GCC trends and opportunities with Bassam Bou Sleiman

GCC trends and opportunities with Bassam Bou Sleiman

Bassam Bou Sleiman new GM of Millennium Plaza Doha

With the GCC excelling in the hospitality landscape, the newly appointed GM of Millennium Plaza Doha, Bassam Bou Sleiman, walks us through the market trends, opportunities and challenges.


As the new general manager, what aspects of your hospitality experience do you believe will be most beneficial in enhancing the hotel?

 With a solid background in hotel operations, I have developed a deep understanding of the day-to-day challenges that hotels face. Therefore, I can foster a positive and happy work culture. It consequently enables me to lead by example and motivate the staff to deliver exceptional service consistently.

In today’s competitive market, effective marketing strategies are crucial for staying ahead. I’ve created comprehensive marketing campaigns, both traditional and digital, that have successfully attracted new guests and retained existing ones. Thus, I utilize various channels, such as social media and partnerships to increase brand visibility and drive revenue growth.

At Millennium Hotels & Resorts, we firmly believe that happy staff makes happy guests. Furthermore, exceptional guest service is the cornerstone of any successful hotel. In my career, I prioritize creating memorable guest experiences. Additionally, I have implemented guest feedback programs, trained staff and empowered them to resolve issues promptly and effectively. Fostering a guest-centric culture ensures every guest feels valued, leaving with a positive impression of the hotel.

Furthermore, I can navigate the challenges and opportunities that arise in the dynamic hospitality industry.

Having worked in the GCC, are there any unique challenges or opportunities in the region and if so, how do you plan to navigate them?

Having worked in the GCC, I am aware of the unique challenges and opportunities that come with it.

Some of the key aspects that I anticipate and plan to navigate in my new role are areas related to:

Cultural sensitivity

The region is known for its cultural diversity and traditions. Understanding and respecting the local customs, traditions and values is crucial for building strong relationships with both guests and staff. Thus, I plan to promote cultural sensitivity by providing cultural training to the team. Consequently, we ensure that our services and operations align with the expectations and preferences of the local community.

The GCC has a diverse population with various spoken languages. While English is widely used, it is important to have multilingual staff to cater to the needs of different guests. Thus, I will recruit and train staff who are proficient in multiple languages.

Market dynamics
To stay ahead, it is essential to continuously monitor market trends, understand customer preferences, and adapt our offerings accordingly. Therefore, I collaborate with the marketing team to develop innovative strategies that align with the evolving market demands.

The GCC region experiences fluctuations in tourist arrivals due to seasonal factors, such as extreme weather conditions and religious holidays. Collaborating with the revenue management team, I aim to devise pricing and inventory strategies for optimal revenue in both peak and off-peak seasons. Additionally, I will explore opportunities to attract domestic and regional tourists with targeted marketing campaigns and attractive packages.

I plan to implement sustainable practices throughout the hotel aligned with Millennium Hotels & Resorts sustainability initiative. Thus, by adopting sustainable practices, we can contribute to the region’s environmental goals while also appealing to environmentally conscious guests.

Local partnerships
Building strong relationships with local businesses, tourism boards and government authorities is essential for success. I will actively engage with key stakeholders to explore collaborative opportunities.

How do you plan to address the trends shaping the industry?

I’ll address key industry trends for the hotel’s competitiveness: technology integration, wellness, personalization, culinary experiences and enhanced safety measures.

The hospitality industry in the GCC is witnessing a rapid integration of technology to enhance guest experiences and streamline operations. From mobile check-ins and keyless entry to personalized digital concierge services, technology is becoming increasingly important. In my new role, I will be rolling out technology integration systems. I’ll enhance the hotel’s efficiency by upgrading the property management system, boosting the online presence and leveraging data analytics for informed decision-making.

Furthermore, there is a growing emphasis on wellness and sustainability in the GCC hospitality industry. Thus, guests are seeking hotels that prioritize their well-being and embrace eco-friendly practices. To address this trend, I plan to introduce wellness initiatives, offer healthy dining options, and collaborate with local wellness providers. Additionally, I will focus on implementing sustainable practices throughout the hotel.

Guests in the GCC region are increasingly seeking personalized and unique experiences. They want to feel valued and have their preferences catered to. In my new role, I will prioritize guest profiling and utilize data-driven insights to anticipate and exceed guest expectations.

Additionally, patrons from the region are increasingly looking for authentic and immersive dining experiences. To address this trend, I will curate unique dining concepts that showcase the culinary heritage of the region. Additionally, I will focus on incorporating sustainable and locally sourced ingredients into our menus.

With the changing global landscape, guest safety and security have become paramount concerns. Thus, I prioritize rigorous security measures, including advanced surveillance systems, access control protocols, and emergency response plans. Furthermore, our staff is well-trained in safety procedures.

What role do you believe innovation plays in maintaining and elevating a hotel’s competitive edge and do you have any plans to introduce innovative practices during your tenure?

Embracing innovation is key to elevating a hotel’s competitiveness. My plan involves enhancing guest experiences, streamlining operations, sustainability initiatives, innovative marketing, and fostering collaborations.

Innovation allows hotels to create unique and memorable experiences for guests. Thus, we will introduce innovative features such as mobile check-ins, virtual reality tours, and smart room controls.

Furthermore, I intend to introduce innovative practices such as automation and digitalization of processes. Such as inventory management, staff scheduling and maintenance, as well as embracing technology solutions like cloud-based property management systems and data analytics tools. This way, we can optimize operations, reduce manual errors and allocate resources effectively.

Furthermore, I believe in implementing new eco-friendly solutions to minimize our environmental impact. By adopting sustainable practices such as achieving the Green Key Certification, we will also attract environmentally conscious guests.

Additionally, I plan to leverage digital marketing platforms and influencer collaborations to reach a wider audience and create engaging content. Consequently, it showcases the hotel’s unique offerings.

Notably, innovation thrives through collaboration and partnerships. Thus, I will collaborate with local businesses, technology providers, and industry experts to drive innovation within the hotel.

By staying up to date on the latest marketing trends and technologies, we can effectively position the hotel as a top choice among travelers.


Website Icon png images | PNGEgg millenniumhotels.com


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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