Join us as we delve into the mind of Posma Silitonga, General Manager of TRIBE Bali Kuta Beach Hotel who's commitment to guest satisfaction and his team's well-being shines through.
With a diverse background in cruise, pre-opening hotels and an extensive tenure in the Rooms Division, Posma Silitonga's expertise and leadership have been instrumental in overcoming challenges and achieving recognition. From navigating the uncharted territory of opening a brand-new hotel during a pandemic to implementing a vibrant lifestyle concept, the General Manager of TRIBE Bali Kuta Beach Hotel's commitment to guest satisfaction and his team's well-being shines through. Join us as we delve into his inspiring endeavor; a dedicated industry professional leaving an indelible mark on the world of hospitality.
Interview Posma Silitonga, General Manager of TRIBE Bali Kuta Beach Hotel
Born in 2017 as the brainchild of Australian couple Mark and Melissa Peters, TRIBE hotels are defined by the lifestyles of modern travelers as an affordable luxury where you can check in, kick back and experience the destination authentically. As of today, TRIBE has 10 hotels open around the world, including TRIBE Bali Kuta Beach, and 43 more in the pipeline. TRIBE Bali Kuta Beach marries contemporary spaces and eclectic design for an atmosphere that’s warm and inviting, making it one of the island’s newest and most stylish hotels. TRIBE is home to a communal, 24-hour hub with spaces for you to work, play, eat, meet, or just kill time. A place to transition seamlessly from being plugged-in to switching-off, it’s open not only to its guests but to anyone passing by.
Can you tell us about your experience in pre-opening hotels, and what strategies you implemented to ensure a successful opening for TRIBE Bali Kuta Beach?
One of our biggest challenges when opening TRIBE in Bali was that no one knew about it. When we opened this hotel, this is only the third hotel in the world, and then the first one in Southeast Asia. So the strategy at that time, luckily this now social media is very strong. To ensure a successful launch, we focused on implementing a solid social media strategy and leveraging various platforms to create brand awareness. We also work with some big media to ensure the market, and our people know about the hotel. Our target market is primarily social media users between the ages of 20 and 45. Opening during the pandemic also allowed us to maximize the domestic market before expanding internationally.
Being awarded the best Boutique Hotel in Bali for 2022 is a remarkable achievement for TRIBE Bali Kuta Beach! What do you believe were the key factors that contributed to this recognition?
TRIBE offers a unique, polished, and affordable luxury lifestyle hotel experience. We provide most of the facilities found in 5-star hotels but tailor them to guests' essential needs. Our rooms are dynamic and designed for long-term stays, creating a memorable and enjoyable experience for our guests. Here, we strive to provide most of the things that 5-star luxury provided but eliminate some element which is not everyone needed on a daily basis.
Over the years, you have held various positions in the Rooms Division. How has this experience shaped your understanding of hotel operations and your ability to lead a successful team?
My experience in the room division has greatly shaped me as a leader. It has made me more adaptable, proactive, and attentive to guest needs. I believe in treating guests like friends rather than kings, fostering a warm and personal connection. I don't like the term of treating guests like a king, I want my team to treat guests like a friend. With a king, we cannot face them freely at any time. We need permission to meet them. But to meet or to help a friend, you can just act out of love and favor. This experience has also helped me in leading my team to be proactive and provide exceptional service.
As the Acting General Manager of Pullman Jakarta Central Park during the pandemic, you managed to achieve positive results without financial support. Can you elaborate on the strategies you implemented to navigate through this challenging period?
During the pandemic, our main focus was survival. We closed the hotel temporarily for two months at the beginning of the pandemic but reopened with a new approach. Pullman Jakarta Central Park is surrounded by a lot of residents. So at the moment, what we did is we used the opportunity to sell our F&B through catering services to nearby residents and also provided quarantine facilities for people returning from abroad. We actually get 'best protocol' awards from the government at that time, so we are allowed to open some of our facilities for the public ahead of other resorts. Every single opportunity, every possible thing we could do, we do it. We kept our employees and work them in the shift system. Our goal was to generate revenue and ensure that all of them were paid. We did whatever it took to keep the business running.
The TRIBE brand is known for its unique lifestyle concept worldwide. How have you implemented the brand service strategy and brand initiatives at TRIBE Bali Kuta Beach, and what impact have they had on guest satisfaction and loyalty?
As I mentioned earlier, our strategy revolves around treating guests as friends and creating a lively and energetic atmosphere. For example, in the morning we casually greet our guests by shouting 'Good morning!', just as you would to a dear friend. That's why you can see from our uniform itself, the color is very vibrant and light. We don't use black much. We are very casual. We aim to break the formality often associated with hotels and offer a genuine, lifestyle experience. Our team greets guests with enthusiasm and positivity, making them feel welcome and comfortable.
I don't like the term of treating guests like a king, I want my team to treat guests like a friend.
Achieving positive GOP since the opening of TRIBE Bali Kuta Beach is impressive. Can you share some of the key revenue management strategies you employed to achieve this success?
As the General Manager, my grand idea is to ensure that the owners can relax and receive a steady income. We stay updated with market trends, adjust our pricing strategy, and focus on delivering value to our guests. For me, cheap or expensive is really relative. For the customers, what matters is just whether it is 'worth their money' or not. Nowadays, consumers are really smart. So, with that in mind, we want them to feel that their money is well-spent and that our hotel stands out from the competition.
With your proficiency in multiple languages, how have you leveraged your language skills to enhance guest communication and satisfaction, particularly in international hotels like TRIBE Bali Kuta Beach?
My experience working on cruise ships for 10 years has given me a deep understanding of different languages and cultures. I have a passive understanding of several languages. I don't speak them fluently, but I know from their body language how they are behaving and have me let to understand them. This helps me communicate effectively with guests from various nationalities and anticipate their needs. I spent 10 years on a cruise ship from 2004 to 2014, and then I continue my career in hotels and resorts for 9 years now! Every time I move to another brand/property, I tend to bring my experience to the previous place to build another experience in my current place, stacking them up to make an even greater experience. I strive to provide a tailor-made experience that feels personal and exceeds their expectations.
How do you want to be remembered?
My approach to work is characterized by boundless energy, a sense of responsibility, and reliability. I want to leave a lasting legacy at each hotel I manage. I am always present and willing to help my team, even during the busiest times. While I value professionalism, I also foster a friendly and inclusive work environment where we can have fun outside of work. So, I want to be remembered as a workaholic person, but with a sense of responsibility, integrity, and friendliness.