< PreviousMarketing Power List hoteliermiddleeast.com July 2021 40 Olga Lobanova Marketing and PR manager, Hotel Indigo Downtown Dubai Part of Hotel Indigo Dubai Downtown since its pre-opening days, Olga Lobanova has been a driving force behind the brand’s powerful entry into the region. With a willingness to personally get involved with the creative process, marketing campaigns led by Lobanova showed off what Hotel Indigo was all about from the start. Ruth Archer Director of PR and marketing communications, Marriott Hotel Al Forsan In fact, according to general manager Laura Eggleton, there was a period following the hotel’s opening that it was mentioned every day in local media at least once. Eggleton explained: “Her visualisations and creativity alone are phenomenal addition to the thought leadership and idea-starting process that built image of Hotel Indigo Dubai Downtown exactly how it is supposed to be.” value than the previous three years of coverage combined. Moreover, she’s a social media wizard, increasing engagement from 12,000 to 200,000 thanks to in uencer collaborations, photography and the idea to promote the hotel as a lifestyle rather than just a property. Managing director Stephan Schupbach is full of praise for her director of marketing and communications: “Rosemarie is the best thing that can happen to a team. Her can-do attitude, resilience, passion, and making the impossible – possible is the biggest gift to any stakeholder, colleague, operator and owner.” Rosemarie Tacorda Director of marketing and communications, Park Hyatt Dubai and Dubai Creek Golf & Marina Yacht Club Throughout the course of this year and last, Rosemarie Tacorda has continued to deploy successful campaign after successful campaign. So much so that since she came on board, the PR coverage generated by her has a greater media A former winner of Marriott’s Elite Award for MEA Communications / PR Leader of the Year, Ruth Archer is described as having great relationships with media and press across Abu Dhabi. In her role, she has successfully driven media awareness of the property and increased the overall number of articles written about it. With eight years in the industry, Archer is a valued member of the team. The hotel’s director of sales and marketing Saad Al-Ghamdi says: “Ruth is very organised and active with great, new ideas. She has helped the hotel, in particular the F&B, to grow revenue year- on-year. She is very dedicated person at work and has many great relationships in the market.”Marketing Power List 41 July 2021 hoteliermiddleeast.com Sama Kainat Marketing manager, Radisson Blu and Park Inn by Radisson Abu Dhabi Yas Island Despite budget cuts and hotel closures around her, Sama Kainat managed not only to propel her own hotels to success, but also all the rest within the Yas Plaza complex. She saw opportunities for all six hotels and all 21 of their dining outlets, working across a myriad of channels to supercharge coverage and engagement across the group. Coverage stimulated by her has resulted in more than 24.6 million impressions by the end of 2020. Described as a “jack of all trades,” she’s particularly gifted when it comes to social media. “She is key in coordinating all marketing activities and leading the different marcoms-in-charge altogether. Sama’s an e-commerce rockstar,” said area director of marketing and PR Josimar Del n. Sanja Gluskinic PR and marketing executive, Paramount Hotel Dubai Through the hard work of Sanja Gluskinic, Paramount Hotel Dubai has become a pillar of the community and a must-visit for movie buffs. She successfully relaunched its Paci c Groove brunch, working with a range of in uencers and media to build up the hype. She has also worked with movie producers to have lms shot at the hotel, and has most recently introduced a loyalty card for DAMAC residents. This idea so far has netted more than AED1 million. “Sanja is an incredibly hard-working young woman who understands the aims and outcomes of a project from the beginning and is effective in seeing these aims through, always completing them on time,” said executive producer marketing and communications Inna Gernega. Marketing Power List hoteliermiddleeast.com July 2021 42 Sarah Khaled Director of marketing and communications, Shangri-La Al Husn Resort & Spa and Shangri-La Barr Al Jissah Resort & Spa Sarah Khaled continues to turn heads over in Oman for her showstopper ideas and campaigns. For example, a voucher sale drive led by Khaled resulted in 714 room night bookings, 112 dining vouchers and 385 hotel day use voucher purchased. If you want some even bigger numbers, she also organised the largest collection of national ags by sea in Oman on the hotel’s beachfront. This created a video which got 15,000 views, 10,000 likes and an extra 2,000 followers. In terms of comms, she has helped to create more than 300 pieces of coverage, equivalent to around 49 million impressions. for Shangri-La Al Husn Resort & Spa and Shangri-La Barr Al Jissah Resort & Spa. Sarah Wisler Cluster director of marketing and communications, Delta Hotels By Marriott, Jumeirah Beach, Four Points by Sheraton, Sheikh Zayed Road, Four Points by Sheraton, Downtown and Senor Pico, The Palm Not only does Sarah Wisler handle three separate hotels, but also the Senor Pico restaurant on West Palm Beach. Currently, the restaurant is a top-performer on the beach promenade thanks to Wisler’s launch campaign. She also reopened Four Points by Sheraton, Downtown after six months of closure. Quickly, she made it popular by focusing on its Yesterday Pub venue. Area director of marketing, digital and loyalty, UAE Derryn French said: “She has a broad experience that she uses to ensure her properties are well pro led as well as achieving both footfall and ROI from various media campaigns.”Marketing Power List 43 July 2021 hoteliermiddleeast.com Seyma Osoy Multi-property director of marketing, Istanbul Marriott Hotel Sisli, Le Méridien Istanbul Etiler and Sheraton Istanbul Levent If there’s a word to describe Seyma Osoy’s approach to marketing, it would be ‘innovative’. In her role, she has partnered with the Fashion Film Festival Istanbul to have the launch of CHA by Cidem Akin lmed at the hotel. A lm that was later shown around the world at fashion lm festivals. Another launch was ‘Pillow Talks at Le Méridien’ project featuring interviews in bed with famous actors, artists, and other in uencers. “She believes being extraordinary and going one step forward is the key of the success. With this perspective and her loyalty became her one of the most valuable members of Marriott,” said area director of marketing, digital and loyalty – Gulf, Levant and Turkey, Joanne Kim. Stacey McMurtrie Director of marketing and communications, The Ritz-Carlton, Dubai, JBR From working with local in uencers, to collaborating with DTCM or just improving from within through team training, Stacey McMurtrie continuously helps drive up interest in all parts of the hotel through a wide range of channels. McMurtrie’s marketing campaigns this past year have lifted the hotel’s revenue streams outside of just selling rooms. You have revenues from afternoon tea increasing 147 percent thanks to her campaigns, while a Valentine’s Day campaign this year led to a 25 percent inch up in revenues over last year. Teaming with 13 in uencers in April, she pushed the hotel’s spa offerings in such a way as to reach 52,000 impressions over 30 pieces of content. Marketing Power List hoteliermiddleeast.com July 2021 44 Shalvesh Nundlaul is credited by his GM as helping to put RAK on the map. A bold claim, though one backed up by various gures achieved by Nundlaul. In May alone, the PR value he generated to the beach resort was in excess of US$1 million. By the end of 2020, he had increased revenues through Expedia Travel Ads by 33.75 percent, worth around US$138,000. He did the same on Agoda Growth Program, seeing a US$151,000 increase, equal to 101 percent over 2019. While he’s good at making money, he’s been able to save money at his resort property, too. His general manager revealed he was among the rst hoteliers in the UAE to roll out QR codes as a replacement to paper objects. This initiative was not only trailblazing, but also saved the hotel US$80,000 and reduced paper use by 80 percent. His talents have not gone unnoticed by the rest of Hilton either. Nundlaul was brought on to help guide the marketing team at Conrad Abu Dhabi Etihad Towers as they completed the re agging process and debuted the brand in Abu Dhabi. “Shalvesh is a young creative who works hard, tries new things, listens to the brief and learns fast. He has a great eye for the hero shot and a good story. He has continuously and actively supported his colleagues in the operating departments throughout the pandemic and during the dif cult rebuilding phases which has earnt him a lot of respect and close collaboration which of course leads to results,” said GM Helen Jacobe. “Shalvesh has the internal drive to excel plus natural talent and potential, so we fully expect he will continue to do well in his career.” “Shalvesh has the internal drive to succeed plus natural talent“ Shalvesh Nundlaul Cluster marketing and communications manager, Hilton Ras Al Khaimah Beach Resort and Hilton Garden Inn Ras Al Khaimah Marketing Power List 45 July 2021 hoteliermiddleeast.com Tunde Nagy Director of sales and marketing, Swissotel Al Ghurair With the goal of becoming a top family- friendly city hotel, Tunde Nagy launched a range of activities that both adults and children can enjoy. These include a brunch with activities to keep the kids entertained; an afternoon tea with ginger house decorating on the side; and even a partnership with the Swiss International School. Velina Nacheva Head of communications, Kerten Hospitality Though it’s not in her job title, Velina Nacheva is indeed the driving force behind Kerten Hospitality’s marketing and PR. Time and again, the group’s CEO Marloes Knippenberg will be invited to industry panels and discussions thanks to the strong online presence Nacheva has created for Knippenberg and the company. Her abilities within marketing have actually resulted in entire projects being signed for the group. The LinkedIn page, which Nacheva leads, is used to drive up demand and interest in a variety of Kerten developments. Knippenberg said: “Most of our leads and clients initially see us on LinkedIn, get interested on the content they see and end up partnering up with us. Kerten recent signings in RAK, are a perfect example of the great engagement we have reached through the social media platform.” Suhasini Rajpal Cluster manager – PR and social media, Taj Dubai and Taj Jumeirah Lakes Towers Suhansini Rajpal has risen the ranks of Taj Hotels where she now works across both Taj Dubai and Taj JLT. In this role, she manages seven social media accounts, upholding distinct branding, tone of voice and hotel narratives. Campaigns led by Rajpal have resulted in massive gains for the hotels. Valentina Comin Marketing and PR manager, Conrad Dubai Since rejoining the hotel earlier this year, Valentina Comin has been instrumental to the relaunch of Kimpo within the Conrad Dubai. Now, the funky Korean bar and restaurant is a go-to after-work hangout for those in the area. Elsewhere in the hotel, she has repositioned the spa by introducing trending and relevant wellness activities.hoteliermiddleeast.com July 2021 46 TALKING HEADS The current era and path to recovery in F&B is being coined The Great Reset. The pandemic forced us to deal with challenges we never foresaw and the rule book was pretty much ripped up. Physical distancing, QR codes, online delivery, Zoom calls, lack of entertainment and the constant changes in legislation and restrictions pulled on every ounce of innovation, tenacity and resilience we had. It drove us to look at different operating models, technology, design, talent acquisition and retention, marketing to stay connected, and expansion or retraction plans. Much is being written about all the seismic changes but I would like to draw attention and focus on the humble uniform. The opportunity to really succeed or fail in this department is very apparent within the arena of food and beverage in hotel restaurants and bars. Firstly, why have a uniform? The purists on the matter will argue it identi es team members as opposed to guests, acts as a leveller and provides an opportunity for the establishment to make an initial good impression of cleanliness, hygiene, and professionalism. They can be functional, provide an element of safety from hazards and allow a brand to convey its image and personality if done well, which is key. There are those that argue we are now in an era of independence and personalisation, asking where is the “cool factor” in uniforms and arguing that formality does not necessarily mean competence in the role. Does Gen Z want to wear a uniform? If so, does it need to allow for the personal customisation and individuality that is now seen in the cool-vibe all-day cafes spawned out of Melbourne to the rest of the globe. Fasion fades, only style remains Emma Banks discusses where we stand on uniforms in hotel restaurants and bars About the author Emma Banks is the vice president of F&B strategy and development across EMEA, supporting Hilton’s trading and future pipeline of hotels. I believe there is real opportunity for us in the hospitality industry to reset our uniform policies. There is a term called “enclothed cognition” which relates to the effect that clothing has on a person’s mental process and the way they think, feel, function, and thus behave at work. So It is paramount that the uniform provided has a positive impact to drive performance. Whilst it needs to be functional, it need not be shapeless, old fashioned, made of poor-quality material and badly designed. I refer to the polyester black and blue that often looks shiny and causes sweat in the Arabian summer heat. Black leather shoes and long trousers on boiling hot beaches... Is it not time that we really go back to the heart of our properties and concepts and ensure our team members re ect the spirit of the space they are working? With uniforms that are fresh, functional and attractive to wear and for guests to view? Many luxury and lifestyle properties are really starting to get the look and feel right with “non-uniform” looking uniforms that are comfortable, stylish, and effortless to wear, such as the team dress code at Canopy by Hilton. Further consideration should be given to colour psychology and what you are trying to achieve in your venue. Colour is believed to drive customer behaviour, with bright yellow and orange re ecting warmth and attracting customers in, the cooler colours of blue and green engender trust, and red encourages appetite. Colour and material need to be considered for climate, temperature, and the inevitable spills but there is more out there than navy blue and black or indeed the “themed” uniforms! It is now widely agreed that when hiring hospitality team members, personality and emotional intelligence are paramount to technical skillsets that can be trained. Let’s not hire charismatic people and then dress them in uniform policies that need a thorough overhaul. Chefs are also now combining functionality and safety with their personal image and style, with the cut of the jacket, colours and headwear. As an industry we have come so far on modern grooming standards, allowing tattoos and expressions of our personal look and feel, so let’s extend this to our uniform policies and ensure we dress our teams in attire that allows them to be the best version of themselves at work but also comfortable as it is a practical and physical job as well. I have not touched on the name badge, but let’s leave that one for another day. I will come back to it, you can be sure. Talking Heads 47 July 2021 hoteliermiddleeast.com There is not even an iota of a doubt that information technology has surged ahead during the pandemic to make touchless and seamless access to hospitality services like never before. Though automated options were there before in reservations, pre- check-ins, mini-bar billing, and in-room entertainment – technology has now made a wider mark in a lot more areas. The use of technology has truly emerged as a strategy point to be a step ahead of your competition by exploring the endless possibilities on offer. With products gaining wider acceptance and competition very high it is becoming feasible for smaller hospitality brands to be able to afford these automated hotel management systems. They can reduce the cost of operations and allow maximum use of human resources, products and services, all of which can improve the overall experience of guests. Traditionally a hotel used to have the Property Management System (PMS), which was a huge step forward a decade ago. But with the entry of smart technology, such as cloud-based automated PMS, the whole of the operations can be controlled through the vastly improved automation software. And this is what adds an extra edge to the success of hotel brands. The pandemic has taken a huge toll on the hospitality and tourism sector. Brand owners and operators are taking steps to adopt smart technology to become effective, ef cient and swifter. Guests have become more aware of technology. During the pandemic it hass become a reality to get more done online than ever before. From making About the author With more than 28 years of hospitality experience globally, Naim Maadad is the founding CEO of Gates Hospitality, which owns and operates Ultra Brasserie, Bistro des Arts, Reform Social & Grill, Publique and Folly by Nick & Scott. The company also has ownership of Six Senses Zighy Bay. speed of transaction and improved customer satisfaction and the technology is easily compatible with brand loyalty programmes. This is a clear win-win option for all parties involved. One of the biggest trends is the use of biometric recognition technology that uses seamless automated authentication to enhance the guest experience overall. It can signi cantly reduce check-in time, queuing at hotel reception desks and increase security to ensure there is no unauthorised access. A ngerprint scan or facial recognition can capture guest data and personal preferences to customise their stay. Arti cial intelligence software can handle potential guest queries from different time zones in a most ef cient manner. Options like chatbots are created to easily comprehend questions and provide instant replies. Augmented reality has developed further from virtual reality to make the experience more accessible. It is truly improving the real-world environment using brilliant information overlays of the world. Another huge development is the opportunity for hotel brands to use big data analysis to customise their promotional strategies and sync with global trends and customer needs. Most guests own a smartphone. Brands could explore creating an exclusive app easily downloaded from the play store to give the guest power to have seamless check-in, book restaurant tables, order room service, watch entertainment and book spa treatments. The possibilities are endless and the more synergy between technology and human interaction, the greater the success of the brand. payments and ordering food, groceries and consumables to attending meetings virtually, there has been an ever- increasing reality of the infotech channel becoming more prevalent in our day-to- day lives. Voice search is being used like never before to explore hotels, restaurants, bars and cafés. To capitalise on this business, brands need to ensure websites and booking sources are adapted to ensure voice search can be supported. Contactless payment has become a huge success due to the avoidance of human contact. It allows enhanced The tech boom is zooming Naim Maadad, chief executive and founder of Gates Hospitality, shares his wisdomhoteliermiddleeast.com July 2021 48 CHECKING OUT49 July 2021 hoteliermiddleeast.com The most exclusive address in the world Acting as the of cial residence of the French royal family for close to a century, the Palace of Versailles just outside of Paris is a standing monument to the power, in uence and wealth of a bygone European monarchy. Embellished by a string of kings over the years, the palace is home to a 2,000 acre manicured garden, 6,000 invaluable paintings, 3,000 sculptures and a great hall lled with 357 mirrors – The Hall of Mirrors. And while millions of people visit the palace each year to roam through these halls, now a hotel has opened for business on the grounds. The rst of its kind Operated by Airelles, Airelles Château de Versailles, Le Grand Contrôle is the rst hotel to open on the grounds of the palace since its inception. Le Grand Contrôle is housed within a building constructed by Louis XIV’s favourite architect, Jules Hardouin- Mansart in 1681. Now two centuries on, the property has been meticulously restored by architect and interior designer, Christophe Tollemer to reveal 14 regal rooms and suites. Also in the hotel is a spa, 15-metre indoor pool and a restaurant by world-renewed chef Alain Ducasse - Ducasse at Château de Versailles, Le Grand Contrôle. Live like a king Promising to evoke the aristocratic lifestyle, each stay in the hotel comes with a personal butler, boat usage and golf carts to use around the gardens. There are also private tours of the palace every evening once all the visitors have left, including within the king and queen’s state apartments, where guests are shown unseen living areas of the sovereigns. Guests are also able to host events within the palace itself, labelled as an overnight takeover, they can welcome up to 36 guests. Airelles Château de Versailles, Le Grand Contrôle Next >