Putting on the Ritz!

Bahrain is experiencing an unprecedented hospitality industry boom with an increasing number of luxury and budget hotels due to be launched by 2010.

While imminent competition is providing an impetus to major hotels on the island to spruce up their properties, The Ritz-Carlton Bahrain Hotel and Spa's new general manager, Bernard Viola believes that Ritz has its own niche in the market and will remain the island's forerunner in the hotel industry despite new competition.

The Frenchman has been with the company for the last four years and firmly believes in the group's commitment to quality and excellence that has been the hotel's cornerstone to success in the kingdom.

"Competition compels a business to raise the bar in terms of standards and quality otherwise it will stay in the dust. We have to apply our group's cultural philosophy more intensively on customer interaction and that is the key for us to stay at the top.

"The point of difference for Ritz-Carlton is not the food, the guestrooms, our beautiful property but what we have to ensure stays fresh and beautiful is that each and every customer interaction is a satisfying experience for them. For us, effective customer interaction is not a concept but a reality which keeps us ahead of the game now and will continue to do so in future," stressed Mr Viola.

So what about scores of disgruntled residents on the island who have been on the waiting list for more than a year to secure membership of the Ritz-Carlton Bahrain Hotel & Spa and its classy sports facilities and beach?

"What would you rather have, tens of thousands of people on the hotel's beach or a limited number of members to enjoy trademark Ritz quality? We keep the membership down, our customers get a quality experience and they become our friends for life; that is our philosophy!"

There is growing speculation that Ritz-Carlton has plans to establish another property on the island. With tourism expected to account for 10.5 per cent of the kingdom's GDP by 2018 - it now stands at six to seven per cent of the GDP - it is no wonder that Ritz-Carlton has plans to tap into the burgeoning service and hospitality demand as tourism grows.

As discussions to invest in another Ritz-Carlton property in Bahrain become increasingly tangible in boardrooms of higher echelons of power, Mr Viola is very hopeful of a favourable decision by the end of 2008.

"We are talking about millions of dinars of investment as far as another property is concerned. The group has been working on graphics and blueprints for several months now but as the cost of construction is on the rise the investors cannot rush into a project of this magnitude without careful consideration," he said.

Mr Viola has over the last couple of years been appointed as hotel manager in newly-opened hotel's in China, Japan and Russia to establish a smooth-running operation before moving on to a new challenge. Maybe Bahrain holds a double challenging opportunity for him in the near future!

But in Mr Viola's opinion a service-oriented culture is lacking in the hospitality industry in Bahrain and if the industry is to expand then it has to address this issue.

The answer lies in educating and training those involved in this sector from cabdrivers to tour guides and hotel staff.

A challenge for Bahrain at this juncture is to stand out from the rest and attract tourism which means develop concepts and look "out of the box".

"The island's economy is quite robust with new developments coming up and this is certainly an exciting time to be here. The leadership of the country is very progressive with a lot of energy at the government level," he added.

"I used to work for a private concern in Al Khobar in the Eastern province of Saudi Arabia and would come down to Bahrain every now and then back in 2003.

"But last month when I arrived on the shores of Bahrain I was stunned to see the development that has changed the face of the island. With the way the economy is moving it won't be long before the government's vision for Bahrain will be realised."

Bernard Viola fact file

Age: I'm maturing like a fine bottle of wine.

Country of origin: South of France.

I arrived in Bahrain: On March 13 from Tokyo, Japan.

Hobbies: I'm an avid golfer, love to ride my bike and enjoy gardening.

I love: Sandy beaches and nature.

Favourite destination: Cabosan Lucas which is a fishing village with two beautiful golf courses at the edge of California.

Ambition: To strive to keep the Ritz-Carlton Bahrain Hotel & Spa the market leader on the island.

The Ritz-Carlton Hotel Company

Established in 1983 with the purchase of The Ritz-Carlton, Boston and the rights to the name Ritz-Carlton.

The management company has grown from one hotel to 71 hotels worldwide with plans for further expansion in Europe, Africa, Asia, the Middle East and the Americas.

The Ritz-Carlton Hotel Company is an independently operated division of Marriott International. The London Ritz is a "partner" hotel.