The FINANCIAL — “With one more month to go till the end of 2011, Tbilisi Marriott hotel is in the second place in the guest satisfaction index out of all European Marriott Hotels year to date,” George Togonidze, General Manager of the Tbilisi Marriott Hotel and Courtyard by Marriott Tbilisi, told The FINANCIAL.
As for the Courtyard by Marriott Tbilisi, YTD, it ranks as the fourth out of all Courtyard Marriott hotels.
“The Marriott regularly surveys its customer’s regarding their experiences while staying within one of the Marriott brand hotels. With this research we explore customer’s opinions and the hotel’s guest satisfaction index. Last year Tbilisi Marriott came in the fourth place in the same index. This year it had advanced to the second place with ultimate goal to become number one. We are proud of such achievement, as this not only demonstrates the highest guest satisfaction with our two hotels, but simultaneously contributes to the overall positive image of our country,” said Togonidze.
Q. What is Marriott’s role in tourism development in Georgia?
A. I will explain the role of the Marriott in tourism development according to a specific example. We cooperate with different airline companies all over the world. Together with them and our partner Georgian travel agencies, we bring tour operators to Georgia for free. We have partnered with leading airlines, tour operators and Georgian Tourism department to increase the number of incoming travels and bring more tourists in Georgia than ever before. We have cooperated with the Netherlands and Ukraine. Due to the combined efforts, twelve leading travel companies in the Netherlands will add Georgia to their tour packages. This is one of the ways that we try to increase awareness of the country. Now we are going to do the same project with Poland. It is already possible to fly direct from Georgia to Poland and this helps us in great regard. We are going to attract tourists from Israel as well. Israeli tourists are very active in exploring Georgia and we have been observing positive trend in hosting more and more tourists from Israel over the past few years.
Due to the recent steps, which government undertook towards improvement of infrastructural and tourism facilities in the mountainous regions and sea-side resorts, we expect lots of tourists from our neighbouring countries and especially from Ukraine. Due to improved environment, more and more travellers will visit Mestia, Gudauri, Bakuriani, Batumi and Kakheti regions.
Marriott was entering into an unfamiliar environment when it arrived in Georgia. .It was the first Marriott hotel not just in Georgia, but in the whole Caucasus Region. It was at a time when global awareness of Georgia was still very low. But nevertheless the Marriott brand was here. I have personally met lots of tourists who back then, who knew very little about Georgia, but they knew much more about Marriott. The Marriott brand is associated with the highest standards within the hospitality industry, therefore those people who know Marriott, perceive the country in which the brand operates as politically and economically stabile. I have to take this opportunity and convey gratitude to our every associate at both hotels, who created such kind of an environment that guests named Tbilisi Marriott and Courtyard as one of the very best Marriott Hotels in Europe. People leave our hotels with good impressions and have the desire to return to Tbilisi. If an impression is positive, then one guest will share it with ten other people. But if the impression is negative, then they tell a hundred people. That’s why we try to give only favourable impressions to our visitors.
We pay attention to even the smallest details. We know our visitors birthdays and we celebrate together with them; we know what they like and what they do not like; what their interests are and what not; in which room they prefer to stay, what kind of mattress, blankets, pillows they like and so on. We examine our visitor’s character, interests, taste and create an environment which makes lasting impressions upon our visitors. In our industry, we create memories and experiences.
In regards to what Marriott meant for Tbilisi and Georgia – I would compare the Marriott to an ice-breaker ship. It broke the ice in Georgia when there was shortage in electricity, gas, running water, and other technical challenges. Later, as the way was paved it became easier for other players to enter Georgia’s tourism industry as well. Therefore Marriott’s entrance positively reflected on the country’s image.
Q. How did the appearance of other players on the market reflect on the Marriott’s guest numbers?
A. Competitiveness is the main motivator for improvement in every sector of economy. Without competition, there would be no progress and without progress there would be no development. We value competition, as it makes us stronger in every field of our operations. Despite the increased supply, demand for the Marriott hotel increased by 3-7% compared to past years. I would remind you that last year the Radisson was just newly opened and Holiday Inn had not yet entered the country’s market. Despite doubled supply, demand for our hotel has actually increased.
I also want to convey my sincere compliments to the Radisson and Holiday Inn, because both of them are helping the tourism development process in Georgia.
Q. How would you assess tourism development in Georgia?
A. I returned to Georgia two years ago. Since then, tourism in the country has been developing rather rapidly. The number of foreign tourists is rising dynamically in Georgia. In the past, tourists were experiencing numerous problems in regards to the country’s infrastructure. They wanted to visit lots of places in Georgia but, for example, the roads were in bad condition and it was almost impossible to visit all the sights the country has to offer. At present, such everyday, elementary problems have already been resolved. Infrastructure developments, improving hotel, restaurant and overall hospitality facilities in the country, have all led to significant increases in the numbers of tourists.
We need to remember that tourism and hospitality industries are intertwined with human factors. To created unforgettable memories for our visitors, not only in our hotels, but overall in the country, we need to improve service levels, as no matter how developed the infrastructure, no matter how well-repaired the roads are, if the service level is not improved in the country, the tourism industry will not be developed successfully.
In addition to the above, in order to attract tourists to a country, it is imperative to promote the destination, the country through advertisement, promotions and various travel fares. Even the most tourism-developed countries, such as Italy, France, Greece or Thailand for example, make huge investments in their country’s advertisements. Tourists who have already visited France, England and other famous countries in the world are looking for new destinations. It is important for them to have information about Georgia which is a really new and exciting destination for them. Georgia should always be in their minds.
And lastly it would be great to bring more airlines, both on high and low-cost ends in the country. We have seen significant steps from government to bring new airlines and we have seen LOT, Dubai, China Southern, Qatar, Air Astana and Pegasus entering in the market, which is a huge step in the right direction and we truly appreciate all the efforts respective governmental agencies took to bring more airlines in the country. This will only benefit attracting more visitors to Georgia.
Q. In your opinion wills the growing economic crisis in Europe and America impact on the tourism development process in Georgia or not? Or will it impact on the number of Marriott’s guests?
A. In a way the crisis may even help us to get more tourists. The reason is simple. During a crisis people prefer to spend money on visiting new destinations rather than on those which they had already visited numerous times. Besides, having a holiday in Georgia is considered to be less expensive according to tourists.
A. Official delegations and businessmen stay in the Marriott for two to four days. They prefer to stay in the Tbilisi Marriott. The prices start at 265 USD. As for tourists, they prefer to stay in the Courtyard by Marriott Tbilisi where prices start at 225 USD. As we are interested in increasing the number of tourists in Georgia, we try to offer more flexible prices to them.
The number of nights that tourists spend in Tbilisi has decreased. The reason is that now hotel infrastructure is developed not just in the capital city but in the regions as well. As there were no hotels in other cities or regions of Georgia, tourists had to return to Tbilisi and stay here. But now they have the possibility to stay in the regions as well.
Our neighbouring countries are still very frequent guests in Georgia. Besides Armenia, Azerbaijan and Turkey, tourists from Poland and Ukraine also visit our country very often. Then come EU countries and eastern countries. The Tbilisi Marriott and Courtyard by Marriott Tbilisi are also very popular among those Georgians who live abroad and are visiting their home country for a short stay.
Q. “Marriott introduces Tbilisi to the world,” said Steve Horvath, Area Director Revenue Management Eastern Europe, and Rene Mooren, Area Director of Sales and Marketing. Does the advertising of Tbilisi Marriott really help to attract tourists to the country?
A. The power of Marriott is in its world-wide awareness and global distribution. Distribution means having the possibility to serve all segments and cover as much of a geographic area as possible. Marriott has over 3,500 hotels around the world. When the brand’s awareness takes first place in people’s minds this is a big success. When you ask which hotel is the best, Marriott’s name comes to mind first.
Q. In your opinion, why are the majority of five star hotels in Georgia foreign brands? If it is possible for foreign brands to be successful on the Georgian market, why do local hotels not exist here?
A. This needs time and experience. It took 70 years for Marriott to achieve the standard it has today. It is difficult to compete with such an experienced hotel brand. But time by time, this experience will be accumulated and Georgian hotel brands will appear on the market as well. Thanks to Marriott lots of people have acquired knowledge and experience. These people will create something interesting for the country in the near future I believe.
Q. As Christmas and New Year are approaching what will the Marriott be offering its guests for the holidays?
A. For Christmas our foreign guests leave the hotel and go back to their families. Everyone wants to spend Christmas and New Year with their families. Even businessmen take a holiday during this period. Many Georgians leave Tbilisi and go to mountain resorts too. As it has already become our tradition, the whole hotel will be decorated beautifully for Christmas, and we will certainly organize nice events and promotions for the holiday season.
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