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Brought in to revamp the product and services at Le Royal Meridien Bahrain, general manager Francesco Borrello has joined the growing band of hospitality executives there who are calling for a rethink of Bahrain tourism and its ambitions.
"I think Bahrain is one of the tourism world's best kept secrets - there is a definite need for image building and a greater commitment to attract both regional and overseas visitors," he said.
"Even with a superior product such as Le Royal Meridien, a gap in targeted marketing means we still have untapped potential to attract a wider audience."
Recent announcements regarding beach resort projects are a step in the right direction, according to Borrello, who said it demonstrated a commitment to the hospitality sector in Bahrain on the part of local, Saudi and overseas investors.
"New resorts and even attractions such as a planned Formula One racing track will help build a destination, and I think within five years, we will see a new Bahrain," he claimed.
"At Le Royal Meridien, we are looking forward to the boost that competition from new hotels will create - but, certainly, our product will lead from the front as a palace in the sun."
That new positioning is being promoted through enhancement of Le Royal Meridien Bahrain's unique facilities. As well as indoor and outdoor pools, health club with Turkish hammam, tennis and squash courts, the resort also boasts a lagoon and private island, plus a marina and spa.
"We already do well in attracting weekend traffic from Saudi Arabia, but in the MICE sector, for instance, our aim is to establish ourselves with overseas organisers given our excellent credentials for hosting this business sector," said
Borrello.
"New destinations are always in demand, and Bahrain is taking huge steps to develop the right infrastructure to cater to a steady flow of incentives."
In the meantime, Borrello said service was being enhanced in all areas of the hotel and resort, with a butler concept now on offer in all rooms, and a full-scale training and marketing strategy being implemented.
"We are looking at every aspect of our operations, from the concierge to the restaurants, and regular visitors have already commented on the new staff attitude which begins with a smile for every guest."
On the expansion side, 23 luxury villas are under construction adjacent to the lagoon, with completion scheduled in time for the GCC Summit in 2003.
"These will add to our attraction for the top-end market where we are seeing an increase in regional visitors from Kuwait, Qatar - which will increase even more when the causeway is complete - and even the UAE, as well as our regular Saudi guests," said
Borrello.
With occupancy and revenue above last year for the first quarter 2002, the boost in intra-regional traffic following September 11 is seen as one contributor to the revived appeal of Le Royal Meridien Bahrain.
However, Borrello also attributes this to the new strategy to incentivise sales staff, as well as work with travel partners to put attractive packages in the market.
"By offering bonus commission to our team for rack rate sales, we have improved average room rate and yield, while our new suite, spa and summer packages will also enable us to reach a wider audience and introduce Le Royal Meridien Bahrain as a 'full solution' hotel that can cater to both leisure and business visitors." |
