Interview with Mr. Georg Weinlaender, General Manager of Intercontinental Phoenicia Beirut

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Preliminary figures issued by the UN travel and tourism organization indicate that Lebanon posted the highest growth rate in tourism arrivals in the world during 2008 with a 39% increase from the previous year.  What are the major factors behind this growth?

2009 was a continuation from 2008 in terms of tourism growth for Lebanon, based on the “Doha Agreement” which increased confidence in the country among tourists, visitors and investors. As of July 2008, businesses witnessed a large increase in demand and so did we as InterContinental Phoenicia. The parliamentary elections that took place in June 2009 had a great, positive impact on visitor numbers last year, also considering the Lebanese diaspora traveling to Lebanon for this election.

Can you tell us more about what Lebanon has to offer?

Lebanon is a fantastic place and a great Mediterranean destination in close proximity to Europe and the Gulf Region. Most wonderful about the country are its people with their rich history, warm hospitality, entrepreneurial spirit and high educational levels. 

"Lebanon is a melting pot of cultures,

history, and religion and this is something

that I find the most amazing here."

The Mediterranean climate, the delicious Lebanese cuisine, the countryside with its mountains and valleys such as Bekaa valley and growing Lebanese wine industry, those things are real special about Lebanon.

The tourism sector contributes 23% to the country’s GDP.  However, it is largely seasonal.  What kind of tourism should be developed to address this issue of seasonality?

During the year of 2009, the destination did not suffer from any issues of seasonality. Throughout the year it was difficult to find a room anywhere in Beirut due to the high level of interest in coming to see and experience this incredible city.

"For 2010, we are anticipating a 10-20% increase in

tourism and considering the numerous high profile

conferences and events taking place in Beirut in and

the fact that there are beaches for summer and

mountains for winter activities, Lebanon really

provides an experience and reason to travel to

all year around."

How would you assess InterContinental Phoenicia’s performance for 2010 and what is the outlook for the hotel itself?

InterContinental Hotels Group (IHG) is outperforming its competition in tough markets, and so does the Phoenicia in Beirut. We foresee the same, if not better performance for 2010 and continue the wonderful results produced in 2008 and 2009.

What are some new trends in customer structure that you have experienced recently?

Historically Beirut was the banking center and gateway to the Middle East. This role as regional commercial hub has moved to other Middle Eastern destinations for various reasons. However we currently witness a strong increase in commercial activities within the country coinciding with a high level of interest of various countries and investors to do business in Lebanon.

As far as tourism is concerned, there were very few European visitors during the previous years, but now we keep on addressing this segment and customizing our product and service offering towards their interest. There is potential in particular from the markets France, Germany, Switzerland in addition to our Gulf clients. The Levantine area as well as Turkey have become strong markets as well that we carefully consider when planning our sales and marketing activities.  We believe Lebanon is a prime destination for MICE business whereby the hotel offerings and culture aspects offer great appeal.  We anticipate it will take two to three more years to attract leisure clients from Europe and we are already seeing younger people starting to trickle in which is always a good sign.

What are some new projects you have in the works?

Our incredible performance in 2009 despite the global economic downturn was a great success for our team, our owning company and for IHG.  Usually in difficult times owners are not immediately investing but as a GM I have been very fortunate because our owners have made substantial investments.  We have started and will continue making significant renovations.  We have also opened a new lounge by the hotel’s pool serving shisha, agreat variety of cocktails, an innovative food menu and great views to the marina of Beirut. Additionally, we are renovating all of our rooms and suites (to be finished by the end of 2011).  We also are completely renovating our lobby and front office with famous interior designers such as Fox Linton Associates Ltd from London. 

"We are going to re-open our nightclub with a

different, promising concept and we are currently

renovating our fine dining roof-top restaurant to re-open soon."

By 2011-2012 we will really be like a brand new hotel.  We want to remain the flagship hotel in Lebanon and continue offering our guests the best service and facilities on the market.

How do you see the strategic position of InterContinental Beirut in the market?  What is your long term vision in five to ten years?

InterContinental Phoenicia Beirut, initially opened in 1961, was InterContinental’s 2nd hotel worldwide and the first hotel outside America. During these years, there is a lot of heritage and tradition that has developed around the hotel and we will continue building upon that on that.

he Phoenicia is the only hotel in Lebanon, and probably even in the Middle East, with such a rich history, that lets its guest experience the authenticity of Beirut.

Keeping in mind the heritage of the hotel, our multi million dollar refurbishment as well as our room inventory of close to 5oo rooms, we aim to remain The flagship/Landmark hotel in Beirut, being the preferred venue for business travelers, the ideal partner for MICE business and of course the ideal hotel for city leisure travelers.

This has to do with segmentation and how we are going to strategically address the future segments that we are anticipating to visit Lebanon.  Balancing the software and the hardware will prove to be key in meeting the client’s expectations.  We will be the luxury property in town with the best location and in an area that is the focus of Beirut.  We will cater to MICE, corporate, and leisure clients in particular.

What is your message about Lebanon?

The cultural and historical melting pot you can see in one place is truly remarkable and makes you feel the true cosmopolitan nature of Lebanon.  I highly recommend investing in Lebanon, it is a fantastic place.