Alvin Jacobs - Asst. Vice President, John Keells Group


Maldives
Interviews
Alvin Jacobs - Asst. Vice President, John Keells Group
PUBLISHED February 01, 2020

In Conversation with Alvin Jacobs - Asst. Vice President, John Keells Group - Head Of Sales & Marketing (Maldives), Cinnamon Hotels & Resorts

Cinnamon Hotels & Resorts is one of the region’s diverse hotel chains with properties both in Sri Lanka and the Maldives. Here in this issue of The islandchief, we present the ever-enterprising Mr. Alvin Jacobs, Assistant Vice President of John Keells Group – Head of Sales & Marketing (Maldives) at Cinnamon Hotels & Resorts Alvin, walk us through the early days of Cinnamon

Hotels in the Maldives. What was it like to launch for the first time in Maldives?

John Keells Hotels initially entered the Maldives as a hotel operator with the management of Velidhu Island Resort in 1996, in a period where tourist resorts in the Maldives were marketed and sold only by tour operators. It was also a time where tourists merely enjoyed the quiet pristine beaches and the sunshine in a secure and comfortable environment unhindered by technology.

My tenure with the company started in October 2009, when the company was managing or owning three resorts under the brand of Chaaya. We rebranded our whole portfolio of Hotels & Resorts to Cinnamon in 2015. At this point the whole spectrum of the Maldives tourism Industry & global travel trends was in a major transition. I must say, it has been a challenging yet exciting journey, over the years Cinnamon Resorts in Maldives have evolved and grown from strength to strength since 1996.

Since the first opening of Cinnamon Hakuraa Huraa Maldives (formerly known as Hakuraa Club) in early 2000, over a hundred thousand people have stayed in the hotel chain’s four Maldives properties. Did Cinnamon ever imagine seeing this level of success within this window of business in the Maldives?

Yes! We did. In early 2000, Hakuraa club was opened as John Keells’ first fully invested resort in Maldives with 70 keys, which so happens to be one of the first 100% all-inclusive resorts in the Maldives too. Today, we operate four resorts in the Maldives with a total of 454 keys.

The Maldives is a touristic destination known to offer the most unique experiences. Maldives has a foreseeable growth in arrivals from all over the world, with the capacity expansion of Velana International Airport which is due to be completed in 2021.

We, at Cinnamon, have been upgrading our resorts and in-resort offerings to cater to the future traveller whilst maintaining its Maldivian charm. Multiple refurbishments were completed at Ellaidhoo Maldives by Cinnamon in October 2017, Cinnamon Dhonveli Maldives in October 2017 and December 2019 and Cinnamon Hakuraa Huraa Maldives in December 2019.

In October 2019, we opened our fourth 90 key Resort, Cinnamon Velifushi Maldives, located in the pristine waters of Vaavu Atoll. This is in sync with the most modern comforts one can expect in the Maldives. I believe that Cinnamon could be defined as a household brand of the Maldives.

Alvin, you are heading the Maldivian Marketing wing. How are you changing the ways in which guests view Maldivian properties, and getting them to choose Cinnamon for their stay?

Our greatest differentiator and most valued asset are “our people”. An online presence that accurately showcases the commitment of all Cinnamon resorts in the Maldives towards providing absolute value for money amidst a secure, comfortable, and pleasurable environment. We consistently strive to provide the very best of service, we take any criticism very seriously and are constantly committed to swiftly rectifying any shortcomings in the view of the guests. This cannot be achieved without the dedication of our people.

At Cinnamon Hakuraa Huraa Maldives we offer “a resort-within-a-resort” or “two Islands one resort” concept, where the adjoining Platinum Island is connected with the main Hakuraa Island by a bridge. Platinum Island has 20 beach bungalows has its own restaurant, swimming pool, and bar. Platinum Island at Cinnamon Hakuraa Huraa Maldives is for guests above 18 years only. Hakuraa Main Island has 10 Beach Bungalows and 70 Water Bungalows.

The evolution is from being a standard tour operator centric beach getaway, to one that offers the most efficient systems and comforts that are focused on offering an “Adults Only” niche product which is a unique offering that is reaching a growing segment of the market.

What differentiates Cinnamon in the industry?

We take every day experiences and lifestyles and make them come alive; make them vibrant and inspiring; designed for pleasure and inspired by life. Each comes with its own personality, presence and experience, stemming from Inspired Living. The brand is expressed to consumers as, Inspiring Moments with Cinnamon. Our Brand Purpose is creating inspiring moments at every brand touch point.

Cinnamon Dhonveli Maldives is world renowned for surfing, and you have hosted some of the best surfers in the world. What is the essence in positioning as the best surf resort?

Having a world-class wave like Pasta Point breaking onto the edge of the island is a natural advantage.

However, creating and managing a high-quality surf experience for our guests is the essence to the longevity and success of the Atoll Adventures surf tours at Cinnamon Dhonveli Maldives.

A Surf Base operator with ISA accredited Surf Guides and experienced boat crews means that the needs and safety of the surfing guests are always efficiently provided; but an essential fundamental for providing a premium surf experience is to ensure sustainability through the limited numbers of surfers catered for at any time. International surfers do not want to travel half way around the world to a premium surf resort and then contend with an overcrowded surf location. At Cinnamon Dhonveli Maldives, there is a strict limit of 30 surfers, so our guests are assured of achieving a very high wave count at Pasta Point.

During the early 2000s, several international surfing competitions took place in Maldives, especially at Cinnamon Dhonveli Maldives, why are these events no more?

Simply a matter of sponsorship. Hosting major World Surf League events requires considerable funding not only from the WSL official tour sponsors but event sponsors are also needed to cover the expenses of running an event and prize money.

Sri Lankan Airlines was the major Maldives event sponsor in the early 2000s however since then the WSL have not been able to source enough sponsorship funding from corporate entities or the Maldivian government. It is hoped that with the new government, some funding may become available and another event can be secured for Pasta Point.

And do you think international surf competitions would benefit the Maldives?

Hosting a major WSL event is a partnership between the resort and the organizers that requires an efficiently focused effort. And good surf waves during the contest period will be rewarding for all involved. There are a few locations in the Maldives that can offer a challenge to organisers and competitors alike.

At Cinnamon Dhonveli Maldives the logistical convenience of a high-quality performance wave directly in front of a large two storey judging and media building, with 4-star resort facilities and accommodation on one island within a matter of a few minutes’ walk, is everything a week-long event requires.

The global online audience for major surf events is considerable so the promotional recognition for Cinnamon Dhonveli and the Maldives as a destination is also quite significant, so we would welcome another event in the future.

What advice would you have for prospective industry colleagues who hope to be filling similar positions in the hospitality industry?

Management and leadership are the sum of all business decisions. Good management and leadership require honest self-assessment and paying attention to detail. You cannot manage or lead a team without you being accountable; only if you are accountable, then you can hold another person accountable. You need to stick to your goals or objectives and strive to deliver. My management and leadership style are based on the following principles that I strongly believe in and follow.

Building and maintaining good professional relationships is THE principle that I strive to improve, as all of my achievements have been due to relationships, internal or external. Progress cannot be achieved without the maintenance of good relationships with your teammates and stakeholders. Trust and loyalty are key fundamentals to a relationship. Trust and loyalty are a two-way street. You cannot expect trust if it is not given, and the reassurance that every member of your team and business partners trust you, and are trusted by you. This is essential to the collective success. Without the trust and loyalty any success or accolade that you accomplish will be irrelevant. Relationships are the cornerstone of any great organization.

You must believe in teamwork and the greater good of the organization. For the entire team to win, you cannot be narrow in your focus – thinking of only the success of yourselves personally, or of your team or division. Everyone including yourself must be in tune with the goals of the entire organization.

Passion is a common trait in everyone, and it comes in a variety of forms. But there must be a hunger, to guide it. Rivalry in business should never be taken personally, passion and hunger should help you improve, and not fall into hatred.

Empathy is very powerful in the hospitality industry, and key to motivating the people around you. Not everything a team member does will be right, but these actions must be understood. You can motivate people positively or negatively, but when it’s embedded in empathy the people you are trying to motivate will know that even if they are condemned, it is not out of a personal vendetta, but for the betterment of them and the organization.

Innovation does not always mean new revolutionary disruptive technology. Pragmatism is also essential to ensure reliability to all stakeholders and generate sustainable profits. In a company setting and especially in the hospitality industry, innovation coupled with pragmatism is something that will always give you the competitive edge.

Last, but certainly not least, what’s next for Cinnamon in the industry?

Cinnamon Hotels & Resorts will consolidate its position in Sri Lanka and Maldives where it has an already-established presence. Its future outlook is to go beyond Sri Lanka and Maldives through expansion.

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