Success Stories – In Conversation with Natsha Eldred

Established in 2011, EQ Hotels is a leading European hospitality investment and management platform with over €1.7B of hotel real estate across 5,000 rooms. 

EQ Hotel’s quality discipline coupled with entrepreneurial, hands-on operational management, enables them to identify and execute niche, high-value-add real estate opportunities in the hotel investment market. EQ Hotel’s unique position, as both an investor and manager, allows it to underwrite acquisitions balancing solid return on investment targets with operationally credible roadmaps to achieve goals. 

In early 2022, EQ Hotels engaged Madison Mayfair to support the development of its people strategy. After identifying the need to support not just overall marketing goals for the business, it became clear that there was an immediate need to support the high-profile opening of a luxury five-star property in Paris, Hotel Dame Des Arts. With this, Madison Mayfair adapted the executive search parameters to include robust luxury, pre-opening experience that could be deployed quickly and initially on a short-term contract to have a big impact with limited risk.  

Natasha Eldred had recently moved back to the UK having spent nearly 20 years running her own luxury hospitality PR agency in south-east Asia, from her base of operations in Thailand. She had supported the launch of some of the biggest luxury properties in the region and was perfectly placed to lead the PR element of this pre-opening, on a fixed-term project basis. 

By late 2022, with the pre-opening underway with Natasha’s expertise in place, we further enhanced the marketing team structure by recruiting a full time Director of Marketing.  With her previous experience in multi-property luxury brands, we were delighted to place Carla Severn, an ideal match for EQ Hotels as they continue to grow their luxury portfolio in London and Paris. 

As part of our ‘In Conversation” series, we were delighted to recently catch up with Natasha for a short Q & A as she shares her thoughts on her extensive experience in the hospitality industry. 

What inspired you to follow a career in hospitality?
My passion and professional background in the performing arts led me to pursue a career in hospitality. The similarities between hotels and theatre are striking – both involve creating a captivating experience for the audience or guest. Hotels are like a stage or a film set, with the operations team and guests playing important roles in the narrative. Just as actors create characters, hotel professionals use branding and marketing to communicate with guests and create engaging experiences. I particularly enjoy the thrill of opening a new hotel – it’s like the excitement of a new relationship. As someone who works primarily on pre and grand-opening projects, I get to experience the buzz and then exit stage left while the hotel is at its peak. 

What do you consider your biggest achievement so far and why? 
While relocating back to the UK after being overseas for two decades was a significant personal achievement, my greatest professional accomplishment was leading the global launch of Keemala, a breathtaking resort tucked in the hillside of Phuket’s west coast. This project was particularly special to me because I had the opportunity to work closely with the owning family from the very beginning and was given full autonomy to oversee everything from the brand story to the PR strategy, social media, photography direction, and even the food and beverage offerings. Taking a 360-degree approach to this project allowed me to immerse myself fully in every aspect, and it was this level of involvement that I truly enjoyed. Overall, I consider my work on the Keemala launch to be my greatest achievement, as it was a project that felt deeply personal and allowed me to showcase my skills across multiple areas. 

What does great hospitality mean to you?
To me, great hospitality is all about creating a sense of warmth and genuine welcome for every guest. While I certainly appreciate luxury and all the frills that come with it, I believe that the key to exceptional hospitality lies in the quality of the team. Hospitality is not just about providing top-notch service, but also about selling experiences and journeys that enrich the lives of guests. As a hospitality communications professional, I see myself as an ambassador for both the hotel and the destination it represents, sharing the story and values of both and ensuring that we shine the brightest light on both.  

What is the greatest lesson you have learned in your career so far?
I have learned that continuous learning is essential, but it’s equally important to focus on my strengths. It’s easy to underestimate the value of experience and the distinctive perspective it brings to a team. As professionals, and consultants, it’s common to feel like an imposter or hesitate to charge a fair fee, but with decades of experience, I must remind myself that am worth every penny. Additionally, I have learned not to get caught up in small details and to have the courage to redirect clients towards what really matters. It’s easy to get bogged down in irrelevant aspects, but this can be a waste of time and resources. Instead, it’s crucial to stay focused on the big picture and work towards achieving meaningful outcomes. 

Thank you to Natasha for sharing your inspirational views on the hospitality industry.  

Madison Mayfair focuses on forging strong, long-standing relationships with clients and candidates, often over the lifetime of multiple roles, to ensure we can find creative and innovative solutions to the challenges we all face in the hospitality industry. 

To discuss how we can support your businesses with your overall people strategy or to access our full suite of human capital services through Hospitality People Group, please get in touch with Guy Lean on Tel: +44 20 8600 1180, Mob: +44 7813 009787 or Email: [email protected]  

IHIF 2023: Key Highlights and Insights Shaping the Hospitality Industry

The International Hospitality Investment Forum (IHIF) 2023 recently concluded with the theme “Fortune Favours the Bold”. This year’s event brought together a diverse group of industry leaders and experts to discuss the latest trends, challenges and opportunities in the dynamic world of hospitality. Here, Hospitality People Group’s Dan Akhtar and Mara Cattaneo share their highlights and key insights that continue to shape the hospitality landscape. 

The Battle to Attract & Retain
Earlier this year Hospitality People Group published an article on The Battle for Retention, that spotlighted the challenges that the hospitality industry continues to face, so it was no surprise that this topic took centre stage in Berlin. Jan Hein Simons, Hotels Director at Colliers specifically highlighted labour shortages as the major industry challenge, and said that “some companies had been turning down revenue because of a lack of staff.” Participants explored the increasing competition to attract and retain skilled professionals in an ever-evolving job market. As the industry faces a growing demand for talent, strategies and initiatives were shared to address this challenge. These included innovative recruitment practices, talent development programs, and creating a positive work culture to attract and retain the best talent available.  

Focus on Luxury
We found that there was huge optimism for the ongoing recovery of the luxury hospitality sector. The event shed light on the evolving expectations of luxury travellers and the growing demand for personalised and exclusive experiences. Concepts such as hyper-personalisation, unique amenities, and curated experiences were discussed as key drivers to enhance guest satisfaction in this segment. While the labour shortage has certainly affected the luxury segment’s ability to fill hotels, they have also been far more successful in passing increased room rate onto their guests than midscale properties, leading to ADRs that are already well ahead of 2019. The integration of cutting-edge technology and partnerships with luxury brands were also highlighted as strategies to provide unforgettable and personalised luxury experiences. 

ESG Goes Mainstream
The development of Environmental, Social, and Governance (ESG) considerations from a niche subject to centre stage at IHIF 2023 is remarkable. It clearly signals a willingness to shift towards more sustainable and responsible practices in the hospitality industry, driven by increasing consumer demand and regulatory requirements. However, it is still not clear that what consumers demand, and what they are willing to pay for are quite the same. Attendees discussed how governmental policy would likely drive the implementation of ESG strategies, including energy efficiency programs, waste reduction strategies, community engagement, and ethical sourcing. Overall, establishing your company’s values and beliefs and clearly communicating them with potential employees as well as customers seemed to be a growing trend and excellent advice to businesses looking to grow, attract investment and/or win the battle for retention. 

Subdued Hotel Transaction Market
From our experience at IHIF, there is usually a news ticker sharing updates on the various deals that have been struck during the week. This was noticeably absent this year and points to a hotel transaction market that remains subdued, with a gap between seller expectations and buyer financing capabilities. While it seems clear that there is capital available, rising seller expectations and the subsequent lack of distressed assets, coupled with the increased cost of debt have made financing a challenge for potential buyers. Despite the challenges, participants expressed great optimism about the market’s resilience and the potential for future growth. 

Financing Challenges
Participants highlighted the increased cost, and reduced accessibility of debt financing in the hospitality industry. However, it was noted that lenders are still open to financing projects that demonstrate institutional appeal and align with their investment criteria. Factors such as sustainable themes, commitment to the hospitality sector, and desirable locations were identified as crucial elements in securing financing for hospitality projects. Alternative financing options, such as private equity and crowdfunding, were also explored as viable alternatives to traditional debt financing. 

The Potential of AI
The potential of artificial intelligence (AI) to transform the hospitality industry was widely discussed at IHIF 2023. Participants delved into the various applications of AI, and how it could be leveraged to address the biggest challenges in the industry. Reducing the impact of mundane tasks on hospitality employees would likely increase employee retention. AI could also help with elements of the customer journey that are not considered to be drivers of delight, such as cleaning rooms, allowing the potentially reduced workforce to concentrate on ‘value-adding’ activities  The event showcased pilot projects and initiatives that leverage AI technologies, such as chatbots for personalised guest interactions, smart room controls for enhanced comfort and convenience, and AI-powered data analytics for market trend analysis and predictive modelling. While AI is still in its early stages, industry leaders expressed optimism about its ability to revolutionise how hotels operate and deliver exceptional guest experiences. 

 Conclusion
IHIF 2023 provided a platform for industry professionals to gain valuable insights into the current state and future direction of the hospitality industry. The event emphasised the need for bold strategies and innovative approaches to address challenges such as the Battle for Retention, the evolving demands of luxury travellers, the mainstream adoption of ESG practices, the subdued hotel transaction market, financing challenges, and the future potential of AI. As the industry continues to evolve and build resilience, a forward-thinking mindset will be crucial to thrive in a rapidly changing landscape. 

If you would like to discuss any of the topics raised in this article or would like to chat about your people strategy, then please get in touch. 

Dan Akhtar, Managing Director of HPG Advisory Services +44 20 8600 1166 / +44 7808 157796 / [email protected] 

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