“Vietnam accounts for 60% of our total investment portfolio in Southeast Asia” - André P. Gerondeau, COO Meliá Hotels International

According to an agreement signed earlier this year, Vinpearl has partnered with Meliá Hotels International to transfer management rights of numerous hotels and resorts for a minimum of 10 years across various provinces and cities, from Hai Phong to Tay Ninh. The brand transfer will be completed in September of this year. Reporters contacted Mr. André P. Gerondeau, COO of Meliá Hotels International, for further details.

Sir, following the recent tourist season, what initial achievements has the Meliá Vinpearl brand attained?

During the recent summer travel season, the number of guests and revenue of our hotels varied as they are spread across Vietnam from North to South. Some destinations achieved high numbers of guests and revenue, such as Quang Binh, Hue, and Da Nang. Hotels like Meliá Vinpearl Cua Sot in Nghe An and Meliá Vinpearl Cua Hoi in Ha Tinh were popular summer destinations attracting many domestic tourists from the North. Overall, the demand for leisure and business travel is increasing throughout Vietnam, and we believe this strong upward trend will continue. Before entering 2023, our hotels will have a new look and feel, with a flexible and adaptable service culture that reflects the distinctive style of Meliá Hotels & Resorts. At the same time, we will also enhance the customer experience, especially in culinary services. This September, Meliá will begin its largest nationwide launch since its arrival in Vietnam.

What changes has Meliá Hotels International brought about by acquiring a hotel chain like Vinpearl?

We believe that Meliá has brought valuable management expertise, built on years of success in various countries. We continue to improve Meliá Vinpearl's food and beverage services, ensuring it remains a memorable, inspiring destination and a preferred choice for guests seeking a nearby getaway or a trip away from home. Our vision is to encourage our chefs, bartenders, and service staff to embrace local and global culinary trends through innovation in flavor, style, and culture. Furthermore, we aim to elevate our position in the F&B sector, offering a "360-degree" resort experience.

We integrate leisure and entertainment experiences into resort destinations, bringing a fresh perspective from Meliá Group's existing entertainment projects to destinations like Meliá Vinpearl Cam Ranh. One of Meliá Hotels & Resorts' signature destinations is The Merkado buffet restaurant, which combines top-tier Mediterranean cuisine with a unique open kitchen. There's also Cape Nao Beach Club & Restaurant, serving exquisite Mediterranean dishes. YHI Spa – Meliá's global wellness model – will be available at Vinpearl hotels. We also bring our knowledge and experience in sustainability to make our projects more environmentally friendly.

How would you assess the current service quality, brand, and customer base of the Vinpearl system?

Through the strategic partnership between Meliá and Vinpearl, we gain access to a wider range of domestic and international tourists. Meliá Vinpearl branded hotels also benefit from being part of an international brand and gaining greater recognition. Domestic tourism will continue to grow annually, even as travel returns to pre-pandemic levels. The domestic market segment will remain a crucial market for Meliá Vinpearl hotels.

Adapting to Meliá Hotels & Resorts' systems and standards did not cause any disruption to our staff, partners, and customers. We gradually integrated our culture and brand identity into the daily operations of our hotels and resorts. We were able to gradually feel the shift in service culture, passion for the profession, and Spanish hospitality in our hotels. All of this, along with the support of the group's distribution system, helped us attract more customers.

Will hotels formerly owned by Vinpearl have to close for renovations?

From January to September 2022, we signed agreements and added 12 more hotels to the Meliá hotel and resort portfolio in Vietnam. The hotels we currently manage are located in Hai Phong, Ha Nam, Thanh Hoa, Nghe An, Ha Tinh, Quang Binh, Hue, Da Nang, Khanh Hoa, and Tay Ninh, all of which completed their rebranding to Meliá Vinpearl in September of this year. During the acquisition and rebranding process, we maintained hotel operations and implemented Meliá's standards for service and operational procedures. Acquiring the Vinpearl hotel chain will make Meliá one of the largest hotel and resort groups in the Vietnamese market.

What results will this help Meliá Hotels International achieve in the near future?

In Meliá Hotels International's portfolio, Vietnam accounts for 60% of our total portfolio in Southeast Asia and has become an extremely important destination. Meliá believes that through this partnership and its expansion plans, the quality of the tourism industry will be enhanced in the coming year. Meliá hotels will differentiate themselves by focusing on quality rather than price competition, thereby strengthening their position in the industry.

We are industry leaders 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 system in the world. Our hotels actively contribute to protecting the environment and local communities. From eliminating single-use plastics to implementing water and energy conservation measures, and even larger initiatives.

For example, the Soap for Hope and Linens for Life campaigns: Meliá Hanoi was the first Meliá Hotels International hotel to participate in this global campaign. Both initiatives involve recycling materials such as old soap and linen into new soap bars and clothing for those in need. Eight Meliá hotels across Southeast Asia, including Meliá Da Nang, Meliá Hanoi, Meliá Ho Tram, and Sol by Meliá Phu Quoc, have participated in the project.

So, what kind of workforce does Meliá Hotels International employ 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 a vital part of what we offer all Meliá employees. We have already achieved significant success in this area. Meliá was recognized as a Top Employer in 2022 in Spain, Mexico, and the Dominican Republic, countries that account for 46% of our global workforce. (The Top Employer ranking system currently excludes 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 presence and new developments in Vietnam during this initial investment. Additionally, we want our domestic audience to remember the unique experiences and services Meliá can offer guests through our hotels. We will begin by focusing strongly on the domestic market and continue with the international market, provided travel restrictions are lifted and we see an increase in demand.

Thank you, sir!

April