All's well at the Westin Abu Dhabi

The new-look Westin brand will make its regional debut with the upcoming Westin Abu Dhabi Golf Resort & Spa. General manager Klaus Niefer tells Louise Oakley why the refreshed emphasis on wellness will differentiate the Westin from competition in the capital

When Starwood launched its upscale Westin brand in Dubai in May 2008, the hype surrounding the opening was considerable and three years on, the hotel still dominates the Jumeirah beachfront.

The company is now set to open its second Westin in the Middle East, this time in the capital of Abu Dhabi on the site of the Abu Dhabi Golf Club. The new hotel will be the first new hotel in the chain to implement the recently redefined brand positioning and brand identity — which revolves around six pillars of wellness.

Briefly speaking, the brand is positioning itself as the hotel of choice for those seeking a wellness experience, whether that is in their food, rooms, business meetings or leisure escapades.

Keen to understand more about the new way of life at the Westin, Hotelier paid a visit to Westin Abu Dhabi Golf Resort & Spa to get a sneak peek at the property during the final stages of construction. It’s already shaping up to be quite a treat, as general manager Klaus Niefer explains on our behind-the-scenes tour…

Why has Westin created and launched new brand differentiators?
The Westin has recently redefined its brand positioning with more focus on preserving wellness in travel by bringing the brand core values to life. The new initiatives aim to enhance the Westin brand personality and the Westin associates’ behaviour to better serve our guests.

In our hotel, we’ve already initiated an extensive training programme to educate our pre-opening and opening associates about the new branding campaign.

One of the purposes of this new positioning is to differentiate The Westin as a brand from the competition; as we all know, several other hotels will be opening their doors around the same time, and I truly believe it’s much easier to copy hardware than software.

In addition to this, the Westin has introduced a new brand identity using new fonts, new colours, new iconic imagery and new lifestyle photography.

In my opinion, these brand elements will be very strong selling points for our resort and will certainly play a major role in positioning our resort among the new comers and the even the very well established hotels.

Can you explain what the new “pillars of wellness” are?
Under the same umbrella of redefining the brand positioning, The Westin has also clearly framed-up pillars of “wellness” to highlight the elements of “well-being” and explain the benefits of the brand differentiators.

I can summarize these six pillars as follows:
• Eat Well: SuperfoodsRx
• Sleep Well: Each of the hotel’s 172 contemporary guestrooms offers the Westin Heavenly Bed® and Heavenly Bath®.
• Feel Well: Guestroom Design, Sensory Welcome, Heavenly Bath
• Work Well: Clutter-free Meetings, Performance, Meeting Chair
• Play Well: Westin Kids Club, Heavenly Spa
• Move Well: RunWESTIN

How are these pillars represented at the new Westin Abu Dhabi?
The Westin Abu Dhabi features the Westin brand attributes and with the new marketing campaign launched recently, we’ll bring a new hospitality concept to the city and gear up to confront the competition.

The Westin brand differentiators are present to create a very unique experience for Abu Dhabi residents and foreign travellers.

For example, The Westin brand embraces healthy lifestyle and our hotel will offer an abundance of delicious options to nourish and satisfy with menus including Superfoods. These contain an exceptionally high nutrient content when compared to the amount of calories included per serving.

When it comes to the ‘Feel Well’ pillar, the hotel’s lobby will transform the guests’ experience into a sensory awakening marked by uplifting scents, atmospheric lighting, soothing music and seasonal botanicals.

Even now, every day I go to the construction site to oversee the work; I can already enjoy the very unique design which is featured in the massive Egyptian stones and Italian marble decorating the vast lobby.

From our signature White Tea by Westin fragrance to our inventive floral arrangements, our Sensory Welcome combined with the guestroom design will renew and uplift weary Abu Dhabi travellers and encourage them to linger longer in the lobby.

before they head to their rooms. Our lobby is intended to create that “Ooh, finally I’ve arrived” feeling!

Ahead of the opening, what can you tell us about the design highlights?
The hotel has been designed by Northpoint up to the concept stage, and later developed by GREC Architects. The building is an allusion to the existing Abu Dhabi Golf Club clubhouse, and has a warm and neutral design throughout its interior.

I would like to call my hotel an “Urban Oasis”; and it is indeed an oasis strategically located at the heart of the new Abu Dhabi, bringing very unique design features based on natural elements and showcasing the Westin style.

From the ramp, even before you reach the hotel’s entrance, palm trees and a nice water fountain welcome the Westin guests into this perfectly situated oasis. Then, as soon as you walk in to the lobby, a beautiful dancing water feature leads you toward the massive ceiling windows that connect the interior to the exterior green golf course.

Inspired by the forms and textures found in nature, our resort’s design embraces the elements of water, stone, wood and light. Luxury guest rooms and suites provide each guest with a private oasis of tranquility away from the bustle of the city.

Also, the natural stone and timbers are offset by full height bronze metal screens, reflective elements, and vibrant colours of fabrics and leathers.

Finally, the hotel’s landscaping integrates the hotel with its surroundings, such as the pool and leisure areas, providing an opulent synergy between the interior and exterior.

How will the golf club be incorporated into the resort operations?
The Westin Abu Dhabi and the Abu Dhabi Golf Club will have great synergies as together with the Westin Heavenly Spa they form a unique destination in the city. Abu Dhabi is an emerging destination for Golf and both the Golf Club and the hotel will be working together to attract golfers to the city.

Opening is drawing close, what is the sales and marketing strategy?
It’s certainly a very exciting time and there is a lot of buzz surrounding the opening of the Westin in Abu Dhabi.

Our aim will be to create an emotional connection for the residents of Abu Dhabi and future guests with the Westin brand and our truly exceptional location. The hotel is an ideal venue for corporate and leisure customers alike and at Westin, we understand their needs.

How will you maintain the opening buzz after the F1?
There are a lot of exciting events planned at the hotel to introduce the new brand positioning of Westin.

Guests and clients will get to experience the Westin difference and with offerings such our Heavenly Spa, Bubbalicious brunch and tailor made weekend escapes, we are certain the buzz will be able to continue for months to come. In January, the Westin will be playing a key part during the Abu Dhabi HSBC Golf Championship 2012.

Abu Dhabi is likely to get hundreds if not thousands of new rooms at the same time come November — how will Westin Abu Dhabi compete?
Abu Dhabi as a destination is gaining a lot of interest and the overall demand is growing with the strong efforts of Abu Dhabi Tourism Authority to boost tourism.

Certainly there is a lot of new supply entering the market, however, with the innovative Westin brand differentiator, the distinctive location of the hotel together with the Abu Dhabi Golf Club facilities within the emerging centre of Abu Dhabi, I am certain we will be able to achieve our market positioning targets.

F&B HIGHLIGHTS
Agadir – Moroccan Cuisine
The signature restaurant, Agadir, is a luxurious Moroccan dining experience offering North-African cuisine and atmosphere. The restaurant manager is a hotelier originally from Agadir, the chef is from Marrakech with years of culinary extensive experience in the UAE, and all the servers and kitchen staff were recruited from Morocco.

Fairways – All day dining
The kitchen will be open plan with the Asian and the Arabic sections being an integral part of the dining experience. Buffet action counters create an overall interactive experience.

Shades – Poolside restaurant
The pool bar is a tropical themed light meal venue inspired by local BBQs.
Lemon and Lime – The lobby bar
The hotel’s lobby bar is an elegant and luxurious venue with a comprehensive beverage menu.

The Lounge - The lobby lounge
The lobby café focuses on the great coffee and tea culture and features a blend of African, Arabian and European influences.

The Retreat - Sports bar
The concept of The Retreat Sports Bar is built around establishing a fun, lively, informal and familiar atmosphere. Three LED screens are located at strategic points around the venue that will show sporting events and the menu will include a blend of typical classic bar and comfort food with a modern influence.