Interview with Dace Šķēle, Sales and Marketing Manager at Hotel Jurmala Spa & Conference Centre.
Nestled in the heart of Jurmala, Latvia's premier seaside resort, Hotel Jurmala Spa & Conference Centre offers a blend of comfort, luxury, and cutting-edge amenities. As a leading destination for both leisure and business travellers, the hotel boasts a comprehensive range of services, including well-appointed guest rooms, modern spa facilities, and versatile event spaces.
Can you tell us a bit about your background and how you became a hotelier?
I’ve been in the tourism business for over 18 years now. I was born and raised in Jurmala, and I’ve always felt a strong connection to this place. My career started at the Tourism Information Center in Jurmala, which is under the municipality. After five years there, I joined Hotel Jurmala Spa, and I’ve been here for 14 years, working my way up from a sales specialist to the head of sales and marketing.
What do you find most rewarding about working in a hotel?
You really need to love what you do in this industry. I find it incredibly rewarding to see guests enjoying their stay and knowing that our efforts contributed to their positive experience.
What makes Hotel Jurmala Spa unique?
Hotel Jurmala Spa offers a comprehensive range of amenities. We have everything from accommodation and spa treatments to catering services and event venues. This is why we manage well also off-season: our hotel complex offers a variety of services that are attractive year-round. In winter, our spa treatments, pool area, and indoor facilities become particularly popular. We also have loyal customers who visit multiple times a year, regardless of the season.
Summer is, of course, the high season for us as Jurmala is called the summer capital of Latvia. As all resort hotels, we depend a lot on the weather, and this year the weather has fortunately been so nice. Since Jurmala is so close to Riga, about 70% of tourists who visit Riga spend a day in Jurmala too. Besides the beautiful beach, we have a nice open-air concert venue for events, hold a classical music festival, and much more.
Our customers say that they choose Hotel Jurmala Spa because of the service level and flexibility. Our staff turnover is really low, which builds trust with customers when they see familiar faces each time they return. We also have great relationships with travel agencies and other partners.
How has technology changed the way you operate your hotel?
Next year we are celebrating our 20th anniversary. So we have been investing in the past two years to make the hotel better - both facilities and services. One key innovation this year has been HotelBuddy, which offers online check-in with mobile keys, room upgrades and extra service sales, and direct chat between the guest and the reception. This has reduced administrative work, reduced check-in times, and minimized queues at the reception, improving the guest experience. On busy days we manage about 400 people, so that is a lot of work to make everyone happy and HotelBuddy is a great help here.
We have also been upgrading the conference facilities, guest rooms, and our website to sell e-gift cards and enable online spa bookings.
I use AI in my daily work as a personal assistant that helps you get work done quicker and better. Technology can help us in so many ways if used in the right place.
Balancing work and personal life can be challenging in this industry. How do you manage to unwind and relax after work?
I’ve found that Nordic walking is a great way to clear my mind. I love walking along the beach, and it really helps me disconnect from work. I also like reading, and journals are especially great light reading to make your brain rest from intense subjects at work. Spending time with my family also helps me relax and recharge.
You just returned from vacation. How do you ensure everything runs smoothly at your hotel while you are away?
It all comes down to having a great team that you can trust. I’ve built a team that I know can handle things smoothly in my absence. Trusting your team and knowing that they can reach you if needed allows you to take time off without worrying too much about the day-to-day operations. Remember to put yourself first - if your batteries are charged after the vacation, you are a much better leader at work.
How do you manage to keep your team motivated and maintain a positive work environment?
It’s important to create a family-friendly atmosphere and ensure open communication. We focus on loyalty and long-term commitment, offering bonuses and support. We encourage family time, training and development opportunities also play a key role in keeping the team motivated and engaged.
What has been your favourite travel destination?
Italy is one of my favourite travel destinations. I’ve been there seven times, and I love the culture, food, and beautiful landscapes. We also love making short weekend trips and visiting friends and family in different locations in Latvia. Liepaja, Sigulda, and Cesis are great places to visit in Latvia.
Have you got any inspiration or implemented anything in your hotel that you have seen during your travels?
Absolutely. For example, during a visit to a hotel in Malta, I noticed a simple but effective way to manage breakfast seating with printed materials that indicated whether a table was available or not. Small details like these can significantly enhance the guest experience. I also notice what we do better. I think hotel people pay more attention to everything they see and experience in a hotel.
If you could give one piece of advice to your younger self or a young colleague, what would it be?
Always be confident in what you are selling and truly believe in the product. Authenticity and passion resonate with customers, and loving what you do is essential. Also, it’s important to find a balance between work and personal life, as taking care of yourself ultimately makes you a better leader.