Luxury hotel insecurities

In Jakarta, Indonesia, in July 2009, two luxury hotel properties were hit by a terrorist attack. This time, it was a Ritz-Carlton, and again, a JW Marriott property, raising the insecurity and vulnerability issues that are common to most luxury hotels worldwide.

In the Middle East and South East Asia, hotel managers and company directors still claim it is impossible to prevent terrorist attacks like this or the ones targeting Mumbai’s Taj and Oberoi Hotels last year.

I disagree. The previous statement may be valid if all feasible and realistic preventions were taken by hotel management, but this rarely happens.

I would like to ask the owners and shareholders of JW Marriott and Ritz-Carlton corporations if they are willing to pay the high price again, adding more guest and personnel deaths to the statistics when they could actually minimise their risk instead. Currently, they also have their property destroyed, their brand exposed and risk future loss of revenues.

There has been a major increase in the number of enquiries we have received for security evaluations and training post these terror attacks. However, such a reaction is not surprising anyway, as this always happens a few days after a terror attack in any city. This trend lasts for a few days, after which it sadly dies down.

Hotel directors and managers tend to believe nothing bad will ever happen to their property, but they forget if an attack takes place at a neighbouring hotel in the same area or city, it will also have vast financial repercussions for the company and definitely impact their future business.

As a reminder, a recent study of more than 500 meeting planners said security is the number one issue when booking an event. They were discussing the idea of staying at three-star- instead of five-star properties when staying overseas with the rationale being it would be safer to travellers. This is the last thing you want to hear.

Investment or expense

Hotel security is divided into many parts and there needs to be a combination of manpower, technology and innovative training to effectively combat threats of all kinds. Managers should bear in mind the approach to security needs to be solution-based and not rely on gadgets or new, expensive products. This is what leads hoteliers to wrongly believe security is an expense and not an investment.

Today, hotel directors claim that because of the current international economic debacle they have to cut budgets and cannot splurge US $2000 to benefit the security of the property, thus lowering their vulnerability.

If you have a highly-visible property, you have a much greater chance of being attacked, regardless of the location. Hoteliers have to evaluate that and make a decision.

The latest technology will prove useless unless you set to one side all previous security norms and protocols and formulate completely different criteria. Those hotels that do not change may soon find they have lost all their business to the competitors who invest in convincing security measures and enhancements.

Reassuring guests

Guests are expecting the hotel industry to react to the perceived increased risk of staying in a luxury hotel. We have to think outside the box and train all staff with new and updated training techniques, and stretch the security force to include every staff member. Prevention and awareness are the key words and achieving this does not stretch your budget. The wise ones are investing in training programmes to enhance employee awareness; others only have bad excuses.

Would you have black and white TVs in your sumptuous hotel rooms? I don’t think so. Then why do some hoteliers still run obsolete security protocols? What you need is properly-trained staff, innovative inspection techniques and to be more diligent about what you are facing.

The recent world events have put us all on higher alert. No-one wants to see guests or employees victims in a disaster or their company name on the front page. But the authorities can only do so much; the rest is up to us.

Being aware of the vulnerabilities of a property might be the best defence against problems. Once again I raise my bet. I will personally inspect any luxury hotel property in the world without the cost of professional fees or airfare reimbursement. Our compromise is to provide a service that makes the world a better place, regardless of any economic issue. What new excuse or objection do you have now to avoid being responsible? The choice is still yours. Could you see the invisible?

Gustavo Cavaliere is CEO and executive director of The Feedback Company, which specialises in assisting luxury hotels, airlines, cruises and resort management to recognise their vulnerability. Details: www.thefeedbackcompany.org / This email address is being protected from spam bots, you need Javascript enabled to view it

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