Embracing Change Reinvention puts hotel among best in class by Alex Chan Investment and focus on customer care prepare for new era of growth The SARS crisis of 2003 had a major impact on Hong Kong and caused most businesses to review their operating procedures and implement better contingency planning. Some of them, confident that the economy would soon bounce back, took the opportunity to make far-reaching changes, thus laying the foundations for long-term growth. Eaton Hotel Hong Kong, which is part of Langham Hotels International, took this approach and embarked on an extensive programme of renovation and market repositioning to become one of the city's top four-star hotels. "The group focused its resources here because we felt it was possible to get even more out of the property," says Bob van den Oord, the hotel's general manager. The goal was to be the best hotel in its class so, in late 2003, extensive work began on renovating the existing restaurants and building a new banqueting and conference centre, plus a new external facade. With this, there were also changes in service practices, corporate culture and management style. Experienced managers were brought in from five-star properties and the hotel introduced a "We Care" initiative based on 21 credos. These covered aspects of customer care and how to look after the needs of colleagues, management and oneself. "Among many reasons, the initiative ensures that the hotel and its staff are all focused on the same goals," Mr van den Oord says. We are a four-star hotel offering five-star services Rewarding optimism The optimistic view of the Hong Kong market proved correct and was soon rewarded with improved financial performance and an increase in the hotel's market share. The new banqueting and conference centre is the third-largest space of its kind in Kowloon and attracts both business events and weddings. In fact, weddings have created a whole new stream of revenue, with over 700 being planned for this year. "Over the last two years, we have become the wedding hotel of choice in Hong Kong for a number of reasons," says Mr van den Oord. "They include the quality of food, impeccable service, and the unique banqueting space." With high ceilings and a grand staircase, one of the rooms is obviously perfect for a bride's grand entrance. "It is all about affordable luxury," he adds. Truly international The hotel was previously popular with visitors from Southeast Asia, but now attracts a broader international clientele, with many more corporate clients from Europe, Australia, the US and Japan. "We have truly become an international hotel," says Mr van den Oord. "I think one of our main achievements has been to remain popular locally and regionally, while taking it one step further and tapping into other markets." The process of upgrading the hotel continues. A club lounge was added recently, which caters to corporate clients and allows them to relax somewhere quiet and get a bite to eat at any time throughout the day. The next project will be the refurbishment of 100 standard rooms into premier rooms. These will be tailor-made for the business traveller, with a larger workspace universal power and data sockets and LCD flat screen TVs. "We are a four-star hotel offering five-star services," Mr van den Oord says. Despite the investment in new amenities, he believes that the hotel's staff are its greatest strength. "We are very lucky to have such a dedicated team because they set us apart from the competition and allow us to achieve service excellence," he says. Then and now Before Hotel mainly popular with local clients and regional tour groups Limited facilities and no suitable space to host big events After Group recognised that the property had untapped potential Now attracting more international visitors and corporate clients New space to hold events such as conferences and weddings Investments have paid off with strong financial performance in terms of total revenues and profits "We Care" initiative has reinforced corporate values and team spirit Extensive training ensures staff are aligned with the hotel's goals Taken from Career Times 9 June 2006 Your comments are welcome at [email protected]