This project intends to define the professional requirements of the GM in the accommodation and hospitality business at a European level, in terms of competence, skill and knowledge. The definition of the competence requirements of a hotel general manager will contribute to future market growth, the quality of the professionals, and will enhance hotelier competition and the service level in the accommodation field.

We have found – especially in Italy – that the details of our role are not very well known by the public and, as there are no set qualifications or pathways to the role, anyone can do our job. The idea is that this certification proposal can also be extended in the future to the other specialised roles in the hotel industry that are not yet officially recognised. So we are starting with the position of the general manager. The process is very long – we have only just started – and we have lots of things to do.

Birth of an idea

It all began when I asked Franco Fontana, director of certification provider Intertek, why no certification exists for a hotel general manager. It’s possible to get certification as a HR director, so why not create a sister certification for a hotel general manager? Franco told me we could do it, but we had to get to work. I think it’s a very special idea but, like anything, it’s 1% idea and 99% execution. Ezio Indiani, the EHMA national delegate for Italy, gave me the opportunity to work on this project as a member of EHMA with Franco and with some others as well: Giuseppe De Martino, general manager of Sheraton Roma Hotel and Conference Centre; Emiliano Fucarino, cluster general manager at Starhotels; Cinzia Montelli, general manager of Capovaticano Resort Thalasso and Spa MGallery by Sofitel; Aniello Ottiglio, owner and president of Top Team; and Danilo Zucchetti from Villa D’Este Hotels. EHMA is the owner of the concept and the certification that we’re making. We’ve done a lot of work and I think we are doing a good job.

Definition of success

As general managers ourselves, we started by analysing our job description and the responsibilities of the general manager. We use our expertise to achieve targets, we support the whole team and we oversee all operational, financial and commercial activity. A general manager has to be ethical, diplomatic, democratic, autocratic and charismatic – and has to represent the standard of the hotel chain. I think this is the best definition of our role.

The general manager certification is for those who have already reached the position and will certify its holder’s competence through an official third party. It will be a distinctive element that allows its holders to stand out from the crowd, gain customer trust and open opportunities in the job market.

Process of certification

So who certifies the professional general manager and how? Five of us have already taken the certification, at our EHMA national meeting at Forte Village Resort in Sardinia. At the Italian level, the evaluation is based on EHMA regulations in accordance with UNI, the Italian standardisation body, and uses technical experts recommended by EHMA. We are also working with Intertek, a body that is accredited by Accredia and is the world-leading organisation within the certification sector. At a European level, the process is managed through the European Committee for Standardization. We don’t want this to be just an Italian certification, but one that serves all of Europe.

Really, though, this certification isn’t designed for me and the rest of the team. This project is for the next generation that is arriving. It will elevate the profession of hotel general manager to one that’s professionally and internationally recognised, and it will contribute to the economic growth of the city where the general manager operates. As general managers, we have responsibility not only for the hotel’s economic results, but also as ambassadors for the hotel brand we represent.

Palmiro Noschese was speaking at the 45th EHMA Annual General Meeting in Spain.