The Bellevue Interview

As trailed on here, below is the result of the interview with the assistant director of Bellevue. This has now been published in "Talk Of The North", so as an additional archive, here it is. The first part is the feature itself and this is followed by some history and facts.


Realism At Bellevue
"Every day we think of how we can improve our product." To read some of the criticisms levelled at the Bellevue hotel complex, one might find that hard to believe, but listening to assistant director Syb Sijbertsma one does believe it. "Ridiculous," is his assessment of some of the things that are trotted out on the internet.

The web consumes much of our discussion time. "There is a danger with the internet. It creates too high a level of expectation." This is expectation not just of what Bellevue might have to offer but of what any hotel or destination can provide. "It used to be an adventure," the holiday that is. "But not now." Accordingly, hotels are compared with others, and in the case of Bellevue a false impression can be created through inaccuracies or through unreal expectations.

At Bellevue they are clear as to what their product is, but often it becomes distorted, not least by some tour operators who do not inform their customers correctly. The holidaymaker needs to "experience things for himself" and be realistic. As an example, we touch on a familiar criticism as to length of queues. The main restaurant can cater for 1000 at a sitting. If everyone comes at the same time, then there are bound to be queues. At Bellevue they know this, but the message does not always get across.

We have to take a step back. Back to why I felt it important to hear the Bellevue story. There were a number of factors, not least the criticisms that one read on the internet, the rumours that one constantly heard and the apparent lack of communication by the hotel in addressing these. Then there was the sheer scale of Bellevue - it is the largest holiday complex in Spain - its importance to the economy of Alcúdia and its almost iconic status. Moreover, what occurs at Bellevue is not wholly unique as it is indicative of what is occurring in the mass tourism holiday market across Mallorca and not just in the north of the island.

But let's get back to that apparent lack of communication. On Syb's computer screen are comments from the review site "Trip Advisor". Contrary to what I had believed, these are taken very seriously. However, there is frustration. While he can respond with information, that is all he can do: no opinion, no sense of criticising a poster. "If you sit with people who have a problem, you can explain and then they are normally happy. The internet is not the same." "There is always something to pick on at Bellevue," be it cleanliness, the queues, safety or even mosquitoes.

We take a walk around the complex. Five thousand people and you have to expect some litter. Yet the impression is far from unfavourable despite the lack of consideration that leads to Syb picking up discarded plastic cups or wrappers. He is, as he puts it, "manic" about collecting litter. In the middle of the afternoon, pool sides are full of guests with cups and plates. It is not just the assistant director who cleans up, there are staff everywhere in a constant battle with abandoned containers. Behaviour is an issue. He admits that it has got worse. And not just where litter is concerned. He relates stories, none of them repeatable, but they all add up to making his job far broader than just that of a manager or a strategist. He is also social worker, family counsellor, mediator. A background as a physical education instructor is perhaps useful in being able to deal with certain situations.


The fires
We take a look at the burnt-out lift in Minerva 2. The health and safety criticism is one that annoys him. It was one bandied about after the two fires. I study the specification for the hotel, note the ticks for items such as smoke detectors and alarms. "The tour operators come every year and see for themselves. They are always happy." Were they not, they wouldn't send their clients to Bellevue. He doesn't wish to go into the issue, but the TUI decision to pull out of Bellevue was not related to health and safety. "There weren't any fires for years, then two. Similar circumstances surrounding both." He cites theories as to possible origins of the fires, but they are a police matter so I am not about to repeat them.

The fires, however, were indicative of how the internet can inflame, as it were, the situation. He is critical of those whose first impulse is to go onto a review site and disseminate what is not wholly accurate. "The fires were dealt with in a perfect way," he says. The first fire, in Minerva 1, attracted more attention than the second, partly because the alarms did not sound. He explains that if there is a fire or smoke - and there was a lot of smoke and very little by way of flames with the first fire - an alarm goes off at reception. There is a five-minute delay before the alarms go off, enabling staff to investigate the nature of the fire. In the case of Minerva 1, it was under control. To have sounded the alarms would have made the situation worse by causing more panic. The Minerva 2 fire involved more flames, and the alarms were set off in this instance. One has to understand, Syb explains, that there are over 15 false alarms every week, which is why they have the system they do.

To see what was said on the internet, it was easy to form an impression as to a lack of information, but an office was set aside for four days after the fires to handle guests' queries or concerns, while there was also a press relations facility established. In terms of both safety and communications, he is satisfied that the incidents were handled well.


Responsibilities and all-inclusive
Back in Minerva 2, from a room on the eighth floor you get an impression not just of the size of the complex but also the setting. It is extraordinary. One can see the length of the Lago Esperanza and appreciate just how big that is. Across the sea and bay of Alcúdia are the mountains of Artà. I wanted to talk about responsibility, the responsibility that Bellevue has to the local community. It is the physical splendour of the immediate surroundings that informs this responsibility, the hotel's part in maintaining the beauty of the environment and in the plans to upgrade the lake area. There are other responsibilities, I suggest, and so we come to the local community and businesses.

What of all the rumours that fly around? Bellevue is being sold, Bellevue is closing, Bellevue this and Bellevue that. Is there a responsibility to respond to them? Not really, he says. Alcúdia is a small town, one in which all sorts of rumour spread quickly. To make statements might simply make matters worse, as though they would imply that there was some truth to the rumours when there never is.

And what of the impact of changes at Bellevue, most obviously all-inclusive (AI) packages? It is Syb's turn to want to take a step back. From the time Bellevue really took off as a holiday complex in the early '80s, its clientele would leave the site and patronise the bars, restaurants and shops that grew up along and off The Mile. Syb is unequivocal. "Some people got really rich on it." But things have changed. He sees no responsibility for this change. "A hotel is a hotel. We do what we do."

The AI side of the Bellevue product has grown significantly. From trialling it in 2005, it has grown to the extent that it now comprises over half the number of guests. Of a maximum occupancy this year just shy of 5100 guests, around 2800 are staying on an AI basis. "We're being pushed into it," he concedes. The crisis, as much as anything, has contributed to a rise this year from a maximum of 2000 AI guests in 2008. Despite this, he is not particularly in favour of AI, and the reasoning for this is based on the service that can be offered. "AI is like a basic family car, when you would really like to be offering a Mercedes. It's impossible on a 3-star basis." He draws a comparison with the Caribbean where costs are that much lower, allowing branded products to form part of the AI offer and far greater levels of staffing. Spain is that much more expensive. You come back to that level of expectation. Bellevue is at the limits as to what it can achieve in terms of providing AI in its restaurants, and there is an acknowledgement that some re-organisation and development will need to occur in order to comply with the diktats of the tourism ministry in terms of the space per guest. So, AI could grow more, I ask. Yes. Might Bellevue become totally AI? Maybe, he replies, but counters this by suggesting that AI could be cyclical and that it could fade away as tourist needs and demands change.

I return to the local businesses. "It was all so easy in the past," he explains. Syb constantly refers to product, and he is critical of some who have paid too little attention to their product or quality. "Other businesses will still come in," he believes in answer to the question about the impact along The Mile. "They will offer products that people want." The hotel itself has had to adapt to a changing market; this is all a part of that thinking every day as to how they can improve. He sees some evidence of businesses doing this as well. It is necessary that they do. Despite the possibility that AI is indeed cyclical, Syb says starkly that "it is AI or nothing".


Bellevue history and facts
The Bellevue complex was built between 1972 and 1974 by the same German developer behind what are now the Club Mac hotels. The Siesta apartments were sold off separately in 1974 and the Bellevue apartments were put on the market as a form of time-share option. That was the plan, but it didn't work. Between 1974 and 1983 there was little activity at Bellevue, the complex being in the hands of the bank Banesto. In 1983 the first hotel company was formed, effectively creating the complex as it now is. But there were several years of changes in the actual running of the complex until 2000 when Hotetur in partnership with My Travel took over and Banesto finally left the scene. For five years the arrangement with My Travel gave the hotel guaranteed places, but in 2005 Hotetur bought out My Travel's stake which had amounted to a minority holding of 49%.

Bellevue comprises 17 separate accommodation blocks which stand on an area of 200,000 square metres. There is facility to house over 6000 guests, but the maximum occupation in 2009 is around 5100, down on the 5500 of 2007. This can be explained partially by economic conditions but also by smaller family units. There are five different types of board category, the most popular being self-catering and all-inclusive. Around 400 staff are employed at the complex.

While the buildings are now quite old, the apartments themselves are maintained to good standards. I saw an example of each category. While they might be cramped for larger groups, they generally have ample space with kitchen units, bathrooms and toilets; the actual sizes are, respectively, 25, 35 and 45 square metres for studios and one and two-bedroomed apartments. In total there are 1468 apartments. The impression is that they are clean, functional and safe.

The breakdown of nationalities has changed this year. The main market is British at around 65 to 70%, down around 20%, but compensated for by an increase in other groups - Scandinavian, German, French and Dutch. Internet bookings are a vital part of the hotel's operations, and these can rise as high as 80%.


QUIZ
Yesterday's title - Razorlight, http://www.youtube.com/watch?v=n3aAt22Y7QQ.

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