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Barbara Muckermann on Steering Kempinski’s Future and Elevating Women in Hospitality
- Emily Goldfischer
- 2 days ago
- 5 min read
Barbara Muckermann made headlines as the first woman to lead Kempinski Hotels. One year on, she is steering the 128-year-old brand into a bold new era. We sat down with Barbara during Virtuoso Travel Week in Las Vegas. In Part I, she shared her remarkable career journey, from her early start in PR to navigating one of the cruise industry’s biggest crises before arriving at Kempinski. In Part II, Barbara reflects on her first year as CEO, outlines her strategy for the brand, and talks candidly about women rising in hospitality.
You’ve now been in the role for a year. How’s it going so far?
Still having a blast. I don’t regret the decision in the least. What surprised me is how much the hotel industry can learn from cruises. Cruise ships are essentially hotels at sea, but in far more complex environments. Hotels don’t move, which is a huge operational advantage.
The other big discovery has been the people. Kempinski has more than 20,000 employees, and wherever you go there is this genuine hospitality. I don’t know if it comes from company culture or tradition, but it feels like the blood of hoteliers runs through the veins of this brand.
Before I joined, I mystery-shopped a few Kempinski hotels because once you are the CEO everyone knows who you are. I found service that was extraordinary even when nobody knew me. And I say that coming from Silversea, which has one of the best service reputations in the world.
At ILTM, you spoke about three strategic pillars: elevating the brand, taking an asset-heavy approach, and expanding. What do you mean by that?
We now have 76 properties in 33 countries and the strategy is going well.
To stand out in what I call the “sea of sameness” in luxury, you need a clear point of view. To have a point of view, you need to influence the product. And you can only do that if you either own the asset or have real skin in the game with the owner.
That is why we are taking an asset-heavy approach. We sit with owners and ask how we can maximize both the experience and the profitability of the property.
It is working. In the past year we have confirmed more refurbishments than in the last ten years combined. We also created a dedicated product team led by Rasha Lababidi. Coming from cruising, where every space of a ship is designed with precision, I was surprised hotels did not have that same rigor. Now Kempinski does.
What about development? Where do you want to grow?
There are gaps in European capitals that we need to fill. I would also like more density in Germany, because Kempinski is a German brand. Beyond that, the Middle East and Southeast Asia are already strong regions for us and we will continue to build there. The plan is ambitious. I don’t want to jinx it, but there will be exciting announcements soon.
As the first woman CEO of Kempinski, how has gender shaped your career?
I have always felt being a woman was an advantage. If you are blonde and blue-eyed, people sometimes underestimate you. That gives you time to get ahead before they realize you are serious.
There is also the dynamic that two alpha males usually have to fight it out. A strong woman and a strong man can often work more easily together. Some of my best professional relationships have been with strong men who were not threatened by me in the way they might have been by another man.
The lesson is to take what might be perceived as a weakness and turn it into an advantage.
Are you seeing more women rise within Kempinski?
Yes, and you can already see the change. Last week we had a leadership call with only one man, our CFO Gordon Drake, surrounded by women. How refreshing!
We have been fortunate to attract amazing talent: Karin Raguin joined from LVMH as Chief Human Resources Officer, Hoda Tahoun from Russell Reynolds as Chief Talent Officer, and Rasha Lababidi is our Chief Product & Experience Officer.
And then there is Nadine Al Bulushi, our GM in Muscat. She is the first female GM in Oman, and we were very proud to give her that opportunity. She also recently won GM of the Year for Oman in the Hotelier Middle East Awards. Nadine is just the beginning. We need many more women GMs.
At the same time, I don’t believe in treating women like panda bears. We don’t need protecting. What capable women need are opportunities.
What advice would you give women who want to reach the C-suite?
Understand what you really enjoy, because that is usually where your strengths lie. Build on those strengths and develop coping strategies for your weaknesses. Chasing success by focusing on weaknesses alone is an uphill battle.
And then you have to work hard. There are no shortcuts. I studied through a PhD and an MBA while working. It was tough, but necessary. Women still need to be more prepared than men, on average.
How would you describe your leadership style?
Transparency and trust. My job is to make sure the team has the resources they need and to protect them from interference. That is the role of the CEO.
Of course, the CEO must also set the vision. But vision without execution is meaningless. If people cannot deliver on it, then it is nothing more than an expensive PowerPoint. The real measure of leadership is getting the right people in place, giving them the tools to succeed, and holding everyone accountable for results.
Quickfire with Barbara
Morning routine? I need movement—jogging, hiking, or walking, wherever I am. And lots of tea with freshly squeezed orange, something I discovered years ago and kept ever since.
Top travel hack? Sleep and food are non-negotiable. If I don’t sleep or eat, I am cranky. I go to bed early, and if I need something to help me sleep on the road, I take it. I try to avoid the trap of coffee and carbs when I am tired. Vegetables and lighter meals help me stay balanced.
Favorite vacation? On our boat in the Mediterranean with friends. Corsica and Sardinia are favorites. That is where I was right before Virtuoso Travel Week this year.
Dream destination? Bhutan. I went once and it was the most peaceful, inspiring place I have ever visited. I will never forget hearing the Prime Minister explain that mountaineering is forbidden because the gods live above the clouds. That stayed with me.