LEGEND
RESPONDING TO CHALLENGES While Horst has a few regrets , he also likes to talk about how troubling moments turned out to be the start of something great .
About 25 years ago , Schulze was diagnosed with cancer and was told he had a year to live . He fought back hard , refusing chemotherapy and instead choosing a unique diet to beat back the disease , which he did . And that experience marked the start of something beautiful , he says , as it allowed him to enjoy life and the people around him to a much greater extent .
“ We should realize that as we go through life , all those markers are not the end ,” Schulze said . “ The same thing with the COVID — it ’ s not the end . It may be the beginning of something great .”
In fact , when COVID-19 started its path of destruction last March , Schulze called about 30 of his industry friends to tell them not to forget their vision . It shouldn ’ t change . Second , he said , don ’ t forget your values . And lastly , survival is the priority , at all costs .
The first thing he would have done in reaction , and it is not too late , is
THE MANAGERS CREATE PROCESSES AND SYSTEMS AND MEASUREMENTS , BUT LEADERSHIP CREATES AN ENVIRONMENT WHERE THEY WANT TO DO IT .
– HORST SCHULZE
immediately get a hold of every repeat customer to tell them they are appreciated and tell them what the hotel is doing to get through the crisis . He would also call every travel agent to thank them for their past support and offer double commissions for a while when business starts to come back . “ I would ’ ve been possessed to deal with the customers I had ,” he said .
But of the 30 Horst called , he says maybe half took his advice . “ It ’ s shocking to me . My goodness . They ’ re customers and you can have a better relationship once COVID ends .”
And end COVID-19 will , Horst says . “ In two years , the industry is going to boom because there will be so much built-up demand ,” he predicts . “ It will boom . We will boom . Period . Except maybe I ' m worried about the 3,000-room convention hotels . I ’ m really worried about them .”
For any other hoteliers who want to hang on Horst ’ s words , he says , “ I love you all . We are part of a wonderful industry . It ’ s such a beautiful industry . Let ’ s put pride into it for every single employee . There ’ s a way to do that . Let ’ s remember that hospitality is an art that exists .”
He goes on to cite the first person that really wrote about hospitality — Saint Benedict , when he wrote to his abbess , “ If a guest arrives , treat them as if it was Jesus himself .”
In other words , totally respect the people that come in . “ What a beautiful thing to do , to respect a human . Your fellow human being who comes in your place of hospitality and is willing to pay for it . Why not be wonderful to them ? That ’ s what I would tell them , and be proud of doing that .”
( From left to right ) Sigi Brauer , Joe Freni , Ed Staros , Horst Schulze and Henry Schielein celebrating a 5-star award ceremony at The Ritz-Carlton , Laguna Niguel , California . Horst called this group among the greatest example of Ritz-Carlton philosophy and thinking , and consequently success .
32 hotelsmag . com March / April 2021