BRAND LOYALTY
TBY talks to Naif Zureikat, Cluster General Manager of Hilton Hotels & Resorts, on the group's operations in the country, its contribution to help boost tourism, and his aims for the future.
BIOGRAPHY
Naif Zureikat is the Cluster General Manager of Hilton Hotels & Resorts. He first joined Hilton Worldwide in 2009 as the General Manager of the King Hussein bin Talal Convention Centre (KHBTCC) in Jordan, the largest convention center in the region. Zureikat, worked for Sheraton hotels for more than 26 years. He has over the course of his career worked across the Middle East, Africa, Cyprus, the US, and Canada. Zureikat has been instrumental in significant CSR projects for Hilton Hotels Beirut, including collaborations with the Lebanese Food Bank and the Lebanese Breast Cancer Foundation.How did Hilton Hotels start operations in Lebanon and how has the company expanded over time?
Hilton Worldwide is one of the most recognizable hotel chains in the world comprising more than 4,660 managed, franchised, owned, and leased hotels and timeshare properties with nearly 765,000 rooms in 102 countries and territories. We have long been present in the region and opened our fist hotel in Lebanon in 2012, the Al Habtoor Grand in Beirut.
What factors make Lebanon an attractive destination for tourism?
Lebanon has a great deal to offer visitors including history and culture: the food, the nightlife, the beaches, the attractions, the rich history and historical sites, the mild climate, and many other factors. These have made Lebanon one of the most visited countries for tourism in the Middle East. Beirut has plenty to offer in terms of variety of dining places, entertainment, mountains, coastal sceneries, and cultural events. Beirut has always been a city that generated an artistic flair, and the city always features artistic activities. Lebanon is also a hub for major events and conferences. The biggest bulk of business comes from the pharmaceutical companies, many of which are based in Lebanon and host several conferences throughout the year. In addition, Lebanon has long had a tradition as being known as a medical tourism destination due to the good quality and competitive prices of its medical services.
What is the potential for Lebanon to become a hub for business tourism, and how can Hilton contribute to that?
The business segment represents a significant share of the total tourism industry in Lebanon and companies continue to send their employees to work in Lebanon. Multinationals have kept their presence in the market. Hilton is a hotel engine of 4,600 hotels around the globe, and we operate many services in the Lebanese market that influence large companies to come and stay with us, for example, we have the largest conference room in Lebanon with a capacity of 2,000 people. Our presence here is key to drive businesses that are associated with Hilton or using Hilton all over the world.
In light of the recent fall in occupancy rates, what has been Hilton's strategy to counter this problem?
Hilton pays rigorous attention to managing its business channels; our HHonors loyalty program has more than 50 million members and contributes to maintaining our numbers and guests in the country. Also, the Hilton name is well established and carries a great deal of brand loyalty and trust. Our strategy is based on capturing the maximum number of corporate travelers and pushing for MICE tourists to keep coming into the country.
What are some aspects of your current renovation plan?
We always strive to provide our guests with the ultimate comfort and exceptional travel experiences, whether they visit us for business or for leisure. The overall plan includes the complete renovation of both Hilton Beirut Habtoor Grand and Hilton Beirut Metropolitan Palace; we have started with the refurbishment of public facilities, such as the ballrooms and the lobbies. The rest of the renovation plan will be thoroughly executed throughout the coming years, while maintaining utmost guest satisfaction and service.
What would you like Hilton to achieve under your lead in the following two years?
We are geared to continue being the number one hotel in Lebanon. All of our plans and focus is leading toward that ultimate goal, and today we have probably the best position in the local market. If you look at travel advisory websites, we are ahead of our competition and we plan to keep it that way. Our key elements here are team members, quality service, and making people feel at home. Hilton has sought to maintain the quality services people identify us with, and we want to continue growing and improving our services and upgrading our hotels in order to meet the expectations of our clients.
BRAND LOYALTY
TABLE OF CONTENTS
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Let’s be Franc
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The Tripoli Transformation
The Tripoli Special Economic Zone (TSEZ) is one of most ambitious projects in Lebanon at the moment. With an initial cost of USD27 million, it is meant to provide an alternative to the heavily centralized economic activity in Beirut, a new gateway for investments and trade to settle in northern Lebanon, and will transform the image of a long-neglected region.
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Dr. Freddie Baz, Vice Chairman & Group Strategy Director, Bank Audi
TBY talks to Dr. Freddie Baz, Vice Chairman & Group Strategy Director of Bank Audi, on the bank's increase in profits, dealing with currency devaluation, and working to turn the economy into an export-driven one.
read articleReview: Insurance
Life is a Rollercoaster
Unlike many emerging markets, Lebanon enjoys a relatively high insurance penetration rate and strong life segment, buoyed by compulsory lines and bancassurance. Competition remains fierce, however, and reform aimed at encouraging consolidation looks far off.
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Max R. Zaccar, Chairman of Commercial Insurance & President of the Association, Insurance Companies
TBY talks to Max R. Zaccar, Chairman of Commercial Insurance & President of the Association of Insurance Companies, on the resilience of the sector, increasing the already-high penetration rates in the country, and remaining one of the strongest insurance companies in the region.
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HE Arthur Nazarian, Minister, Energy and Water Resources
TBY talks to HE Arthur Nazarian, Minister of Energy and Water Resources, on the potential offshoots from oil and gas explorations, the country's National Energy Efficiency Action Plan, and attempts to increase renewable energy consumption.
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Wissam Zahabi, Chairman, Board of the Lebanese Petroleum Administration (LPA),
TBY talks to Wissam Zahabi, Chairman of the Board of the Lebanese Petroleum Administration (LPA), on making the investment climate attractive for foreign companies and becoming self-sufficient in energy.
read articleFocus: Sovereign Wealth Funds
Gas Pipe Dreams
Despite excitement over exploration of Lebanon's hydrocarbons, the creation of a sovereign wealth fund, which was included in legislation, has yet to take place. The country faces several obstacles in its path to creating and properly managing a fund.
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Pierre El Khoury, General Director, Lebanese Center for Energy Conservation (LCEC)
TBY talks to Pierre El Khoury, General Director of the Lebanese Center for Energy Conservation (LCEC), on the development of energy efficiency in Lebanon, awareness of energy conservation, and the country's 2020 renewable energy goals.
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Dr. Fady Gemayel, President, Association of Lebanese Industrialists (ALI)
TBY talks to Dr. Fady Gemayel, President of the Association of Lebanese Industrialists (ALI), on the group's work to promote industrialists, new developments in terms of industrial cities, and the future of industry in the country.
read articleFocus: Industrial Cities
Industrial Solution
Domestic and regional events have stifled Lebanon in building a strong national industry to protect and sustain its economy. Four proposed industrial zones throughout the country may provide it with the economic backbone it so desperately needs.
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Marianne Hoayek, Director of the Executive Office, Banque du Liban
TBY talks to Marianne Hoayek, Director of the Executive Office of Banque du Liban, on the roots of the Circular 331 concept, bridging funding gaps throughout the startup lifecycle, and the country's growing knowledge economy.
read articleRoundtable
Thinking It Through
On June 12, TBY and the American-Lebanese Chamber of Commerce (AmCham) organized a roundtable titled “Startup ecosystem sustainability: fostering cooperation to drive entrepreneurship." The participants discussed the impact of Circular 331, an initiative by Bank du Liban, the Lebanese central bank, to inject a potential of USD400 million into the local enterprise market and guarantee 75% of banks' investments in startups and startup support.
read articleFocus: Infrastructure for the startup ecosystem
The New Star
Startups are ubiquitous in Lebanon despite the difficulty of starting a business and the lack of services available to new businesses. However, a number of actors, both public and private, are innovating the environment and allowing startups to fulfill a greater role in the country's economy.
read articleFocus: Maritime Exports Bridge
Bridging The Gap
The conflict in Syria has wrought serious damage on the Lebanese economy, effectively closing off the country's trade routes through Syria. However, a new program geared at balancing the price disparities between land and sea transit is poised to help Lebanese industries.
read articleFocus: Real Estate
A Stimulus For The Rest Of Us
The real estate market in Lebanon is nothing like it used to be. The sector has slowed considerably, and demand has shifted from the traditional center, Beirut. However, stimulus packages from the central bank over the years have proven beneficial for all parties involved.
read articleInterview
Armand Pahrés, President, Lebanese Pharmaceutical Importers Association (LPIA)
TBY talks to Armand Pahrés, President of the Lebanese Pharmaceutical Importers Association (LPIA), on the development of legislation in the sector, boosting further innovation, and opportunities for Lebanon to become more self-sufficient in pharmaceuticals.
read articleFocus: Incentives for pharmaceuticals in Lebanon
Pharma Land
Lebanon has always been the region's leader in all things health related. Its pharmaceutical industry is no exception, and the country's incentives for international pharma companies to operate, manufacture, and distribute in Lebanon are only getting stronger.
read articleInterview
HE Elias Bou Saab, Minister, Education and Higher Education
TBY talks to HE Elias Bou Saab, Minister of Education and Higher Education, on the ministry's initiatives to improve the education system, ensuring access to education for Syrian refugee children, and reversing the brain drain in the country.
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Mohamed Harajli, Provost, American University of Beirut (AUB)
TBY talks to Mohamed Harajli, Provost of the American University of Beirut (AUB), on his upcoming plans for the university, the key role played by the AUB alumni, and fostering an entrepreneurial spirit among students.
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High Marks
Proportional to its population, Lebanon has taken in significantly more Syrian refugees than any other country. With the country now facing the problem of placing the tens of thousands of Syrian children in school, international donors and local and foreign organizations are making educational support a priority.
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Joseph G. Jabbra, President, Lebanese American University (LAU)
TBY talks to Joseph G. Jabbra, President of the Lebanese American University (LAU), on embracing technology at the university, the challenges of Lebanon's brain drain, and the importance of having international links with other institutions.
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