With over 15 years of experience in hospitality, Avlok Singh, GM and commercial head at IntercityHotel Jaddaf Waterfront, is known for driving brand growth, maximizing operation efforts, strategically launching properties in emerging markets and championing excellent financial performance. In this candid interview, he shares insights and plans for IntercityHotel Dubai Jaddaf Waterfront.
What are the challenges you face as GM and commercial head of IntercityHotel Jaddaf Waterfront and how do you balance the two positions?
The biggest challenge, and thrill, for me is to launch commercial initiatives and focus on guest-centric activations and technology-driven investments to increase profit. My second most important managerial skill is time management, which I believe is an ongoing learning process. My priority is to create cohesive teams that translate my vision and follow my roadmap, empowering them to take initiative by providing the necessary tools and offering support throughout the process.
What are the main barriers to growth in the MENA region for mid- and upper-midscale hotels?
The promising growth curve across the region has shown that customers are becoming more accepting of this segment. Currently, the biggest barrier is educating guests and potential partners. Our responsibility as brand representatives is to communicate the hotel’s brand story and concept in the most engaging and informative ways possible by training staff to be storytellers and genuine hosts at check-in and check-out, relaying the brand’s philosophy and identity during day-to-day activities. I also believe that teams at mid and upper-midscale properties tend to resist change due to familiarity, and a traditional outlook when it comes to hotel management is another obstacle. As a franchised hotel, we must adapt to changes in our industry; whether in technology or service, implementing a proactive strategy is key.
Do you have any industry insights you would like to share?
I believe Al Jaddaf to be an exciting neighborhood with an unfolding story. With a mix of mid-scale to luxury hotels, a strategic location and F&B destinations, it caters to leisure and business travelers. The area new and booming, with great potential.
What are your plans for IntercityHotel Dubai Jaddaf Waterfront?
Our immediate plan is to position the hotel as the “Heart of Al Jaddaf,” where we welcome every guest as a real host at home does. IntercityHotel Dubai Jaddaf Waterfront has a very young, homely and contemporary atmosphere. The property is blessed with an outstanding location, and I take pride in calling it “A Hidden Oasis” in the bustling city, a place for guests to experience calm canal-front views from the rooftop, as well as an array of dining terraces.
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