cv july 2015 singles final

TheVision.
BLOWING AWAY THE GUEST

MY CORE VALUES:
Creative, positive, versatile and international
Recommended focus areas for building on the brand’s success
10 travel trends that the brands should not ignore

“Be Yourself.
Everyone Else is
Already Taken”

~ OSCAR WILDE

This magazine will give EDITOR’S
you a high level overview of NOTE

my focus areas for Kerzner

International Resorts.

Let me begin by telling you

my brand story...

I have lived in nine countries including 15 n Branding
years in the Middle East. This has helped n Loyalty Marketing
create an open-minded positive approach n F&B Marketing
that is genuinely international. n Public Relations
n Sales
As we enter new markets that are key to n Hotel Operations
our industry’s future growth and our guests
become increasingly global, I believe my (Front Office and Food & Beverage)
ability to understand diverse cultures is a
major asset. One of my key advantages is that I
understand how each department plays a
I have lived in hotels for 18 years, spent role in a brand’s success. So, for example,
three years at hotel school and worked if some brands require more focus in one
in hotels for 20 years. I have a unique area rather than another, I can provide the
understanding of all aspects of the industry. versatility required.

My work experience encompasses EAME So what will I bring to the role?
hotels as well as the divisional office. As I believe that a brand needs to make
a result I have a solid understanding of a promise, communicate that promise
brands, regions, hotel products and culture. internally and externally, and then deliver
that promise using every touch point we have
I have earned credibility among hotel teams with guests to strengthen that promise.
through my positive approach, creative
problem solving, reliability and integrity. So, for these brands, I recommend focusing
For the past 20 years I have also enjoyed our efforts around these three areas:
a range of professional experience in a
variety of different areas. Each one is n On-brand Guest Experience
relevant to evolving and strengthening n Building a strong Internal
successful hotel brands in a fast-moving
market. Brand Culture
n Innovative and Relevant

Marketing Strategy

1

Innovating with our Food & Beverage.

THE VISION

Driving Success
Through The Resorts

Never lose sight of the first thing that is going to drive loyalty to
the brands – the quality of the product and the service delivered.

Marketing needs to collaborate closely with Development,
Designers and Pre-Opening teams to ensure new resorts are
on-brand from day one. But an ongoing partnership with the

Operations teams is critical for all the resorts.

A CONSISTENT & RELEVANT GUEST EXPERIENCE

Simplicity and seamless service rank highly among the main expectations of the modern traveller.
All elements of the service chain must work seamlessly, from the planning process to returning home,
including accommodation, meals and the in-resort experience. We need to ensure there are strong KPIs

in place to measure the guest experience and ensure standards compliance across the resorts.

CREATING INNOVATIVE F&B CONCEPTS

F&B and F&B Marketing are big opportunities for all these brands. We need to pay attention to the
upcoming trends of the future guests in this space whether it’s design, technology or food trends.
Plenty of opportunities to create storytelling around the F&B experiences especially in the One & Only

brand and well beyond the guest stay.

CREATING MEMORABLE ON-BRAND GUEST PROGRAMMING

We need to find ways to help bring our brand values to life throughout the resorts and help build that
emotional connection with the guests. Some of the current programming may need to be reinforced and
require focus on compliance. Some may need evolving. We also need to continue innovating in this space

to remain relevant to today and tomorrow’s customer. This is a key area for differentiation.

3

THE VISION

Strengthening
The Brand Culture

Our industry is complex in relation to many other brands’
due to the number of touch points that we have with our
guests. Each time one of our associates interacts with a
guest, it is an opportunity to either strengthen the brand
promise or weaken it. It is therefore crucial to create an
internal culture that reflects the brand positioning and can

grow the equity of the brand, not devalue it.

INTERNAL COMMUNICATION

We need to find new, interactive and novel ways in which to reach and interact with associates
in the same way we do with guests. Recruitment efforts/internal brand weeks/campaigns/
contests etc work well. More importantly, we need to find new ways of unlocking associates’
ideas and making them happen.

INVESTING IN THE ASSOCIATES

We need to support associates with the knowledge they need to serve our target guests.
This could mean courses on understanding different cultures, becoming experts on our
brand passion points or providing them with information on our guests so they can provide

impeccable, personalized service.

4

Blowing Away our Associates... So they can Blow Away our Guests.
LCerMeaétrinidgieAnmAbsassoscaidatoersDfiosrcoovuerryB.rands.

Building Loyalty and Emotional Connection
with the Millennial Generation Starts Today.

Creative Content is King in Today’s Marketing.

THE VISION

Continuing
Marketing Momentum

Brands thrive on their stories. Below are just a few
examples that illustrate the focus areas in order to continue
the Marketing momentum the brands have achieved. We

also need to keep in mind that the B2B communication
(primarily through Sales) also needs to be addressed.

PARTNERSHIPS

Evolving the existing partnerships and seeking new ones will help the brands broaden their reach and create
fresh stories. It can also help to integrate the brands into local cultures and groups we may not be able to reach

otherwise. These partnerships could include personalities as well as lifestyle companies.

DIGITAL/SOCIAL

A strong digital strategy is key in today’s Marketing. Luxury brands need to build engaging content for internal
and external channels that capture attention and support revenues. Affluent millennials are transforming the
marketplace and they demand a personalized digital experience that is genuinely interactive. It is vital that the
strategy has a commitment to pushing the boundaries of digital dialogue in a way that is authentic and genuinely

engaging. Burberry, Louis Vuitton and Cartier are just a few luxury brands who have done this well.

PUBLIC RELATIONS/EVENTS

We need to work closely with the Communications Teams to build a strong PR and blogger/influencer strategy.
This will help strengthen the reputation of our brands, as well as support our brand positioning.

7

10THEVISION In the world of the
global nomad, luxury
has become impossible to
pin down. It’s so multi-
dimensional, so bespoke,

GLOBAL TRAVEL so cultural, so emerging
TRENDS TO WATCH market, so individual, that

the definitions of the past

no longer apply. Here are

10 global travel trends

1 that I think we should
pay attention to:

SOURCES CONSULTED: WELLNESS TOURISM WORLDWIDE, TRAVEL MARKET REPORT,

LET’S GET PERSONAL AMERICAN EXPRESS TRAVEL, EUROMONITOR, HOSPITALITY NET, SOCIAL MEDIA TODAY,
By identifying a traveller’s personality, interests MARKETWIRED.COM, TRAVEL WEEKLY, TURNERPR TRAVEL TRENDS, FINANCE YAHOO.COM,
and profile, brands serve them better. Combining DESTINATIONS OF THE WORLD.
technology tools and the user’s desire for
personalization to create new levels of service and NSIDER KNOWLEDGE
tailor-made experiences is de rigueur no matter Time management is the greatest of
what budget you are on. all luxuries. With time so precious,
information overload and a modern
obsession with instantly connecting to
a destination when you arrive, insider
knowledge is critical. Travellers are
looking for exclusive access and
unforgettable money-can’t-buy events.
3LIVING LA VIDA LOCAL

Consumers have developed a deeper appreciation for locally relevant, authentic
experience. Mindsets have shifted away from tourist behavior to a keen interest in
community-based exploration eg. meals in a local family’s home. Elements of the

2 hotel’s destination are being fused into the service offerings to provide a unique
sense of place for guests.

8

4 5 6

BEING RATHER THAN HAVING LET’S TALK
Digital social platforms
Travellers need to step into stories in order reinforce the power of
MOBILE MATTERS to create memories. The signaling of social word of mouth. It’s simple
By its very nature, travel is a mobile status is through the consumption of
psycology – I love and trust
activity. The travel trade is using experience rather than through consumer my friend, my friend knows
mobile devices as a sales and goods. Brands need to create new types
me and what makes me
customer service channel (mobile of immersive, themed experiences that
tick, therefore I trust that
concierge services). Travellers focus on escape, learning and communal what my friend suggests
now expect real-time customized connections with others. Social media – will suit my interests. Social
answers, wherever they are and with the widespread sharing of vacation media enables brands to
before, during and after the trip. photos – has fostered the trend.
speak to their consumers in
SPENDING MONEY, RESPONSIBLY a more direct and personal
Many affluent travellers feel a moral obligation to give way, becoming one of those
something back. Travellers look to create meaningful trusted friends if done well.
experiences by ‘buying into’ organisations that will allow
them to justify their expenditure in a socially responsible way.
8HOTELS ARE FOCUSING
BREAKING BREAD WITH WELLNESS FAMILY TRAVEL
7ON SMART DESIGN Wellness travel is on the rise and food Child-centered
tourism is a big trend intersecting with learning programs will
Hotels are increasingly thinkingwellness travel. Food tours, cooking classes, revolutionize family
about ways to make design simpleragriculture and farm-to-table experiences hotel/resort stays.
and more efficient. This meansspeak to the emotional, social, intellectual Parents are spending
getting rid of the unnecessaryand sustainable aspects of well-being. too little time with their
such as bulky phone systems and kids and feel guilty
adding more outlets so guests can 9 about it. Computers
and phones are their
10simultaneously use their laptops, kids’ best friends. To
compensate, more
phones and tablets. New, smarter and more parents will
design offers guests more elbow seek out destination
room as well as more solutions to hotels and resorts that
teach specific skills
9be plugged in at all times. to children. Multi-
generation travel will
also pick up.

“A great brand is a story
that’s never completely told.”

SCOTT BEDBURY