Hayk Sahakyan – Director of Sales and Marketing at The Alexander, A Luxury Collection Hotel, Yerevan
In the Armenian market, we can see that there is
not a straight and right segmentation of hotels
as products and nowadays there are hotels
which consider themselves as luxury ones. How
would you describe the real meaning of a luxury
hotel?
ach hotel aims to be considered as the
best one, it is the obvious desire. The luxury
segment is the new-born definition in Armenia
in general and in the hospitality industry in
particular. As the first and only international
luxury hotel in the country, we represent
standards, approach, and vision that the luxury
hotels are to have. In my opinion, luxury is the best,
limited, sophisticated and meaningful attitude
to the regular services and goods, similar to the
reason to separate classical music from the rest.
Numerous stories behind each detail, exceeding
and anticipating the needs and feelings of our
guests, highest standards of quality and service
combined with exceptional design, location
and features make the hotel luxury. The
hospitality in Armenia has been developing for
more than two decades. Travelers exploring our
country represent various segments and there
is no need to aim every each of them. Because
of the low volume of the market, properties are
trying to adapt and make the best out of acting
as affordable, MICE, family, business, group
and luxury hotels at the same time. Which in
return damages country image, destabilizes
competition, destroys segmentation. I believe
there is room for each segment in the hospitality
industry. We just need to clearly understand
which one do we represent, who do we target
and which properties do we compete with.
During the low season, we can see that some
hotels are going into price damping. What do
you think about it? Why is it happening?
would think of three main, simple reasons.
First, from November to February the market
suffers from the lack of business in every
segment, properties need to operate, pay
salaries, costs and fees. That is why they
target everything they are able to get
some business. Second, is that properties
are not confident of what to expect in
terms of economic, political and social
development of the country. In these
conditions, business always aims at a
short-term income strategy. Finally,
some strategy decision makers of the
hotels do not always realize the structure
of the market and drop the rates lower
than their below-tier colleagues. It brings
to the domino-effect rate drops, Armenia
presents its product in a tender with the
daily price difference of 10-25 USD between 3
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and 5-star hotels. You may guess the perception
of the country as the tourism destination
yourself. Moreover, it creates issues with future
pricing strategy as you may have hard times
explaining to your partners why increased the
rate twice in May or September. Consolidated
market strategy, a clear understanding of
the segments, respect towards each other
and hospitality community creation will
bring us to much better results, I believe.
What advice would you give to the young
generation who are going to work in the hotel
and hospitality industry? What are the main
criteria someone should follow?
here is no precise criteria, nor key for success.
I have one advice for the people who have
decided to join the hospitality. You need to
love what you are doing, love to make people
happy, to make their special day unforgettable.
You simply need to love to host guests in
your apartment. Each of you represents our
country and only after the place you work. If
it is all about you, welcome aboard! When you
are aboard, the hard work time will come. Every
single day you will need to learn something
new, to become better and to pass your
expertise to the team you are working with.
I truly hope to see a proper hospitality school
in Armenia in the nearest future, where young
people would become professionals supported
by the restaurant, hotel and tour business
specialists for the better hospitality in Armenia.
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