tech opportunities. At Okura we have been talking about tech for years, being high-tech and high-touch, looking at which areas in the hotel we should be including it and which we need to keep the human interaction. Technology enables the team to be more efficient as they spend less time on admin work and more on ensuring the guest has a wonderful experience. This creates an opportunity for all hotels.

Challenges definitely include recruitment and being able to find talented hospitality professionals. Our industry doesn’t seem to appeal as much as it used to due to the desire to work less and make more money. We were lucky that we were able to keep all of our staff during covid, but now there is an influx of new people which is really refreshing as they have a different mindset. I always say to them to questions me, and if I cannot explain why we are doing it then maybe it isn’t something that needs to be done.

Another challenge we face is the city's efforts to curb tourism growth. While we understand the need to manage visitor numbers, we believe there's still room for quality, respectful tourism that benefits the city's economy and culture. We're committed to attracting those types of guests who appreciate Amsterdam's unique offerings and contribute positively to the community.

What’s really exciting you about the hotel industry right now?  

I am struggling with this question as it is always so exciting, and that is the dynamic of the industry which is why I have been here for so many years. The hotel industry is constantly evolving, and there are always new challenges and opportunities to navigate. One of the most exciting opportunities is the rise of artificial intelligence (AI), which is already being used to streamline operations, personalise guest experiences, and automate tasks. I'm personally using AI tools to help me with various tasks, and I'm excited to see how AI continues to transform the hotel industry in the years to come.

What is the greatest piece of business advice you’ve ever received?

This is more a path you choose, but quality always being number one. When you are having struggles with costs or employees etc. you could think of switching things up and making changes to make it cheaper, but then you sacrifice quality. To keep the quality where you want it, that does mean that sometimes the business will have to suffer.

At our hotel, we've made a strategic decision to prioritise quality over everything else. This means that we sometimes have to make tough choices, like reducing our restaurant operating hours or cutting back on certain amenities. But we've always found that these sacrifices are worth it in the end, because our guests appreciate our commitment to quality and keep coming back for more.

What’s your favourite part of your job?

I've been in the hospitality industry for my entire life. I'm now 56, and I'm passionate about mentoring and developing the next generation of hoteliers. I love working with my team, helping them grow, and preparing them for success.

I view our hotel as a little universe, with everything going on. We have a dynamic environment, and I feel like we're part of a close-knit community.

But it's the people who make it all worthwhile, I love interacting with guests, making them feel special, and seeing their happy faces. I also enjoy collaborating with my colleagues, sharing ideas, and solving problems together, I also spend time speaking at hotel school to talk to the students who are considering a career in hospitality.

If Okura Amsterdam had a theme song, what would it be and why?  

I wanted something upbeat, but positive so if we had a theme song it would be ‘Ain't No Mountain High Enough’. This song shows commitment, perseverance, and lots of positivity.

The song's lyrics also align with our Kaizen philosophy, which is about continuous improvement, every day you conquer that mountain and strive to do better than the day before.