Maxime Busnel: from internship to success strategy at Grand Hotel Karel V
Meet Maxime Busnel, the driven Commercial Manager of the renowned Grand Hotel Karel V in Utrecht. With a rich background in hospitality, starting with an internship at the age of thirteen, Maxime has developed a deep passion for the dynamic and versatile world of hospitality. Her career path includes various operational roles within the hotel industry, after which she eventually specialized in Revenue Management and commercial strategies. In this interview, we explore Maxime’s career, uncover the sources of her motivation and passion, and highlight the strategic visions she has for the future of Grand Hotel Karel V.
First steps in hospitality
My experience in hospitality began when I did my internship at Grand Hotel Karel V at the age of thirteen. That was my first introduction to the hotel industry, and I immediately enjoyed it. It was a fantastic hotel, even back then. Since then, I have held various operational positions, and nine years ago, I discovered the fascinating world of Revenue Management. This field combines the dynamic with the analytical and numerical aspects, where I can continually challenge myself. It turned out to be the perfect combination for me, in which I have learned a lot.
The start of my career was mainly in Food & Beverage (F&B), but it quickly became apparent that this was not my greatest passion. The hotel world, on the other hand, was, and the versatility of this industry has allowed me to continue developing without leaving the sector. Experience in larger hotel chains taught me how organizations work, how to communicate effectively with stakeholders, and how to use data analysis to make commercial decisions. This sparked and nurtured my strategic insight, leading me to grow into my current role.
Strategic growth
Grand Hotel Karel V is a standalone hotel, meaning it is not part of a hotel chain. This provides a lot of freedom and decision-making authority within the organization. It also means that roles and responsibilities are not set in stone, offering many opportunities for personal development and growth in a direction that suits you. In 2020, I started as Revenue & Reservations Manager, and after 1.5 years, I was promoted to Commercial Manager. In my current position, I oversee the entire commercial strategy, from hotel rooms to events, including F&B.
From the Business Development side of my role, I look at opportunities to position our beautiful hotel in the market in the short and long term. Grand Hotel Karel V constantly offers opportunities for personal development and growth.
A versatile and dynamic workday
As is typical in the hotel industry, my tasks vary from day to day, and no two days are the same. Using various reports, systems, and data, I ensure well-founded analyses that allow me to roll out pricing and strategies within the organization. When there are large parties or meetings that are so extensive they require a buyout, I handle the tours and initial contact. Additionally, I represent the hotel at networking events, (international) trade shows, and events. In this varied role, I have even had the opportunity to lead a complete system implementation, and currently, I am working on a project where we are reviewing and revising the entire event strategy. My role is very diverse and challenging, thanks to the high degree of variety.
Complex challenges
One of my biggest challenges was transitioning to five new systems in four months. It required intensive preparation, out-of-the-box thinking, and at the same time, breaking old processes and mindsets. With many involved colleagues, this also meant that various approaches were needed, making it a complex project. Changes within an organization are always challenging, but technological innovation and automation are crucial.
We are now ten months in and are still in the learning phase. It’s actually comparable to really learning to drive after getting your driver’s license. The biggest challenge now is to continue implementing automation and not fall back on the work processes that applied to the old systems.
Successful room renovation and strategic Revenue Management
In 2023, we fully renovated half of our hotel rooms. At the same time, we adjusted the entire hotel room strategy. This renewed strategy, combined with renovated rooms and different room types, resulted in a record room revenue.
Since the pandemic, the revenue-cost ratio has become more important than ever, and by introducing a new meeting with directly involved decision-makers, we have been able to make significant progress. It has been shown that good cooperation with our Financial Controller and Operational Managers ensures quick decision-making and efficient work.
A revised approach to Revenue Management proved interesting. It’s no longer just about volume (and thus the highest possible occupancy); it’s crucial to see how revenue can be increased while correctly addressing variable costs. Technological innovations improve luxury service Innovation plays a significant role in my role as Commercial Manager.
New systems give us access to more data, enabling more targeted decisions and better service. Automation ensures more time for personal attention. Additionally, technology allows us to take care of our guests by knowing their wishes and needs in advance.
Information such as a guest's favorite wine or room preference is crucial when it comes to the guest experience. By innovating, we have access to more and more information that contributes to the ultimate guest experience.
Advice for young professionals
Follow your passions and explore everything that interests you. The hotel industry offers countless opportunities, and the market increasingly values the person behind the role. Create something that suits you. Express your ambitions and pursue them. If you think, 'I want to try this,' just do it. Say 'yes' to opportunities and give your all so that you can always say you at least learned from the experience.
What motivates me are the opportunities for personal development and the variety in my work. No day is the same, and the industry is constantly changing, making learning and growth possible. It’s a give-and-take dynamic, and I can also keep learning because the industry is constantly changing. Next year will be different, and five years from now will be different again. So, you never have to be bored.
Influential leaders and mentorship
Every leader I’ve had has influenced me and my career to some extent. The one who had the most influence is Ralph Boonstoppel. With his immense enthusiasm, he taught me everything I needed to know about hospitality and pairing wines with dishes with great pleasure. He also kept me grounded, even when I was young and headstrong. I often find myself repeating lessons I learned from him within my own team.
Are you interested in a challenging career at the renowned Grand Hotel Karel V in Utrecht? Discover the career opportunities.