More personal attention through digitisation

Since 1999, Hotek Hospitality Group has specialised in keycard systems, hotel accessories, key management and access control solutions. From Etten-Leur, the company serves more than 10,000 customers at home and abroad. Hotek's story actually begins back in 1994, when Mulder did an internship with a Spanish lock manufacturer during his studies. "Because I spoke English well, I was allowed to do a lot there in seven months. I learned there that it really pays off if you apply yourself and invest in the contacts." Around the time of his graduation, Mulder went to work for a Dutch dealer. "This company had the attitude that you only deliver to a hotel once. I thought very differently about this! I envisaged a broader product range than just the lock. Actually, I was an entrepreneur before I knew it myself."

A Swedish supplier saw potential in Mulder and asked him to start distributing its locks in the Netherlands. "I had no capital at all yet, but was very ambitious. That's how I started Hotek." For the first seven years, Hotek remained an importer until the Swedish company was taken over by another major lock brand. "After that, we searched unsuccessfully for locks that fit our vision," he says. The search ends when, around 2008, Mulder comes into contact with former employees of the Spanish company where he was once an intern. "They worked in the R&D department and now went to work for me developing locks. That was a tough time. Through trial and error, our strong products were born."

One of the milestones in Hotek's history is the early introduction of RFID technology. "Magnetic card systems easily became demagnetised. RFID systems don't have that problem; they are very secure and user-friendly. To ease the transition to RFID, we introduced special upgrade kits in 2010. Not only for our locks, but also for those of our competitors. After all, chains often work with different brands. Thanks to our upgrade kit, which we could easily send, it was possible to bring all locks together under one software platform. With this, we made a huge leap as a company."

Digitalisation is the biggest change Mulder has seen in 25 years. "It seems impersonal, but I strongly believe that we can use digitalisation precisely to offer more personal attention. The product itself no longer matters, but the solution does. If a hostess no longer has to look at a screen all the time, she can really welcome and inform the guest." With Your Mobile Key, Hotek's mobile access technology, guests can open doors without an app. "We use the internet as the basis. Through Whatsapp, the customer has immediate access to the right area and opening the door is then a matter of swiping." Meanwhile, 800 hotels are using this solution. "So it's going well! We do notice that it is a product that needs continuous attention. So support is available 24 hours a day." 

According to Mulder, the anniversary calls for new branding. "Until now, each of our product groups had its own brand name: Hotek for key card systems, Be Dutch for hotel accessories and Your Mobile Key. From the end of this year, we will start using the Hotek brand name for all our activities. We will celebrate our anniversary with parties at the various trade fairs, because real contact is most important to us. We want to make it low-key fun and talk through hospitality and 25 years of Hotek together."