Luxury hotels business in Europe

Luxury hotels business in Europe

Marketing is characterized by an extraordinary creativity. It has an adaptability to market circumstances similar to a chameleon. There is no room for hesitation at the top luxury hotel sector. Therefore, the person at it’s head is an irreplaceable part of the strategic planning and the profitability of the entire hotel. There are many attractive opportunities on the market and gaining an interesting clientele is becoming more challenging every day. Mistakes or inaction equals loss of customers.


Mrs. Alena Spišiaková is the leader of the luxury hotel marketing sector. She worked for the Kempinski group, and during her time the hotels achieved record profits. She is a woman who is not afraid of any challenges.


Le Globless: Alenka Spisiakova, you are the woman at the head of the hotel calls. How did you get into the hotel industry and specifically into marketing?


Alena Spišiaková: Marketing and business, you need to have it in your blood. For me, it began very  naturally. I have been associated with the hotel business and tourism since I was young, as I come from the High Tatras where I was born. It is the most beautiful part of Slovakia and the epicenter of tourism in Slovakia. 

“I love the mountains and the virgin beauty of Slovak nature, whose beauty is unique in the world. “

,,Marketing and a sensitivity for the high demands of the client must simply be in your blood. Of course, something can be learned in school, but if you miss it inside , it won’t work. “My love of marketing began with the love of the mountains and high quality. “


Le Globless: What was your first marketing challenge and your first start in the hotel business?


Alenka Spišiaková: At a time when all my acquaintances were traveling to America, I decided to travel to Australia. I was interested in everything new and I gained a lot of experience. After returning to Slovakia, I started working in the High Tatras Mountains Resorts, the top leader in the field of tourism in Central and Eastern Europe.


My part of working as a member of the marketing team was to set up complete marketing strategies for the entire group. I went through literally every component of marketing in depth. However, the challenge was the color spectrum of the portfolio, because I prepared the marketing for the entire portfolio consisting of 16 hotels, 6 ski resorts, water parks and an amusement park,  more than 40 bars and restaurants, ski schools, sports shops, our own sports equipment brand, ski equipment rental and service.


Every single segment or country was different at the same time and constantly subject to change. I worked a lot, I didn’t have  time for my private life and the tempo of work was incredibly fast.  After a few years, I decided to accept a job offer from the Kempinski network.


“Every single marketer needs a lot of experience and an open mind. She or he needs to perceive things as a whole from the point of view of the customer as well as the hotel and investors. You will not learn this experience in school, it can only be gained through experience, travel and life. “


Le Globless: The Grand Hotel Kempinski Hight Tatras is renowned for its high quality service and professional staff. Has this played a major role in your decision to work in hotels?


Alenka Spišiaková : The Grand Hotel Kempinski High Tatras is an icon of Slovak hospitality. Historically, it is associated with the highest luxury and quality, relaxation right at Štrbske pleso. It was my dream to work as a sales and marketing director in this iconic hotel. Also, I was inspired by the director of the hotel Mrs. Kathrin Noll, I felt that I could learn a lot from her.


Kathrin is one of the hardest working managers I’ve ever met. She demonstrates discipline and hard work. As a hotel manager, she can hold every position from receptionist to serving breakfast coffee to hotel guests and writing documents late into the night. It was also an inspiration for me as a driving force. She has created a perfectly functioning organism in hotels whose goal is the highest quality and customer satisfaction.


“Customer satisfaction and strong discipline are the foundations of success. And most importantly, don’t be afraid of any work. Being a director means being a leader of the entire hotel. It’s similar to a manufacturer and every detail is a part of the job.

Being a hotel manager means leading people, showing them how to do it, helping them. “


Together with Kathrine we managed to get many hotel awards but the most valuable was the award of the best Kempinski hotel.  We got a thank you directly from the owners for our great work.

I remember how after we sat together in the office and Katherine told me: ,,Alenka now that we have reached the maximum, where do you want to move?“

Le Globless: Do I understand it right, that a new challenge came to the table?


Alenka Spišiaková: Yes, I accepted an offer from the Kempinski hotels in Croatia and Slovenia. At that time I did not yet know what awaited me. I came to the hotels at the beginning of Covid, I had new teams of people with absolutely different temperaments in front of me. Each country has different character traits. Slovenians are more similar to our culture. In the beginning, Croats had a problem accepting women in leadership positions and in the workplace.


“Sometimes it happened to me that men did not accept me and underestimated me because I am a woman with blond hair and natural kindness. I enjoyed watching how the results and work commitment surprised them later. ”


I have learned to be strict but kind and how to motivate people with different temperaments. I was responsible for the marketing strategies and business for both hotels. At the time, marketing strategies were changing every day as a result of the government’s announcement and Covid’s actions. We were alert, and we changed everything on the fly. Our hard work has paid off, and in two Covid years we have made the highest profits in the past years. 

Le Globless: But now you are back in Prague and you are working on a new project, A new challenge again?


Alenka Spišiaková: (Laughter) Yes it is. I always wanted to work on a project right from the beginning. To be a part of it all and create my own team as well as a concept. That is why I am very grateful for the new opportunity that came to me with Hotel ALCRON.


Hotel Alcron is an icon of Prague and a historical treasure associated with the nobility of the past and the glory of the most famous people in the world of business and of course, the richest. In the past, the most savvy chefs cooked here, and the hotel kitchen proudly boasted a Michelin star. The most luxurious dishes in the entire history of Prague were served here. My job is to connect history with modern design.

We want to restore the hotel to its former glory and open it to the world. Soon it’s name will change so that it fits into the entire network of boutique and city hotels ALMANACH.


What is amazing about this whole project is that we will bring the “old city lifestyle experience” directly to clients


Humility, respect and esteem.


“I would like to build a team of people around me in  which we will inspire and support each other. Every day in the hotel industry is a new challenge. I would like for each of our employees to keep their individuality. Having their own approach to clients.“

“Access to clients is the most important point of this entire business, otherwise it would not make sense.“Alena Spišiaková, Cluster director of Hotel Almanac Prague


,,Women, Managerial gems in the business world. Amazing creatures that do not resist any challenge and who go step by step towards their goal. They handle challenging tasks that seem impossible at first. Impossible is becoming a reality. They are strong, beautiful and at the same time feminine and humble,, Ivana Vieriková, Chairperson of The Le Globless





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