HotelierMiddleEast.com: HotelierMiddleEast.com

The Monarch Dubai general manager Henning Fries told HotelierMiddleEast.com that the awards picked up at the World Travel Awards would be used more for staff motivation than publicity of the hotel.

The five-star property was crowned "World's Leading Luxury Business Hotel", while its Monarch Suite was named "World's Leading Suite" at the awards, held at Grosvenor House Hotel in London.

However, Fries said despite being "deeply honored to have been recognised by the travel fraternity worldwide", he didn't believe the hotel needed to "be in people's faces" with award victories.

"We are not that type of hotel, we are more reserved. It's great to get an award as a validation and to let people know we have it, but by the same token we need to look forward and keep going - just getting awards is not our cup of tea and the kind of clientele we have, I don?t know if they would really take to that," he said.

Fries said although he hoped the award would generate more brand awareness he wanted the award to be more about the staff at the hotel.

"It's fantastic recognition for the people who equally need to have things that motivate them, because they are the ones that achieve the awards," he explained.

"It's a great validation and a means of keeping that high level of dedication from our staff. The staff have been cheering and congratulating each other, which is fabulous and everyone wants to be part of a winning team."

There will be a small celebration at the hotel in December for the staff in recognition of the achievements.

Fries explained he felt the property won the award due to client's telling the hotel it had the right level of service.

"We are always available, but not obtrusive, we are not hovering over people," he said.

"In combination with the facilities, the level of service and the location, everything plays a major part when it comes to the business traveller - he has very different needs to the leisure traveller."

by Jamie Knights