Two properties in Bahrain have been consistently gaining market share and retaining the number one spot on all of their quality metrics in their respective competitive sets. Swiss-Belhotel Seef has kept the momentum going for 10 years now, while Swiss-Belsuites Admiral Juffair, just three years since opening near Bahrain’s naval base, is quickly emerging as a favourite long-stay hotel.
Darren Darwin, with a track record in luxury hotel management across UK, Europe, the Middle East and Southeast Asia, has been recently appointed Cluster General Manager for the two assets, Swiss-Belhotel Seef and Swiss-Belsuites Admiral Juffair. “I took over two businesses that were quite well established in the market in Bahrain, both from an operational perspective and commercial. I want to grow them into better businesses than what they are right now in a very competitive landscape. “While I believe in ‘don’t fix it if it’s not broken’, we’re not going to rest on our laurels and be complacent. We’ll always looking for ways to evolve, whether it’s guest experience, sustainability practices or our pricing,” Darwin says in an interview with TTN. BETTER BUSINESSES For both hotels, the food and beverage component will be a focus going forward, Cluster GM Darwin tells us. “We have the space to open more outlets both from a doing-it-ourselves point of view and from a leasing or franchise perspective. I also want to look at different offerings that we can give to our guests in our already operational outlets, making sure our offers are competitive and also trying to be as creative and innovative as we can, so that we have something unique in the market.” Sustainability is key going forward – guests are so environmentally conscious that they’re demanding to know about a hotel’s good practices before booking. Darwin says that at Swiss-Belhotel International, there is a strong focus on serving the community, while also promoting a greener environment at the hotel and its surroundings. “Above all, is being consistent with the good work,” he says. Talent is definitely the most important aspect of any hotel and, therefore, people development is key, Darwin says. “Growing people in their jobs, giving them more knowledge, confidence, opportunities and ultimately empowerment - is one of the key areas of my leadership. Obviously, with knowledge and empowerment comes accountability - and I firmly believe you can meet your goals with this approach.” “The culture here in Bahrain is very warm and friendly, and I think that spills out into the hotels. “Obviously, hospitality is warm, friendly and caring anyway, but I feel here in Bahrain it’s authentic. Expats here have also fallen into this culture in a great way as well,” Darwin says. STABLE PERFORMANCE Speaking of the overall hospitality performance this year, the Cluster Manager says: “This year has plateaued a little bit – a sign of returning to normality after the post-COVID spike in travel. I see 2025 growing at a stable and normal rate of 10 to 15 per cent. “Swiss-Belsuites Admiral Juffair is doing very well. We’re still going through the ramp-up of the opening phase, now that its only in its third year of operations, but I already see huge growth with its location near the American Navy Base and the port. “Saudi Arabia represents 70 per cent of the hospitality business out here in Bahrain and we have very good connections with Saudi corporate and leisure for both our hotels. At Swiss-Belhotel Seef, we also have good relations with multi-sports associations and we often have entire sports teams stay with us. “We want to build a good solid base for group business, and for long stays at Swiss-Belsuites Admiral Juffair and that gives us a chance to yield online. Booking.com is one of our biggest contributors. I would like to switch that over more to brand.com, and that’s something we’re working on next year for both hotels,” Darwin says. REVENUE, QUALITY The Bahraini hospitality landscape is about to get even more competitive with about 16,000 rooms coming online by 2026, with the expected addition of 30 hotels. Darwin’s expertise in managing multi-unit properties, coupled with his focus on delivering exceptional guest experiences and driving revenue growth, will be invaluable in ensuring the properties continue to succeed. Darwin says: “Revenue growth is the number one goal for me – obviously, where I can, I’d like to get that in the ADR, because it goes straight to the bank, but also in F&B and other areas of revenue streams. “However, if we want revenue growth, we need to maintain quality and reputation. They both go hand in hand.” Coming from someone who is clearly walking the talk when it comes to balancing quantitative and qualitative outcomes, Darwin has a simple mantra that makes it actionable. “I call it the moving average - you don’t have to be perfect all the time. Having a bad day is okay as long as you get back on the horse the next day. Just keep going. Don’t let tomorrow be a bad day.”