< Previoushoteliermiddleeast.com October 2020 50 The industry leaders casting their eyes over the shortlists for the Hotelier Middle East awards this year51 October 2020 hoteliermiddleeast.com fter a year that can at best be described as eventful, were looking forward to celebrating the great and good of the region’s hotel industry at the Hotelier Middle East Awards 2020. The glittering awards ceremony (and party) will be held at the JW Marriott Marquis Dubai in Business Bay on Tuesday, November 24, after being pushed back due to the coronavirus pandemic. It will look and feel a little different as we adhere to all the social distancing and health and safety rules designed to keep us all safe, but one thing’s for sure, it will still be lled with talented individuals and teams who have worked harder than ever to create memorable experiences for their guests. And there’s a 1980s theme, so at least we can all let our poodle-permed hair down on the night to some cheesy sounds. By the time you read this, the nominations have all been submitted and the shortlists drawn up, and these nine experts will be working their way through the lists to determine who should be winners on the night. Until then, you can book tables by emailing hotelierawards@itp.com and meet the judges below. AAsssiaa RRRiicccioo The founder of Evolvin’ Women, a social enterprise that helps organisations to achieve a greater level of diversity and inclusion through socially responsible initiatives. Assia Riccio is a hospitality professional who brings more than a decade of experience working within top hotel groups, developing talent, sourcing and management models. She has been recognised as one of the GCC’s Women Leaders of 2017 and received the Women in Leadership Award from CMO ASIA and the Women Super Achiever Awards at the World HRD Congress 2018. GGeralld LLawwllesss Starting his career with Forte Hotels, which saw him setting up and growing Forte’s operations in the Middle East, after 23 years, Gerald Lawless joined Jumeirah in 1997. He helped establish it as one of the premier luxury hotel brands in the world, launching Burj Al Arab, the world’s most luxurious hotel and after the successful introduction of Jumeirah Beach Hotel, he went on to become president and group CEO of the Jumeirah Group. At the beginning of 2016, having served for 18 years at the helm of the Jumeirah Group, Lawless took on a new position responsible for tourism and hospitality in Dubai Holding before retiring a year later. Lawless has many accolades, including being a fellow member of the Institute of Hospitality and a member of the International Advisory Board of the Ecole Hoteliere de Lausanne, he is also a non- executive director to boards including Dubai Expo2020 Advisory Board, Ras al Khaimah Tourism Development Authority Advisory Board, Saudi Commission for Tourism, Culture and National Heritage Advisory Board, Advisory Board International Tourism Investment Conference and the Arabian Hotel Investment Conference Advisory Board. Gerald Lawless Assia RiccioHotelier Awards judges hoteliermiddleeast.com October 2020 52 Also as a past chairman of the World Travel and Tourism Council (WTTC) he serves as one of their International Ambassadors and is an honourary member of the organisation. HHala MMaataar CChhouuufaannny The president for HVS Middle East, Africa & South Asia and managing partner of HVS Dubai, Hala Choufany is an experienced managing partner and hospitality advisor. Skilled in contract negotiation, feasibility studies, development recommendation, valuation, asset management and strategic advisory she has advised on more than 2,500 hospitality and mixed-use projects in the last 15 years across Europe, the Middle East and Africa, and Asia. Choufany has in-depth expertise in regional hotel markets and a broad exposure to international markets and maintains excellent contacts with developers, owners, operators, investment institutions and government entities. She completed executive education at Harvard Business School, holds an MBA in nance and strategy from IMHI (Essec- Cornell) University, Paris, France and a BA in hospitality management from Notre Dame University, Lebanon. Choufany is a board member of Harvard Business School club of the GCC. MMicchaaeeel KKittts The director of culinary arts at the Emirates Academy of Hospitality Management (EAHM) in Dubai. He joined the school as executive chef in 2001 and is an ardent promoter of F&B training. Kitts began his career at Claridge’s Hotel and has worked in well-known UK establishments such as Les Ambassadeurs Club, The Swallow Royal Hotel Bristol, Hotel InterContinental London and The Ritz Casino. The Emirates Academy of Hospitality Management enrols students from all over the globe each year with many of them going on to work in top restaurants. NNaimm MMMMaaadaad With almost four decades in the hospitality world across Australia, Asia and the Middle East in various senior management roles, Naim Maadad has launched and operated renowned hotels, resorts, spas and F&B concepts. In 2010, Maadad established Gates Hospitality, a hospitality company Michael Kitts Naim Maadad Hala Matar ChoufanyHotelier Awards judges 53 October 2020 hoteliermiddleeast.com representing home-grown brands including Ultra Brasserie, Reform Social & Grill, Folly by Nick & Scott, Publique, Bistro Des Arts and Stoke House. NNaddèègeee NNobbleet Founder of NANOU Destination & Hotel Marketing, a full destination and hotel representation company, Nadège Noblet a highly experienced hospitality, travel and tourism expert and industry insider. Noblet has been working in senior management positions in the Middle East for more than two decades. Her industry track record includes involvement in major organisations such as Le Méridien, IHG, Hyatt Regency, Emirates Hotels & Resorts, HMH and Reed Travel Exhibitions where she was exhibition manager for Arabian Travel Market (ATM). She says: “I am delighted to be part of the judging panel of the 16th edition of the Hotelier Middle East Awards. I look forward to working closely with the other judges and the ITP team on this incredible event.” PPhiillippeee Veerccruuyssssee A senior consultant at TRI Consulting, one of the region’s leading management consultancy rms specialised in the eld of hotels, leisure, and real estate. In his professional capacity, Philippe advises clients on hotel developments, tourism destination development and master planning, hotel operator selections, management agreement negotiations and other bespoke assignments across the Middle East and North Africa. Prior to joining TRI, Vercruysse held a number of operational roles at leading hotel properties in Europe and Asia. He is a graduate of Glion Institute of Higher Education in Switzerland, where he studied hospitality management, specialising in nance, real estate and revenue management. RRobbeertt MMaacLeeannn Robert MacLean found his enthusiasm for hospitality after working in the industry in Scotland and the English Lake District followed by a stint at his wife’s family restaurant in Wales. MacLean then moved to Muscat to open a National Hospitality Institute (NHI) to equip the next generation (particularly young Omanis) with the skills needed to work in the tourism industry. ““I’’mmmm ddeliggghhhteedd ttto bbee ppppaarrtt oof thhee pppaannneell aanndddd ccaann’’’t wwwaaiiit ttoo ggggeet sttaaarrteeedd ““ Nadège Noblet Phillipe Vercruysse Robert MacLeanhoteliermiddleeast.com October 2020 54 COVID-19 has had an enormous impact on the world economy, with the travel and tourism sector being the hardest hit by the fall-out from the pandemic. The countries in the region suspended all international ights and tourist visas. The hotels closed temporarily or acted as isolation centers during this period. Most of the countries had implemented a partial or complete lockdown in order to contain the spread of virus. Some of the markets in the region have slowly started to ease restrictions, with the opening of hotels, malls, parks and beaches. However, there is still uncertainty in the market regarding the expected performance of hotels. Based on Colliers MENA Hotel Market Survey results, most hotel owners expect the recovery to start in Q4 2020 and continue in 2021. While international tourists slowly start coming back, the focus for the hotels will be to attract the domestic market (families and solo travelers) in the short term. The UAE and KSA markets are expected to see a faster recovery in comparison to the other markets in region. The UAE will potentially bene t from the build up to Expo 2020 with the actual event expected to start in Q4 2021. On the other hand, once the recovery begins, markets in KSA are expected to continue bene ting from the on-going tourism initiatives, upcoming mega projects as well as domestic tourism. MENA market overview THAT FIGURES Christopher Lund head of hotels, Colliers International MENA DOING FINESTRONG PERFORMANCE STRUGGLING UAE Hotels in Fujairah have experienced a relatively lower drop in 2020 occupancy levels compared to other markets in the UAE, bene ting from staycation demand. KSA Khobar has achieved relatively higher occupancy levels in comparison to other key markets in the country, bene ting from the strong domestic demand. Egypt The Red Sea resorts have been severely impacted by the pandemic, most of the hotels were closed, resulting in a drop in performance levels.Hotel Data 55 October 2020 hoteliermiddleeast.com MENA HOTEL FORECASTS Full-Year Occupancy % Forecast 2020 hoteliermiddleeast.com October 2020 56 CHECKING OUT57 October 2020 hoteliermiddleeast.com Head to the south-east shoreline of Malaysia to the One&Only Desaru Coast and you’ll nd the wellness retreat between lush rainforests and the South China Sea. Designed by Kerry Hill Architects, the rst One&Only resort in Asia is an oasis of calm and home to the rst Chenot Spa in the continent. The science-based health and beauty expert has created a spa exclusively for the property, combining Western research and scienti c diagnostics with the best in Chinese and alternative medicines. It results in a holistic approach, with treatments based around sport and physical activity, emotional wellbeing, nutrition and aesthetics. The Chenot Method When guest arrive they can take part in a bio-energetic check- up, a preliminary set of diagnostics that allows the spa to tailor programmes bespoke to each individual. There is also a nutritional consultation, stress test, cardiorespiratory tness assessment, postural and movement assessment and body composition analysis. The data is used to make sure the treatments for each guests are the most effective. Activities Carved into the lush greenery of the Malaysian jungle, with the gentle murmur of the waves in the background, the Chenot Spa is designed to evoke calm, encouraging guests to reach an inner balance, reset and recover. The wellness programmes have been curated to celebrate the destination and experiences such as golf, tennis and padel are available alongside the likes of tree climbing, trekking in the jungle and the ancient martial art of Silat Melayu. There are also classes on mindfulness and a variety of yoga techniques, ranging from Pranayama, pre- and post-natal, and Yogalates. Fitness facilities include a beachfront yoga pavilion, a Pilates studio and gym with the latest equipment from Technogym. Coaches are also on hand to lead personalised classes including Muay Thai, boxing, HIIT and TRX. Relaxation The Chenot Relax Programme is designed to destress and soothe, featuring massages, phyto-mud and neuro-acoustic deep relaxation treatments, biofeedback training and yoga. The Chenot Fitness Programme includes nutritional consultations, physical assessments, deep tissue massages and personal training. The Chenot Golf Programme helps to improve posture using massages, stretching and includes access to the neighbouring golf course. ONE&ONLY DESARU COAST The setting is beautifulSecret Hotelier hoteliermiddleeast.com October 2020 58 Secret Hotelier Everybody knows marketing Have you ever seen that meme where it shows “what people think marketers do” versus “what marketers actually do?” – it’s funny but it is a reality. Even in the 21st century, people still have this distorted idea of what marketing is about. I don't blame them as we end up supporting pretty much every department in a hotel. Here are some of the things I’ve overheard from colleagues. IT’S BASICALLY FACEBOOK AND INSTAGRAM ALL DAY, EVERYDAY Of course, anybody can create content on social media, but not everybody should. A sad corporate yer showcasing an empty hotel room with eighty percent text on it just isn’t going to y. While it’s true that pretty much any skill can be learned from YouTube, social media management is a job that requires talent, knowledge and consistency. Just because everyone can do it, doesn’t mean everyone should. WE’RE GRAPHIC DESIGNERS While it is true that the graphic designer sits in the marketing of ce, not all of us are adept on Adobe Design. Graphic design is only one part of the process of creating material needed for marketing a brand, it is not marketing in itself, so please do not come to our of ces asking us for new artwork every ve minutes, because that is not all that we do. NO-ONE SAID THEY BOOKED BECAUSE OF AN AD, SO THE CAMPAIGN ISN’T WORKING This one’s a classic. You can never fully track the ef ciency of a marketing campaign. It sounds like a cliché but it is true. How many times have you seen an ad for a restaurant and clicked to book right away? Maybe once ever? But the next time a friend asks what you want to do you could well suggest going there. If covers increase while the campaign is running, give us some credit, please. MARKETING IS I.T. BECAUSE YOU USE A LOT OF FANCY SOFTWARE A fellow marketeer told me a colleague had asked her to x an internet issue on her computer. We use the internet and computers, but come on… WE NEED SUPERMODELS AND A HIGH-QUALITY END PRODUCT. WE NEED IT EVERYWHERE. FOR AED5,000 Translation: “I want an Oscar-winning, blockbuster with the entire cast of Ocean’s 11 on an indie lm budget. BRILLIANT IDEAS We’re either told about a genuinely brilliant idea and then have to make it happen with no budget and no turnaround time, or the idea isn’t so brilliant. Everyone has an idea that they want to get off the ground but as much as we love to execute all those cool, creative things, it has to make sense, have a proper strategy behind it and will need planning with a realistic deadline and budgets. MARKETING SHOULD MAKE EVERYTHING LOOK PRETTY While we make sure all the collateral looks great, adhering to brand guidelines, our main purpose is to come up with commercially driven strategies by effectively communicating our USPs to all target consumers. If part of the job is ensuring the text is straight or the background color is Pantone 19-4052 and not 19-4051, we will do it. Of course, the job has its perks but no- one talks about the less glamorous side – the tight deadlines, poor budgets and unrealistic expectations. Proofreading pages of copy, begging editors to publish your press release or add your offer in their crowded listings. Dealing with in uencer divas and bad agencies. I don’t think this will change the world, I just hope to shine a light on what we do. To share your opinion anonymously, contact paul.clifford@itp.com.Sally Whittam Commercial Director Mob: +971 56 104 0567 Email: sally.whittam@itp.com Tuesday, November 24, 2020 SPONSORSHIP ENQUIRIES Amanda Stewart International Sales Manager Mob: +44 7908 117 333 Email: amanda.stewart@itp.com Paul Clifford Group Editor Mob: +971 4 444 3337 Email: paul.clifford@itp.com Daniel Fewtrell Director of Awards & Marketing Mob: +971 4 444 3684 Email: daniel.fewtrell@itp.com Anthony Chandran Tables Sales Executuve Mob: +971 4 444 3685 Email: anthony.chandran@itp.com NOMINATION ENQUIRIESEVENT ENQUIRIESBOOKING ENQUIRIES #HotelierAwards www.hoteliermiddleeast.com/awards MEDIA PARTNERS MENU PARTNER GCC BOOK TABLES NOW JW Marriott Marquis Dubai Rebecca Lockwood Sales Director Tel: +971 55 484 8301 Email: rebecca.lockwood@itp.comNext >