How was the hotel’s occupancy and revenue as of March, a year after re-opening, compared to pre-Covid times?

Occupancy and revenue at the Metropole have been running at approximately 80 per cent of 2019 levels. The food and beverage component is probably a bit higher. This is quite a high number for this period of market recovery.

What business strategies has the Metropole Hanoi adopted since Covid?

The main revenue-related strategy is to recover pricing in almost all segments while also improving our profitability so we can invest in various projects. We are trying to gain back and add to the rates we achieved in 2019. We are also trying to ensure our quality and service delivery remain very high, which has required focus due to the general human resources shortages the market faces. We are now traveling to various markets and trying to promote the iconic property as aggressively as possible.

What steps is the Metropole taking to prepare for an incoming wave of international tourists, especially Chinese tourists, as China has put Vietnam on the list of focal destinations for group travel since March 15?

Firstly, we will leverage the Accor ALL global loyalty programs to include Accor Plus, and ensure rate integrity across multiple channels, including wholesale, direct and indirect (OTA), which allows for a clearer more transparent pricing and purchasing experience.

Secondly, we will prepare for the re-start of the Chinese market to a degree. Traditional China has not been a major source market for the Metropole but we want to be ready.

We will also capitalize on intra-regional markets including South Korea and to some extent Japan, growing these markets by having appropriate pricing and packages. The future of Asia is in Asia, as we say.

Sofitel Legend Metropole Hanoi will continue to market and update our key America, European, and Australian long-haul clients and accounts, as well as participate in limited targeted campaigns, focus on growing rates and improving the customer experience.

Furthermore, we will ensure that the hotel is focused on service delivery, quality, value proposition, superior foreign language / communication skills, while maintaining safe hygiene standards and communicate these effectively.

And finally, for both domestic and international markets, we will prioritize sustainability and eco-orientation, including the total elimination of single use plastics to match with current hotel trends around the world.

What are your expectations for the hospitality industry in 2023?

Vietnam’s domestic market will continue to play a significant role in 2023 and 2024, reaching above 2019 levels. However, for us, the domestic market is quite small regarding room sales but important for our food and beverage operations. In fact, the food and beverage operations are ahead of 2019 in certain outlets and will continue to grow stronger.

International travel will return with increasing intensity. While the international recovery for Vietnam has been behind most other Southeast Asian countries, it will gain pace. As a destination hotel, the Metropole Hanoi is a bit ahead of the pace.

While corporate activity from most markets has already returned, at 80-90 per cent, we already see good leisure volumes from the Americas, Singapore, Australia, and some intra-regional markets. The Indian market is also emerging, with many more flights, and may have some potential. Europe, while late to recover in terms of the benefit for Asia, will fire strongly from late in the third quarter.

MICE (meetings, incentives, conferences, and exhibitions) recovery for us has been gradual and banqueting demand fluctuating more than in the past.