Additionally, the company will benefit from attracting the customers under InterContinental Hotel Group’s loyalty scheme, which Al Badr says “is definitely a reason we went into franchise”.
However, Dur Hospitality is also developing its own loyalty scheme under the Makarim brand, and this will be rolled out as part of its relaunch later in the year.
The company’s focus on corporate social responsibility will also be enhanced following the relaunch, and this function will be regrouped under a specific team, to help staff be “more accountable” — a cultural shift Al Badr brings from the IT world.
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“I tried to bring that culture with me to the company. I brought with me more empowerment of our individual managers and company leaders.
“They have more empowerment and more leeway in executing their individual strategies, but they are also accountable if they are not able to achieve what they should be achieving.”
Al Badr has also introduced a philosophy of “speed over perfection” to the company, claiming the development field is “extremely slow-paced” in the Kingdom of Saudi Arabia.
“We have looked into ways of speeding that up and this is one of our competitive advantages,” he says.
Much of this however, is having direct and honest conversations within the team, rather than those that are “complementary,” Al Badr explains. “Here, there was a culture that focused more on being on good terms rather than focusing on honesty and directness.
“So I try to keep a balance — keeping up with the culture but leaning more towards honesty, openness and communication. That’s the only way to expose mistakes and learn from them, and get things done.”
Another cultural challenge Al Badr is looking to address is the perception of the hospitality industry to Saudi nationals.
“We need to make sure we change the view of the public about work in the industry to make it more favourable for people to work in hospitality and to open up more opportunities to locals.
“Hospitality as we know it is relatively new to the Saudi culture.
“There is a high turnover of Saudi staff because of the opportunities that are evolving.”
With a crucial aspect of the Makarim brand a focus on customer service, Dur is looking to attract more Saudis into the business, and Al Badr says he “cannot over-emphasise the human capital component”.
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Apr 7, 2015 , USA
Congratulations to Dr Badr Al Badr! Rebranding is one of the most demanding Tasks in our industry; moving from set standards, culture, attitude and behavior - to a new approach, requires lots of stamina, dedication, and new blood.... that helps to create and implement the new Vision. Your new ...
Mar 23, 2015 , Saudi Arabia
Dr. Badr , Clear and Great strategy, definitely , moving in the right direction. All The best. Khaldoun Hayajneh