GM Interview: Nabil Joun,Holiday Inn Express Dubai

Hotelier Express met with Nabil Joun cluster general manager Holiday Inn Express Dubai to talk about the 2016 market outlook and sustainability in the Middle East

What does Holiday Inn Express offer that differentiates the brand from other mid-market hotels in this region?

Whether our guests are stopping in on their way to somewhere else, or with us for a week, a great night’s sleep and the ability to get things done are keys to a great stay in my opinion. The rooms in every Holiday Inn Express Dubai
hotel come with a high-speed Wi-Fi internet connection and satellite TV as well; all the standard amenities are designed to cater for the business traveller. Our internet in every room is fast enough to download presentations, surf or just connect with friends.

A gym, business centre, meeting rooms, bar, lounge and restaurant all add to the wide range of facilities on offer. Our pillow menu option and enhanced en-suite facilities, including a power shower are some of the ways to ensure guests stay relaxed and refreshed in Holiday Inn Express Dubai. Our properties are more than a basic mid-market business hotel; our hotels understand the guests’ needs and the way they get things done, this is what differentiates our brand.

What is your outlook on the year ahead, and how will market performance in 2016 differ from 2015?

One of the challenges in 2015 was the macroeconomic factors that put pressure on room rates and occupancy. The rouble and euro also weakened against the dollar which continued to remain strong. This made travel plans to United Arab Emirates (UAE) more expensive for Russian and European tourist markets. However, as per the forecast of international operations of Dubai Tourism and Commerce Marketing (DTCM), Dubai is expecting 15 million tourists in 2016, so growth is expected.

Speaking of the Russian tourist market, it has seen such tough conditions in the recent past, but according to industry experts it is expected to make a rebound in the coming period. Business and trade shows play an important role in the UAE too, and in my opinion they will continue to attract more mid-market business travellers to this trade hub in the Middle East region.

The UAE is also focusing on increasing family attractions, such as the amusement parks, especially in Dubai; this will not only attract more tourists to this region, but I believe will also entice guests to extend their length of stay in the emirate. Holiday Inn Express Dubai properties are commited to exploiting these market segments, and will ensure we maintain our steady growth in the year ahead.

How do you secure repeat bookings in a location where guests have an abundance of high-quality hospitality options?

The IHG Rewards Club is focused on creating personalised experiences for members, from reward nights at any of our hotels to flights, music downloads, electronics and gift cards - this is a vital step to secure repeat bookings.

Business travellers are the most frequent flyers and our rewards programme is designed to ensure these guests are becoming repeat bookings, especially when the competition is growing in the mid-market hospitality sector.

The IHG Rewards Club is constantly evolving based on members and consumer insights to ensure it is delivering innovative, relevant and rewarding experiences for global travellers. Now with four tiers, Club, Gold Elite, Platinum Elite and the new Spire Elite, our rewards programme is continuing to offer members the most relevant benefits by restructuring the qualification requirements across all tiers, making it easier for members to be rewarded for their loyalty.

To what extent is Holiday Inn Express involved in sustainability initiatives?

The IHG Green Engage system is a group-wide online sustainability programme. It allows hotels to track, measure and report on their carbon footprint and utility consumption, as well as recommending more than 200 ‘Green Solutions’ which help deliver greater sustainability, helps hotels save money on utility costs and reduces environmental impact. Our Green Engage system measures energy, waste and water use, and recommends green solutions to reduce the impacts our energy, waste and water use have on the environment. It also supports hotels to create environmental action plans and targets, helping hotels achieve energy savings of up to 25% and makes our hotels more cost-effective.

The system recognises progress and performance through four levels of certification, and independent assurance is undertaken for each hotel claiming IHG Green Engage system certification. We work with a number of third parties to align the Green Engage system activity to their requirements. IHG was the first hotel company to be approved for pre-certification for new and existing buildings by Leadership in Energy and Environmental Design (LEED), the top programme for the design, construction and operation of green buildings. IHG is one of the world’s largest hotel companies which means every small act done can add up to a big difference, from smart design and carefully selected lighting to bio-friendly cleaning materials.

What are the challenges hoteliers face in becoming a sustainable?

The hospitality sector will play a key role in transforming Dubai into a sustainable city, but action needs to be taken now in order to enjoy the fruits of the lengthy return on investment. Sustainability ranking of hotels by credential organisations will also play a key role in ensuring hotels effectively adopt green initiatives. Hotels wouldn’t want to lose their global rating based on such parameters which is now being recognised in most markets.

Dubai Government’s support and regulations will help hotels be a part of this sustainable change. Government supported events like the Dubai Sustainable Cities Summit which was held in December 2015, are the right platforms providing the knowledge/ resources needed for such initiatives. Such discussion forums will help hotels learn about the best global practices on sustainability and effectively implement them.

Many other initiatives are implemented in order to raise awareness and to develop a framework to promote sustainability, one of those initiatives is the Dubai Green Tourism Award that was launched by DTCM with a vision to position Dubai as the leading sustainable tourism destination in the world.

Are there other commercial benefits that hotelier needs to be aware of in becoming a sustainable hotel in this region?

Dubai being a highly competitive market, the cost of energy, water and waste disposal are comparatively high. In order to be more effective than the competition, hotels need to enhance their efficiency and adopt cost-effective ways to reduce waste. Thus operating as an environmentally conscious hotel like ours helps in reducing energy consumption drastically without adversely impacting performance.

There might be cost implications in implementing such initiatives, but the lengthy return on investment usually outweighs the cost involved. Some initiatives like retrofitting light bulbs, energy metering, and training staff to be conscious of energy use cost nothing, but can lead to substantial cost savings.

Being an environmentally conscious hotel definitely adds more brand value and gives a competitive advantage. Guests today are more conscious of the environment, as such there has been a shift in their lifestyle choices, including organic foods and fuel-efficient transportation. So, I think environmentally friendly hotels that maintain their service levels will be able to build a sense of loyalty among their guests.

Ultimately the cost advantages and the positive impact on brand reputation are clear, but the most important reason to adopt green solutions is because it’s the right thing to do. Irrespective of cost saving, or a principled strategy, it’s a way to recognise the environment, the community and the human capital as valuable assests, and help protect these resources.