CCI France Myanmar takes great pleasure in featuring Mr. Jerome Stubert, the esteemed General Manager of Novotel Yangon Max, in our 2024 Interview Campaign.
Could you please introduce yourself to our readers?
I hail from France and am happily married with two grown-up daughters. My career has been dedicated to the hospitality industry, specifically with the Accor Group, for the past 40 years. A significant part of my journey, 30 years to be precise, has been spent in Asia. I look forward to sharing more about my experiences with you all.
Market Adaptability: The hospitality industry in Myanmar is dynamic and rapidly evolving. How do you plan to adapt Novotel Yangon Max’s strategies to navigate the current challenges and opportunities in the local market?
In Myanmar, the hotel business market is predominantly Asian, with approximately 90% of the market share, half of which is domestic. Despite the overall hotel occupancy in Yangon being relatively low, there has been a steady growth of 10 percentage points annually over the past three years. By 2023, the best international hotels have reached an occupancy rate of around 40%.
The Food and Beverage (F&B) market has shown more dynamism, providing a lifeline for properties like ours amidst the crisis. Interestingly, since early 2023, there has been a noticeable shift in the lifestyle of the Myanmar people. They have begun to indulge more in life’s pleasures, leading to increased spending in the F&B sector.
Cultural Sensitivity and Local Integration: Given the diverse cultural landscape in Myanmar, how would you ensure that Novotel Yangon Max not only respects local customs but also integrates them into the overall guest experience, contributing to the hotel’s success in the market?
Novotel Yangon Max is a Myanmar-owned property with a diverse team of 400 ‘Heartists’ from across the country. While we operate an internationally branded hotel adhering to global standards, our Heartists infuse their unique Burmese kindness into their service. Our establishment boasts five restaurants and two bars, all of which maintain international quality standards. Notably, we take pride in serving a variety of Burmese dishes within our premises.
Competitive Positioning: With the increasing number of hotels in Myanmar, how do you plan to position Novotel Yangon Max competitively, ensuring it stands out in terms of services, amenities, and overall guest experience within the local context?
Novotel Yangon Max holds a reputable position within the community. Our commitment to perfection is unwavering, and we continually invest in enhancing our offerings. Ensuring guest satisfaction remains our primary goal each day. Our establishment is renowned for having the city’s finest ballroom, attracting a steady stream of patrons daily. We specialize in organizing weddings, an area where our expertise truly shines.
Local Partnerships and Collaborations: Building strong relationships with local businesses and communities is crucial in the Myanmar hospitality industry. How would you leverage your network and initiate partnerships to enhance Novotel Yangon Max’s local presence and contribute to the broader economic and social development in the region?
Novotel Yangon Max is part of the thriving commercial hub of the hospitality industry in Myanmar. Collaborating with international and local partners, networking with corporates, NGOs, and associates, and being a member of chambers, local businesses, and community organizations to jointly promote Yangon as a destination including co-hosting promotional events, participating in business matching/trade fairs, or developing marketing campaigns that make to enhance Novotel Yangon Max to the broader in the hotel industry and social development in the region.
COVID-19 Impact and Recovery Strategies: Considering your prior experience, how would you leverage your crisis management skills to aid Novotel Yangon Max’s recovery and growth in the aftermath of the COVID-19 pandemic? Specifically, could you share examples of successful crisis resolution from your previous roles?
We navigate through these difficult and unpredictable times, our top priority remains the safety and well-being of our guests and team members. During the crisis of the COVID-19 pandemic following the guidelines, we made sure guests felt a safe environment. We were certified by the Ministry of Hotels & Tourism and ALL Safe by AccorHotels on the precautionary processes taken by the hotel against this pandemic. In the recovery stage of the new normal life, the hotel enhances the guest's relationship and boosts the guest's confidence in the safe environment. Staff were trained to assist how in handling cases and promoting specific measures to increase hygienic behavior at the hotel.
Crisis Preparedness in Hospitality: As one of the speakers in FMCCI’s “Revitalizing Hospitality Industry: Road to Recovery” event in September 2023, could you share with our readers your perspectives on how the hospitality sector can enhance its readiness for future crises, ensuring resilience and uninterrupted operations?
It is a big challenge. It makes us aware that enhancing readiness for future crises is crucial for the hospitality sector to ensure resilience and uninterrupted operations. Taking the best exercise of what we have overcome during the crisis of the Pandemic, we should be well prepared and regularly updated on contingency measures which can lead to mitigating risks and minimizing disruptions. Proper training and education programs in our organization to have better practice for emergency response and essential procedures to be aware of. This preparation effort can accelerate more effective responses to crises when they occur.
