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BUSINESS is booming in the two hotels which have taken over operation at City Centre Bahrain and their new complex general manager hopes to welcome even more guests as the kingdom opens the tourism floodgates.
Klaus Niefer has stepped into the hot seat and location left vacant by the departure of Kempinski from the current hospitality scene as new hotels on the island prepare to open their doors in the coming months.
The Westin Bahrain City Centre and Le Méridien Bahrain City Centre will be better established by that time and Mr Niefer is confident the popular international brands can build on their initial success here.
He said: “Globally both Westin and Le Méridien are doing extremely well and we have many new hotel openings for both brands across the globe. Locally we are very happy with the development of both hotels and with how well the two brands have been received during this short time in Bahrain. To give you an example, both hotels ran on a very high occupancy during the Eid Al Adha holidays, so yes, we are delighted.
“I think the new hotel openings indicate growing confidence in Bahrain as a destination. The entrance of new international branded hotels help promote the kingdom on the global arena, which I believe will stimulate more tourism and business travel. The government’s current initiatives such as easing of the visa policy are also a positive step forward.”
As reported in GulfWeekly, preparations are in full swing to implement a Cabinet decision to grant citizens from 66 countries instant and e-visas and enable nationals from 102 countries to apply for e-visas online. The move is part of plans to ease entry procedures in a bid to attract more tourists and investors to help revitalise the national economy.
As well as visitors Mr Niefer is also planning to woo locals and expats living on the island to sample the goodies available under the Westin and Le Méridien banners.
He explained: “Having managed a Westin and before that Le Méridien, both in Abu Dhabi, I’m well prepared for this opportunity.
“To begin with we need to introduce the two distinct brand standards, brand elements and programmes to the Bahrain market. Next we need to bring the two brands alive amongst our associates so that they are fully-equipped to deliver the unique, branded experiences to our guests throughout both hotels and continue to innovate in order to get better every day.
“We strive to become a destination of choice for the local population, be it for dining, resting or relaxation. We are currently focusing on refining our F&B offerings and will be shortly introducing our brand programmes for both hotels. In addition Starwood Hotels’ industry-leading loyalty programme, Starwood Preferred Guest, or SPG, assists us to promote Bahrain and our new properties on local, regional and international arenas. Our leisure business is already very successful and we are now focusing our efforts on increasing the corporate and group businesses.
“I’m really pleased to have moved to Bahrain. The island has a reputation as being welcoming and friendly and my experience so far has been great. I look forward to making new friends and getting involved with the local community.”
Mr Niefer is German but also has a permanent Australian residence. He was born in Stuttgart but calls Brisbane his home town now.
Married to Rita, a procurement manager, the couple have two sons, university student Marco, 20, and Daniel, 18, who is continuing his final year of school studies in Abu Dhabi, the family’s last port of call before they reunite in the summer and settle in Bahrain.
He has moved from The Westin Abu Dhabi Golf Resort & Spa, where he was the general manager from 2010 and managed the pre-opening and launch of the golf resort. Prior to this, Mr Niefer was deputy general manager at Le Méridien, also in Abu Dhabi. With a celebrated career in the hospitality industry spanning 30 years and three continents, he has also worked in several five-star properties in Germany, Australia, the Philippines and China.
Will he miss the fairways and the greens? Not really, he said: “I think the concepts are somehow quite similar as we support another key stakeholder, whether it is a mall or a golf course. Of course our direct attachment to Bahrain’s most popular entertainment destination, City Centre Bahrain, gives us a competitive edge and it is our unique selling point.”
And he thinks the mall’s new two distinctive hotel brands will prove to be a winner.
Westin’s approach, for example, consists of six pillars with specific programmes and services designed to enhance the well-being of guests.
“Our aim is to ensure they leave us feeling better than when they arrived. The six pillars are Sleep Well, Eat Well, Move Well, Feel Well, Work Well and Play Well,” Mr Niefer explained.
“Our goal is to offer a truly revitalising Sleep Well experience with our signature Westin Heavenly Bed with its customary pillow-topped mattress, down duvet and inviting, fluffy pillows. The Feel Well pillar can be enjoyed in the rooms with a rejuvenating Heavenly Bath perfected with the signature White Tea by Westin bath amenities. We want the Feel Well experience to be sensory in every way, with soothing colour combinations and scents invigorating the mind, the body and the spirit.
“We are proud to introduce the first ever Heavenly Spa in Bahrain, with treatments designed for ultimate Fell Well renewal.
“Our Eat Well philosophy extends to all our food and beverage outlets with Westin SuperFoodsRx menu options available at all venues, including in-room dining. SuperfoodsRX menus are designed to treat our guests to exceptional food combinations rich in nutrients, antioxidants and flavour.
“The Move Well pillar helps travellers energise or de-stress with WestinWORKOUT which combines advanced fitness equipment with high-performance workouts and a swimming pool.
“We will also launch the RunWESTIN service later this year, offering a self-guided jog or refreshing walk with custom running maps, for guests looking to stay active while travelling.
“To Play Well children can have fun at The Westin Kids Club with arts and crafts projects, board games and other engaging activities.
“And, the Work Well philosophy is manifested with our clutter free approach to meetings and working spaces. Catering for the meeting breaks include the SuperFoodsRx.”
The local arts scene is set for a boost by Le Méridien’s contemporary lifestyle approach through culture and cuisine.
Mr Niefer revealed: “By year-end the hotel will launch the brand’s signature Le Méridien Hub, which re-interprets the traditional lobby into a social gathering place for creative people to converse, debate and exchange in an imaginative atmosphere.
“We are in the process of curating local artwork from Bahrain to be featured in the hotel – all part of Le Méridien’s promise of destination discovery. We look forward to unlocking Bahrain to our guests through these filters of discovery.”
Mr Niefer says the hotel is currently working on a few other key plans with partners and he looks forward to being able to reveal more in the coming weeks.
He is also a keen sports fan which bodes well for the Royal Golf Club and the Bahrain International Circuit, but then again, what German isn’t after the nation won the FIFA World Cup in Brazil and its F1 drivers include world champion Sabestian Vettel and pretender to the crown Nico Rosberg who follow in the footsteps of the legendary Michael Schumacher.
“Indeed I am a big sports fan and I hope I can find enough time to improve my golf!’ he said. “I have gained many contacts having been involved with The HSBC Golf Championships and Troon, the Golf management company, in Abu Dhabi. In general we believe in mutually beneficial partnerships and will certainly peruse those opportunities.
“The World Cup was a great tournament and, of course, I enjoyed that Germany won the title. I support my hometown team of VFB Stuttgart even though they have been struggling over the past few years.
“As for F1, I had the pleasure of having Vettel and Rosberg, plus Schumacher, staying in my hotel in Abu Dhabi. I am working on getting the teams that stayed in my Abu Dhabi hotel for the past two years to come to us and am using my contacts to get more business for us. Personally I like this sport and I look forward to seeing the race here in Bahrain.”
