Leadership series: Frederic Van Lennep

Our CORE Leadership Series documents the perspectives of influential and inspiring industry figures

In this interview, we are speaking to Frederic Van Lennep, Managing Director at VL Consulting.

Tell us a little about yourself and your business.

I’m based in the Nordics and have spent my career building businesses and leading sales and development teams, primarily across Africa and the Middle East. I work with companies in hospitality and real estate to deploy integrated solutions that make operations smarter and more efficient. What I really enjoy is the mix of strategy and execution, taking ideas from concept to reality across very different markets and cultures. It keeps things exciting and constantly challenges me to adapt.

What initially inspired you or sparked your interest to pursue this career?

I’ve always been drawn to complexity and growth. Early on I realized that helping companies solve real operational and strategic challenges could make a tangible difference. Working in emerging markets really reinforced that. You see the impact of decisions immediately, and that combination of strategy and hands-on delivery is what hooked me.

What motivates you in your work and what do you find most fulfilling about being a business leader?

I’m motivated by impact. Seeing a project come to life, whether it’s a new hotel opening or a development going live, is incredibly satisfying. I also love building teams and developing people. Watching team members gain confidence, take ownership, and grow into strategic thinkers gives me as much satisfaction as the commercial results themselves.

Thinking about the current macro-economic and social environment, what shifts do you believe will redefine “success” in the sector in the coming years?

I think success is moving beyond just growth or market share. Companies that can stay resilient, adapt to cost pressures, and deliver consistent operational results while meeting sustainability and social expectations will stand out. In my experience, combining efficiency, technology, and long-term strategic thinking is becoming the real measure of success.

How do you stay updated on industry trends, customer expectations, and regulatory changes?

I rely on being in the markets, traveling, and speaking directly with clients. Conferences, webinars, and industry reports are useful, but the real insights come from the people on the ground. I make it a point to listen closely to clients, colleagues, and partners in each region, because they’re often the first to notice shifts in demand or regulations.

Where do you think the most promising investments should be focusing?

Digital transformation and operational integration are where I see the biggest opportunities. Systems that link IT, security, energy, and operations deliver tangible efficiency gains. Sustainability investments also make a difference, not just ethically, but economically over the long term. The key is looking for solutions that create measurable value while supporting future growth.

What’s the most important leadership lesson you’ve learned?

Leadership is very contextual. What works in the Nordics won’t necessarily work in Africa or the Middle East. Understanding culture, building trust, and being clear about expectations is critical. If you combine high standards with adaptability, the results follow. I’ve also learned that investing time in people pays off more than any operational decision you make.

Have there been any hard decisions you’ve had to make as a business leader?

Definitely. I’ve had to pause or restructure projects in markets facing regulatory changes or sudden cost pressures. Those are never easy decisions because they affect teams and clients, but stepping back and looking at the long-term picture is essential. It’s always a balance between short-term challenges and long-term value.

What strategies have proven most effective for attracting and growing future talent?

Exposure, mentorship, and clear career paths work best for me. Giving team members the chance to engage across markets, travel, and take on real responsibility challenges them to think strategically. Regular coaching and feedback help them grow fast, and aligning responsibilities with ambition keeps people motivated and engaged.

Looking back, what has been the most pivotal moment in your career?

I’d say managing large cross-regional teams while being based in the Nordics, supporting operations across Africa and the Middle East. It forced me to refine my leadership style, balancing structure with flexibility, and really taught me the importance of cultural intelligence and trust. That experience shapes the way I lead today.