THE INTERVIEW : FRANK FISKERS
“ I CAN STILL GO INTO ONE OF OUR HOTELS IN THE EVENING ON MY WAY HOME AND JUST QUIETLY SITTING IN THE LOBBY AND APPRECIATE THAT THE ARRIVING GUESTS , HAVING SO MANY CHOICES TODAY , CAME TO US .”
– FRANK FISKERS
SCANDIC , FISKERS FILE
Stockholm-based Scandic Hotels is the market leader in the Nordics ( Sweden , Denmark , Norway ) with some 230 hotels and 42,000 rooms . Its next obvious move to grow is outside the Nordics .
In February 2014 , Scandic acquired neighboring Norwegian peer Rica Hotels and its 72 properties — 65 in Norway , seven in Sweden . With the exception of the iconic Grand Hotel Oslo , all Rica hotels are converting to Scandic .
In May 2014 , Scandic launched its lifestyle brand HTL with the HTL Kungsgatan in Stockholm .
Responsibility is a part of Scandic ’ s DNA and the company has been regularly designated the most sustainable hotel operator , according to a Sustainable Brands survey .
Fiskers was re-appointed Scandic CEO in October 2013 after previously holding the role from 2007 to 2010 . In between , Fiskers was CEO of the Swedish Cooperative Union ( KF ). Previously the 52-year-old , Denmarkborn executive worked for both SAS Hotels and Hilton . For a short period he was an investment manager at the hotel owning Azure Properties in London . being constantly curious . I try to meet many people , and not only people within the business community . I try to meet and engage with people that have a bit of a different thinking , and I also read a lot . I like to keep my eyes open and stay in some sort of learning mode – listening more than I talk . And having only worked in this business all my life , I am really in love with the business . H : What has inspired you lately ? FF : At the moment , it ’ s how private entrepreneurs think and drive their companies because they are driven by passion , and I think passion is hugely important . Drive , I think , is one of the single most important leadership skills .
H : What do you make of broader industry trends ?
FF : Brands generally have a huge challenge , and that relates to distribution and how it has interrupted our business . Brands generally will have a huge challenge in convincing the audience that there is still value in staying with a brand that is well known , instead of trying something else .
Then I think increased digital interaction with our guests can really bring us closer to our guests . At Scandic this year we are launching a new digital platform , and we want to have a permanent place in our customer ’ s online world , while at the same time not forgetting to generate hospitality and the people factor that is really important . It ’ s going to be a different way of communicating with customers and brands might not have the same importance they had before .
H : Can you point to digital or social initiatives that have been successful ?
FF : When we designed the concept for HTL , we were determined that this was going to be a co-creation . So , via social media , we invited customers to participate in the creation of the brand and its standards and concepts . That was a hugely interesting experience to communicate with hundreds of people that participated in design of the concept . That is one way where you engage with customers in a way that you normally would not . There were some elements that were not on our radar and that helped shaped the product .
H : Who has made a difference in your career ?
FF : If I should mention one , it ’ s my former long-time boss , Kurt Ritter , the CEO of Rezidor . I started to work with Kurt when we had only 22 hotels , and what I learned from Kurt was how much can be achieve from drive , energy , stamina , perseverance and discipline – where I think Kurt really excelled .
H : What has you energized about your job right now ?
FF : I love hospitality . I love hotels . I love the people working in hotels , and I think it ’ s a wonderful business . So , that is really what gets me excited today and made me excited 30 years ago . H : What are your hotel pet peeves ? FF : Hotels charging for Wi-Fi . That really pisses me off . A hotel that charges
48 HOTELS March 2015 www . hotelsmag . com