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Kurt Berman is a talented and enthusiastic hotelier with a keen eye for detail and a passion for creating memorable guest experiences. His specialities in the hospitality sector include creative thinking, problem-solving and overcoming challenges, concept and design creation, systems and procedures, delivering timely results and completing projects successfully. 

In an exclusive interview with Travel and Hospitality Tech Outlook, Kurt shared his valuable insights on the challenges, trends, and best practices in the hospitality sector. 

Could you please share your professional journey as a leader in the hospitality industry, highlighting how you arrived at your current position as the Vice President of Hospitality at Sundance Mountain Resort?

I began my hospitality career in South Africa as a chef for Orient Express, now known as Belmond—a renowned collection of heritage hotels worldwide. From the start, I was passionate about creating exceptional guest experiences and expressing my creativity through food. However, I realized that my role encompassed more than just cooking.

Seeking growth, I moved to London and worked at the prestigious Dorchester Hotel. After a brief period in Dublin, I returned to South Africa as the youngest executive chef at a five-star establishment. Though I initially aspired to open my own restaurant, I discovered that creating immersive experiences for guests was my true calling.

An opportunity in the Caribbean allowed me to contribute to a family-oriented property in the Turks and Caicos Islands. Later, I managed Frigate Island Private—an exquisite private island in the Indian Ocean—where I unexpectedly met my wife, a helicopter pilot who transported guests to the island.

We moved back to the Caribbean, and I joined Rosewood Hotels as Jumby Bay Hotel and Resort manager in Antigua, where we got married. Subsequently, I immersed myself in wellness and environmental sustainability at Six Senses in the Maldives. I then ventured to China, where I helped open the country's first luxury wellness resort in the Moganshan Mountains, facing considerable challenges in the process.

Following my time in China, I managed Lux Rive Gauche in Thailand for five years. Eventually, I embarked on a new chapter in the United States, assuming leadership roles overseeing hospitality businesses for the Walton family in Northwest Arkansas. As CEO, I successfully navigated the challenges of COVID-19.

Currently, I serve as the Vice President of Hospitality at Sundance, where my responsibilities include lodging, food and beverage, spa and retail operations, and conference and banquet services.

How has the hospitality industry evolved in recent years? What were the major pain points experienced during this time, and how did the COVID-19 pandemic impact the industry?

The impact of attracting and retaining talent in the hospitality industry has been a significant challenge, particularly in the post-COVID era. Younger generations entering the workforce view entry-level hospitality positions as something other than desirable career paths. The flaws within the industry, which were exposed during the pandemic, have made it even more challenging to work in hospitality in the United States.

 However, this also presents an opportunity for the industry to evolve and adapt to changing circumstances. The role of technology, including AI and tech-heavy solutions, will play a crucial part in shaping the industry's future. While specific tasks can be automated, hospitality will always have human-centric roles. At Sundance, we are focused on infusing hospitality principles into all businesses, especially as AI and technology advancements continue to surge.

We plan to host an annual event later this year to bring together business leaders from various industries, alongside prominent figures in the hospitality world, to explore how hospitality ethos can be incorporated and developed throughout different sectors. Building and nurturing connections between individuals remains at the core of hospitality, and we aim to foster this mindset in the broader business world.

Considering the increasing role of technology and the need for human-centric tasks, how do you foresee the future of the hospitality industry unfolding in the coming years?

Technology has become increasingly vital in the hospitality industry, from small owner-operated establishments to larger organizations like ours. It allows for greater efficiency, improved guest experiences, and faster decision-making based on real-time data. At Sundance, we are currently implementing new technology to enhance our operations, sustainability, and adaptability.

One notable trend is the convergence of technology and wellness. While traditionally seen as opposites, technology is now driving wellness in the hospitality sector. Apps have played a significant role, providing access to wellness activities during COVID restrictions. Mindfulness and virtual reality (VR) experiences have also gained popularity. We are exploring ways to integrate technology into our guests' wellness experiences, combining the benefits of nature immersion with tech-friendly solutions like trail maps and meditative yoga sessions.

At Sundance, our focus is on art, community, and nature. We believe wellness involves immersing oneself in nature while leveraging technology to enhance the experience. Whether finding the best forest bathing spots or facilitating independent meditative practices, we actively seek tech-friendly solutions aligned with our core values of art, community, and nature.

Based on your experience, what advice would you give to fellow peers and professionals in the hospitality industry to build a successful career?

My advice to fellow peers and professionals in the hospitality industry is to find organizations that share your core values and be a part of them. It is crucial to align yourself with places and teams prioritizing sustainability, community, and art. At Sundance, our success stems from the fact that our employees have shared these values since the beginning. Therefore, I encourage you to seek places where you resonate with the core values and become a part of their journey.

Regarding Sundance's environmental initiatives, sustainability has always been a top priority. We have implemented various practices to minimize our environmental impacts, such as recycling centres, filtered tap water throughout the property, electric vehicle charging stations, and a transition towards reusable materials. Additionally, we have established the Nature Alliance to preserve and protect natural spaces in our canyon. These initiatives differentiate Sundance from other properties and showcase our commitment to stewardship and sustainability.

One noteworthy initiative is our unique approach to recycling glass. Instead of simply crushing it, we recycle glass into reusable items within the resort, thanks to our glass blowers at the recycling center.In conclusion, finding organizations that share your values and actively participating in their sustainability efforts can contribute to a successful and fulfilling career in the hospitality industry.