Giuseppe Losciale has built his career in the luxury segment of the hospitality industry, in Europe, Asia, South America and now the Middle East. Now EAM i/c F&B at St Regis Doha, he and his hotel are facing what he calls a ‘soft crisis’ in the regional economy.

Occupancy rates and RevPAR are falling across the city due to a supply/demand imbalance — despite a reported resurgence in intra GCC-tourism — and St Regis is not immune.

But while the instinct of some hoteliers facing falling revenues is to cut costs and discount, Losciale says St Regis is investing its way out of trouble.

“The trend in this city is discounts and vouchers — it is really going down the ‘happy hour’ and ‘ladies’ night’ route. But we are trying to add value, not decrease prices. You can’t turn back from the discount route. So it is better to invest to drive revenue. And our GM and our owner are very supportive of that view.”

Losciale points out that St Regis has not reduced its staffing levels, and has not cut back on the all-important element of entertainment that characterises many of the hotel’s 12 F&B venues.

“We have two exciting customer segments — locals and expats. The local market is always willing to experience something new — they are always here and they have money.

“Expats are currently more price sensitive,” he concedes, “but give them a good atmosphere and quality entertainment then you can attract the right niche.”

“We are the only hotel in Doha with such a huge live entertainment budget, instead of just doing F&B. And we are always considering what new things we can bring to the market to attract guests,” he says, adding that the overall customer mix for St Regis’ F&B outlets is 60% outside guests: 40% in-house.

Losciale is particularly excited about a brand new concept he is working on – Raw Bar. “It’s a kind of Japanese-style counter, but not only sushi sashimi. We will serve oysters, caviar, carpaccio of fish and meat, ceviche, as well as sushi sashimi rolls…

“Nowadays the trend is for serving fresh food that is simple and healthy and not heavy. People are focused on quality, not quantity.”

Raw Bar will be housed in a small conservatory-style structure next to Opal by Gordon Ramsay and open all day. The chef will work in an open kitchen area behind a 360-degree circular marble counter and serve a total of 16 guests seated on bar stools.

“It’s very chic and high end,” says Losciale. “We took our inspiration from London and New York, it’s an alternative concept from cosmopolitan cities. It’s casual, but with no compromise on quality.”

The food will be accompanied by sparkling, white and rosé wines and light cocktails, though Losciale adds: “Smoked fish can pair with a lighter red, like pinot noir.”

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