Jumeirah has appointed Piers Schreiber as vice-president of corporate communications and public affairs to help expand the brand globally
After 20 years in international corporate communications, why have you now decided to enter the hotel sector?
Many of the clients I have served over the years have looked for support in managing change. In some cases that has involved post-acquisition integration; in others decentralisation; and in others still a move to greater efficiency. The reason I decided to enter the hotel sector was quite simply the exciting offer from Jumeirah: to help a well established brand expand into a global proposition, supported by world-class corporate communications.
Your position is a new role for Jumeirah — why has it been created?
The role was created to support the global expansion of the Jumeirah brand and manage relations with a more complex range of stakeholders. The company has stated its intention of having 60 hotels under management, in development or under agreement in 2012. Today we have 11 hotels under management and 18 under construction, with a further 12 hotels signed up.
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How will you approach this role?
One of the greatest benefits of coming in-house is to be able to develop, manage and execute a long-term strategy. On the one hand this may contrast with the variety of agency work; on the other hand, there comes a moment when you want to engage 100% in taking a challenge, marshal all the available talent and resources, and drive through a programme. That is the kind of challenge I am relishing today in Jumeirah group.
What are your main responsibilities?
The role consists of three key responsibilities: external communications and internal communications for the core business, and public affairs, primarily for the executive chairman’s office.
Ultimately, my team is responsible for promoting and protecting the reputation of the Jumeirah Group brand to a wide range of audiences, from media and analysts to colleagues, the investment community, owners and developers. We are supported in this work by an international network of PR agencies.
Do you think hotels in the region invest enough in corporate communications and public affairs?
It is really too early for me to say whether or not hotels are investing enough in these disciplines. To my mind it is really about investing in the right people and ensuring that they are consistently motivated and encouraged to take on new challenges. If the ultimate goal of corporate communications and public affairs is to promote and protect the reputation of the brand — and we all know how hard that is to build and how easy it can be to lose — then the value of the role really is priceless. But of course I would say that, wouldn’t I...
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