The FINANCIAL — Marriott, the international brand with 3,500 hotels around the world is planning to expand the chain of its hotels in Georgia and adding a third Marriot in Tbilisi. The new Marriott will be focused on those who arrive in Georgia for more long-term purposes and would like to stay in the capital.
“The rooms will be designed so that individuals will feel more as though they are at home rather than at a hotel. We will provide the highest level of Marriott services and will create an environment where short or long term visitors will have full comfort of the hotel room, combined with all necessary amenities and full range of home appliances. George Togonidze, General Manager of Tbilisi Marriott Hotel and Courtyard by Marriott Tbilisi, told The FINANCIAL.
“The Marriott hotels in Tbilisi annually hosts over 60,000 guests. The majority of whom arrive from the USA, Europe, Israel, Turkey and other neighbouring countries. The majority of guests who stay at the Marriott are VIPs and high-level delegations, while the Courtyard is more popular with businessmen and tourists.
The entrance of the Marriott in Georgia caused serious changes in the market. When such a type of international company enters the market, it raises the country’s image for tourists and businessmen alike.
The Marriott entered the Georgian market with two brands and was one of the first international brands to start operations in the country. I personally joined the Marriott group in 2004, this was the year after the Rose Revolution. Each year we see constant growth compared to the previous one.”
Q. What are the major strategies and directions of Tbilisi Marriott? How have the strategies and marketing directions changed over the last few years?
A. Marriott philosophy is based on several pillars, that are fundamental for success: Genuine care for our employees, guests, owners, shareholders as well as corporate social responsibility. Marriott philosophy is based on a simple, yet essential approach: "Make our associates happy and they will make our guests happy." First of all our guests and staff members should be satisfied. If the employees are happy, passionate and take ownership of the job they do, the customers feel it. Consequently, to make guests happier staff should be happy. At the Marriott we have managed to create one big family, despite the fact that we have recruited over 300 employees.
Moreover, the guest Satisfaction Index is quite high at the Tbilisi Marriott. Out of over 170 Marriott hotels in Europe, we are ranked second with one of the highest guest satisfaction indexes world-wide. Consequently, when a guest leaves satisfied, he/she leaves with intent to return and stay at the Marriott again.
Q. What was the influence on the Marriott’s operations after international hotel brands entered the Georgian market?
A. If we look from a microeconomic point of view, competition was difficult in the period when supply increased 2-3 times and demand was not in proportion to that. By the entrance of the Radisson in Tbilisi the 4-5 star hotel segment doubled, however, while the demand from tourists increased it did not double in size. Consequently we faced some chellanges, yet due to our highest level of customer service, dedication to hard work and attention to slightest of details helped us grow our market share and today our two hotels are ranked as No.1 and No.2 respectively in terms of the market share.
However, there is another more global and macroeconomic advantage deriving from the country’s expending hotel supply and improved tourist infrastructure, which undoubtedly has a positive impact for the city and our country. More international brand hotels make a good impression on investors and businessmen. These are new constructions, new investments and for tourists and businessmen this is a real example to follow, in terms of entering the country and making investments. With more hotels in the country, we have more potential to increase the number of tourists and those segments which have not yet fully developed in Georgia.
As well as this, Georgia has an enormous potential to benefit from its interesting geopolitical location. With more hotels, Tbilisi and Batumi have the potential to become host to small and medium size congresses, meetings, conferences and seminars of over 2000 delegates and participants, which until now was impossible to host. We are actively working with various governmental agencies and business entities to position Tbilisi as the hub for international meeting and conferences in the entire Caucasus region.
Q. How did the Marriott business in Georgia change after opening the Courtyard Marriott?
A. After opening the Courtyard we covered all segments. The Marriott is considered to be the No.1 choice for high-category diplomatic, business and governmental delegations and guests, who seek luxury accommodation options in the city – where their every demand and expectation is greeted with the highest level of service. Until opening of the Courtyard, we did not have the opportunity to host groups of tourists and sportsmen. After the Courtyard entered the market we were able to cover these segments as well. Marriott is considered a luxury hotel and is positioned for VIP guests. At Tbilisi Marriott Hotel we have two Rresidential and one Vice-Presidential suites, along with numerous higher category rooms. The Courtyard is more of a business hotel. Businessmen can get a variety of services at the Courtyard and leave the hotel well satisfied and intent to come back.
Q. For many years the hotel was managed by a foreign CEO, at present the hotel is managed by a Georgian professional. What facts governed this change?
A. When the hotel was first opened in 2002, on the institutional level the hospitality business was at low levels in Georgia, consequently there was a lack of professionals in Georgia at the beginning stage. When Marriott launched its operations in Georgia, on the board of directors there was only one Georgian and the rest were foreigners. At present on the board of directors only one is a foreigner and the rest are Georgians.
Georgians are clever, talented hard working and have the ability to learn fast. We are more aware of the local market and know what will be good for locals as well for foreigners. This has conditioned the success of Georgians proven by the fact that almost all disciplines are now headed by local/Georgian professional; a tradition which we would like to continue.
Q. What will the year 2011 be like for the Marriott? What is your forecast of tourism development in Georgia?
A. The year 2011 will not be easy for hotels as new player Holiday Inn is entering the market. Consequently, the competition will be fiercer, the market will be reformed and newly positioned, and the hotels will be re-establishing their individual niches again. The entrance of competition in the long-run will have a positive effect on the country. On the whole we see positive trends in the year 2011.
Q. In your opinion, in the short-run what activities should be conducted to increase the number of tourists in Georgia?
A. There is a large category of people in the world which have the desire to visit Georgia. There are many tourists, businessmen, and groups who have exhausted resources in other countries; they have been to Paris, London, New York and are now in search of new and exciting places to visit.
To bring more and more tourists to Georgia three things are vital: political and economic stability and development, more affordable international flights as well as better service from hotels and tour operators.
One of the ways to increase the number of tourists is more flexible prices on the air ticket market. The first obstacle and necessary for those who plan to visit the country is affordable ticket and hotel prices corresponding to standards. Hotel prices in Georgia are at a level which is quite affordable in Europe. In the air ticket market, new companies have offered lower prices, consequently more such initiatives will increase the number of tourists. Moreover, not needing a visa is a big advantage, as individuals do not have to visit embassies and consulates before coming to Georgia.
Q. How many people are currently employed at the Tbilisi Marriott and Courtyard Marriott? How do you manage to motivate staff?
A. The Marriott in total recruits over 300 people. Approximately 60% are employed at Tbilisi Marriott, while the remaining 40% are at the Courtyard.
For me personally and for our Board of Directors, just like Marriott philosophy – employees come first. Motivation is an important issue at the Marriott which is not only defined by monetary terms. Our motivation is that employees see growth opportunity in the company. Success does not come from the top to bottom or vice-versa. Key to success is working shoulder-to-shoulder where we are one team, one family and one organism who leaves and performs according to great Marriott moto that "success is never final." If we don’t improve our performance on a daily basis, then somebody else will do it instead. Therefore, we as a team celebrate successes, and set our targets and goals ever higher to make our work exciting and more interesting.
In 1975 Marriott opened its first hotel in Europe, in Amsterdam. The number of hotels which opened between 1975 and 2010 will be doubled in the next 5 years in Europe. The case concerns doubling the current size of 40,000 hotel rooms to 80,000 rooms by the end of 2015. Consequently, this is a big motivation for staff members as they know they can show their professionalism not only in Georgia but also in the whole global chain.
Secondly, in Georgia we see how fast the tourism sector is developing and new hotels are opening. We managed to create a family atmosphere at the hotel. The most important thing for employees is how happy they are and how they can perform the work they like, this is not only about monetary aspects but career prospects.
Q. What are the prices of the rooms? Do you offer any special discounts?
A. The corporate price of a room at the Marriott is 265 USD +VAT which includes breakfast, while at the Courtyard the price is 225 USD +VAT. There are some changes in price according to demand and seasonality. Considering all this there are discounts on price. Moreover, for different category rooms the prices are increased.
Q. What is the Presidential Suite in the Marriott like? What makes it different from other premium hotels?
A. The Presidential Suite at the Marriott is the most prestigious and beautiful room of any hotel in Georgia; it has no analogue. This is the place where George Bush and the first persons of different countries have stayed. The room is located on the sixth floor of the hotel and is surrounded by a 200 sq. metre balcony. The room overlooks the beautiful sights of Tbilisi. This is a room with everything to make a client feel maximum comfort and rest. The price of the Presidential Suite per night is 1,200 USD +VAT.
Q. What is the food at the Marriott like? What cuisine and dishes are offered? What is the business lunch at the Marriott comprised of?
A. The kitchen is divided conceptually in the Marriott and Courtyard hotels. In the Marriott we have a café and restaurant. The menu at the Marriott includes standard dishes which are common throughout the whole chain. However we started adding some Georgian elements. Moreover, we started distinguishing dishes according to their calories.
The assorted Manu of Parnas Café, Restaurant and Lounge is cleverly tailored to suit those who appreciate, as our Executive Chef – Mr. Sebastien Klinholf puts it – "yesterday and today." Tagged Classic and Cool, our new menu presents delicacies and drinks ranging from past to up-to-the minute innovations. This multi-temporal menu is ideal both for light food lovers and majestically slow eaters. Also lovers of sweet things will surely find Parnas pastries and desserts mouth-watering and indulging. What makes it even more appealing is the café's accessible location, its distinguished menu, the cosy interior, professional staff and – perhaps most importantly – its special service offered the "Marriott Way."
There is a whole philosophy concerning the kitchen. There are many standards while preparing a dish which the Marriott follows and checks. The dish should be prepared within 20 minutes and the chef should touch the plate only three times when preparing the dish: while putting the meat, vegetable and sauce on.
Sunday Brunch is slowly positioning itself on the Georgian market. In Europe and America families enjoy spending time together having Sunday brunch. At the Marriott every Sunday we offer different themed cuisine, including French, Asian, Italian, and Georgian. The price of lunch is 60 GEL +VAT, this include alcoholic drinks, meal, different types of salads, soups, main dishes, deserts and ice cream. Since September individuals should book tables in advance.
Q. What kind of facilities do you offer guests? Which facilities are most attractive for Marriott guests?
A. The hotel provides a wide spectrum of services. At the Courtyard there is a swimming pool and fitness centre. At the fitness club in the Marriott we have installed completely new equipment. The cardio equipment measures and analyses each step and advises one on how to exercise.
Our famous massage at the Marriott and the Courtyard are extremely popular with our Georgian and foreign guests.
Q. How has the number of tourists changed in the year 2008, as well as in the period of the global crisis?
A. The year 2008 was quite specific. The first half of 2008 was characterized by one of record increase index. The number of visitors did not decrease after the war due to the fact that many delegations visited the country in its wake.
In terms of since the year 2009, the market has been increasing gradually but at a constant rate. As since January 2010 we have seen steady growth and positive trends in the market.
Q. The Marriott hosts VIP guests. Moreover, many historical happenings as well as events are connected with this hotel. Can you provide the list of how many country leaders and stars have stayed at the hotel?
A. George W Bush – the President of the United States of America, Joe Biden – the Vice President of the United States of America, Fogh Rasmussen – Secretary General of NATO, Condoleezza Rice, Jose Manuel Barroso, Javier Solana, John McCain, Presidents, Vice Presidents, Prime Ministers and Ministers of over 65 nations and over 600 dignitaries and VIP guests have stayed with us, as well as some of the most recognized names in business and show business sectors.
Tbilisi Marriott is distinguished by its history and spirit among the hotels in Georgia and the guests feel it also. High status delegations starting from Presidents, Vice-Presidents, foreign ministers, as well as famous stars including Andy Garcia, Shakira, Cesaria Evora, Michelle Legrand, Bryan Adams, Monserrat Caballe, Richard Galliano, Michel Platini and may more world-famous names have chosen our hotels for their stay in Tbilisi. The hotel has something which cannot be duplicated and this is its spirit and history.
Even historically, before it became Tbilisi Marriott Hotel – then called "hotel Majestic" was in the centre of the action of its day and was known as the "Visiting Card" of the Beau Monde, where famous Nobel Brothers, Siemens, John Steinbeck, Margaret Thatcher and many, many more dignitaries have stayed.
Q. How and where do you manage to promote Marriott hotels in Tbilisi?
A. In the lobbies of Marriott hotels there are screens where Marriott clips are shown. The clip describes Marriott hotels. The potential customer considers several aspects while choosing a hotel: the price, word of mouth and appearance of the hotel. The individual visits the webpage, sees pictures and by comparing price to appearance is able to make an informed decision.
Q. What activities are conducted within the framework of corporate social responsibility?
A. We recognize responsibility towards low social segments and maximally try to support them. We just visited socially disadvantaged people in town of Terjola, providing them with various goods and items. For the New Year we plan to visit orphanages and bring children toys. Moreover, we were involved in the greening process of the city. We will also hold numerous fundraising gala events in 2011 to support those who seek our assistance the most.
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