Philippe Harb is the Chief Operating Officer of Abu Dhabi-based One to One hotels and resorts. We caught up with him prior to his scheduled appearance at the upcoming 16th Edition Hospitality Expansion Middle East November 25-26 at the Park Hyatt Dubai.
How does the ‘One to One’ hotel chain plan to stay competitive in the market?
At One to One hotels & resorts, we believe in adding value to our investors and re-defining business by establishing long term business associations. Our innovative investments fit well in the asset allocation of any leisure and lifestyle investment portfolio. Our strong research-backed, top-down philosophy towards handpicking our investments helps us to maintain and generate a competitive internal rate of return (IRR).
We are enthusiastic for more joint ventures with new business partners around the world to share One to One’s unique culture and set of brands ranging from boutique hotels, elite hotels to wellness resorts and suites.
Your hotel opened just before the economic crisis in Dubai. How did you manage to overcome the hardships?
During the economic slowdown, exactly what caused a new hotel’s success or failure in the market was still widely speculated. But new product launches are always a gamble, and strategy isn’t about perfection, it’s about increasing your odds of winning. Some assets/rents which were not affordable prior the crisis, suddenly became affordable. Our overall strategy was to carry on negotiating new properties with an intention to grow and, of course, handle our day to day expenses closer than before for a healthy cash flow.
Last year you signed an agreement on building new branches in the Middle East and Asia. How does the business strategy change between the Middle East and other regions?
Before we decided to go global, we structured four compelling brands. Each of our brands has guest and a traveler in mind, and therefore also an economic proposition in mind. When we speak with developers or owners around the world, we can tell which brand is appropriate for them. A brand isn’t only a promise of quality and consistency, it’s an emotional connection or engagement that we have with people.
Today, with EDS, IDS, GDS and global sales offices, our growth strategy of promoting a hotel at any location is moving rapidly with new technology every day, week, month and year.
Dubai will be hosting Expo 2020. How are you preparing for this big event?
We are very excited to be part of Expo 2020 and, for sure, One to One hotels & resorts will contribute in fair market share and competitive prices during the Expo, as we understand today’s leisure and corporate travelers’ basic requirements and the local market.
You’ve worked for years in the company. Now that you are the new COO, what are your plans to take the hotel business to a new level?
In my new role as COO, I will oversee the asset management of One to One hotels and resorts by implementing new management contracts of properties and serviced residences under our One to One brand categories. I will also oversee the operations and development of One to One in new markets, reaching new destinations and taking responsibility for the overall vision and future direction of the company.
Some of the biggest businesses in the world rise and fall with the change of their CEO. What do you think characterizes a successful CEO?
I made the choice of joining One to One hotels & resorts two years back and it was an active choice. I felt the family environment and the personal connectivity with low turnover.
Lots of companies nowadays focus on short term profit motives and therefore their decision are associated with that. It doesn’t leave room for embracing people; they need to feel the need to be something much bigger than themselves. If we manage to keep the family environment with a corporate standard, success will follow eventually.
Hear Philippe speak at Hospitality Expansion Middle East:
