John Philipson, area vice president Oman, Six Senses Resorts, Middle East & Indian Ocean discusses with the audience at this year’s GM Leaders Conference his tips on how to successfully launch a new property into the market and the strains of overcoming the highs and the lows.
“There is never a perfect launch as no matter how much we plan and prepare there are too many internal and external influences that change over the years it takes to get a product launched and the key is to stay true to the basics. Rule number one: Never under estimate the power of a brand, so find an operator or brand that will help you stand out in the market, as well as one that matches your own values and beliefs. The stronger the sales and marketing spread, the easier the launch will be. Next, stand out in the crowd: It is essential to have a very clear identity of product that you know and captures the aspiration of your customers. Having visionary USP’s that others in the market don’t have is always a winner. Getting the message out there: Ensure that the communication is consistent and relevant to the audience. Sales partners want different information than the social media or marketing partners and an integrated marketing communication plan is vital. People Vs Product: Hospitality is all about people, and for hotels it’s the Holy Grail to get the staff right. The right management before and during an opening make sure you have a greater chance of consistency from the outset. Find talent that shares your vision and values and love to serve with heart and empathy.”