Q & A with Michele OliverVice President of Sales and Marketing of Coral by Hilton
Coral by Hilton has been raking in promising outcomes in recent years and that´s why this hotel company is looking to the future in an upbeat way. In addition to Europe –by far its top outbound market- this fledgling hotel chain has inching into the U.S. market –and it doesn´t rule out potential travelers from Central America and South America. This is what Michele Oliver had to say about these topics in this exclusive interview with Caribbean News Digital.
Q.- What makes Coral by Hilton so different to the other hotel companies currently operating in the Dominican Republic?
A.- We´re partnered with Hilton Hotels, so that makes us one of the world´s largest hotel chains. Nevertheless, down deep in our hearts, we´re islanders. As a matter of fact, Coral by Hilton is run with a hundred percent Dominican capital and managed by Dominican execs and employees. Our hotels offer the kind of conveniences and standards that American guests expect to find. On the other hand, though, our service is purely Caribbean. We´ve introduced a Caribbean-style all-inclusive concept for vacationers from around the world. We´re homing in on family travel, weddings and honeymoons.
Q.- What are the average fares your hotels operate with?
A- Through the Hilton channels, (1-877-GO-HILTON) and www.coralbyhilton.com, we provide fares by night that sway from $151 to $252, depending on the travel package.
We also offer travel packages through our traditional tour operators and through e-commerce channels. For consumers, this is a value-added offer that includes plane tickets and transfers, let alone our Hilton-style all-inclusive services and conveniences.
Q.- What markets is the company focused on right now and what markets you´d like to reach out to?
A.- Europe is our number-one outbound market, absorbing 30 percent of the total share and growing at a yearly pace of 13 percent. This growth is partly owed to emerging markets like Scandinavia, Russia and Ireland. In the U.S., our Hilton channels have climbed as much as 78 percent, and our tapping into that market is going strong as well.
We´d like to grow in regions and Central America and South America. There are new flights scheduled from places like Panama City and Caracas. The Dominican Republic is highly attractive in those markets.
Q.- What does the Dominican market mean to you?
A.- Coral Hotels & Resorts existed long before Coral by Hilton saw the light of day, and Coral has always been a favorite offer in the Dominican Republic. In this country of 9 million inhabitants and 20,000 square miles there are opportunities galore for family travel. We´re determined to serving this kind of market niche because our hotels are conveniently located near populated cities.
Q.- What major sale results has the company achieved in recent years?
A.- Our operational gains are healthily in the neighborhood of 35 percent, while revenue per available room (RevPAR) ranges from 4 to 14 percent, depending on the hotel. We´re very happy with these results.
Q.- What further plans do you have in store for the Dominican Republic and in which destinations and provinces?
A.- We´ve been for quite some time looking for a chance to tap into Punta Cana-Bavaro area. We´re biding our time to jump into that market as soon as we get a chance because we´re seeing the tremendous boom that region is going through right now. Each and every one of our resorts has implemented a three-year capital plan for a grand total of $10 million. With this plan, we intend to improve existing facilities, refurbish them and upgrade them for the sake of our guests.
Q.- What expansion philosophy will Coral by Hilton be applying in the near future?
A.- We have appointed Patrick Sleezer as the company´s new development manager. This is a hands-on guy who loves his job. Without letting you in on confidential secrets, I can tell you Mr. Sleezer has been pretty busy in the Caribbean and Latin America.
