Both Iyer and Zeolla are keen to assert that despite joining the Marriott International umbrella, the hotel, which will continue to be operated by the Habtoor Group’s hospitality division, will retain its USPs.
“We did quite well as an independent brand,” explains Iyer, who admits, however that the Habtoor Group was looking for a “more strategic partner ”.
“This is not a management agreement. Things continue the way they were, the staffing, the management, etc. We have the Marriott GM presence in the hotel and the sales force; that’s an add-on. In terms of operations it will be seamless… what will happen is enhancements to value, in terms of products or services,” he asserts.
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“We are not trying to replace one culture with the other,” Zeolla chimes in. “Habtoor is a family business, they have got a very strong regional presence.
“We are not trying to replace that with the Autograph flag on the roof. We added one flag in the entrance; we have put one sign on the front door.
“The logo changed so subtly you might not even notice. So it intends to take the strengths of the brands and blend them together; amplify what’s good and make it better.”
Re-flagging the property also meant the hotel had to meet some basic standards as pre-requisites.
Various in-depth surveys were carried out to look at pre-existing marketing plans, the hotel’s structure, its safety guidelines, and to ensure it is aligned with Marriott’s quality guidelines.
Some of the enhancements in the run up to the flagging of the property included the renovation of the resort’s lobby, the guest rooms, the launch of new restaurant Al Diyafa, as well as the introduction of a brand new club lounge.
“We had to make some IT upgrades so we could adapt to their systems,” Iyer explains.
“There were a few other minor issues. We didn’t really have too many guest-facing or front office changes, but we did improve our service levels” And with Zeolla now on board to lead the team during this new phase, the resort will look at how it’s going to attract a more diverse clientele from outside of its key GCC feeder markets, while maintaining its Arabian identity.
It’s a process Zeolla seems to be enjoying, having been with Marriott International for more than 30 years, most recently at The Cairo Marriott Hotel.
“I am very familiar with the Marriott structure,” he says.
“The big difference with Autograph is by default [the hotels] don’t need to have that structure. They are very much encouraged to be different. The lines around the box are not as strict; they are dotted and blurry.
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