JEDDAH — Time is critical for today’s executive travelers, and Saudi peers are not exempted. These guests demand home comforts and personalized experiences tailored to their preferences when they are on the road. They have a desire to make the most of a trip which has given rise to the ‘bleisure’ trend wherein executives make time for leisure activities even during a business trip, Bruce Ryde, the Head of Luxury & Lifestyle Brand Marketing - Asia, Middle East & Africa, InterContinental Hotels Group said in an interview.
For example they will often combine a quick spa treatment, round of gold or extend their stay to visit family and friends. Saudi travellers are no different - they desire unforgettable luxury experiences tailored to their preferences, he pointed out.
Club InterContinental is a lot more than just a room category. It is an elevated level of hospitality turning to thoughtful touches and delightful experiences. It’s all about attention to detail with the highest levels of personalization, and encompasses a suite of exclusive VIP services that surprise guests and speak directly to their needs and desires, he added.
Excerpts of the interview follow:
• What is Club InterContinental service and how is it different?
Club InterContinental is our end-to-end bespoke premium travel experience tailored exclusively to each individual guest’s preference. Our guests embark on a personalized journey from the minute they make a booking to the time of departure. Travelling for business can be quite strenuous, so we take care of the finer details such as the guest’s favorite pillow style or desired food options, as well as special room features such as tailored drink menus, their preferred audio system and a guaranteed late check-out ahead of time.
There’s nothing worse than arriving at a hotel and not knowing where to check in. With Club InterContinental, guests are personally greeted by name and whisked away to a dedicated check-in lounge to ensure a seamless arrival experience. We know how important it is to be connected to the outside world so if you’re a Club InterContinental guest, your Wi-Fi and local calls are always free, as are suit pressing services. And of course our front-desk concierge are always on hand to share their insider knowledge of the city with guests, whether it be a recommendation for the new restaurant in town or the best fashion boutiques in the area.
Finally, one of the highlights of the Club experience still remains the guest lounge, a private enclave to conduct business or simply to relax and unwind. Guests staying with us can also invite an extra guest to enjoy the features of the Club lounge at no-extra charge. To know your hotel stay will be tailored to you and offers this degree of home comfort is very appealing, particularly if you spend a lot of time on the road.
• Among all the benefits and services listed above, what is the most attractive benefit for your guests in Saudi Arabia?
All the services offered by Club InterContinental are deemed essential for us to provide a bespoke experience for our guests. We live in a world where personalization is key for all of our guests, particularly those from Saudi. On a daily basis they interact with technology, places and people that make them feel unique and reassure them that their preferences have been taken into consideration. At InterContinental Hotels & Resorts globally and in Saudi we are renowned for being able to provide our guests with personalized and exceptional experiences tailored exclusively to the preference of each guest in more than. They embark on a personalized journey from the minute they make a booking to the time of departure.
• How important is personalization for Saudi luxury travelers?
Luxury has a different meaning to each individual depending on their lifestyle however lately it has become less about possessions and more about personalized experiences. Our guests are savvier than ever with more options than ever before. Brilliant hospitality comes naturally to the people of Saudi so it’s even more critical to deliver personalized unique experiences to our guests here to show we are always one step ahead. We want to offer not just what they need, but what they didn’t even realize they needed.
• Where is Club InterContinental service available and who are your target audiences?
Internationally there are over 70 InterContinental Hotels & Resorts offering the Club InterContinental experience, with 50 of those right here in Asia, Middle East and Africa. Club InterContinental appeals to affluent experienced travellers travelling for business or leisure who are looking for preference recognition and bespoke experiences. Luxury is very much a way of experiencing life and our guests enjoy truly authentic experiences; but at the same time expect a consistent standard of excellence at their hotel. These travellers want to travel one way and that is their own way, and they’re willing to pay a premium for their desired experiences. Our guests are becoming increasingly discerning and sophisticated so we always aim to be one step ahead so that we can offer not just what they need, but what they didn’t even realize they needed.
• Where do you offer Club InterContinental in Saudi Arabia?
Club InterContinental is available at six of our InterContinental hotels in the Kingdom including InterContinental Riyadh, InterContinental Jeddah, InterContinental Al-Ahsa, InterContinental Al-Jubail, InterContinental Al-Khobar and InterContinental Dar Al-Tawhid Makkah.
• How popular is Club InterContinental in the region and Saudi Arabia in particular?
There is a renewed focus on reconnecting with business and affluent travellers through crafted, personalized services that prioritize the finer details of travel. They expect their desires, and those of their family and friends, to be acknowledged and met. All this is at the heart of our Club InterContinental offering which really resonates amongst Saudi travellers.
Our various properties in the Middle East are able to meet the needs of our guests travelling for any occasion, whether it be a business trip to Riyadh or a weekend getaway to Dubai. For that reason, Club InterContinental is very popular. A great example is our dedicated concierge teams who share with guests their inside knowledge on the cities we are present in here, to ensure our guests enjoy local and authentic experiences in a region rich in history and culture.
• How are profiles of the guests collected and analyzed in order to customize and personalize experiences?
We know that personalization is a key differentiator for us at Club InterContinental. We are always working on how to better understand and identify the personal preferences of our guests to provide them with an unforgettable luxury experience. Data is collected throughout the guest journey by using different tools such as the pre-arrival report courtesy calls and comment cards to detail guests’ preferences and special requests prior to their arrival at the hotel. Recognizing and acting upon the needs and desires of our guests ultimately helps us build relationships to ensure we welcome our guests back time and time again.
• How does the Club InterContinental team engage with guests following their stay?
We have a fantastic team of employees working at our Club InterContinental hotels who are very passionate about what they do so the guest experience never ends at farewell. We stay in touch with our guests regularly, and often by sending personalized emails and warm thank you notes on special occasions such as birthdays or anniversaries.
