‘You don't automate to save money, but to improve.’

Hotelier through and through, Thijs Merks

When you speak to Thijs Merks, you immediately hear the voice of a hotelier through and through. After years of being responsible for the operation of all Accor hotels in the Benelux, Thijs Merks decided to pursue entrepreneurship. He led the acquisition of Postillon Hotels and now runs several hotels, including ibis Styles Delft City Centre, Villa Schoolthoff and Hotel Maison Maastricht Centrum. Three completely different hotels, but with one common denominator: a keen eye for innovation, without losing sight of the human aspect.

Over the years, he has witnessed the industry change. Or rather, not change. “We have the best job in the world, but we find change incredibly difficult,” he says. “We often continue to do things the way we've always done them, until there's really no other option.” Yet he is convinced that the future of hospitality lies precisely in that innovation. “If we want to continue to offer hospitality, we need to work smarter: with more attention to people and less time spent on administration.” In this interview, Merks shares his down-to-earth view on technology, behaviour and why he believes Groupz helps to make hotels future-proof.

Change is difficult, but necessary

“The hotel industry is a wonderful profession, but also a traditional one,” says Merks. “We want to keep everything personal, and I understand that. Contact with guests is fragile, and you don't want to lose that. But staff are becoming scarcer, costs are rising, and the pressure on returns is increasing. So you can't keep doing everything the way you used to.”

He observes this daily: “There is often resistance to change. That is human nature. We do not want technology to replace personal contact. However, automation does not mean that we are removing people. It means that we are making room for the moments that matter. If a system handles the administration, employees can finally focus on the guest again. And that makes work more enjoyable for everyone.”

Technology as an enhancer of hospitality

Merks is not someone who blindly embraces digitalisation. “You have to look carefully at where automation really adds value,” he says. “For me, that always starts with the guest: does it make the experience better, easier or more personal? If the answer is no, then we don't do it.” Then he looks at the data. “Good information helps you work smarter. If we have a better understanding of why guests come or how a group is composed, we can help them better and use our marketing in a much more targeted way. Not only is that more efficient, it also makes the entire operation more effective.”

According to him, there are countless processes that could be better supported by technology. “Think of check-in or group reservations. These processes are often complex and manual. By partially automating them, you create space for what makes us as hotels stand out: hospitality, attention and experience.”

“For me, automation is not a cost-cutting measure. It is an investment in quality: in the work, the data and the guest experience.”

Automate group bookings with Groupz

Merks had known Groupz founder Niek van den Broek – himself a hotelier – for years from the hotel industry. “We've been in the business together for years, so I know he understands these kinds of processes,” he says. When they talked about the challenges at ibis Styles Delft City Centre, where an employee was going on maternity leave and a group process needed to be better organised, Niek told him about Groupz. “That conversation came at just the right time,” says Merks. “We had to find a way to make the process clearer without compromising quality. Niek explained what Groupz did, and I immediately thought: this makes sense. Not as yet another extra system, but as a solution that really adds value. So we just gave it a try.”

Taking a leap of faith when it comes to trying new things is nothing new to Merks. “I've tried plenty of things that didn't work as advertised, but with Groupz, I had no doubts. It worked right away. The replacement had everything under control within two or three weeks, which would never have been possible with the old method. That would have taken two to three months. ”

Merks Groupz has now also brought it to the attention of other hotels. “At ibis Almere, for example. The group process wasn't running smoothly there. We then made someone specifically responsible for group reservations and implemented Groupz. That made a world of difference. Administrative tasks, such as name lists or room layouts, are now handled by the group leader themselves. Not only does that save time, it's also much more reliable.”

Calm, clarity and fewer errors

He sees the impact of Groupz mainly in day-to-day operations. “Room lists used to be a hassle. That's now a thing of the past. Fewer mistakes are made, there is less noise in communication, and the entire process has become predictable.”

He also notices the difference financially. “We have less hassle afterwards, fewer discussions about rooms or refunds. That saves time and frustration. What's more, the data quality is much better: we know why guests are coming and how many people are coming, which allows us to use marketing more intelligently and improve our
focus on returns.” 

This improved structure is also paying off in concrete terms. “We saw an increase of about ten percent in upsells, especially at ibis Styles Almere, because we were able to offer groups extra dinners there. In addition, we save about six hours per week in administrative work at both locations. That may not sound spectacular, but it amounts to about nine thousand pounds per year per hotel. And more importantly, we spend the time we save on our guests.”

“What also makes a big difference,” he adds, “is that the information from Groupz is now available in a structured format to the reception and restaurant. This means we know exactly what has been agreed and can ensure that guests get what they have been promised. Not only does this make things more efficient, it also makes them more guest-oriented.”

But perhaps most importantly, employees can work with greater peace of mind. “They don't have to constantly switch between emails, Excel lists and telephone notes. Everything is clearly organised in one place. This creates peace of mind. And peace of mind translates into a better guest experience.

Change begins with behaviour

Nevertheless, Merks emphasises that technology alone is not enough. “The success of such a change depends on behaviour. You have to get people on board and let them get used to the change. It is important that they see and experience that it makes their work more enjoyable and meaningful. About three-quarters of people think that's great, and for the rest, it may just not be the right place anymore.”

He often sees that 75 per cent of people become enthusiastic when they see what it brings, and 25 per cent do not. “That's not a problem. If someone prefers to do administration, perhaps this is simply no longer the right place for them. But for most people, this means they can be closer to the guests. And that's why we chose this profession in the first place.”

He believes that hotels that combine innovation with a focus on people will make the difference. “Guests immediately notice when a team is calm and focused. That's where hospitality begins.”

Another way of looking at returns

Where many entrepreneurs associate technology with cost savings, Merks takes a different view. “For me, it's not about hours or pounds. It starts with the guest. Only then do I look at ROI. If it improves the experience, the rest will follow automatically.”

He sees returns in broader terms than just figures. “You invest in peace of mind, in quality, in fewer mistakes. You avoid hassle, and that is also a return. And let's be honest: if work becomes more enjoyable, people stay longer. That is perhaps the biggest gain.”

He works from a clear concept: ROGE, or Return on Guest Experience. “A better experience in our guest journey ultimately delivers everything that matters: higher spending, pleasant conversations and better reviews. That's what we do it for.”

Merks advises his colleagues to regularly take a step back from the issues of the day. “We are all busy with the operation: every day has to be perfect. But that is precisely why there is little room for reflection. Sometimes you have to step out of the operation for a moment, or let someone from outside take a look. That always pays off.”

He concludes with a smile: “Groupz helps with that. Not because it's a system, but because it brings structure and peace of mind. And that's exactly what we need in the hotel industry: clarity, quality, and time for what really matters... the guest.”