At Hawaiian, diversity is not a goal in itself, but a natural outcome of how the company recruits and collaborates. By consistently focusing on the best fit for each role, an inclusive and diverse team culture emerges organically, according to Mattijs Hermans.
In this interview, he explains how this vision translates into daily practice, how the company handles different backgrounds, and why open communication is essential in the hospitality sector.
“Inclusion is part of how we recruit”
According to Mattijs Hermans, Hawaiian does not start from the idea of “needing to be inclusive,” but from quality and role fit.
“We don’t hire people to be inclusive. We look at the role and the skills required. If you consistently choose the best person, you naturally end up with a diverse team. People are not all the same, and that happens automatically with this approach.”
A workplace built on respect and understanding
To create a safe and respectful work environment, the company strongly emphasizes mutual understanding between employees from different backgrounds and beliefs.
“We try to take different lifestyles and beliefs into account as much as possible,” says Mattijs. “For example, if we do something for the end of Ramadan, we also do something for Easter. We don’t want to favor one group. It’s important to celebrate different moments together and bring people closer.”
Involving employees who may not personally relate to certain traditions also strengthens team connection.
Diversity as a natural strength
Although diversity is not pursued as an explicit goal, it plays a key role in the company’s identity.
“People can more easily relate to someone within the company. This can be about background, language, religion, or life experience. The more diverse you are, the more likely people feel represented. That can even become a competitive advantage.”
Creating understanding through communication
A key focus for management is fostering understanding between different employees and groups.
“We believe it’s important to explain why people do or believe certain things,” Mattijs explains. “Many misunderstandings come from a lack of knowledge. Once you talk about it, many negative assumptions disappear naturally.”
That is why the company strongly promotes open communication and connection among colleagues.
The concrete benefits of diversity
According to Mattijs, working with people from different backgrounds brings both social and creative advantages.
“People often think about challenges first, but in practice, it brings a lot. You see it in product development, menus, restaurant design, and even in how we communicate on social media. Different perspectives help you reach a broader audience.”
What makes someone strong in hospitality?
For Mattijs, success in hospitality is mainly about motivation and attitude.
“The best people in hospitality are those who genuinely enjoy making customers happy. You have direct contact with people and see immediate results. Those who enjoy that usually perform the best.”
Selection based on personality and values
What sometimes surprises candidates is that experience is not the most decisive factor.
“We evaluate personality, values, and teamwork just as much as experience or skills. Who someone is matters as much as what they can do. Respect and team spirit are essential for us.”
A message for hijabi women who hesitate
Finally, Mattijs shares a message for women who hesitate to work in hospitality while wearing a hijab.
“I understand that hesitation, because not every place is equally open to it. With us, it grew through conversations with employees. It has become a strength that everyone can feel comfortable here.”
He also encourages starting the conversation elsewhere:
“If there’s no Hawaiian nearby, talk to a manager or owner of another hospitality business. Often, they simply haven’t thought about it yet. By making it a topic of discussion, real change can happen.”
For Hawaiian, diversity is not a written strategy, but the result of everyday choices in hiring, collaboration, and communication. According to Mattijs Hermans, the key lies in openness and dialogue.
