With more than two decades of experience in the global hospitality industry, Markus Schreyer has witnessed a number of shifts in what the most successful hotels offer and what travelers have now come to expect. Here, the Design Hotels’ senior vice president for the Americas and business innovation discusses his background, what makes a property stand out, plus his own travel preferences.
How would you describe the Design Hotels community?
We currently collaborate with just over 300 member hotels internationally. We’re more than a collection of unique hotels. We are part of a community of visionaries in travel and hospitality, who recognize the truly transformative power of space and design.
How have you seen the hotel industry evolve?
Hospitality is evolving into a space of culture, community, creation—from lobby to lab. For us, this means taking an exploratory mindset. For example, we’ve turned hotels across the world into temporal hubs of thematic exploration via Further, the traveling laboratory for experiential hospitality and collaborative culture that we launched in 2017. This type of forum for experimentation drives overdue innovation.
Being boutique is no longer unique. It’s all about transformation: taking guests on a journey that’s beyond the space they’re in, which makes them think and learn, and gives them an opportunity to contribute [to the local community], collaborate and problem-solve. Hospitality has the power to bring people of diverse backgrounds together and use space in a meaningful way, and so it should—for the benefit of everyone involved.
What makes a successful hotel?
Success has little to do with a hotel’s location and size—it could be off a main road or totally remote and off-grid, as big as a chateau or small as a shack—and largely depends on who is behind it; that is, the passion, vision, and personal connection of the hotelier to the space itself. There needs to be a lived story or narrative that speaks of the hotelier—a reflection of their deep connection with their guests and local community.
What region do you have your eyes on right now?
Here in the U.S., I’m looking at secondary markets, alongside more remote and rural pockets. Globally, I’m most excited about what is happening in the next decade in Africa. So much is happening there right now in culture, design, tech—it’s really exciting to see and discover.
What is your prediction for the hotel industry in 2021, especially in a post-COVID-19 world?
In the future, I hope we see an emphasis on human touchpoints, too. Despite the advances in technology and trend to everything contactless, we have to remember what we are good at in hospitality: emotions and people.
How did you get involved in the hospitality business?
Impulsively. I was fresh out of college, interning at Daimler Chrysler in Tokyo, when I decided to drop out of the program to pursue a career in hospitality. I come from a family of educators and musicians, so everyone was shocked. But I blame it on the West Coast U.S. road trip my parents took me on when I was 16.
My first job in the industry was with Hilton in Germany. I polished silver, washed dishes, and trained in all of the departments. I later interned in Boston, Spain, and Austria. What drew me to hospitality—and keeps me there today—is that it’s at the intersection of so many disciplines: design, architecture, technology, innovation, people, culture, and travel.
What is your perfect vacation?
For me, it’s all about being free: free from technology and fixed itineraries so that I am fully free to spend time with family, immerse myself in the local community, and explore a new place as I wish, which is frequently by foot without any particular agenda. I plan as little as possible, and usually have no idea where I’m going until a week in advance, which, I realize, makes me rather atypical for a German—a consequence of living in New York City for too long!
What is your favorite hotel in the world and why?
La Ferme de Georges, an exceptional eco-retreat in Northeastern Brazil. Located in Atins, a village on the edge of 370,000 acres of dunes in Lençóis Maranhenses National Park, La Ferme is so difficult to reach it’s the antidote to overtourism—which is part of the experience. Its masterful simplicity opened up a new horizon for me, allowing me to reconnect with nature and explore new perspectives with zero distractions.
What is your favorite travel memory?
The last trip I took before the pandemic, which was to Marrakech for the 1-54 Contemporary African Art Fair in 2020. I stayed 20 miles away at La Pause, a desert house turned sanctuary that’s run by a family and supports the local community. It has just a single electrical outlet in the entire estate, which really gave me a “pause” from the urban life I’m used to, allowing me to appreciate the light of candles and cool wind in the night. Not to mention, the genuine hospitality and joyful spirit of the Moroccan people reminded me that happiness is not defined by what you want—it’s about making the most of what you have.
What is your one piece of advice for new hoteliers?
Don’t try to please everyone. Build what you believe will be a great experience—even if that means it’s a singular experience, sans amenities, etc. Be unique, and the best you can be.
What are your must-have travel accessories?
Passport, pen, and journal. I like taking notes wherever I am, not to mention taking a break from looking at a screen.
Greatest lesson learned?
My greatest lesson from working in innovation can be summed up in a single proverb, “Don’t follow a caravan, know your own path.” If you believe in a certain project that hasn’t been done before, commit to building it and see it through. Don’t just follow what everyone else is doing. The other lesson? Quality will always win. And there’s no shortcut, no shorter path, to achieving it.
Day-to-day routine?
Every day is totally different. If the pandemic has taught us anything, it’s that we don’t know what is happening tomorrow, so it’s important to focus on the right things: people and projects that really have an impact on business and society, which, of course, includes my own family at home.
A version of this article originally appeared in HD’s June/July 2021 issue.
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