FTNnews.com, one of the media partners of the Seven Stars Luxury Hospitality & Lifestyle Awards - the award for the pinnacle in Luxury Hospitality & Lifestyle – asked some question to Mr. Khalil El-Mouelhy; Chairman, President & Founder of Seven Stars Luxury Hospitality & Lifestyle Awards & Magazine. Mr. El-Mouelhy answered our questions about the Seven Stars Luxury Hospitality & Lifestyle Awards and reveals details of this most exclusive annual event.
Can you present the Seven Stars Luxury Hospitality & Lifestyle Awards?
The Seven Stars Luxury Hospitality & Lifestyle Awards is the highest, most exclusive award for the pinnacle in Luxury Hospitality and lifestyle.
In actuality, Seven Stars Luxury Hospitality & Lifestyle Awards is an international organization which has been tasked with custodianship of the SIGNUM VIRTUTIS, the seal of excellence.
We have literally changed the landscape in the world of awards by changing the status quo.
The “status quo” is that you are awarded by “categories”, so if you are a hotel on the beach that has a large family clientele you would be placed under the best family resort category and the winner of that category would then be the “best family resort”.
This sounds good however we believe it to be very detrimental to brands.
One of the reasons is that if a young couple were travelling and were looking at booking their accommodation, the last place they would look at would be the “best family resort” as that is exactly what they would want to avoid.
This is a sad thing as the resort would have most probably been perfectly able to cater to their needs and requests but because of that “label” the business was lost.
This is exactly why, we do not work with categories and we do not award only one particular aspect of a property, we award all round excellence.
We work in Sectors such as the Hotels/Resort sector, Spa sector etc.
All winners receive the same award.
This ensures that no labels are forced on any winners and they can use the award to its maximum benefit.
The other norm or trend that is currently happening is also related to categories and it is brand dilution.
It seems more and more categories are being created in order to have a wider reach.
It is true, it will give a wider reach and it will also create a huge number of winners therefore diluting the brand massively and through this process it will diminish the value and benefit of the award to the winner.
The amount of winners that Seven Stars Luxury Hospitality & Lifestyle Awards can have is capped.
We can have a maximum of 3 winners per sector in each country.
This is dependent on the number of nominees.
If a country has 7 nominees or under there will be only one winner
If there are 8 nominees or over it will have a maximum of 3.
This ensures that only few will have this award, it ensures that our brand only grows stronger and is never diluted and most importantly it provides some very necessary ammunition to the winning properties for their Marketing/PR.
What is new for the 2015 event?
Our 2015 event will take place in Bali on September 19th at the Trans Luxury Resort Bali.
This is one of Bali’s newest and vibrantly luxurious properties based in the heart of the lifestyle district of Seminyak.
The event will keep the same format as the previous years, however, we have implemented a new strategy in order to provide the individual attending winners a much wider and direct exposure.
This will ensure that video media regarding their win will circulate in different languages in different countries across the world thus maximizing their promotional potential.
We will, of course, have numerous international brands and independent properties present at the event as well as VIP’s from within the Luxury Hospitality and Lifestyle sectors and we are ensuring, that this evening will be about the winners and their extraordinary achievements.
How is the nomination and voting work?
Nominations are done by the Luxury Panel members.
There are 2 ways to become an official nominee.
The first is by direct selection from the Luxury Panel.
The second is through a process of self-nomination and is subject to approval by the Luxury Panel.
Once the nominees are selected they are placed online and the voting is opened to the public as well as the trade.
Trade votes count the same as public votes, we felt there was no need to provide more importance to one or the other as they are both equally vital to the hospitality industry.
Once the Voting period is over, the votes are counted and an email notifying the winners is sent with all relevant information and, of course, the Gold Seven Star Crest
What can you tell us about the Panel? What is the theme for 2015?
The Luxury Panel is the core of the organization.
The panelists are responsible for selecting/approving nominations.
If you take a look at our panel you will notice that it is a mix of socialites, princes, affluent business men, hoteliers, tour operators, fashion designers and celebrities.
These are people that live lifestyle and help provide and create lifestyle and each member has his/her own particular area of expertise which they greatly contribute to.
The panel is independent and unbiased as the selections come directly from them.
The rest is left to the trade and the public to decide.
As far as the theme for 2015….opulence!
We will not change this theme in the years to come.
This is a night where the winners must feel appreciated and special, this event is for the winners and we strive to ensure it remains a memorable one.
Is there anything new in the works for Seven Stars Luxury Hospitality & Lifestyle Awards?
Yes, we are working very closely with an organization that will make waves in the industry very shortly.
At this stage I cannot name the organization as yet but we are very proud of having been asked to become a partner!
What I can tell you is that it is a world first!
We will also be launching 2 new products which we will be showcasing at our event which are geared to showcasing the winners in the correct light and of course to aid them in room bookings.
We are very excited and as soon as everything is ready in the beginning of September we will begin to promote these 2 very exciting new products.
In 2016 we will have 2 events.
We have decided to do this as the demand to attend at the moment is too high and we simply cannot accommodate all the requests.
One event will be in Europe and we will keep one in Asia, however, the voting period will end in one go.
These ceremonies will not be regional ceremonies.
They will both be the Seven Stars Luxury Hospitality & Lifestyle Awards official Ceremony in order to be able to accommodate all the requests we have and provide exposure and benefit to more of our winners which, understandably, cannot always take a 12 hour flight to attend our event.