Every month, the Hotel West End**** features one of its employees through a series of questions, aiming to provide a better understanding of their role and what motivates them in their daily work. Today, the hotel presents Caroline Bergen, Sales Director at 3A Hotels La Collection.
Can you introduce yourself and tell us about your role within the 3A Hotels group?
My name is Caroline Bergen, and I am the Sales Director for the 3A Hotel Collection . In Nice, the group includes several iconic establishments: the Hôtel Beau Rivage, the Plage Beau Rivage, the Hôtel Aston La Scala, the Résidence Aston La Scala, and the Hôtel West End. We also manage a Mercure hotel located near Versailles.
My role revolves around two main areas. Firstly, business development. I manage and retain our existing client network while actively working to acquire new partners. Secondly, a comprehensive marketing dimension, including work on the group's image, establishing partnerships, and implementing communication initiatives in collaboration with our press agency, AZ Nice.
What do you find most fascinating about your job?
No two days are alike, and that's precisely what I find so fascinating. I deeply love the combination of strategy, people, and emotion. Developing business strategies that have a tangible impact on the group's performance, while simultaneously enhancing the identity and soul of each of our hotels, is incredibly stimulating.
The hotel industry is, above all, a human adventure. Understanding customer expectations, anticipating market trends, creating lasting partnerships, and supporting teams toward a common goal are essential drivers for me. Each establishment has its own unique character, and this diversity makes my daily work particularly enriching.
How do you collaborate with the teams at the different hotels?
My role is very mobile; in addition to email and phone calls, I'm frequently on-site. Having been with the group for several years, relationships are natural and collaboration is now very smooth.
What advice would you give to a new employee?
Work with passion. We're in the service industry; you have to love people, be empathetic, and find satisfaction in creating positive experiences. Without that, it can't work.
What do you think is the major advantage of the 3A Hotels group for travellers?
Without hesitation, its diversity. Our establishments are very different from one another, whether in their location, atmosphere, or services. I like to think that whatever our clients' needs or desires, we always have a suitable solution.
What is your favorite spot in the West End Hotel and why?
The view from the Deluxe rooms on the 6th floor. On the balcony, time seems to stand still; you feel suspended between the sky and the sea. It's simply a magical moment.
How does the West End Hotel differ from other establishments in the group?
Its location, of course, with its exceptional sea view, but also its history. It was the first hotel built on the Promenade des Anglais and has managed to retain all the charm of the Belle Époque. Staying at the Hotel West End is like taking a true journey back in time, imbued with glamour and elegance.
Do you have a particularly memorable moment within the group that you would like to share?
There are so many! We function like a big family, we have lived and shared so many moments together, both professional and personal.
What advice would you give to clients to fully enjoy their stay in Nice?
My advice to them would be to take the time to live at the pace of the city. Stroll through the narrow streets of Old Nice, admire a sunrise or sunset from the Promenade des Anglais, taste the local cuisine… Nice is full of hidden gems, and it would be a real shame not to take full advantage of them.