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Swiss-Belhotel familiarises brand values to travel trade
August 2009 2515

SWISS-BELHOTEL is on a mission to raise its brand awareness among the traveltrade in the region. So says Nils Rothbarth, general manager of Gold Swiss-Belhotel Dubai, the group’s first property in the UAE.
Situated on the Mina Road near Port Rashid, the hotel opens at the end of summer, adding 184 rooms and suites to the four-star hotel segment of the emirate.
“As we approach the hotel opening we are actively sharing brand insights with the travel trade for a better understanding of the core values of Swiss-Belhotel which is a relatively new player in the region,” he said.
 He said that the logo itself reflected a philosophy of passion (beauty in terms of creating a hotel environment) plus the Swiss professionalism of the group. The Swiss-Belhotel International brand has evolved over the past 21 years into the sub brands of Swiss-Belhotel (four to five-star brand); Swiss-Inn (three star brand) and Swiss-Express (two star brand).
Rothbarth believes all hotels need to have clear values to guide team members in their day to day activities with both internal and external customers.  
 “If we can ‘live’ the six core values consistently as opposed to just memorising them for the sake of training sessions, we will find it so much easier to exceed the needs of our guests. The secret is getting a multi-cultural team to fully understand the values and how to apply them to their role,” he said.
 Rothbarth explains that the guiding principles and core values for the team at the new hotel are derived from a group level and include a vision to be a leading international hotel where professionalism, service and commitment to excellence is the priority.
 “We will achieve our vision as a team through anticipating, satisfying and exceeding the needs of our guests,” he said.
 All hotels carrying the Swiss-Belhotel brand are star rated, and feature conference space, food and beverage outlets, offer services including spa or wellness facilities, are situated in good locations with easy access to local facilities, and endeavour to embrace the local culture of the host country.

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