Interview with Olivier Cohn, Managing Director at Best Western France
HSMAI Europe - Hospitality’s Leading Voices: Series 1
We’re excited to launch Hospitality’s Leading Voices, a new monthly series offering exclusive interviews where Philippe Roy, Founder of Red Yucca and new member of the upcoming HSMAI Europe France Advisory Board, engages with senior executives from the hotel and travel industry. Each edition brings you up close with leaders who are shaping the future, sharing their stories, and providing valuable takeaways for the industry.
Our ambition is to make France into one of our key focus markets so we are kicking off the series with the first interview in France. This month, Philippe sits down with Olivier Cohn, Managing Director at Best Western France.
Background and Journey with Best Western France
You’re the Managing Director of Best Western France, Olivier. Can you tell us about your background?
I’ve had a long journey with the group, having been here for about 25 years now. I joined back in 2000 to handle internet operations, and I’ve been fortunate enough to evolve within the organization. After working on the web, I moved into distribution, special projects, IT systems, and several other areas. When my predecessor left, I was offered the opportunity to lead the group, which was 13 years ago now.
The Allure and Challenges of the Hospitality Industry
Some say the hospitality industry is so captivating, it’s hard to leave. What do you think?
It’s true, there’s something unique about this industry. I believe it’s tied to the nature of the work—we’re in hospitality because we love welcoming people into our establishments. It’s a very human-centric field, based on relationships. When you enjoy that, it becomes hard to walk away. At the same time, this is an industry that’s constantly evolving, driven by new technology, so you have to stay on your toes.
If the sector is so appealing, why do you think it’s challenging to attract talent?
First, you need the right soft skills for these roles—not everyone is cut out for hospitality. You really have to enjoy it. Secondly, for a long time, these jobs didn’t get the recognition they deserve. And third, the industry requires some flexibility with working hours, which can be a hurdle for some.
Would you say it’s harder to recruit or retain staff?
Both! But if we work collaboratively with our teams on scheduling and ensure they’re fairly compensated, I believe retention becomes easier. That’s because of the strong values in this industry—once people experience the hospitality sector, it’s tough to leave.
Hospitality as a Social Elevator and Career Growth
Would you go as far as to say that hospitality is one of the few industries that still serves as a social elevator, giving people—especially those without formal qualifications—the chance to build successful careers?
Absolutely! I think it’s one of the few sectors where that’s still truly possible. Three years ago, we even launched our own hospitality school, aimed at bringing in people who might be far from employment and training them throughout their careers. They can move up vertically or horizontally. It’s not uncommon to see hotel directors who stumbled into the industry and, through hard work, training, and dedication, moved into leadership roles.
The Role and Responsibilities of a Managing Director
Let’s talk more about you. What does it mean to be the Managing Director of Best Western? How is your time divided, and what does a typical week look like for you?
There’s no such thing as a typical week! My role is incredibly varied. I spend a lot of time in the field, visiting our hoteliers as often as I can. It’s important to be on-site, talking with our teams, presenting new developments, discussing results, and sharing future plans. Then there’s the communication aspect—sharing results, doing interviews like this one, and speaking with the press. On top of that, there’s an international dimension, as I’m part of a global executive committee. We meet regularly to review progress and fine-tune strategic directions, covering everything from commercial and operational topics to distribution and HR.
