Florine Gregory

Veerle Donders (1989) is currently completing her final year at Hotelschool The Hague and expects to graduate in June 2012. She performed her first traineeship with the Casanova Hotel in Barcelona as an all-round Food and Beverage trainee. In Barcelona she realized that many hotels had a stunning appeal through their architecture, but lacked a cohesive concept to match this look and it was then that she decided that she wished to learn more about concept development and innovation.

In order to get a taste of what it is like to innovate, she and three other students entered the European Mise en Place Cup 2011, a contest with an international focus on hotel management schools all over Europe and on creating innovative ideas for the hospitality industry. The Hotelschool The Hague team won that year's "Social Media: Toy or Tool?" theme.

In November 2011 she started her traineeship at HotelsAhead and she is currently performing her graduation project. According to Veerle, many large hotel chains often try to invent new concepts with large teams of experts, which makes for concepts being compromised and the initial philosophy and soul of it getting lost somewhere in the process. She wishes to create innovative hotel concepts in which the essential philosophy is crystal clear from the moment the guest walks trough the door and where excellent design fits that concept seamlessly, which in essence, is easier said than done.

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