TPG Hotels & Resorts Appoints Jens Baake to Overhaul F&B Operations

TPG Hotels & Resorts appointed Jens Baake as senior vice president of food and beverage in May to transition the company away from third-party restaurant operators. Baake will focus initially on TPG-operated boutique hotels, designing new concepts and reimagining existing ones to attract both guests and locals with authentic, standalone-style dining experiences [1].

Why did TPG Hotels & Resorts hire Jens Baake?

TPG Hotels & Resorts brought Baake on board to reintroduce food and beverage as a highly important component of the overall guest experience [1]. The hotel industry has largely shifted away from prioritizing on-property restaurants as part of the guest experience, with the exception of super-luxury properties that invest in bringing in top-level chefs [1]. Lodging Magazine reported that Baake intends to reverse this dynamic within the TPG portfolio [1]. The addition of Baake to the leadership team continues the company’s push to enhance its food and beverage program, which began when TPG started diversifying its approach by adding more boutique hotels to its portfolio before his arrival [1].

What experience does the new senior vice president bring?

Baake brings over three decades of experience to his new position [1]. According to Lodging Magazine, his background spans hotels, casinos, standalone restaurants, and theme parks [1]. This diverse background allows him to understand where the hotel industry is coming from while applying lessons learned in the restaurant industry to create a more desirable product for both hotel guests and locals [1].

How will the F&B operating model change?

The prior model at TPG Hotels & Resorts focused on having third-party operators run the restaurants [1]. Baake will shift this focus, concentrating first on boutique hotels and ensuring the company delivers quality where TPG operates its own food and beverage offerings [1]. Beyond these initial properties, the team will think creatively about managed properties and other hotels in the portfolio that need more food and beverage attention [1]. Lodging Magazine noted that a primary priority is working with the team to create experiences that go further than what the company traditionally provided [1].

What are the immediate priorities for the first year?

During his first year with TPG Hotels & Resorts, Baake and his team are working on immediate projects that include designing concepts from the ground up and reimagining existing concepts [1]. This approach gives TPG a platform to determine if their strategy is successful from both the perspective of the guest experience and the financial side [1]. Baake expressed confidence that he can make a big difference for the company across various environments, including breakfast buffets, bar experiences, and full-service properties [1].

How does street-side access impact hotel restaurants?

Restaurants with street-side access feel like standalone restaurants, even when they are located within a hotel [1]. Baake highlighted his past experience running boutique hotels, recalling that most dining guests were locals who were not staying at the property [1]. By cultivating a product that appealed to these locals, the locations drew guests in and established a sense of place [1]. This street-side access helps build a connection to the location and the community, making the restaurant a destination on its own [1].

What do modern consumers want from hotel dining?

Consumers feel bored going into traditional hotels and are looking for experiences that are unique and authentic, especially regarding food and beverage [1]. While many hotel food and beverage offerings are cleanly designed, they lack warmth and fail to draw guests in [1]. Delivering an experience that feels local is essential [1]. Operators need to create an authentic atmosphere that makes guests feel like they are entering a neighborhood restaurant [1].

How does Baake define hospitality versus service excellence?

Hospitality is defined by how a guest feels when they enter a space, dine, and leave, whereas service excellence speaks more to the technical aspects of executing a meal well [1]. Beyond preparing food successfully, the interactions between guests and team members are crucial [1]. Dining is a major part of most cultures, centering around stories about unique foods, and this communal aspect is especially evident during travel [1]. Baake enjoys the adrenaline rush that comes from working to execute a perfect meal and an unforgettable experience for guests [1].