During my recent stay at Tune Hotel Haymarket in Edinburgh, I had the chance to interview the hotel's General Manager, Ray Chandler. I wanted to pick his brain about his current role and career in the hotel industry, as well as learn a bit more about where Tune is going as a brand.
These behind-the-scenes interviews are a bit of a tradition on this blog – for example when we met Jeremy at the group's Liverpool Street hotel (some other Tune interviews are linked at the bottom of this post).
So now it's over to my Q and A with Ray…
How did you first get started in the hotel industry?
‘My first job while still in college was as a legume chef in a hotel restaurant. And now I'm General Manager of a hotel, which has always been a dream.'
It was clear as soon as I stepped into the hotel that Ray does a great job with Tune Hotel Haymarket. His staff are cheerful and well-trained, the hotel is immaculate and there was just a nice vibe throughout. Ray told me he is passionate about customer service and believes that the idea of "going the extra mile" should apply even to budget hotels.
How do you feel a budget hotel can compete with luxury brands?
‘We don't see ourselves as a budget hotel; we think we fill the gap between luxury and budget hotels.' Tune promotes itself on the basis of 5 star beds at attractive pay-for-what you-use prices. All Tune's UK hotels offer central locations at competitive rates. As Ray stresses: ‘Tune is smart, modern and innovative and that was what attracted me to the brand.'
How important do you think social media is in managing a hotel's reputation? A recent study found that 70% of UK hoteliers spend roughly 3 hours a week responding to online reviews such as TripAdvisor. Is that the case here too?
Ray confirmed that he too spends around three hours a week responding to online reviews. When each guest leaves, a mini feedback form is sent via email. Ray then personally responds to each form regardless of the nature of the comment. He tells me that the hotel did recently get a rare complaint but once he responded and explained the context, the guest was much happier. Ray also personally answers all reviews on the hotel's TripAdvisor page where the hotel's rank is climbing rapidly.
Ray believes that sites like TripAdvisor are changing the hotel landscape and have become a "guru" for many travellers. In future he wants to help manage the hotel's social media reputation even more closely.
You opened in mid-December, how has the reception been to Tune Hotel Haymarket? Thus far you have 45 ‘Excellent' TripAdvisor reviews.
‘We count the "good" ratings as well as the "excellent" ones because they all matter.' He tells me that the opening went really well (although they opened on 21st December, the official launch was on 8th January). And in that time, they've managed to rise steadily from 142nd out of 142 hotels in Edinburgh (which is where every new hotel has to start) to number 57 on 22nd February and is now in the top 30 – an amazing achievement for a hotel that's so new. As a cheap Edinburgh hotel, it has leapfrogged over other more expensive and established Edinburgh hotels.
He said that the most common ‘complaint' relates to the bijou size of many rooms; however he explains that the rooms are space-efficient and by having slightly smaller rooms Tune is able to keep prices low.
Do you feel that guests respond well to the idea of "fine tuning your stay" by paying a basic rate plus add-ons?
‘We've had a little bit of confusion but not that much, since the online booking form takes the user all the way through the process in a transparent way.' Ray says that the add-ons really allow a guest to choose exactly what they need to suit their needs. For example, while some guests want the package which includes WiFi, Freeview television and towels, others just want to spend all their time and money on exploring the city in as much depth as possible, preferring to take just the room and a towel for £1.50.
The brand new Tune Hotel Haymarket has a lobby equipped with tablet PCs for guests as well as clusters of tables and sofas, creating a fun social space for guests to hang out in.
Where do you think Tune UK will go next?
‘Tune is aiming to open more hotels in Scotland and London with a view to also expand in other major areas like The Midlands and elsewhere.'
But Ray also tells me that the process of finding a location and then seeking planning permission can take a long time; for example, it took nearly two years from finding the location in Edinburgh to actually opening the hotel. With the emphasis firmly on quality, measured expansion and value for money, Tune is clearly a brand that's here to stay.
If you enjoyed this interview, do also check out Andrea's interview with Agda from Tune Kings Cross or Rajul's interview with Tune CEO Mark Lankester back in the early days of Tune's arrival in the UK.
Finally, Tune is currently running a worldwide sale for 2014 with UK rooms as low as £15 per night! Book on the sale page now before this offer goes.
Photo credits: LHI blogger Saloni.
Source: London Hotels Insight
