A global journey through hospitality: Elmar de Beer
Elmar de Beer, originally from South Africa, is the Food & Beverage Director at Pillows Grand Boutique Hotel Maurits at the Park. With a wealth of experience gained from working in various countries around the world, Elmar’s approach to hospitality is shaped by his global perspective, emphasizing personalized service and authentic guest connections. He shares how these experiences have influenced his career. We explore Elmar’s career journey, the challenges he's faced, and his vision for the future of F&B at Pillows. We also discuss what makes the Dutch hospitality scene so appealing to international talent.
Exploring cultures and crafting unique hospitality experiences
As a self-proclaimed "nomad" in hospitality, my career has been driven by a deep curiosity for the world and its cultures. Early travel experiences across South Africa sparked my passion for exploration and led me to this ever-evolving industry. The dynamic nature of hospitality—constantly shifting culinary trends, guest expectations, and team interactions—keeps me continuously learning and improving, both personally and professionally.
Working in countries like Belgium, UAE - Dubai and Abu Dhabi, and the Netherlands has shaped my approach. Each location, from the UAE's luxury service to Europe's refined traditions, has taught me to adapt to diverse cultural preferences. These experiences have deepened my understanding of what makes hospitality special across different regions, allowing me to cater to guests with a thoughtful, personalized approach.
Contrasting hospitality styles: UAE vs. Europe
In the UAE, especially in five-star hotels, the focus is on luxury and spectacle, where guests expect opulence and show-stopping service. It’s all about grandeur and being seen in a glamorous environment. In contrast, Belgium and the Netherlands prioritize a more personal connection. Guests value warm, authentic service over lavish displays, preferring to be treated as individuals rather than just customers. This approach, emphasizing personal touch, contrasts with the UAE’s luxury but resonates deeply with local guests in Europe.
Stepping into the unknown: A defining challenge
One of the toughest challenges at the start of my career was leaving my home in South Africa at 18 to move to Dubai for the Grand Hyatt's pre-opening. The first month was hard—I missed my family and struggled
with culture shock. But stepping out of my comfort zone taught me invaluable lessons. Focusing on my passion helped me overcome homesickness, and the personal growth I experienced was priceless—far beyond anything money could buy.
The power of personalization in hospitality
Working in both 5* airlines and luxury hotels taught me the value of personalized service. At Etihad, we catered to every detail, from Savoy trained butlers to specific guest requests like having their personalize amenities. This "nothing is impossible" mindset has been crucial in food and beverage management, focusing on delivering exactly what the guest needs, no matter how unique. This approach has been key to my success in creating exceptional, tailored experiences.
Strong focus on work-life balance in the Netherlands
As a South African working in the Netherlands, I've noticed a strong emphasis on work-life balance, more so than in other countries. Personal time is highly respected, and companies genuinely care for their employees. This is especially important in hospitality, where staff shortages are common. Employees feel valued and stay longer because they are treated as individuals, not just as numbers.
Navigating language barriers in Dutch hospitality
Working in the Netherlands, where Dutch is the primary language, can be challenging, especially with guests who prefer speaking Dutch. Initially, some questioned why I spoke English, but I found that using basic Dutch greetings or phrases helps break the ice. This small effort often leads to guests switching to English, making interactions smoother. Engaging with the local language, even minimally, improves the experience for everyone.
Opportunities for non-Dutch professionals in Dutch hospitality
The Netherlands is an excellent place for non-Dutch speaking professionals to thrive, especially in hospitality. The diverse, creative culinary scene and strong competition drive innovation, offering endless opportunities for growth. The open and welcoming environment allows international talent to succeed and experiment, making it an ideal destination for career development.
Welcoming international talent in Dutch hospitality
The Dutch hospitality industry is highly welcoming to international professionals. Dutch hotel schools emphasize working in international environments, fostering inclusivity early on. While some restaurants prefer a more Dutch-centric approach, language barriers are manageable with a common language. Overall, the industry is open and accepting of international talent.
Advice for foreigners in Dutch hospitality
My advice for foreigners considering a career in Dutch hospitality: go for it, but be ready for practical challenges, especially housing. Bringing a trusted friend can make the transition easier. Even if you're alone, don't be discouraged—the industry is full of opportunities, and with the right support, you’ll thrive in this welcoming environment.
Language misunderstanding
One memorable language difference I encountered was with the Dutch word "aardig." In my language, it means "weird," but in Dutch, it means "nice." When people called me "een aardige man," I thought they found me strange! It took me years to realize it was actually a compliment, not an insult. It’s funny how similar words can have completely different meanings!
Embracing Dutch directness
I’ve come to appreciate Dutch directness, though it took time. In South Africa, we soften our words, but the Dutch get straight to the point. At first, I was surprised, but now I value this no-nonsense approach. It saves time and provides clear answers, even if it feels blunt at times.
Career highlight: hotel pre-opening
One of my proudest career moments was being part of the pre-opening team for Pillows Hotels in Amsterdam. It was my fifth opening, but this one felt truly special. Seeing our vision come to life with an amazing team made it a rewarding and unforgettable experience.
Challenges of flight management
One of the most challenging yet rewarding experiences in my career was managing flight crews in the airline industry. Each flight brought a new team, and I had only minutes to establish expectations and ensure high standards for the next 12 hours. While organizations set minimum standards, I aimed to go beyond them and bring out the best in each team, despite the time constraints.
At first, adjusting to new dynamics on every flight was tough. However, over time, I developed the skills to communicate effectively, quickly assess what each team needed, and adapt my leadership style accordingly. It became like knowing which "crayons" to use to paint the right picture for each situation. Eventually, I found my rhythm, taking pride not just in maintaining standards but in consistently exceeding them with every new crew.
Mentors who shaped my career
Throughout my career, I’ve been fortunate to have three key mentors who played a significant role in my growth. Nizam Omar, my direct report at the Grand Hyatt in Dubai, not only guided me there but also brought me along to the pre-opening of the Hyatt in South Africa. His trust and leadership were instrumental in shaping my early career.
Thorsten Moennich, my direct report at Sheraton Dubai, later gave me the chance to work with him again at the Pillows Hotel in Ghent, a pivotal moment for me. His continued belief in me helped me take on new challenges and grow further.
Lastly, Mr. Heinz F. Grub, the former area general manager of Starwood Dubai, has been an inspiring figure. His vision and leadership style are qualities I deeply admire, and he’s someone I look up to as a model for the kind of leader I hope to become. These mentors have each had a unique and lasting impact on my career development.
The shift toward immersive dining experiences
In the food and beverage industry, both globally and in the Netherlands, there’s a growing trend toward more immersive and engaging dining experiences. Restaurants are moving away from "less is more" and becoming more vibrant and interactive. Chef's tables and personal interactions between staff and guests are key, with chefs visiting tables and waiters becoming hosts. People now seek not just food, but a complete experience where they feel engaged and appreciated. As for my career, I aim to create spaces that prioritize guest connection and involvement, embracing this exciting shift in the industry.
Advice for pursuing an international hospitality career
My advice is simple: don’t be afraid. The first step is the hardest, but you’ll never know unless you try. There will always be obstacles, like housing issues or adjusting to new cultures, but they shouldn't hold you back. Every country has its own unique systems that you’ll only understand by experiencing them firsthand. So, take the leap, explore, and don’t let fears or negativity stop you—the rewards of international experience are worth the risk.
Work for passion, not just a job
Having traveled to many countries (52), I've gained invaluable experiences that money can't buy. My advice: pursue a career driven by passion, not just a paycheck. In hospitality, teamwork is key, and stepping beyond your usual role is often necessary. If you find yourself thinking, "This isn’t my job," it may not be the right place for you. Find something you love, where you can grow, and let passion guide you—the opportunities for development will be endless.
Are you interested in a challenging career at the elegant Pillows Grand Boutique Hotel Maurits at the Park? Discover the career opportunities.