Interview: Hosts with a passion

Marc Biewald has been Managing Director of the Kastens Hotel Luisenhof in Hanover since January 2024. The trained hotel manager has many years of experience in sales and revenue management and has also completed the General Manager Program at Cornell University.

Marc Biewald has been part of the hotel team since 2005. Previously, he worked as Deputy Hotel Director, Head of Sales & Marketing and in Revenue Management. With his background and close connection to the hotel, he knows the hotel's processes inside out and stands for continuous further development in the interests of guests and employees.

Your hotel can look back on a long history in the Hanover hotel industry. What does this tradition mean to you as a host and how do you manage to combine it with the challenges of the present and future? Especially with regard to sustainability and digitalization?
We are proud to be able to continue running a hotel in Hanover with 170 years of history next year. For us, this tradition is not just a legacy, but a responsibility towards our guests, our employees and future generations. In close consultation with the owner family, we are looking together at how the hotel can continue to develop without losing its roots. It is impressive how many generations and difficult times this hotel has already experienced in its history - this creates a special depth and attitude.
At the same time, we are experiencing a time of rapid change - be it through digitalization, social developments or new expectations of sustainability. We see it as our task to actively shape this change, to be open to change, but to act consciously. Not every trend has to be followed - it is more important to listen to our guests and find out what is really relevant and makes sense.
For us, sustainability is not a marketing concept, but part of our daily activities. The DEHOGA environmental check is an example of how we position ourselves clearly - responsibly, transparently and without greenwashing. We want to show that living luxury and acting sustainably are not mutually exclusive, but can complement each other - if you approach it with conviction and vision.

Are there concrete plans for investments or expansions to make the hotel fit for the future?
We don't invest at large intervals, but continuously - that's part of our self-image. For us, it's about finding the right balance between sensible modernization of the infrastructure, a coherent guest experience and maintaining the long-term value of the hotel. It is important not just to react, but to act with foresight. Many small, well thought-out measures add up to what guests today perceive as contemporary comfort and quality - without changing the character of the hotel. In this sense, we see "fit for the future" not as a single project, but as an ongoing process.

What will guests want from a luxury 5-star superior hotel in 2025 and what requirements must a host meet today?
For many guests, luxury in 2025 means one thing above all: self-determination. Guests want to organize their trip according to their own needs - and that starts at check-in. Today, those who want to can use digital solutions such as online check-in - those who value a personal welcome will also receive it, attentively and individually. Despite all the technological possibilities, the desire for classic service at the highest level remains. Many of our guests appreciate precisely this mix - for example, when shoes are discreetly cleaned in the evening on request or special culinary wishes can be flexibly implemented.
Today, a host must be one thing above all: attentive, flexible and genuine. It's not about offering as much as possible, but exactly what the individual guest really needs at that moment - be it discreet discretion or personal attention.

How do you attract and retain qualified employees - and what is your corporate culture?
We are proud of the fact that many colleagues have been loyal to Kastens Hotel Luisenhof for decades - including one 40-year, one 25-year and one 10-year anniversary this year alone. That shows: Appreciation, trust and a family atmosphere are not just words for us, but everyday life. As a Fair Job Hotel, we stand for cooperation at eye level.
With around 150 employees, it is particularly important to us to continuously develop ourselves further - through exchange, new ideas and good examples from other hotels. We are therefore all the more pleased to be part of Fair Job Hotels and to be actively involved in shaping this strong community.
As part of our value journey, which began in 2024, we worked with our employees in several workshops to develop our corporate values. The result: five core values - unique, high quality, reliable, human, appreciative - each of which is assigned five specific characteristics. They make our attitude tangible and form the basis for our daily interactions.

Kastens Luisenhof is not only a hotel, but also a culinary address - what can guests currently expect in the area of gastronomy?
Our gastronomy offers classic elegance with modern accents - and this is also reflected in our events. Guests can look forward to formats that have long been a tradition with us and have become real highlights: our summer party, the winegrower's evening, the game menu series in the fall. In addition, our in-house wine cellar with its carefully curated collection is a real gem. Wine lovers regularly find exciting discoveries here - even off the beaten track.
We pay particular attention to our in-house MARY's Restaurant, which sets culinary accents with its seasonally changing menu format and delights both hotel guests and locals. The gastronomic offering is complemented by the stylish Leo's Bar with its summer terrace - a much-appreciated retreat in the middle of the hustle and bustle of Luisenstraße. And sometimes it's the classic that goes down particularly well: our popular Wienerschnietzel has long been one of the little highlights of our establishment.

How do you experience Hanover as a location for international guests - and how important is the city for tourism?
Hannover is still often underestimated internationally - many guests don't immediately have the city on their radar when it comes to leisure or cultural tourism. Yet Hanover has a lot to offer: Events such as the International Fireworks Competition, the Little Festival in the Great Garden or even the Herrenhausen Gardens themselves are cultural highlights of an international standard.
For a long time, Hanover was perceived strongly through trade fair and business travel - these markets are changing and this presents us all with new challenges. At the same time, however, this is also an opportunity: Hanover has the potential to become even more visible as a tourist destination.
It is now up to us - the city, tourism players and service providers - to further develop this location and make it more visible. Because the city deserves it. It is diverse, hospitable, culturally exciting - and ready to be discovered.

Which target groups are you currently addressing in particular - and how do you differentiate yourself from other luxury hotels in the region or beyond?
We don't consciously focus on specific target groups - our focus is on the guest as an individual, regardless of whether they are traveling for leisure, business or cultural reasons.
At the same time, we see potential in the leisure sector, which we would like to expand further - both through tailor-made offers and through new collaborations with partners in the city.
What sets us apart from other luxury hotels is our special combination of tradition and personality. As a private hotel, we cultivate a very personal host culture - with a clear eye for quality and the aspiration to offer our guests more than just a nice room: namely an authentic, harmonious experience in the heart of Hanover.

When you think of guests who keep coming back - what do they appreciate most about your hotel?
Many of our regular guests particularly appreciate the connection that goes beyond the mere stay. Our staff embody exactly what our hotel is all about: authenticity, attentiveness and a keen sense for individual needs.
Anyone who stays with us regularly quickly realizes that you are not just another guest. You are recognized, personally welcomed and experience an atmosphere that is deliberately not distant or anonymous.
This familiarity at eye level makes the difference for many - and ensures that they are happy to come back. Some guests even say that they feel "at home" with us. This is also helped by the fact that our rooms are individually furnished - each with its own character.
And that is exactly what we strive for.

What was one of the best guest moments that you like to remember?
It's often the quiet, personal moments that are particularly memorable. One example was an international guest who came to reception in poor health. We were able to organize a doctor for him at short notice - and he thanked us warmly afterwards. For us it was a matter of course, but for him it was a great moment of support.
What always touches me personally are the small conversations in the lobby - sometimes just a brief exchange, an honest smile, a genuine interest. These encounters give me energy and show me why I love this job.
It's also particularly nice when a guest remains open despite a difficult first experience - and you win back their trust through attentive communication and genuine hospitality. When this results in a long-term relationship, it's one of the greatest compliments for our team.