The Ritz-Carlton, Bahrain Hotel & Spa director of sales and marketing Soufiane El Allam tells Hotelier how he plans to strengthen the hotel’s presence in the country and beyond
What is your career background?
Prior to joining Ritz-Carlton, Bahrain Hotel & Spa, I was the executive sales director for Mazagan Beach & Golf Resort in Morocco. Before that, I was executive director of sales for GCC, MENA and diplomatic affairs at Atlantis The Palm, Dubai, starting with the team during the pre-opening phase.
When did you join The Ritz-Carlton Bahrain and what are your main responsibilities?
I joined The Ritz-Carlton, Bahrain Hotel & Spa in May 2013 as director of sales and marketing. In this capacity, I am responsible for developing and directing the sales and marketing strategies as well as hotel activities including room reservations, revenue management, catering and conference services, business travel, MICE, government protocol, and leisure sales as well as marketing, advertising and PR locally, regionally, and internationally.
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The hotel enjoys a great reputation among business and leisure segments, and has built up a strong base of loyal guests and club members who have been patrons of the business for years. Part of my remit is to position the hotel as the “top-of-mind” venue for all segments, including the fast-growing MICE segment. Currently, I am looking into activities and campaigns that will target not just the Bahrain market, but the whole region.
What news can we expect from the hotel in 2014?
We re-launched Ritz-Carlton Bahrain Hotel & Spa in late 2013 with a new look and new products, services and facilities, including F&B and entertainment venues. We will continue to unveil newer and more innovative offerings and products aimed at meeting and exceeding the expectations of our most discerning travellers and holiday makers.
We will be focusing on two elements in 2014 — the villas and F&B. The villas at the hotel are one of our most luxurious offerings. They provide modern accommodation but with an old-world charm. We believe they will appeal to the weekender, the staycationer, and families with children.
They also serve well as alternative meetings and entertainment venues for the MICE industry. In the F&B sector, we are really focusing on showcasing the diversity of our culinary offerings.
We offer gourmet fare from key culinary destinations around the globe — India, Italy, the Mediterranean, UK and Thailand. We are also crafting unique experiences that will appeal to local and regional audiences.
What are your goals for 2014?
Reinforcing the positioning of the hotel in the local and regional market as a haven of luxury and personalised service for holiday makers, business travellers, and delegates.
What changes are you hoping to make within your department?
I would like to introduce more team activities, including team social outings for our ladies and gentlemen to recognise and reward their commitment and work.
How do you manage and motivate your team?
By being part of the team. At The Ritz-Carlton, Bahrain Hotel & Spa, the whole team lines up every morning to go over the activities at the property for the day and review the goals and missions. Simple as it is, these daily line-ups provide us a platform to keep everybody motivated, focused and energised. In addition, our ladies and gentlemen are empowered to create unique, memorable and personal experiences for our guests. This motivates the team to improve their capabilities and set up their success.
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