The Adlon's Ladies in Red with designer Anja Gockel (named Designer of the Year 2017 by VDMD, Association of German Fashion and Textile Designers). The designer stayed at the hotel and put on a fashion show in the lobby for Berlin's Fashion Week.
Today, there are more than 150 “Ladies (and Gentlemen) in Red” across Kempinski’s 76 hotels worldwide.
NEW YORK – "This year marks ten years since the 'Lady in Red,' a now iconic hospitality concept, was implemented for the first time at the Hotel Adlon Kempinski in Berlin," says Matthias Al-Amiry, General Manager of the Adlon. Today, there are more than150 "Ladies (and Gentlemen) in Red" across Kempinski's 76 hotels worldwide.
The concept is a unique interpretation of the traditional hotel concierge: they are remarkable hosts. Clad in elegant and striking red outfits – with the ladies in svelte dresses and the gentlemen donning sharp suits, red ties and red socks – the "Ladies and Gentlemen in Red" act as ambassadors and local experts. They are known as friendly resort celebrities and are often found puttering in the hotel lobby welcoming visitors, providing personalized guest experiences based on their cultural empathy, attention to detail and in-depth hospitality training.
"Essentially, the Lady in Red was meant to replace the rather old-fashioned guest relations position, which was not iconic at all," explains Benedikt Jaschke, Chief Quality Officer for Kempinski Hotels and former Hotel Manager at the Adlon Kempinski Berlin. "We were looking for the extra sparkle of a unique personality with unique responsibilities who is easy to recognize."
For instance, at the opulent Hotel Adlon, located next to the Brandenburg Gate in Berlin, the resident "Ladies and Gentlemen in Red" know everything there is to know about the city and are well versed in local gastronomy, history and contemporary culture. They play a pivotal role in every guest's stay, and are trained to spot any opportunity to go above and beyond for guests.
"Probably 30% of the skills necessary to play this role can be taught during training," says Antony Shaw, Vice President of Training for Kempinski Hotels. "But the other 70% is innate; the intangible qualities like compassion, empathy and kindness that come naturally to anyone who works in hospitality, especially those hoping to don the red uniform."
Today, there are at least two "Ladies or Gentlemen in Red" at each Kempinski hotel, which equates to between 150 and 200 across the Kempinski portfolio. These ambassadors hail from more than 30 countries worldwide.
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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
