Bern-Netzwerk Interview: Bern Historical Museum and Hotel Ambassador

Merja and Thomas, you didn’t know each other before and had each been exploring the theme of Japan independently. As part of the Cultural Autumn 2021, we brought you both into this “Fascination Japan” project without much advance discussion. What did that trigger in you?

Merja: When we learned about the matching hotel and culinary offer at Hotel Ambassador and “Taishi”, we were pleasantly surprised. As part of our promotional efforts and joint events, we’re constantly on the lookout for suitable partners. The “Cultural Autumn” is a great opportunity for us to tap into synergies – I really like that.

Thomas: Same for me. The concept fits us perfectly, so we were immediately on board. There was nothing to think about – not joining would’ve been a missed opportunity. There are clearly strong synergies. Something is happening with people who are drawn to Japanese culture – and that’s exactly our target audience. Plus, we’re reopening our Teppanyaki restaurant on September 1st, so the timing couldn’t be better. And to be completely honest, we even save a bit on advertising while still reaching a significant audience.

How important are such collaborations for joint product development beyond just promotion? And what do you hope to achieve through them?

Thomas: When it comes to collaboration, you almost have to set your own hotel aside and look at things in the broader context of the destination and tourism as a whole. In the end, we’re not “competing” against other hotels or providers in the destination – we’re competing with other destinations. The more attractive our offers are, the more visibility the city gains. That, in turn, brings more guests and “better business” – and that’s a key point for the future. We’re therefore also willing to invest extra effort to strengthen the destination, which naturally benefits gastronomy, hospitality, shopping, and so on.

Merja: Our new strategy came into effect in July. One of the defined goals is to expand cooperation – not just within the museum and cultural sector, but across the entire leisure space – to reach broader audiences and offer real added value for our guests. It becomes truly exciting when people from different industries come together and step outside their usual bubble – and that’s exactly what the Bern Network encourages.

Merja, you’re already deeply involved in joint product development within the Bern Network. Thomas, you mentioned earlier that you’ve mostly worked on a bilateral basis up to now. What are some of the key lessons you’ve learned from these collaborations?

Thomas: The real skill lies in bringing the right people together and finding a shared denominator that everyone can align their offer with. It’s essential to know what offerings actually exist. We’ve often found in conversations that someone brings up something and we think: why didn’t you mention that earlier? For me, the network is primarily a platform where you start discovering what’s out there – and from there, creative minds usually take over and develop great ideas.

Merja: I see it the same way. I really value stepping outside my own circle and engaging in inspiring exchanges with other industries in an open, positive atmosphere. These conversations get things moving and spark new thinking. Together, we can explore possibilities we might not come up with on our own. I feel like we Bern-Vernetzer have now really found our rhythm after this first year. Campaigns like the women’s suffrage anniversary and now the Cultural Autumn are concrete successes. But there are also topics that need more time to develop. You need to get to know the people and offerings within the destination Bern – and see the network as a long-term process.

Thomas: I agree. Simply knowing each other removes a lot of barriers. If I know someone and know they have an offer that could fit with one of mine, the conversation starts on a different level. That’s why we’re all the more pleased that the Bern Network now offers a platform where ideas can grow and connect.

And one of those ideas was the Cultural Autumn. Coming back to that: what was your first impression of the map? And what potential do you see in thematic tours like this?

Merja: I found the map immediately inspiring. It only shows a small part of what’s out there, but it already highlights how rich Bern’s cultural scene is. I believe that guests will appreciate themed routes as tangible suggestions. Whether they follow them point by point is secondary. What matters are the ideas and inspiration around topics that interest visitors – with offers along the tourism service chain.

Thomas: Yes, and the map offers more than a simple flyer. You see where it leads, and everything is well structured. I think it’s the right tool at the right time – even though I usually prefer digital formats. Personally, I feel that things like this should primarily be offered digitally in the long run – not exclusively, but as a main approach. It allows for faster updates and adjustments. Plus, you have more space for extra content like virtual reality or audio features.

So, you’d prefer a digital version over a printed map?

Thomas: Yes, because there’s less space on a printed map – and also for sustainability reasons. Everyone’s talking about going paperless, yet we’re still handing out boxes of printed maps.

I show him the folding instructions for a samurai helmet that we included on the map – so it can still be used after Cultural Autumn. It’s our attempt to be more sustainable and to offer information to guests who travel without mobile devices.

Thomas: (laughs) Exactly! Whether or not people actually use the folding instructions doesn’t matter – it’s a really, really good idea. Anyone who sees it will likely react the same way I did and realise: they actually put thought into sustainability.

Thomas, you lowered the price of your offer slightly – even though that wasn’t a requirement for participating. How do you assess the combination of hotel stays with museum admission or similar add-ons?

Merja: I believe it’s more effective to attract guests with stories, offer them inspiration, and spark curiosity – rather than focusing purely on price.

Thomas: I completely agree. In my experience, packages have always been very difficult to sell. But bundled communication does make sense – because guests follow a theme that inspires them, and along the way, they come across other offers that fit their interests. This creates a natural exchange between providers, without the need for complicated packages.

Merja, Thomas told me before our meeting that your website is ready and that the Bern Historical Museum is prominently promoting the samurai exhibition there. Are you also highlighting the story?

Merja: Yes, definitely. On Saturday, September 4 and Sunday, September 5, 2021, we’ll be holding our Japan Festival. We’ll distribute the Cultural Autumn maps there and point festivalgoers to other activities related to the theme. That’s why it’s so important for us to know the people and the offers in the network. And that’s exactly where your continued commitment to bringing people together really supports us.