GLOBAL UPDATE
Hyatt Ziva Rose Hall , Jamaica , is set to open in 2014 with Playa owning and operating .
ECCENTRIC RECRUITING
PLAYA ’ S CARIBBEAN PLAY
Playa Hotels & Resorts , Fairfax ,
Wardinski , Playa chairman and CEO , Virginia , is entering uncharted waters adding the company will likely both own in the Caribbean and Mexico with its and manage the hotels under its new nascent all-inclusive brands , the adultsonly Hyatt Zilara and family-focused “ We want to expand rapidly because
Playa Resorts Management company .
Hyatt Ziva . With Hyatt Hotels Corp .’ s we think all major brands are going to US $ 325 million investment , Playa plans enter all-inclusive . It is one of the only to convert six of its 13 owned hotels segments that the majors like Marriott to these brands and manage them . or Starwood are not already players in .” Meanwhile , Playa wants to expand in Wardinski says Playa ’ s portfolio Cancun , Riviera Maya , Los Cabos and runs 80 % to 90 % occupancies , although its Dominican properties have
Puerto Vallerta in Mexico as well as the Dominican Republic , Jamaica , Aruba , seen a slight rate decrease while the Costa Rica , the Bahamas and Panama . U . S . and Western European customer
Playa has an exclusive franchise base is diversifying to include more visitors from Asia Pacific , currently about deal with Hyatt for five years in five Caribbean countries , including Mexico , 4 % of the total , and Eastern Europe . through 2018 . It will consider other
Wardinski adds his company ’ s Zivaopportunities , but plans to focus on and Zilara-branded hotels will differentiate themselves with food and growing the two new Hyatt brands . “ Our plan with Hyatt is to grow with beverage offerings , which Hyatt ’ s consumer research shows has the least the significant amount they have invested in us as the growth vehicle for positive feedback from guests in regards to the all-inclusive experience the Ziva and Zilara brands ,” says Bruce
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PLAYA HAS AN EXCLUSIVE FRANCHISE DEAL WITH HYATT FOR FIVE YEARS IN FIVE CARIBBEAN COUNTRIES , INCLUDING MEXICO , THROUGH 2018 .
Steigenberger Hotel Group is launching an employer-branding program with a series of eccentric guest imitation images and provocative statements to strengthen property-level team engagement and improve recruitment efforts .
Internal studies and surveys revealed employees appreciate opportunities to act autonomously in their efforts to provide exemplary service , and that subsequently formed the core of the new employer-branding approach .
Guests and their unusual requests are the focus of the new campaign , which also encompasses new online and offline job ads , website banners , newsletters , flyers , brochures , giveaways , presentations , intranet articles , a new trade fair presence and new HR marketing material such as tray liners in cafeterias . There will be a second campaign phase in 2014 , in which the group ’ s employees can submit their own unusual guest experiences in a special competition . The best stories will win prizes and be included in the next campaign .
Roberto Rojas , head of group human resources for Steigenberger , says the cost of the project is estimated at € 100,000 ( US $ 136,000 ). “ Although it ’ s too early to name any return on investment figures , we expect , of course , a lot more qualified and skilled applicants ,” Rojas says . “ This is expected to counteract Steigenberger ’ s outdated employer image and additionally create an attention-grabbing presence that will especially address a younger target group .”
12 HOTELS December 2013 www . hotelsmag . com