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In a previous life, Carine Suenens was a theatre actress performing at the now defunct theatre ‘Mechels Miniatuurtheater’ managed by twin brothers René and Manu Verreth, both celebrated actors from the popular Flemish TV series ‘De Collega’s’ (The Colleagues). Today, as a Sales & Marketing Director, she sets out the guidelines for luxury hotels Sofitel Brussels Le Louise and Sofitel Brussels Europe. Olivier Wauters, Executive Director of Eventonline had a chat with her.

“I majored in arts,” says Carine Suenens. “I graduated in lecture and drama from the Royal Conservatory of Brussels. Our graduation project was a theatre production play directed by René Verreth of the ‘Mechels Miniatuurtheater’. His daughter was in my graduation class by the way. Our play, based on a story by psychologist Liva Willems who writes children’s books, turned out to be such a success that afterwards it appeared on the programming of the Mechels Miniatuurtheater. We went on tour with the play travelling Flanders. That was a very nice experience. I have been active in the children’s theatre for about two years. After a short career on stage, I got started in the hotel industry where I worked in various departments before ending up in sales.”

Today, Carine Suenens is Director Sales & Marketing of the luxury hotels Sofitel Brussels Le Louise and Sofitel Brussels Europe, two five-star hotels. “Sofitel is known worldwide for its three pillars of communication”, states the Director. “Culture, the local culture but always with a ‘French Touch’; gastronomy, tasting the local cuisine, and design. Most hotels always sign for a separate design by a local designer.”

However, Sofitel does not limit itself to a passive interpretation of these values. “Every four months we attract artists who can exhibit their works throughout the hotel,” explains Carine Suenens. “We then inaugurate the exhibition with a vernissage. We welcome the artist during a cocktail for our customers.”

Added value, that’s what Sofitel is all about. “Moreover, with both hotels, we want to appeal to a different audience, not only hotel guests but also local people who come to lunch or dine in the hotel restaurant, for example.”

Brussels, capital of Europe, is a multicultural, cosmopolitan city. “That’s fantastic and interesting for the hotels. The European district is actually a city in its own microcosm. Brussels is also a beautiful cultural city in the field of leisure. Unfortunately, Brussels does not have a strong image,” says Carine Suenens. “We find ourselves standing a bit in the shadow of cities like London, Paris and Amsterdam. Nevertheless, Brussels has a lot to offer in terms of culture and gastronomy and we must emphasize that, in combination with business. Furthermore, Brussels is very accessible and centrally located. Easy to move around in the city.”

After all these years in the hotel industry, Carine Suenens has noticed a change in mentality among hotel guests. “We have five stars because we respond to the needs of the customer, our service is tailor-made, à la carte. We experience, however, that the customer becomes much more practical compared to the past. Naturally, the basic service remains important: catering and technology must be perfect, such as the quality of the meals or excellent Wi-Fi. I’ve noticed that the business customer has less time today. Meeting days are shortened, a tendency towards increased efficiency and a back-to-the-basics mentality. Budget remains important, but time definitely has become a decisive factor”, according to the Director Sales & Marketing.

View this customer also on Eventonline:

Conference Hotel European Quarter Brussels – Sofitel Brussels Europe

Conference Hotel nearby Avenue Louise – Sofitel Brussels Le Louise