The CEO of Paramount Hotels and Resorts Thomas Van Vliet explains why the stage is set for the introduction of a truly different hotel brand, inspired by Hollywood glamour, Californian lifestyle and a level of entertainment and technology normally reserved for film studios
There are several hotel brands under development that are the result of tie-ups with already established names, from fashion houses Fendi and Versace to restaurants Nobu and Hakkasan. With such partnerships, the common concern is how the brand will translate to hospitality.
Will it influence design only, or the entire hotel experience? Is it a case of sticking a name above the door, or are both parties jointly involved in the creation of something new and different?
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At Paramount Hotels and Resorts, an 18-month old Dubai-based company, the emphasis is definitely on collaboration. The official licensee of legendary silver screen production company Paramount Pictures, now in its 101st year, Paramount Hotels and Resorts is inspired by the film company in all facets, from the creative process to the delivery of an experience.
Just as the famous film makers —the company responsible for blockbusters Titantic, Breakfast at Tiffany’s and The Godfather to name just a few —directs, designs and details a movie in its studios, it will do the same with each hotel.
Indeed, the first property, the 753-room Paramount Hotel Dubai — part of the monster US $1bn DAMAC Towers by Paramount development — is being conceived as a major release planned for 2016. The staff will be called the cast, the back of house will be referred to as backstage and various other non-techy film terminology will be integrated into the operations.
That would surely make the man heading up Paramount Hotels and Resorts, Dutch national Thomas Van Vliet, the director of such a production.
Currently holding the job title of CEO — something he admits will change in the future, though he won’t yet say to what — Van Vliet is a hotelier with 13 years’ experience at Accor, launching the French group’s brands in markets from Asia to Australia and being part of the team that repositioned the luxury Sofitel brand.
When he left the group, he was senior VP Sofitel Asia Pacific in charge of operations of 41 hotels and resorts located across a massive region spanning from India to French Polynesia.
He is well versed in the Middle East, having first worked here in 1984 heading up Sharjah’s Tourist Office and most recently, as SVP Middle East Swiss-Belhotel International since late 2009 before joining Paramount Hotels and Resorts in March 2012.
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