Northwest China is filled with vast tourism resources, but the local economy and travel market are still at the early stages. Samuel Tsang is the Executive General Manager at Hongfu Hotels & Resorts in Xinjiang and is responsible for moving the brand forward into other provinces around China while managing eleven properties.

A Canadian national, Tsang joined Hongfu Hotels & Resorts in 1999 as a single unit EGM. In 2003, the Hotel Management Company was formed and he will help in opening four more hotels in 2007.

How is Hongfu positioning itself in the northwest China hotel market?
The Hongfu Hotel is positioned as one of the best business and convention hotels in the region. Our presence and market share have been increasing significantly over the past few years and particularly in 2006.

This year, our hotel achieved the highest number of meetings, incentive tours, conferences, and high end banquet bookings. This past July through to September, we achieved a room occupancy average of over 90%. Moreover, we anticipate a healthy growth in the oil and gas industries, chemical and chemical by-product industries, mid-Asia trading groups from neighbouring countries, and MICE activities in the region in 2007 that will further contribute to our growth and expansion.

What sort of changes have you implemented since taking over in your new position?
Since taking over the position, I have implemented a number of significant changes. First and foremost, I initiated changes that upgraded Hongful Hotel from a 4 star facility to a 5 star establishment in both hardware and software areas and subsequent reposition of guests segmentation.

Other notable implementations include a Guest Service Center, Computerized Self-Learning Center, the Hongfu Club/Loyalty program, the Flexible Work Hours Program, Revenue Management, the M.I.C.E. program, and Wedding Consultant Services.

What sort of qualities do you look for when hiring staff?
When I am recruiting new staff to join our team, I seek out candidates who demonstrate strong interpersonal, teamwork, communication, and organizational skills. These skills are vital because each and every one of our employees reflect the overall perception of the hotel. In this way, the manner in which staff members relate to our guests and work with one another is critical to the hotelâs ability to provide guests with the best experiences and services possible.

In addition to these essential job skills, I look for individuals who have a friendly personality, exhibit honesty and integrity, and possess a positive attitude and a strong work ethic. Also, I seek out individuals who demonstrate that they will take the initiative to put in the extra effort required to make guests feel comfortable.

Thus, I believe that hospitality skills developed through previous work experiences in the hotel industry are also a necessary qualification.

What are some challenges to operating in northwest China?
Unlike hotels located in the major cites, the business and tourism industries in Xinjiang are still in a stage of development. Our hotel management team faces the challenge of meeting the increasing demands and expectations from our corporate and M.I.C.E. customers.

There is a lack of qualified service staff, human resource personnel, and managers in Xinjiang due to the high number of hotels opening up in the region. In addition to limited personnel, other resources that are limited include certain food products and decorative materials.

How does Hongfu train and retain its staff?
Our training center offers various in-class training courses for management and staff. In addition, we periodically invite industrial guest lecturers and speakers to keep us on top of the latest trends in hospitality. We also utilize a fully computerized self-learning center in which every employee has to complete a specific number of learning hours.

Apart from assisting our management team and staff members with their training and professional development, our sister hotels provide opportunities for transfers, promotions, and cross-training. Our comprehensive distinguished award recognition and staff care programs further assist us in maintaining quality trained staff, high employee morale, and a low employee turnover rate.

What was the best advice you received when starting out in this industry?
There are six very important elements that a person in the hospitality industry should always bear in mind: smile at everyone, display proper posture, practice personal hygiene, convey politeness and genuineness in your tone of voice, establish and maintain eye contact with those you encounter, and pay particular attention to your appearance.

Many people do not enjoy starting their careers from the bottom up, but many hoteliers will agree that the invaluable wealth of knowledge gleaned from the different experiences of working at the various levels within the industry is well worth the effort.

How does Hongfu plan to expand in the coming five years?
In the next five years, we will continue to expand and maintain a steady growth rate. In 2008, Hongfu will open its third five-star hotel and its second property in Beijing. Our plan is to expand not just in Xinjiang, because the success we have experienced within the past few years has proven that we are both capable and ready for further expansion across China.