Roundtable: Wellness in mid-market hotels

Meet the experts

RS Fitness Manager Raymond Kelly: RS Fitness leverages more than 20 years of commercial fitness experience, servicing a wide range of client industries including, corporate, federal government, health clubs and hospitality. Now a standalone company after recently purchasing the Fitness Equipment Division of Raymond Sport, RS Fitness offer a dedicated service to the commercial fitness buyer. Headquartered in Dubai, the commercial fitness provider has invested in the future with multiple locations up and down the country.

Vincraft Furniture Manager Arsalan Aftab: Established in 1996, Vincraft Furniture is manufacturer and distributor of outdoor & indoor furniture. Based in Dubai, it offers a wide range of furniture products to hotels, resorts and developers in GCC region. Vincraft Furniture features design combined with long lasting durability, ease of handling, water & heat resistance for outdoor use. Each product is crafted to offer comfort, withstanding contrasting weather conditions.

Esadore International CEO and Founder Ebrahim Malekzadeh: Esadore International is a boutique creative consulting company providing integrated single point solutions in Hospitality project development. It was conceived based on a single idea, to grow to become a single point solution for hospitality projects, while allowing flexibility of choice to clients. Every division caters to the different levels of the project requirement from Concept to design, to realisation and to operation.



How do you balance price vs quality for the mid-market?

Arsalan Aftab: As a supplier we make sure that we serve a quality product to our clients, at all times and within their budget. We believe that we became well-known to the market because of these impressions we have given over the years. We have a wide range of products including both higher to lower ranges, and we always try to offer the most suitable products targeted to each individual client’s requirements.

Ebrahim Malekzadeh: There is a science to price vs quality. It is imperative that you know your materials, their price points and design for the space. Essentially you need to use materials that are durable and have reasonable longevity so you’re not compromising on quality, but still being cost-effective. On the operational side as well, I believe you need a balance between providing a high-quality service and price-point. The idea is to keep staff numbers low by ensuring you have fully trained, well-rounded staff providing all treatments. This is why regular training of staff is so crucial to the success of any spa.

Raymond Kelly: Today most hotel operations and management companies own a portfolio of brands. Take Hilton for example, they operate brands from mid-market to the luxury sector. It is therefore important for hotel operators to find factors which allow them to differentiate their various brand offerings and create brand value, not brand confusion in the eyes of their clients. We understand that, and in our fitness equipment portfolio of products we are able to offer a depth of fitness product features and benefits to hoteliers. We have fitness products positioned specifically for mid-market operators and we are seeing good growth.

What is your most demanded product in the mid-market sector?

Arsalan: We find that umbrellas are one of the most demanded products in the mid-sector. Since we are in a hot country, guests of course require shade and protection from the sun when they are enjoying the hotel’s outdoor facilities, from restaurant dining to hotel beaches and resort pools.

Ebrahim: In our organisation we have witnessed that the most requested products are most definitely connected to massage services.

Raymond: When mid-market hotel operators buy equipment for their health-wellness-gym facilities, they buy a line of products. Our bestselling line for this sector is the Precor Assurance Line. Precor is of course a valuable brand, but in my opinion some brands are no more than logos with a marketing department behind them.

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Are you seeing a change in expectations from mid-market hotels?

Arsalan: Yes because the UAE is building lots of new hotels, recreation and restaurants that would attract tourists from other countries. The demand in making their establishment number one in all countries will always give them innovative ideas in their interior and exterior design.

Ebrahim: Yes we are seeing a change in expectations. Traditionally this sector has lacked excitement because of the cost limit and the restrictions that come with that. However, today we are seeing some interesting and fresh approaches to design, more freedom and creative expression in this price-bracket. Operationally the market is now moving to mid-market services but supply has been lagging due to the fact that finding a balance between service quality and price-point is difficult, the main costs being staff, followed by rent. Guest expectations have to be managed when it comes to price so that you don’t compromise on staff and the space itself.

Raymond: In terms of fitness facilities in mid-market hotels, yes. Hotel operators read the TripAdvisor reports and surveys, and they see fitness facilities are now the second most requested amenity by all hotel clients. Mid-market operators are now demanding better looking, more reliable and safer fitness equipment from their vendors. They are also looking for vendors who understand the hospitality business. For example, certain types of fitness equipment are not at all appropriate for a hotel fitness facility, neither mid-market nor luxury. Certain pieces have the potential to create for the operator an unacceptable level of liability. As experts and trusted advisors to our hospitality clients we know this, we understand hospitality, we understand risk and liability. That for us is a differentiator; it’s our unique selling point.

Do you face challenges unique to the mid-market sector?

Arsalan: Yes we face intense competition in the market everyday but we are always optimistic and we do our best to always be consistent in quality, while giving the best after-sales service.

Ebrahim: The biggest challenge is guest expectations; our clients want a low price-point, but they also want high-end services. This model therefore has variables that are beyond the control of the operator and are controlled by supply and demand in all aspects of the business.

Raymond: In all businesses and market sectors there are challenges; however good planning, organisation, commitment, motivation and hard work really works wonders when it comes to overcoming challenges. We are in this business for 29 years here in the UAE, we have 170 committed team members working in the group, we are well financed, well managed and have established supplier partners.

What advice would you offer a hotelier considering a refurbishment?

Arsalan: A renovation can change the outlook of a hotel, taking out something old, out-of-date and re-creating a brand new look and feel. A renovation can generate more revenues, in addition to creating happier guests and content employees.

Ebrahim: If the hotel has been around for a while, it’s worth the investment to renovate. Keep it simple and work to your strengths. It’s better to be realistic, know who you are and what you bring to the table rather than investing a substantial amount in trying to find yourself.

Raymond: I would recommend that any hotelier considering a gym refurbishment or changing fitness equipment suppliers should first check out the customer service satisfaction level of the clients that the proposed fitness equipment vendor offers as references. Check out the customer service references in the same way management would check the credentials of a job applicant for a senior position in the hotel management company’s executive team. Customer service is the key in hospitality, as it should be too in the hospitality supply chain.