Kempinski wins German battle of the brands with its top service
EUROPE’S oldest hotel group Kempinski has joined the ranks of Gucci, Google and Volkswagen in winning the coveted Best Brands award, in the category of Best Service Provider in Germany.
The luxury hotel group was ranked number one, followed by Germany’s largest bank, Direktbank ING DiBa and Lufthansa. This brings Kempinski into the same league as Volkswagen, Lego and Apple, among the most successful brands in Germany.
Presenting the award, Sigfried Högl, managing director of GfK, which is part of the awarding body of Best Brands, said: “During the survey, Kempinski stood out in all areas relating to service.
“The unique and decentralised nature of Kempinski’s strategy was recognised by those surveyed and that makes all the difference.”
What is special about the Best Brands Awards is that the winner isn’t defined by a jury, but by the consumers themselves. Brands were subjected to a study carried out by the German market and consumer research company GfK.
“The recognition of our service quality by Best Brands makes us very proud. Our greatest standard for honest hospitality is service with a heartfelt smile – and this doesn’t go unnoticed,” said Reto Wittwer, Kempinski’s president and CEO. “Caring for each guest individually is what makes Kempinski special. Our objective is to provide customised service to each individual guest, not only fulfilling their wishes but exceeding their expectations.”
For this year’s ranking, 850 people were surveyed in October and November 2010, and were asked about indicators such as performance, reliability, availability and reputation. In the category of Best Service Provider for the Best Brands Awards, the focus was placed heavily on decision-makers and opinion leaders.
Those surveyed were divided according to their professional level (52 per cent executives, 22 per cent self-employed with at least 10 staff, 17 per cent freelancers, and nine per cent civil servants), all of whom earn more than € 3,500 ($4,792) per month. A shortlist featuring the most well-known brands was used as a base for the survey.
In the Middle East, Kempinski has become part of the vibrant business community in the region and will further expand its portfolio this year with the opening of its first hotel in Bahrain and also the Kempinski Hotel & Residences Palm Jumeirah in Dubai. These join its Ajman and Mall of the Emirates properties in the UAE, Kempinski Residences & Suites in Qatar, Amman, Aqaba – Red Sea and Ishtar – Dead Sea in Jordan.
“Major decision-makers have a multitude of choices in the market, so we need to ensure that our service is always one step ahead of the competition, or our guests can easily go elsewhere,” said Ulrich Eckhardt, Kempinski’s regional president for Middle East and Africa.