As Four Seasons underlines its commitment to the Middle East with the recent opening of the Four Seasons Hotel Beirut and six additional properties set to launch over the next five years, the company is planning its first direct sales event in the region including a client recognition event in Kuwait followed by a stopover in Riyadh, Saudi Arabia, and sales development workshops taking place in Doha, Qatar, Dubai and Abu Dhabi, UAE.
TTN spoke to JANE BURNELL the group’s new regional vice president of sales for Europe, the Middle East and Africa, who believes the region will continue to nurture and evolve the luxury hotel sector.
What kind of response have you had from the trade with the opening of Four Seasons Beirut?
The opening of Four Seasons Hotel Beirut was highly anticipated so the response has been extremely positive. Those who have experienced the hotel have been very impressed with the level of service and the overall product. We are very proud of this new addition to Four Seasons’ portfolio of hotels and resorts in the region, bringing the total to nine.
How are occupancies faring and who are the key source markets? Will the focus be on family travel?
The Hotel and the city of Beirut as a whole are fairing well at this time, particularly thanks to visitors from the GCC market. In addition to being a great place to conduct business, guests from the region already recognise Four Seasons as an expert when it comes to hosting families. They know they can rely on us to provide a good selection of suites or connecting rooms for example, and that we will take care of the needs of all members of the family including younger guests. This is evident in Four Seasons Hotel Beirut’s complimentary kids’ amenities, such as use of movies, colouring books, video games and board games and children’s menus as well as concierge assistance to arrange suitable activities for your family’s ages and interests.
With six new properties in the pipeline in Mena, how much has the Four Seasons brand awareness evolved in the region?
Our brand awareness continues to grow year after year and with every new hotel we open. Four Seasons strives to create the best guest experience for every customer that stays with us. Our ability to consistently deliver this is paramount to reinforce our brand promise.
What are the properties under development currently? Will these new properties focus on business or leisure markets? Are there plans for renovations at any of the properties?
The six properties in the pipeline are Oman (2012-13), Abu Dhabi at Sowwah Island (2013), Luxor (2013), our second hotel in Doha (2013-14), Bahrain and Kuwait City (set to open over the next five years). As you will see from the destinations, there is a mix of leisure and business markets. Our property in Luxor will complement our existing four hotels in Egypt. In addition our second hotel in Doha will reinforce our presence in this city.
The Four Seasons Resort Sharm El Sheikh, will undergo renovations, starting in September 2010. The hotel also recently upgraded its spa and purchased some of the latest gym equipment. It recently extended its beach area and will get room technology upgrades by the last quarter of 2010.
What are your biggest challenges for the region as you take charge in your new position?
Personally, I wish I could spend more time in the region. On every visit I learn something about this incredible region, meet new business partners and make new friends. Keeping up with the diversity of the region and ensuring we maintain a relevant and active presence in this market will be critical to our continued success.
With so much focus on price and value, has it been difficult to retain loyal customers?
Four Seasons is lucky to have an extremely loyal customer base. They tell us that they appreciate the consistency and reliability of our service and overall experience and the fact that we don’t compromise this. Four Seasons believes in being sensitive to the guest and client needs in terms of delivering value and that means so much more than having competitive prices. Every hotel in our company has kept its focus on nurturing its relationships, staying close to the customer and listening to changing needs, not taking anything for granted.
What are the growth prospects for the luxury hotel industry in the region?
The region has a true appreciation for high-end products and service levels. The growth prospects are encouraging and if there is any region in the world that will continue to nurture and evolve the luxury hotel sector, Mena will be it.