Northstar

www.travelweekly-asia.com | 23 HOSPITALITY OUTRIGGER HEADS FOR THE BIG SEVEN-O WITH LOTS MORE TO OFFER Luxury beach resorts are the defining feature of many Asian destinations. What sets Outrigger apart from its competitors? Outrigger has a unique values-based approach to hospitality management called Ke `Ano Wa`a – The Outrigger Way that weaves together three elements: caring for our hosts, caring for our guests and caring for the place. This process deepens Outrigger's understanding and appreciation of local host culture. Humility, wisdom, local knowledge, and caring for each other like family. These values transcend the physical fabric of any luxury resort. How does the experience of a stay at an Outrigger Resort in Asia Pacific/Indian Ocean differ from an Outrigger Resort in the U.S.? The Outrigger Waikiki Beach Resort (524 rooms) and Outrigger Reef Waikiki (635 rooms) in Hawaii are larger, absolute beachfront resorts located in the heart of vibrant, downtown Waikiki. Outrigger Resorts in Asia, the South Pacific and Indian Ocean are smaller (53- 255 rooms, suites and villas) in quieter, non-urban resort locations. However, the same values unite all properties – the preeminence of local culture and treating guests and hosts like family. You've recently refined your brand with the addition of Signature Experiences. Which of these are proving most popular, and what new Experiences are in store? Outrigger Signature Experiences are designed to immerse guests in the unique sense of place at each of our beachfront destinations. The most popular programme is the vow-renewal ceremony in Waikiki. We've just launched this at Outrigger Mauritius Beach Resort as well. At Outrigger Koh Samui Beach Resort, batik painting, leather carving and a trip to a local rum distillery are guest favorites. At Outrigger Konotta Maldives Resort, it's the beach BBQ dinner with Bodu Beru music and dance. At Outrigger Mark Simmons, Outrigger Resorts, vice president - sales & marketing, Asia Pacific, talks about Signature Experiences, the value of travel agents, Voyager 47 club lounges and celebrations to mark the family company's 70th year of great hospitality. Laguna Phuket Beach Resort it's sunset ceremonies with Thai music, dance and Muay Thai boxing rituals. We are constantly adapting and introducing new Outrigger Signature Experiences. In Phuket, we will soon have a guided bicycle tour which visits a local market and temples. In the Maldives, they're looking at bringing in female artisans from Fiyoari island to produce hand- painted grass woven mats. Club Lounges have become popular at Outrigger resorts. Where are you going with these? Known as Voyager 47, Outrigger's Club Lounges exist at our larger properties in Mauritius, Phuket, Waikiki and Guam. The experience is designed to provide added value to our guests seeking privacy and distinctive treatment. Also, with Outrigger joining the Global Hotel Alliance in October 2016, this will be a special perk for members of this loyalty network. How has the recent website revamp impacted mobile visitation and other distribution channels? Outrigger continues to see mobile visitation increase, with nearly 50% of our traffic coming through mobile devices. While conversion is still much stronger on computers, we have seen double-digit improvement in mobile conversion. How important are travel agents to your business? Travel agents are a very important part of Outrigger's business model. Wholesalers and/or travel agents account for approximately 65-70% of our bookings across Outrigger Resorts global portfolio. In terms of expansion, where are the best opportunities, and what are you looking for apart from location? In the past three years, Outrigger has purchased, refurbished and opened five resorts. Our priority now is to maximise the quality of the guest experience and recouping a solid ROI before we look at further expansion. Resort destinations. Seychelles, Bali, Palau, Queensland, Vietnam and the Philippines are places we're exploring as we look for the right brand opportunities for our development pipeline. How will travel agents in Asia Pacific benefit from your Outrigger Expert Agent programme? Becoming a certified Outrigger Expert Agent has wonderful perks for travel agents. This includes rewards for joining, gifts for clients, the ability to earn extra reward points from completing optional educational courses on our destinations, properties and brands as well as exclusive incentives, special promotions and fam trips to our properties. Travel agent clients in Asia/ Pacific receive gifts such as a bottle of wine or chocolates delivered to the room in the travel agent's name. Travel agents will be able to do business in Asia the way they want and earn extra reward points whether they book through their preferred wholesaler, through a GDS or by phone. The revitalised Outrigger Expert Agent website is now live at: www.OutriggerAgent.com. Tell us more about the new China- ready guest experience programme being introduced. Outrigger's "China Guest" Programme is being rolled out across our portfolio of properties, with Hawaii having already implemented the programme. In the coming months, the programme will be rolled out in the Asia/Pacific and Indian Ocean properties. Key elements include hotel services directory; property-wide free Wi-Fi; in-room teapot with tea selection; acceptance of Union pay card; a Chinese website and presence on China social media sites; qualified Mandarin speaking staff on duty; chinese Menu with Chinese breakfast selection available. Outrigger turns 70 in 2017. How are you planning to celebrate? On September 29, 2017, Outrigger will commemorate Founders Day, honouring 70 successful years of hospitality. The date will mark 70 years since Outrigger founders, Roy and Estelle Kelley, opened their first Waikiki hotel in 1947. Today, Outrigger is a global hospitality company, but is still a family owned and operated organisation. Planned celebratory activities include special room rates, social media contests, collateral, amenities and mementoes as well as a distinct push for OZONE (Outrigger's Zone), our global conservation programme. Expect some announcements at ITB Asia in October. Mark Simmons. The Outrigger Way weaves together three elements - caring for our hosts, our guests and the place.

• Cover