We catch up with Martin Jeffrey, a man who truly has travelling and hospitality in his blood! Martin is a Senior Project Manager with the Swiss Hotel School in Passugg (SSTH), Switzerland and was formerly Director of Sales & Admissions, travelling the world to meet and recruit new students. Martin tells us about his life, career and what he has learned from both.



Name: Martin Jeffrey
Current company and title: SSTH Ltd. Senior Project Manager, Consulting

[JJ] Tell us a little bit about your work history:
[Martin] I will do my best to keep it short.....Before coming to Switzerland, I worked in numerous hotels and restaurants around the UK while studying hotel and catering at Henley College, including the Imperial Hotel in Torquay. While I was working at the Imperial I was offered an opportunity to work at one of the world's finest hotels, the Hotel Baur Au Lac in Zurich, Switzerland.

At the Baur au Lac in various capacities, I gathered valuable experience in areas of classical fine dining, banquet and restaurant management and assisting in organising events for up to 2500 people. Carrying responsibilities for the scheduling of a 50-plus team to guarantee the smooth running of 6 outlets; the renowned “Restaurant Francaise” and “Pavillon”, the "Terrasse" in Summer, the banqueting department and room service and the hugely successful Sunday Brunch served in the hotel's own private park on the shores of the Lake of Zurich, were all part of a normal days' work.

After 7˝ years at the Baur au Lac, I was in search of a new challenge and SSTH Swiss School of Tourism and Hospitality offered me the position of Food and Beverage Service Lecturer in 1995. In this capacity I was teaching and training students from more than 50 nations in the fine art of Swiss hospitality with skills in restaurant operational management.

In 1997, Swiss School was expanding and with it the demand on the international marketing department, so when offered the opportunity to support the acquisition of students it was an easy decision to take on the challenge to work in of one of the most important departments of any institute or business. After accepting the initial offer to support the team in the marketing department, I was quickly offered the position of Director of International Marketing and Admissions and with it the responsibility of organising strategic marketing, budgeting and planning along with the co-ordination of an international representation network of more than 40 representatives world-wide. Other areas of work include creating school brochures and other printed material, organising advertising, presentations, interviews and attendance at international educational fairs and events.

In 2002-2003 there was a necessity for new a branding concept and image, with this change the marketing department which was previously split between national and international marketing was fused together and with it the offer for me to become Marketing Director.

In 2004 with the ever changing and hugely competitive domestic and international markets, a review of the marketing department structure resulted in an expansion and a division of sales and marketing. Subsequently I was offered a new challenge as Director of Sales and Admissions. Working in this position for a further three years, the numbers of students increased and the offer of courses expanded to meet the demand of the markets at home and abroad.

In 2007 after more than 10 years of international sales and marketing, I was ready for a change to develop both my career and my personal goals. With this I was offered a new position in the SSTH consulting department and in May 2007 started as Senior Project Manager for SSTH Ltd.

[JJ] What is your educational background? Where did you study and what did you like about it?

I was schooled in Coventry in the UK, I actually did not like school too much but thereafter after being accepted to Henley College, where I studied Hotel, Restaurant and Catering for 3 years it was like being reborn, the whole study was fantastic and I had such a lot of fun and learned a lot of good stuff. My favourite part of college was the people that I got to know through studying there, the studies just came natural because I enjoyed it.



[JJ] How hard was it finding your first job after school and how did you find it?

[Martin] My fist job after college was at the Imperial Hotel in Torquay, I went for an interview and got the job on the spot, either they were desperate or they liked my qualifications, they told me I had exactly what they needed so I took the job.

[JJ] What did you like about your current job? What does your current role involve?

[Martin] I like the challenge, the creativity and being able to make a difference to help with projects in countries that rely on external know how for success. My responsibilities include the acquisition and management of educational projects and concepts such as the development of hotel schools and school curricula concepts according to Swiss School standards and norms. I am also involved in the planning and management of seminars and short courses related to the hospitality and tourism industry. In our department we also develop business concepts, Strength Weakness, Opportunity and Threats Analysis's of businesses and devise Marketing, Solution and Complete Business Plans.

[JJ] What are the biggest business challenges you face and how do you deal with them?

[Martin] The biggest challenge is the race against time, prioritizing duties within the projects and transforming inquiries into confirmed contracts.
How do I deal with it? Work hard and persevere.

[JJ] What sort of personal development are you engaged in?

[Martin] Swiss School SSTH has a well structured program for further education and personal development. In my previous job I could not take advantage of this and I had to stick to short courses due to time constraints as I was a frequent traveller. Presently I am more in station so I am doing two courses, ISO Auditor and a Train the Trainer program, both short but exactly what I need for my new job.

[JJ] What are your impressions of hospitality education in Switzerland (quality, level of competence, competition) and where do you see this sector heading in the future?

[Martin] Switzerland still has the best reputation for hotel management education, there are many schools in Switzerland some good, some not so good. I had the fortunate situation to work for one of the best schools in the country where the competence level was high, having a good product is a major plus point when working in Sales and Consulting.

Competition is strong in the hotel management education sector and offering what the market demands at the right price at the highest level of quality possible is the only way to succeed. AT SSTH we have a good balance of interesting courses, offered at reasonable prices at the highest standards.

I would like to think that there will always be a demand for quality Swiss hotel management school education and this will be the case as long as high standards are maintained. A Swiss Diploma as an independent qualification has however become part of a larger process of education; the Swiss Hotel management diplomas are being integrated as part of degree programs with the final qualifications being awarded by partner universities abroad or on satellite campuses in Switzerland.

[JJ] You've travelled a great deal and seen various cultures, countries and people – please tell us about the most remarkable hospitality experience you've had

[Martin] After 10 years of travel I have accumulated many memorable experiences both good and bad. One of my most memorable experiences was my very first presentation in Hong Kong at the Shangri La Hotel in Hong Kong, not for any particular reason, perhaps just that it was my premier event and a very big relief when it was over! Travelling to China and India where I really enjoyed touring the country to promote SSTH will always remain in my mind as will my first dinner deep in mainland China, or my horror drive to the airport in Peru in 1997, when I almost missed my flight due to the distinct lack of driving skills of the person who was taking me, oh that big hole in the road!

However there are a couple of stories in particular that will always be on my mind, the first was experiencing the earthquake in Taiwan in 1999, by chance I was not in the epicentre which was in Taichiung because I changed my plans at the last moment and I was instead in Taipei where the quake strength was “only” 6.8. There were 3000 fatalities that night and I was sure I would not get out alive.

Perhaps the most impressive scenario was in Abu Dhabi during a Swiss Education fair when I was invited for lunch with other delegates from the fair to the Palace of the Minister of Education, who is also member of the royal family. There were 200 guests in total and we all sat on one big long table. The table was full of delicacies, including Camel meat, fruits dripping from raised bowls; it was like a scene from a film from Indiana Jones.

[JJ] Any other information, advice, anecdotes you may have to share from your experiences?

[Martin] Listen, count to 10 then react!

tags: martin, jeffrey, ssth, swiss-school, hotels, hospitality, resorts, people, interview, talent-jungle, hotelier, chur, switzerland, swiss-hotel-school