Anthony Worrall
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How the year has been panned out for the Crowne Plaza London – The City?
The year has been good so far. However, it is important to highlight that our owner is the Galadari family, who originate from Dubai and is very dedicated to the property. He is a British citizen and works very hard ensuring that we have the right level of investment. In his view, it is important to pitch the hotel as a luxury sector in order to ensure we are delivering every business and relation need. He is of the opinion that the hotel provides the right environment for its guest with a keen emphasis on service.
This year working alongside with the owner, we have opened the Champagne and Cigar Terrace Voltaire. This venue caters to a shortage in London of what we would call a true cigar venue. We were able to launch the venue following the UK law. The new venue offers our guests a luxury food and beverage environment while specialising in cigars.
What are the key new developments in the property?
Following the launch of Voltaire, we have equally invested through-out our public areas and the main half bathrooms. Just 18 months ago, our owner invested a substantial amount into the bedroom product. We are continuously looking for ways to develop the food and beverage offering. In this regard, this year, with a focus on high quality and standard, both of our restaurants have also had investments.
We launched a new Italian outlet – Diciannove – which is 19 in Italian. The restaurant also takes its name from the famous address of 19 Blackfriars which is a famous address in London. We have high standards of cuisine in Diciannove. All menus are authentically sourced and the same goes for the produce. The food actually originates from Italy and all of our chefs are Italian. The focus with our restaurants is that we are able to give our guests a choice of international cuisine.
We offer a taste of British and French cuisine within our two bars – ‘The City Lounge’ and ‘Voltaire’. Both menus also have a little bit of American too. Our Italian restaurant also caters to the Mediterranean taste. We then had an ambition to offer real Chinese cuisine. This was presented at our Chinese Cricket Club which adopted a Szechuan-style cuisine. Here we use a little more garlic, spices and red chilli which come from the region within China. These spices give the food offered an explosion of taste and flavour.
As the name suggest, Chinese Cricket Club, is just a different twist on the cuisine but also highlights the owner’s passion for cricket as a sport. We are also major partners and sponsors of the Oval Cricket grounds. So it became interesting to merge his love for cricket and love for international cuisine.
What is the percentage of business versus leisure to the hotel?
This is an interesting take as five to 10 years ago, the square mile was always predominantly known for business. London has had such an explosion over the last five years and probably, even more in the last 12 months post the Olympics. This side of London has become a part of central London, so during mid-week it lends itself to the business world while also connecting to the city and Westend, canary wharf – keeping us directly in the middle.
With all these factors, we are mid-week a corporate business hotel. However what is exciting is that over the last 12 months we have really been able to demonstrate our offerings catering to leisure guests.
What are the locational advantages of the hotel?
London’s Theatreland is just 10 minutes by foot from our hotel. We also have a picturesque skyline covering the river Thames, Embankment and South Bank within the city. St Paul’s cathedral is just a five minute walk from the hotel. Shopping opportunities are within reach with the One New Change shopping complex offering designer brands and high street shopping. These are less crowded areas from Oxford street. One can also go down to the Olympic parks and the Westfield Shopping centre which is just 5-10 minutes away. So, having all these offerings literally at our doorstep, has given the hotel a completely different pitch. These close attractions blend in well with my desire to be to tap into destinations such as the Middle East.
Having mentioned that you are looking at other markets, what are your plans for this year?
I am of the opinion that before you open yourself to any other business; you have to show them that you completely understand their culture. It is also important for me to create service training programs. This demonstrates that my team members are ready to receive guests from Middle East, Far East or even Australia. We have been preparing internally with regards to new markets and their cultures. It is also necessary that we visit the destination we are trying to tap because trying to imagine it from London is completely different. Our ambition now is to travel extensively within the Middle East to understand this market.
How is the hotel preparing to cater to the Middle Eastern guests’?
We are working very closely to understand the Middle East market. We will also be flying one of our chefs to work with a chef in the Middle East. This will give our chef an idea of the local products used in serving the local delicacies. Little gestures like placing a discreet arrow in the bedroom draw showing them the direction of prayer. In addition to preparing for the Middle East guests, our plan is also to visit the region across a seven to 10 day trip. We are looking at visiting Dubai, Abu Dhabi, Qatar, Bahrain, Kuwait and Saudi Arabia.
We would be looking at pre-determined appointments which are respectful rather than just causal walk-ins. We are working on this Middle East trip strengthen and establish a longer relationship with the region.
What is the percentage of Middle East guests to the hotel?
The time we really looked at tapping into the Middle East market was from last summer. Ramadan came back much stronger to London this year. It is our responsibility that we give our Middle East guests reason why they should explore beyond the norm. For all too long now, hotel addresses like the Park Lane have been a regular for the Middle Eastern guest. It is up to the hotelier and their chain to showcase the hotel product. We have two focussed objectives for the Middle East market –proactively inform the market that we are ready to cater to Middle east guests and secondly, proactively go out there and pitch for it.
Which are your top global performing markets?
It is certainly the US, Spanish and Italians are also travelling to London. The Irish market is not there yet but it is only a matter of time. Interestingly, we had a guest from South Korea stay with us across seven nights a week for eight months. Our guests list is very diverse. We are geared up for long-stay guests. However, we are not going for volumes. We want our guests to feel very exclusive especially the Middle East guests.
What is the percentage of repeat visitors?
During mid-week it is quite high. We have regulated relationships in place with some of our clients wherein we have guests staying with us for up to four to five nights a week. So, the average length of stay is about a 2.5% during the week but weekends are higher.
Which are the other emerging or key markets you are looking at tapping?
India would be a key market for us. However, Middle East is our top priority. The region takes business seriously and has some of the best service and hotels in the world.
Would there be any new developments or refurbishments?
We are in a very exciting design stage of a bespoke eight floor Skybar and restaurant. We will be adding an additional five-star food and beverage experience. We have just received news that our planning application and list of heritage is approved. From this point on, I will work closely with our owner and interior designer on the project to come up with a very exciting cuisine and beverage option for London. It could arrive in 2014 but certainly 2015 at the very latest. Views from the Skybar will include a combination of Tate Modern and St Pauls including new the Gherkin, The Shard and much more. We will also enhance the reception and lobby space.
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