Bettina Bülte

Areas of specialisation

Guest experience desing, positioning and USP communication, quality assurance & standardisation, strategy formulation and implementation

I am a specialist in building a smooth guest experience fitting the brand promise. I have experience in ensuring that it is delivered consistently across continents.

Throughout my career I gathered extensive experience in optimizing and standardizing front & back of house processes balancing operational efficiency and an optimal guest service level. I have written brand and operational standards for several hotel operators and have created an service quality control framework for a worldwide hotel operator for which I have also carried out dozens of mystery shops.

During the past 15 years in the industry, I formulated hotel concepts, carried out feasibility studies and supported destinations in their market positioning. Carrying out projects in over 20 countries throughout EMEA gives me in depth knowledge of the hospitality industry and best practices across different cultures and demand patterns.

When working in operations I worked in restaurants, MICE, the Olympics, and the Ritz Carlton and saw firsthand the requirements for back of house efficiency.

Currently I am a lecturer at several tourism and hospitality schools including for the University of Applied Sciences in Grisons where I teach the Minor in Hospitality and a guest lecturer at Ecole hôtelière de Lausanne. I form part of the board of the DMO “Engadin Tourismus AG” and I hold a Bachelor of Science from Ecole hôtelière de Lausanne and an MBA from ESADE Business School.

Work Experience

Jan 2019 - present

Co-Founder & Managing Director (Hospitality)- G&B Travel and Hospitality

We support small and medium enterprises in the hospitality and tourism industries.

Aug 2019 - May 2020

Owners representative - Migros-Genossenschafts-Bund, Switzerland

I represented the owning entity's interests towards 6 retail subsidiaries, formulated the corporate strategy jointly with the c-level of the firms, and translated the strategy into tactical measures.

Oct 2011 - Sept 2018

Head of Hospitality Operations & Strategy Consulting Services - Centre of Excellence EMEA - PwC, Switzerland

Jointly with two colleagues founded the Centre of Excellence EMEA hospitality & tourism at PwC in 2012 and grew the team to 15 team members in 2018. During that time, I headed up the team's Hospitality Operations and Strategy Consulting Division.

Oct 2008 - Sept 2011

Hospitality Strategy Consultant - Jones Lang LaSalle, UK

Part of the hospitality strategy consulting team carrying out projects throughout EMEA.

Jun 2008 - Sept 2008

Food & Beverage Operations Manager - IOC, China

Project Manager for all catering and food & beverage services for the International Olympic Committee during the Summer Olympics in Beijing 2008 (4 outlets, 12 Western and 600 Chinese staff) including 9 weeks on site in Beijing.

Jul 2007 - Jun 2008

Food & Beverage and Events Manager, Mosimann, UK

​Main tasks & responsibilities: - organised and supervised approx. 80 events throughout the Royal Palaces in the UK including Buckingham Palace, Windsor Castle, and Kensington Palace - welcomed up to 500 guests per event being responsible for service quality, consistency & speed - led service and kitchen teams of 20 people - ensured adherence to HACCP (hygiene standards).

Jul 2005 - Jan 2006

Hospitality Operations, Ritz Carlton Hotel Arts, Spain

Conference and catering sales and administration Single point of contact for meeting planners during events for up to 500 guests & responsible for high quality service provision (service and food).

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