Prior to the 2024 LUXE Global Gala, we had the privilege of sitting down with Mr. Nicolaas Houwert, General Manager of InterContinental Athénée Palace Bucharest, a landmark hotel with a rich history and a reputation for luxury. In this conversation, we delve into the storied past of the Athénée Palace, its transformation into a premier destination, and the exciting future it holds. Join us as we explore the unique blend of heritage and modernity that defines this iconic establishment and discover the passion and vision driving its continued success in the world of luxury hospitality.

FIRSTLY, COULD YOU TELL US MORE ABOUT THE HISTORY OF INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST?

The Athénée Palace, constructed in 1914, gained notoriety as a “den of spies” from both the East and West during World War II and the Cold War. In 1948, the Romanian Communist government nationalized the hotel, installing surveillance devices in every room and allegedly employing numerous informers. After the Romanian Revolution, the hotel underwent extensive renovations and reopened, becoming one of the first internationally branded 5-star hotels in 1997. Following another complete renovation during 2021-2022, the Athénée Palace was rebranded as part of InterContinental Hotels & Resorts in January 2023.

WHAT DOES IT MEAN FOR THE INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST TO HOST THE LUXE GLOBAL AWARDS GALA?

The Owning Company Ana Hotels, IHG, and the team at InterContinental Athénée Palace Bucharest are immensely proud to host the LUXE Global Awards Gala. Welcoming the finest luxury hotels from around the world highlights the importance of Bucharest and Romania in the international tourism and hospitality sector, reinforcing our commitment to providing high-quality experiences for our guests and visitors.

CAN YOU TELL US ABOUT YOUR CAREER PATH AND WHAT LED YOU TO BECOME THE GENERAL MANAGER OF INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST?

From an early age, I knew I wanted to pursue a career in hospitality. While studying at the Hotelschool the Hague in the Netherlands, my passion for luxury hotels was ignited during my trainee position at the President Wilson, a Luxury Collection Hotel in Geneva, Switzerland. I then spent a year as an F&B Management Trainee at the Hotel Hershey in Pennsylvania, USA. Upon returning to the Netherlands, I began my professional career with Hilton Hotels & Resorts. My career subsequently took me from Amsterdam to Rotterdam, Antwerp, Copenhagen, Paris, Belgrade, and London. I progressed through various operational roles, ultimately becoming a General Manager and opening or converting four hotels while working in nine different countries. When IHG approached me to lead the rebranding of the Athénée Palace to InterContinental, I was immediately intrigued, as it aligned perfectly with my aspiration to work again in a luxury hotel environment.

WHAT ARE YOUR FAVOURITE ASPECTS OF INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST?

The glamourous setting of the lobby, guest rooms, meeting space and dining facilities. The InterContinental Athénée Palace Bucharest has always been a podium for Royals, Diplomats, Politicians and Captains of Industries from all over the world. We welcome individual leisure or business travellers, as well as groups, and the team is able to accommodate all our valued guests applying IHG’s Luxury Fundamentals consistently. As a result, the hotel became Number 1 on TripAdvisor, based on our guest’s feedback within the first year of re-branding. I enjoy meeting with our guests and spending time with the team on anticipating our guest’s needs, and to focusing on continuously improving the services and facilities so as to remain the leading hotel in Bucharest.

HOW DOES THE HISTORY AND HERITAGE OF THE INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST ENHANCE THE EXPERIENCE OF THE GALA?

I sincerely hope that attendees of the LUXE Global Awards Gala enjoy the enchanting ambiance and grand entrance through the Colonnades area, an integral and preserved part of the InterContinental Athénée Palace Bucharest. The exquisite décor, paired with the exceptional culinary delights prepared by our dedicated team, enhances the luxurious setting and promises unforgettable experiences. Under the leadership of our renowned Executive Chef Yevgen Denysenko, our kitchen brigade excels, and our conference and events department is one of the best in the region according to our guests.

COULD YOU HIGHLIGHT SOME OF THE EXCLUSIVE AMENITIES AND SERVICES THAT GUESTS CAN ENJOY DURING THEIR STAY AT INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST?

At the InterContinental Athénée Palace Bucharest, guests can enjoy a range of exclusive amenities and services designed to provide a luxurious experience. The Club InterContinental Lounge offers personalized services, complimentary breakfast, all-day refreshments, afternoon tea, and evening canapés, all in a serene environment with an outdoor terrace, and a private meeting room.

Dining options include Roberto’s Italian restaurant and the English Bar, known for their exquisite menus and sophisticated ambiance. Guests can also relax at the hotel’s spa, featuring an indoor swimming pool, a fitness centre, and a variety of wellness treatments​.

The rooms and suites combine historical charm with modern luxury, offering high-quality furnishings and premium amenities to ensure comfort. Additionally, the newly renovated Café Athénée will reopen this autumn, and by the end of the year, a flagship international luxury fashion brand will open within the hotel premises, enhancing the overall guest experience with exclusive shopping options.

WHAT DO YOU BELIEVE IS BEST FACTOR TO MOTIVATING STAFF TO CURATE A SUCCESSFUL GUEST EXPERIENCE?

InterContinental Hotels and Resorts, the esteemed luxury brand of IHG Hotels & Resorts, unveiled an ambitious global evolution plan, ushering in an exciting new chapter in the brand's history. Known for its consistent innovation in delivering unforgettable memories to travellers, InterContinental’s plan features a multi-faceted evolution of its brand culture, design concepts, dining experiences, and unique brand differentiators. This plan integrates cutting-edge technology, innovative design, and the exceptional talents of its team members to redefine the luxury travel experience, achieving a harmonious balance between freedom and familiarity. Being part of this exciting journey, is celebrated in Bucharest by sharing results during our monthly Friday Bar – where all team members are coming together to celebrate success, learn about individual and team achievement and how we can inspire each other to live our motto “Aim Higher together”.

FINALLY, WHAT ARE YOUR FUTURE PLANS AND ASPIRATIONS FOR INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST, AND HOW DO YOU ENVISION IT EVOLVING TO CATER TO THE CHANGING NEEDS OF LUXURY TRAVELLERS IN THE COMING YEARS?

At InterContinental Athénée Palace Bucharest, we continuously strive to exceed the expectations of our luxury guests. Our award-winning IHG One Rewards loyalty program allows guests to communicate their stay preferences in advance. Leveraging technology and guest data, we can recognize most of our guests and anticipate their special requests. I believe this program will be further enhanced to offer personalized recommendations, such as local events, special dining or relaxation offers, and optimal room assignments.

Later this year, we will embark on a master plan to introduce a new concept for our main restaurant and bar. Alongside a complete renovation of the Spa InterContinental, these improvements will further elevate our facilities as we aim to remain the luxury hotel of choice in the region.

As we conclude this insightful interview with Nicolaas Houwert, it's clear that the InterContinental Athénée Palace Bucharest is not just a hotel but a symbol of luxury, heritage, and innovation. Under Nicolaas's dedicated leadership, the hotel continues to evolve, setting new standards in the hospitality industry while honouring its storied past. With exciting plans on the horizon and a commitment to excellence, the Athénée Palace is poised to remain the premier choice for luxury travellers in Bucharest for years to come.