According to the agreement signed earlier this year, Vinpearl has cooperated to transfer the management rights of many hotels and resorts to Meliá Hotels International for a minimum period of 10 years in many provinces and cities, from Hai Phong to Tay Ninh. The brand conversion will be completed in September this year. The reporter contacted Mr. André P. Gerondeau, COO Meliá Hotels International for more details.
Reporters met Mr. André P. Gerondeau, COO Meliá Hotels International.
Sir, after the last tourist season, what initial achievements has the Meliá Vinpearl brand achieved?
During the recent summer travel period, the number of guests and revenue of hotels varied as our hotels are spread from North to South. Some destinations achieved large numbers of guests and revenue such as Quang Binh, Hue, Da Nang. Hotels such as Meliá Vinpearl Cua Sot in Nghe An and Meliá Vinpearl Cua Hoi in Ha Tinh are summer destinations that attract many domestic guests from the North. In general, the demand for leisure and business travel is increasing across Vietnam, and we believe that the strong growth trend will continue in the coming time. Before entering 2023, the hotels will have a new look and breath, a flexible and adaptive service culture, imbued with the typical style of Meliá Hotels & Resorts. At the same time, we also enhance the customer experience, especially the culinary service. This September, Meliá will start the largest nationwide launch since its presence in Vietnam.
What changes has Meliá Hotels International brought about by taking over a hotel brand chain like Vinpearl?
We believe that Meliá has brought values of management knowledge, based on success in many different countries over many years. We continue to improve Meliá Vinpearl's culinary and beverage services. So that this place is remembered as an attractive and inspiring destination and a priority place for customers whether they are looking for a vacation nearby or traveling far from home. Our vision is to encourage chefs, mixologists and service teams to respond to local and international culinary trends by innovating in flavors, styles and culinary culture. In addition, we also want to enhance our position in the F&B field, bringing a "360-degree" resort experience.
We integrate entertainment experiences into resorts. Bringing a “fresh breeze” from Meliá Group’s existing entertainment projects to destinations such as Meliá Vinpearl Cam Ranh. One of the signature destinations of the Meliá Hotels & Resorts brand is The Merkado buffet restaurant, which combines top Mediterranean dishes with a unique open kitchen. There is also Cape Nao Beach Club & Restaurant, which serves fine Mediterranean dishes. YHI Spa – the wellness model of Meliá hotels worldwide will be present at Vinpearl hotels. We also bring our knowledge and experience in sustainability to guide projects to become closer to the environment.
How do you evaluate the service quality, brand and current customer base of the Vinpearl system?
With the strategic partnership between Meliá and Vinpearl, we reach a wider range of domestic and international tourists. Meliá Vinpearl branded hotels also benefit from being part of an international brand and gaining more recognition. The number of domestic tourists will continue to increase year on year, even when tourism returns to pre-pandemic levels. The domestic segment will remain an important market for Meliá Vinpearl hotels.
The adaptation to the Meliá Hotels & Resorts system and standards has been seamless for our employees, partners and guests. We have gradually incorporated our culture and brand identity into the daily operations of our hotels and resorts. We can gradually feel the change in the service culture, the passion for the profession and the Spanish hospitality in our hotels. All this, together with the support of the group’s distribution system, has helped us attract more guests.
We are gradually bringing our culture and brand identity. (Photo: Sol by Meliá Phu Quoc)
Will the hotels that used to belong to Vinpearl have to close for repairs?
From January to September 2022, we have signed and added 12 hotels to the Meliá hotel and resort portfolio in Vietnam. The hotels we are currently managing are located in Hai Phong, Ha Nam, Thanh Hoa, Nghe An, Ha Tinh, Quang Binh, Hue, Da Nang, Khanh Hoa, Tay Ninh, all of which have completed the rebranding to Meliá Vinpearl in September this year. During the takeover and rebranding process, we will continue to operate the hotels. At the same time, we will apply Meliá's standards for service and operational procedures. Taking over the Vinpearl hotel chain will make Meliá one of the groups with the largest number of hotels and rooms in the Vietnamese market.
What results will this help Meliá Hotels International achieve in the coming time?
In the Meliá Hotels International portfolio, Vietnam accounts for 60% of our total portfolio in Southeast Asia and has become a very important destination. Meliá Group believes that through this partnership and its expansion plans, the quality of tourism will be raised in the coming years. Meliá hotels will be differentiated by focusing on quality and not competing on price, thereby enhancing their position in the industry.
We are an industry leader in sustainability and Meliá has been ranked the most sustainable hotel company in Spain and Europe every year since 2020 by the S&P Global Corporate Sustainability Assessment, the most comprehensive rating scale in the world. Our hotels actively contribute to the protection of the environment and local communities. From eliminating single-use plastics to implementing measures to ensure water and energy savings, and even larger initiatives.
Take Soap for Hope and Linens for Life: Meliá Hanoi is the first Meliá Hotels International hotel to join this global campaign. Both initiatives involve recycling materials such as old soap and linen into new soap and clothes for those in need. Eight Meliá hotels across Southeast Asia, including Meliá Danang, Meliá Hanoi, Meliá Ho Tram, and Sol by Meliá Phu Quoc, have joined the project.
Meliá Ho Tram is a pioneer in participating in sustainable tourism development projects.
So what human resources does Meliá Hotels International use to operate this hotel chain?
We see this as an opportunity for the current Vinpearl team to become part of an international hotel chain. Training, education and development opportunities are an important part of what we offer all Meliá employees. We have already achieved certain successes in this area. Meliá was named a Top Employer 2022 in Spain, Mexico and the Dominican Republic, countries that account for 46% of our global workforce. (The Top Employer ranking system does not currently include the hospitality industry in Vietnam).
What marketing and business plans does Meliá Hotels International have for the next phase?
We are planning multi-channel campaigns to promote Meliá’s new presence and changes in Vietnam with this investment. In addition, we want the local audience to remember the unique experiences and services that Meliá can offer to customers through our hotels. We will start with a strong focus on the domestic market and continue with the international market, as long as travel restrictions are lifted and we see an increase in demand.
Thank you!
