Q&A: Rezidor's new recruit

Rezidor stalwart Michael Kuhn discusses his transition from director of sales and marketing at Radisson Blu Muscat to his new job in the same role at sister hotel Radisson Blu Bahrain

You have worked with The Rezidor Hotel Group your entire career – please explain why you have stayed?
This is very much related to our company vision, which is ‘Yes I can!’ This service concept sums up the attitude you need to have in the hospitality industry. Personally, I truly believe in this concept and use it in everyday life — both in and out of work.
Also, Rezidor is a fast-growing company — it doesn’t stop developing and it’s really satisfying for me to know that I’m playing an important role in its development. For me Rezidor is a great company to work for, so why would I leave?

Previously you worked as DOSM at Radisson Blu Muscat in Oman – what sales and marketing challenges were distinct in this market?
Muscat was a very interesting project. We did a complete renovation of the guest rooms and corridors. Repositioning the hotel in the market and setting up the new strategy was the main challenge. Oman is a great and beautiful country; a hidden oasis that not many people know about.

How did you overcome these new strategic challenges?
The main task was to get as many guests and potential guests to hear about and experience the property. We teamed up with a radio station and participated in/created many activities within the community to raise the profile of the hotel. Furthermore we created a lot of events at the hotel, fun events for everybody, broadening the hotel’s appeal.

You have now taken up a role in Bahrain, during what is a challenging period for the country. What have occupancy and rate been like at the hotel in 2011?
The year 2011 has been a challenging one for the hotel. Occupancy and rates dropped compared to previous years. Yet we are confident we will see a positive turn-around in 2012.

What strategies are you working on to increase occupancy and rate in 2012?
Our biggest task is to be out there in the market. We have to talk to our customers and potential customers and make sure they are aware of the hotel and its offering.

‘Yes I can!’ has to be the strategy for 2012 and I’m very sure that this will help us to strengthen our position in the market. In addition we have to drive people to the hotel, for example by creating events. We have a great team in the hotel and the feedback we are currently receiving from our guests shows that we are on the right track.

How important is the use of digital media in your overall sales and marketing strategy?
In general, digital media plays a key role in the hotel’s strategy. From our traditional brand websites to various online booking channels you cannot afford not to be present.

Social media sites are of greater importance, now more than ever, and we are improving our visibility on these channels. The next step for us is the translation of our own website into Arabic.

When it comes to destination marketing, what do you think needs to be done to promote Bahrain as a safe destination for business travel?
The most important industry issue is to gain the trust of international travellers once again.

Bahrain has so many things to offer, a fantastic location, great weather, culture and history and most importantly — friendly people. The welcome I have received everywhere in the Kingdom is really what you have in mind when you think of Arabian hospitality.

What needs to be done to increase leisure travel to Bahrain?
Bahrain is offering more and more events in order to increase and encourage business travellers to extend their stays in the country, and to place Bahrain on the international leisure map. This won’t happen overnight, but the growing number of events and attractions are adding to Bahrain’s appeal.

What news is upcoming at the hotel?
Where shall I start, the hotel has seen a lot of construction — both in and around the hotel — in the past. The main entrance is shimmering under new lighting, the new parking facilities are almost ready and our brand new roof-top venue is complete. We now have the perfect combination of event location, meeting, conference and ballroom facilities with the best views in the city. And in addition, we are planning more events and special activities at the hotel.

Where do you see yourself in the next 10 years?
Employees of The Rezidor Hotel Group receive a ‘Yes I can!’ pin with a diamond for every five years of service. In 10 years time I will have been with the company for almost 23 years. I guess I’ll be working hard to get my 5th Diamond… and I will wear it with pride.