TravTalk Middle East Online Magazine
Mysk by Shaza fulfils the requirement for more upmarket properties in the Middle East, claims Simon Coombs, President and CEO, Shaza Hotels.
TT BUREAU
Q) Can you explain the unique features of Brand Mysk? Mysk has been created to fulfill the need for more upscale hotels in the Middle East. We have often been asked by investors to introduce a brand like Shaza but one that can offer sustainable returns in locations where a luxury hotel would not be attractive. The cost in building an upscale hotel is obviously much less than a luxury one, but the difference in room rates between upscale and luxury is not necessarily very high. So, the investment model becomes very attractive. The idea being Mysk was driven by the change in the profile of tourists coming to the region and changes in the economic situation that have fuelled the demand for upscale hotels.
Q) What is your opinion on the indispensability of technology in the hospitality industry?
In our industry, we must always recognise that technology is a facilitator and not an end in itself. Gone are the days when operators developed priority technologies and systems aiming to achieve a competitive advantage. We are not technology companies, but must take best-in-breed solutions that are scalable, have no cost of ownership, and assist our attainment of strategic objectives.
Q) Travel agents were the backbone of the hospitality industry sometime back. How has the scenario changed over the years?
Operators need to stop complaining about online travel agencies and see how they best fit into the business model. Thereafter, they can be properly embraced within a wider strategy of acquisitions, engagement and retention. If you think that operators are going to invest the same amounts in technology, data, metrics and distribution technologies, you are misguided – let the experts do what they do, and better than we can, but view this channel as one element of the overall strategy
