MAYFAIRTIMES.CO.UK 97
pROMOTIOn
Marloes
Knippenberg,
the visionary
behind Kerten
Hospitality’s
evolution into a
global player and
specialist
mixed-use
operator, explains
how the company
expanded its
portfolioI
t all started with one brand in
just one country, says Marloes
Knippenberg, the engine behind
Kerten Hospitality’s owned brands:
The House Hotel (THH), Cloud 7,
Ouspace - serviced offices and business
club, Frikadell gourmet burger and a
pipeline of F&B concepts. “Each brand
was born in response to the untapped
demand for personalised experiences in
the evolving hospitality market”.
After pioneering the concept of THH
boutique hotel, Kerten Hospitality
redefined the luxury hotel brand and
introduced Cloud 7 – an innovative
mid-market concept for the millennial and Generation
Z traveller who need connectivity and instant service
delivery. Marloes spotted that a new addressable niche
needed its avenue. The hospitality space was lacking
the services craved for by startup entrepreneurs or
big company owners whose teams’ success rest on
efficient, innovative collaboration. This gave birth
to Ouspace: a workspaces brand that encourages
collective growth and creates business hubs.
The people factor has always been key. After teaming
up with Michelin star chef Jaume Puigdengolas, a
variety of food and beverage concepts added a unique
twist to their mixed-use projects. “Personalised
experiences are the bottom line of everything we
do,” says Marloes. The evolution of their portfolio
was an echo of the altering hospitality industry and
the changing requirements of hotel owners. “No
operator was addressing the new investors’ demands
seeking sustainable growth and innovation,” she say.
“Grounded on the new industry demands, our portfolio
created a holistic product for owners. Our projects
tailor experiences and optimise space.”
Today, Kerten Hospitality’s mixed-use projects
have grown beyond hotels, serviced residences and
coworking spaces that turn a development into a
destination for work, play and living. “We create spaces
that cultivate a feeling of community, establish a
network of industry disruptors and craft synergies that
deliver on owners and customers’ objectives. Our 360
approach to managing assets allows us to deliver valueby working together with owners and developers to
maximise return on investment.”
Their mixed-use projects combine boutique hotels,
serviced apartments and collaborative workspaces
across MENA, Europe and Asia. The opening of
THH Jeddah in Saudi Arabia marked an entry into
the mix-use space in the region. Combining a luxury
hotel with Ouspace, led to the transformation of
the meetings’ room f loor into a coworking space,
complemented by food and beverage concepts. This
is one of Kerten Hospitality’s 21 projects across
Saudi Arabia, Georgia, Egypt and Kuwait and a
pipeline including 3,500+ keys, and 20,000 sq. m
of co-working serviced offices and 300+ Frikadell
stores across MENA, Europe, Asia and CIS.
“We collaborate with knowledgeable hotel owners
and industry game changers who align with our
objectives in order to deliver value to the whole
ecosystem. Feeling the pulse of an industry hungry
for boutique approaches is critical in the creation
of an owners’ network who share the same vision.
“They see what we’ve achieved, want to be part of
this revolution and choose to work with an operator
who has created a f lexible business model generating
return on investment.
“They want to partner with a team who
understands their needs; we are set for success
only when we connect our owners, grow together
and contribute to an ever-changing industry as one
inclusive hospitality operator.”HOS pITALITY
H E AV En
[email protected]
http://www.kertenhospitality.comKerten Hospitality’s mixed use project
in Jeddah ncludes The House Hotel
Jeddah, set to open later this yearMarloes Knippenberg,
CEO of Kerten HospitalityMT Aug19 97 Kerten v4.indd 97 30/07/2019 10:58