29/01/2020

INTERVIEW: Thomas Vaucouleur de Ville d'Avray, General Manager of The PuLi Hotel & Spa, Shanghai

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This week, Thomas Vaucouleur de Ville d'Avray, General Manager of The PuLi, previously General Manager of W Maldives and Resident Manager of Cheval Blanc Randheli, opens us the doors of a venue radiating as the most glamourous serenity haven in bubbling Shanghai. With a design tending towards chic minimalism, a starred restaurant and a spa where modern and ancestral treatment techniques seem to be a closely guarded secret, The PuLi invites its hosts in an equally zen and sensual environment for an experience dedicated to preciousness and benevolence, all summed up in a word: a gem – "PuLi" literally meaning “unfinished jewel”.

Vendom.jobs – What motivated your choice of a career in luxury hospitality? And how do you think this industry is more rewarding and motivating than other sectors?

Thomas Vaucouleur de Ville d’Avray – I started my career in Japan and what attracted me the most was the sense of luxury and prestige, as well as the dynamics. I like the opportunity of being able to fill various positions worldwide and of learning from other cultures and business entities. Like all other activities, the hospitality industry has its ups and downs, but it is also a sector requiring excellence, discipline and innovation.

V.J. – How would you describe The PuLi’s DNA?

T. V. de V. d’A. – The PuLi returns to the origins of luxury. Not only through the simplicity of the design, the attention to detail and our commitment towards craftsmanship. A revolutionary new service culture has matured and is quickly becoming a second nature, a professional attitude, an outlook we all share. We call it Hostmanship™. For a long time, we have believed that running a luxury hotel is a craft, not merely a business, and that is precisely the reason we are making unprecedented changes to the meaning of being a host in this industry. Hostmanship™ is not an abstract notion but a combination of intuition, innovation and humanity. It is an explorative and sensory journey that extends well beyond conventional luxury. In the world of Hostmanship™, our guests are welcomed into a culture where people come first and every experience is tailor-made.

At The PuLi, we want our guest’s experience to be human, intuitive, inclusive, generous and engaging. This means having skilful and committed team members, empowered to create a unique experience. It also means putting an end to the petty charges and undue and pointless bureaucracy.

The PuLi and its 229 keys opened in July 2009. It is a highly efficient machine that last year, 2019, saw an average occupancy of 76.8%, with an average stay of 2.4 nights. What is really impressive, is that 47.2% is repeat business. 

V.J. – Could you explain to us your approach of F&B and wellness offers at The PuLi?

T. V. de V. d’A. – Our culinary offer is rooted in “Life is about the ingredients” philosophy. In this regard, we invite our guests to reconnect with the essentials through an intuitive cuisine inspired by the richness of seasonal natural ingredients. This commitment to the finest, freshest, and best quality ingredients is not only at the heart of everything we do, but also at the very foundation of our team’s vision of Food & Beverage. We bring an undeniable touch of modern elegance, while staying true to a spirit of simplicity and authenticity.

Our core principles are the following: modern science and ancient healing. Amidst the stress of an occasionally overwhelming city, we created a signature story of integrated, result-driven wellness within an urban and chic sanctuary of revitalisation.

V.J. – How have prestigious Asian properties made the lines of the international luxury hospitality move?

T. V. de V. d’A. – The growth of Asian properties has been remarkable. Travellers’ increased affluence generated a growth in their desire to travel and explore, making the region the fastest-developing luxury market in the world. Asia is a hub of creativity, innovation and transformation providing the perfect breeding ground to take luxury and hospitality to the next level.

V.J. – In your opinion, what could be its next step? 

T. V. de V. d’A. – A further AI* integration, to serve customer experience.

V.J. – In the luxury industry, what is the right balance between heritage and modernity, legacy and disruption/innovation? 

T. V. de V. d’A. – Relying on heritage alone is no longer enough for luxury hotel brands to attract new customers. 

Although storytelling remains critical, innovation in terms of products, services and experiences becomes essential for luxury brands to prove their relevancy. What is needed is evolution, adaptation and, from time to time, even reinvention. What was relevant a decade ago is not anymore. Hospitality codes are becoming more widespread within the luxury industry and brands strive to build meaningful relationships with customers across multiple touch-points.

V.J. – Today, customers have increased their mobility and are well-informed at all times thanks to digital tools. In your view, are they becoming more demanding as well? In what way are their expectations currently evolving?

T. V. de V. d’A. – I do not think customers are more demanding than a decade ago. They want a genuine, fast and efficient service. A simple request has to find an immediate response. This is what luxury is about.


V.J. – In your view, what are the key skills of a hotel manager? As a team leader and as a property ambassador?

T. V. de V. d’A. – The key skills of a Hotel Manager can be resumed in the following points:

  • Willingness to assume full responsibility
  • Definiteness of decision
  • Definiteness of plans
  • Keen sense of doing what is right
  • Cooperation
  • Self control
  • Habit of exceeding expectations
  • Pleasing personality
  • Sympathy and understanding
  • Mastery of details

V.J. – What is your very own luxury?

T. V. de V. d’A. – My “own” Luxury is something genuine, personalized, timeless and always the best it can be.

 

The PuLi Hotel and Spa 5*

1 Changde Rd, Jing An Si, Jing'an, Shanghai, China, 200040

+86 21 3203 9999

Website

 

(Photo credit: The PuLi Hotel and Spa)

 

*Artificial Intelligence

 

 

 

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