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Former AccorHotels and FRHI executive will ensure that the Beekeeper workforce communication platform is customized and optimized for hotels with non-desk workers

SAN FRANCISCO, CA – OCTOBER 31, 2017 - To meet the increasing demand for connecting non-desk hotel employees with corporate offices and each other, Beekeeper has established a Hospitality Division. Andrada Paraschiv has been selected to lead the group as Head of Hospitality. The former AccorHotels and FRHI Hotels & Resorts executive will use her internal communications expertise to ensure that the Beekeeper platform has the optimal feature set to serve and benefit the hospitality industry.

Beekeeper digitizes the non-desk workforce by connecting operational systems and communication channels within one secure, intuitive platform. Beekeeper connects colleagues across locations and departments in real time via mobile or desktop devices, and includes an intelligent analytics dashboard to help companies improve internal communication and streamline business processes. Secure, automated, and relevant information is readily distributed, searchable, and measurable in one central hub for an efficient digitized workflow.

“It’s difficult to find an individual who can work in the technology world and the hotel operations world with equal ease,” said Christian Grossman, Beekeeper CEO. “Andrada’s workplace communications experience at AccorHotels and FRHI will go a long way in spearheading our new Hospitality Division. In this role, she will be working with Beekeeper’s internal teams to ensure that we have a product that is highly tailored and valuable for this industry, and that we offer great support to our customers to make the Beekeeper implementation in their company a success. We are thrilled to welcome her to the hive.”

Beekeeper Advocate
Paraschiv became familiar with Beekeeper when deploying the solution at FRHI in 2013. As the company was transitioning and bringing Fairmont, Raffles and Swissôtel under the FRHI umbrella, she said Beekeeper was extremely helpful in connecting the company’s 45,000 employees globally and making them all feel part of one family. The platform enabled FRHI to win two international awards: The Internal Communication Award at the Employee Engagement Awards & Conference in NY (June 2015) and the Ragan’s Employee Engagement Award (March 2016).

“I’m a huge advocate of Beekeeper,” Paraschiv said. “Not only is Beekeeper the No. 1 employee communications platform in the hospitality industry, used by clients in 137 countries, but it is critical in lowering turnover and making sure that employees deliver a great experience for the guests. Hotel employees do not have traditional desk jobs, so emails are quite ineffective and bulletin boards are still the way to go for internal communication at the property level. This does not resonate well with employees, especially Millennials. Beekeeper is successfully providing a tool to reach every single employee, via a web platform, mobile app and digital signage. Better yet, it’s now integrating with other popular applications and seamlessly bringing other tools and information to the employees' fingertips, such as scheduling shifts and managing tasks in real time.

“Deciding to move to Beekeeper was easy,” she said. “I knew the team and I believed in the product. Plus, working with a young technology company in the San Francisco technology hub is a unique entrepreneurial experience; it’s fast-paced and has its own opportunities and challenges. As Head of Hospitality, I will continue working in an industry I love with people I enjoy, and I can share this effective tool with other hotel companies who may be struggling to communicate with non-desk workers.”

Impressive, Relevant Background
At AccorHotels, Paraschiv served as executive director, luxury internal communications and engagement. She was responsible for strategy and implementation of internal communication for FRHI colleagues before and after the acquisition to drive change and employee engagement. She was also charged with establishing the engagement strategy for the brand’s newly created Luxury Division (includes 500 hotels globally under Raffles, Fairmont, Sofitel, Pullman and Swissôtel flags), and focused on educating and connecting colleagues on both FRHI and AccorHotels sides following acquisition. Prior to the acquisition, Paraschiv worked as executive director, communications & strategy at FRHI. As part of the company’s human resources leadership team, she set-up internal communications to support the ONE FRHI vision. Paraschiv also served as FRHI director, business strategy, working closely with C-suite executives to write annual enterprise strategic and operating plans and more. 

Paraschiv also served as a consultant with McKinsey & Co. She holds an MBA from the Wharton School and an MA in International Studies from the Lauder Institute at University of Pennsylvania. 

About Beekeeper

Beekeeper’s employee communication platform connects and empowers entire workforces, including non-desk and frontline workers.  Designed for industries that rely on hourly employees, Beekeeper boosts productivity and increases retention by making it easy to inspire and inform all employees in real-time. The Beekeeper platform automates corporate communications, connects peers, and integrates easily with existing systems in a secure environment.  

The company is based in Zurich and San Francisco, and supports users in more than 137 countries. For more information, visit

Contact: Barb Worcester, PRPRO / 440-930-5770

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