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 SHERATON |
CLUB DES PINS
Interview with
Mr. Alexander Gassauer,
General Manager
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Could you give us a brief historical background of the Sheraton Club des Pins in Algeria?
The Sheraton Club des Pins opened under extraordinary circumstances, since it coincided with the 25th summit of the OAU in July 1999. On opening day, we had to host 48 heads of State, 56 Ministers and their delegations, as well as the Secretary General of the United Nations and several chair persons of various UN subcommittees. It was an exhilarating experience, and the summit was a perfect opportunity for the Sheraton to come to Algeria.
The Sheraton is one of a kind here in Algiers. Having said this, what was the average occupancy rate since you opened last year?
Our occupancy has proven to be growing steadily, and we have now reached an annual occupancy level of 65 per cent, with highs and peaks depending on the business markets. We have attracted mainly the business and convention market at present. However, I believe that the tourism and leisure market will surely be coming later - once the image of Algeria improves in the foreign press.
Concerning your leisure plan, what are the investments you are planning on in order to improve the potential?
We must become a true resort in order to compete with other Mediterranean resorts. The advantage here at the Club des Pins is that we have absolutely clean water with no pollution, and the beach is clean. It is private and extensive, and through an array of services and facilities we are planning to provide the leisure tourist with a perfect vacation on the shores of the Mediterranean with all the advantages that Algeria has to offer.
What makes the Sheraton Club des Pins the best hotel for the business community?
It is a clear choice, and there are three components which set us apart from the rest.
Our first advantage is the hotel's convention and business meeting facilities. We have ideal meeting rooms, with the most sophisticated technical equipment which is updated whenever something new comes out. Whenever you want conference, or when you want simultaneous translation, whenever you want modern technology - we have it. We have possibilities of video conferencing through the internet, and internet connections are built into every functional room, using a satellite connection which is exclusively held by the Sheraton.
Moreover, our business center is open 24 hours a day, with a full array services such as translation services, from English to French and Arabic, and all other communication facilities for business people.
Finally, our aim is to make your stay in Algeria as efficient as possible, through personable and courteous hospitality.
Algeria is considered as a high risk country. What are specific security measures you have implemented?
Of course, as far as security arrangements, the Sheraton is very secure, and we have all necessary security measures in place.
Yet in my view, it is the international media which is picturing this country as dangerous. At the moment there is more terrorism in Spain than in Algeria, but you still have millions of tourists going there.
It is true that there are certain areas in this country which are not secure, and terrorism has changed into crimes and banditism; it does not have to do with fundamentalism any more. At the moment the government is doing everything to crack down on this banditism which is occurring and they will succeed. At the end wisdom will prevail anyway.
| I have been here for two years, and when I came here at the beginning two years ago there were roadblocks, controls, and areas where I was recommended not to go to. I then took a chauffeur when I went outside of the Club des Pins. Today, you can travel around the coast alone and you do not need to have a motorcade and nothing happens to you. As long as you don't drive in some remote areas between nine and four o'clock in the morning, you will not have a problem. I don't think this country is unsafe - in fact, I have never felt unsafe here, and I think that every businessmen or tourist who comes to Algiers can be as safe as anyone in any civilized country today.
How difficult is it to market Algeria as an international tourist destination?
Algeria has some very strong points for international tourism. First of all, it is 2 ½ hours away from Europe with no time gap and no jet lag. Second of all, it is a country with extremely frankly and hospitable people.
There is also a variety of things to see; not just beaches or scuba diving, or roman sites, or ancient history. Here you have everything. You can find tribal life in the south of the country (the Touaregs), you can visit Romans ruins in Tipaza, see the Casbah of medieval Algeria, go to some fascinating Museums, and take advantage of superb beaches. Algeria offers everything for everyone.
What would be some investment opportunities in your sector?
Investment is encouraged here in all sectors of the economy. You will find every sector with possibility for investment, but they need entrepreneurs who have a vision for business in this country. Algeria is certainly not an investment where you can get short quick return. Yet, in the long run, you will see returns in every sector. Algeria truly needs services and consumer goods, and it also has tremendous resources, from agriculture to gold mines and petrol.
In the tourism sector, does the Sheraton have other plans ?
We are looking at various projects in the country which will give us an opportunity to develop. But nothing is really confirmed yet… in short, we are looking at further expansion opportunities wherever we can assist in developing the infrastructure of tourism.
Do you expect further competition on the market ?
Bill Gates once said: "Every competitor is a threat". We cannot say that there will be no threats to the Sheraton or that new hotels will arrive and take some of our market share, but at the moment we are in a dominant position, and any new hotel developments will just keep us trying to be better and more efficient.
Could you tell us more about what you personally discovered in Algeria?
When it comes to tourism, I found Algerian people very helpful and very straight forward, with a strong character. I found it easy to find the right people with the right attitude. The difficulty is that there are not many skilled people, although I was very impressed with the standards of quality of young students graduating from the university.
What has been your most satisfying experience here?
To open this hotel in 15 months, to have all these celebrities arriving on the opening day for the OAU, then to receive satisfaction letters from various people... that has been my greatest satisfaction. The second thing which gives me satisfaction is to work with young people and to see how they progress with us.
What would your final message to our readers be ?
Come to Algeria and visit the Sheraton Club des Pins! |
© World INvestment NEws, 2001.
This is the electronic edition of the special country report on Algeria published in Forbes Global Magazine. 12th November, 2001 Issue.
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ALGERIA,
