Hatem Chatter has an unusual job. It’s not business as usual. Being director of sales for the Middle Eastern region for The Leading Hotels of the World Ltd — and heading the office in Dubai — doesn’t mean sitting in his room and rapping out orders to 
his team. Most of the time, he’s “on the road”: travelling to his clients, sitting down and spending quality time with them — and ultimately convincing them to travel and stay in one of his company’s member hotels.

Hatem, a Tunisian born and brought up in Germany, calls it the ‘Habibi’ business. “In this part of the world, being close to your client is vital — that’s part of the culture... so even business is very, very personal,” he smiles, sitting in his office in Knowledge Village. He never, for instance, talks shop straightaway. “I always create an atmosphere where the client warms up to me first. It’s only by the way that I drop my business card.”

He admits these are tough times, and that the travel and hospitality sector has been shrinking the world over.  “So it’s even more important to be there with your client,  to claim your share of the pie,” he states earnestly. “Our Habibi strategy has clicked for us, and we have seen a continual growth of business, even in a time of economic crisis.”

Leading has 450 hotels in 80 destinations on its rolls and 24 offices worldwide. How does a hotel become a member of The Leading Hotels of the World? “We never approach a hotel,” he points out. “Hotels approach us... the minimum requirement is that it has to be a five-star property.” The Leading team then study the hotel’s details and location and if satisfied with its credentials, sends across mystery shoppers.

According to Hatem, there are 1,800 quality points that are checked: “from the smile of the receptionist, to the carpets, the cleanliness of the bathrooms to the functioning of the air-conditioning system... et al”. But once a hotel is eligible to join Leading, it has to keep up with the ‘Leading standard’ — the guarantee of quality. The mystery shopping continues every now and then, and many a top hotel has fallen from grace and had its membership terminated.

Here is Hatem’s ready reckoner about the Middle Eastern travel sector.

One; almost 85 to 90 per cent of the travel business in the region is handled by travel agents. It’s a convenience that is top of the mind since they “do the hotel bookings, organise flight plans and even take care of visas.

Two; potential travellers usually make bookings in the evening: they come home, relax and then amble across to a travel agency — again, one reason why Leading keeps its office functional until late. Three; people prefer to conduct business over the phone. Hatem says he fields close to 150 calls every day for bookings, enquiries and follow ups.

And how does one sell a destination dream to a discerning traveller?

Hatem gives the Paris example, probably because he went to a French university. “If you want a hotel in Champs de Elysees, we’ll get you a room at the Fouquet’s Barrière. After that, ask for the moon and we’ll try and organise it for you! A guide to take you around the Louvre? No problem, he’ll be there whenever you want him. Tickets for the opera show and a couple for a football match? They’ll all be in your room when you check in. Airport pick-ups, hairdresser appointments, spa bookings... The concierge service comes at no extra cost (you only pay for the end-service). Then, there are the thoughtful gestures. Like, say, if there are honeymooners, we give them an upgrade to a suite and, depending on their religion, a bottle of champagne or chocolates or date juice. Like the idea?”

sushmita@khaleejtimes.com