Interview with Georg Weinlaender, Area General Manager of Phoenicia & Le Vendôme

How confident are you about the travel demands in 2012?

We have just returned from the Arabian Travel Market (ATM) in Dubai, the largest international travel and tourism fair in the region and a key gateway to the Far East and our global hospitality partners. We are confident and positive about demand for 2012 based upon the trend this year which has seen growth consistently versus last year. Traditionally we have a high percentage of last minute demand in Lebanon and this year is expected to continue. Our main clientele is coming from the Gulf region and because Ramadan falls earlier in July this year, many of our clients traveling to Europe will visit Beirut en route, which provides us with a high repeat number of returning guests each year and new guests from referrals. We are also seeing growth from new geographical markets which contribute to our overall business confidence.

Do you feel more could be done to improve the number of arrivals?

Phoenicia and Le Vendôme are world renowned luxury brands and in addition to the high repeat number of guests, we benefit both from guest referrals and from loyal global clients to InterContinental. With the support of the Ministry of Tourism, MEA and our partners, we actively cooperate to develop new markets promoting Phoenicia, Le Vendôme and Lebanon as a luxury destination. There are a growing number of new geographical markets developing, through the positive media coverage, global hospitality fair representation and guest reviews posted online, that all contribute to provide a growth in arrivals from new regions, such as Asia.

The Ministry of Tourism strongly favors a proactive destination marketing strategy which we full heartedly support and is synchronized with our plans and ambitions. We are currently in discussions with all major players in the travel trade to see how we can pull together to make this happen. For example, increased destination marketing campaigns through media exposure on TV can be a tool that has positively supported other destinations. The ongoing cooperation to host journalists and travel writers to write about their personal experience of life in Beirut and Lebanon, all opportunities to increase awareness and generate new ambassadors for our hotels and the country that showcase our unique and authentic destination. Yes, we are located in the Near East and that provides a beautiful unique mix of Mediterranean and Oriental influences that appeal to a wide audience.

How would describe your regional and intercontinental strategy for 2012?

IHG is the world's largest hotel company which provides Phoenicia and Le Vendôme with an expansive sales and marketing support network and the tools to synergize our efforts in existing and new emerging markets. With more than 4,500 hotels represented across all continents, we can achieve a global reach to clients who wish to discover the beauty and charm of Phoenicia and Le Vendôme.

The benefits of being part of an IHG global family and the regional structure offers us the opportunity to access and develop new markets such as India, South America and Far East and grow our business strategically beyond our established markets such as GCC and Europe.

In our AMEA region we are seeing more than 48 new hotel openings and a further 59 properties in the pipeline, which indicates how quickly we and our opportunities are growing.

Do you see Lebanon and the region as a promising destination of the future given the regional context?

As a destination Phoenicia and Le Vendôme have a history that spans through more than half a century of luxury tourism. Lebanon has a strategic location with huge potential.

The unique experiences, natural beauty of the country, combined with the authentic culture that spans both Mediterranean and Oriental traditions, ensure the continued development of this premier luxury destination. Look at the Zaytouneh Bay project and the upcoming Yacht Club, designed to beautify the coastline, provide an unparalleled choice of dining entertainment, the walk along the corniche, these investment projects enhance the sociable lifestyle and visitor experience to Beirut.

Phoenicia is a landmark celebrating its 50th anniversary. A visit to Beirut has to include Phoenicia even for those Lebanese returning home for vacation. As the address with a reputation of hosting heads of states, celebrities, trade and diplomatic delegations visiting from around the world, Phoenicia remains a living legend to enjoy and rediscover.

What are the latest developments at the Phoenicia Beirut?

The Phoenicia just completed renovating three presidential suites that offer the premium luxury product for Beirut. As the home to Head of State and official delegations, celebrities and industry leaders, a new luxury lifestyle experience awaits them.

Since our last interview, you must have seen our Mosaic restaurant which is in a very beautiful environment with a life cooking concept. We wanted to get away from the old buffet-style setup where you come and fill up your plate and after a while the food gets dry. What we have now is fresh made-to-order cooking and a very contemporary art style.

Mosaic has been nominated for Best Restaurant in the Middle East by Middle East Hotel Award (MEHA). The Amethyst Lounge which is a very trendy, sexy lounge and bar has reopened to acclaim and we have also completely renovated our Eau de Vie fine dining restaurant, with panoramic views across the heart of the city and the Mediterranean. We have invested heavily in our meeting and banquet conference facilities, including the ball room and all the conference rooms. As the heart of Beirut's social calendar, the investments provide the luxury leisure escape, the international meeting destination address and the personal Phoenicia touch to celebrate those memorable occasions.

With these exquisite Restaurants complimenting the new arrival in 2011 of Whiskey Mist, Phoenicia continues to surprise with its innovation and creativity to develop the dining and entertainment experiences that form part of the Beirut luxury lifestyle.

We are very proud to say that as of mid-October, we will be opening a restaurant in Le Vendôme which is from the world-famous chain La Petite Maison. It originally started in Nice, and then restaurants opened in London and Dubai. This is the first time one of the brand restaurants is being offered within a hotel.

As a final message, I would like to quote a recent article which was published in a German travel magazine by journalists who recently visited us. Translated from German, it says "It's the comeback of Paris in the Near East. You'll be amazed to experience the charms in this Mediterranean hotspot."