Nicholas Dumbell, the GM of The St. Regis Mumbai, on upping the luxury quotient.
IMPACT OF LOCKDOWN
Hardly had the celebrations ended when, barely a month into your appointment as GM, lockdown was announced. How did it impact things?
First things first, we implemented the Marriott-driven commitment to clean, which has come from the company’s Global Cleanliness Council. With that out of the way, the most important thing we did during the lockdown was our training. We clocked up over 1,500 hours of training and that really had the biggest impact.
With occupancy levels at an all-time low, when do you expect things to look up?
From plus 80% we went down to 10% at the beginning of lockdown but the number is now going up; weekends are at over 50% and things are likely to get back on track once travelling resumes. Having said that the big thing right now for us is staycations – and we are seeing that become increasingly popular.
We have already done a number of things and probably the most successful initiative that’s come out of it is Marriott on Wheels, our company’s food delivery and take-away platform which gave a great boost for the hotel’s F&B segment. Besides, that were a lot of other initiatives that we launched with Marriott International. For example, people working from home have the prospect to secure a work place here.
In addition, we also created the opportunity for production houses to shoot at our property. There are other ideas too that will continue to evolve from understanding our potential client’s needs and what we have available at our property.
How has the new normal impacted the luxury quotient at the hotel?
I think it is important to recognise that, when it comes to luxury, contact is not going to disappear. People still enjoy personalised experiences but in a safe way. In fact, our guests really love our Butler Service as they can be in contact with one individual and not multiple people.
THE LUXURY QUOTIENT
Apparently, this is possibly Marriott's best luxury property. How do you plan to take it to the next level?
That’s quite right. This is indeed Marriott’s best luxury property in India by far. And I think Marriott recognizes that. As with everything in life, what you did last year is not good enough this year. So if I was to keep the ship in the same way we would not maintain that position and I think my pride in itself will ensure that doesn’t happen. I am sure that we can bring in new changes to make it better and to improve the experience.
The St. Regis brand is all about personalised service which is inclusive. Not surprisingly whenever I receive a compliment or an email or a letter from a guest, it's always about a person or an individual who made a difference. Nine out of 10 times it was because they understood what that the guest wanted. And that’s not by being there all the time but by talking to them and understanding their needs and then making sure they get what they expect.
When it comes to the team what is the one area you think you need to work on?
I believe that Indians are the best hospitality professionals in the world but the one area they need to work on and the one area I am worried about because I think it’s the future of hospitality is body language reading and working how to react on body language and being unobtrusive.
Talking of Indian hospitality, the country has some great local brands in the luxury space what, according to you, is distinctive about a brand like The St. Regis?
I think the thing that differentiates The St. Regis brand from the others is the timelessness that it has. It has a huge amount of authenticity in the story behind it. It is a brand that has a story around it; the story of an inventor and change maker, John Jacob Astor IV, who founded The St. Regis New York as a place to pursue his passions. Now, more than a century later, The St. Regis brand is renowned for its tradition of innovation and commitment to impeccable service. Also it is the story of Caroline Astor. Many of our most cherished rituals are inspired by her inventive mind.
Not surprisingly, this is the preferred hotel for social events and weddings. It’s the place to be seen. It’s the place party. I guess one of my key responsibilities is to preserve and celebrate the rituals like the art of champagne sabering, the signature ceremony of The St. Regis evening rituals series, or the afternoon tea in the Drawing Room.
THE COMPETITION
Now that another luxury Marriott hotel (The Ritz-Carlton) is soon opening next door, do you see that as competition?
Well, not really. We may well complement each other. What we are going to have to do is focus on what our USPs are; what our key differentiators are.
I see us potentially looking at a benefit especially when you have large group movements in this part of town. It’s going to help us work together and look more cohesively having a sister down the road. I want them to be my friends. I want them to be my partners rather than my foes. And that’s not about collaborating or working how to keep the prices high. It’s about working creatively for the consumers and for us.
Talking of competition, how do you manage to still command the highest Average Room Rate (ARR) in Mumbai?
To command the highest ARR, it is important that you have to be delivering the best service. People have to be ready to pay a premium to come and stay with you. And I think this is more relevant than ever right now when we have seen a drastic drop in demand because of the pandemic. Hence we need to not focus on all the negatives of; we need to focus on the opportunities in the crisis.
What is the one thing that you think you need to get the customers to keep coming back?
Well, we all need stories about our hotels and The St. Regis, because of the Astor family, already has a wonderful story that we also need to work on. Having said that I am still trying to find my stories here.
There are a few that are coming and I find now talking to the owners regarding how things were developed. And those are the things that people remember.
For instance, they will remember that you are staying in the same room as Mike Tyson or other celebrities. These are the things that you need to develop and work out how you are going to tell that story in a way that people will keep on coming back.