Q&A with Donald Watt - COO
20th April, 2020
Q Since opening 12 years ago, how has The Hideaways Club
created a trusting relationship with its Members?
We treat our Members like family, giving them unrivalled access to
our team members and senior management team. A key part of this is
the open and transparent communication we have with Members, which
includes such things as our Annual Operating Review, quarterly
Members newsletters, and Member events in selected locations around
the world.
Our aim is to deliver the highest standards in both property
maintenance and member service delivery. Overall, our Members'
online satisfaction ratings are consistently high at over 92% (in
both the Classic and City Collections), year on year.
Q What measures do you have in place to give Members peace
of mind, with respect to both when they book their holidays and to
their Membership of the Club?
Members' safety is always our priority, and even more so in these
unprecedented times of Covid-19. We have issued detailed directives
to Members and our local teams around the world, and we have taken
preventative measures to minimise the risk to members and local
teams of a second wave of this virus. This list is not definitive
but includes such steps as stringent pre-opening deep cleans, new
daily cleaning practices, and personal protection equipment [PPE]
requirements for local teams and contractors.
We are a Club of like-minded co-owners and there is a sense of
family and belonging. We treat our Members as we would our own
families and their enjoyment and safety are our utmost
priority.
Q With all the uncertainty that Covid-19 has brought, why
is Membership of The Hideaways Club the smart thing to
do?
We, and our properties, are reliably consistent. Regardless of
which home they visit, Members know it will be presented to very
high standards and trust that it will have all the great hallmarks
of The Hideaways Club properties that they have come to love.
Furthermore, Members have a dedicated Personal Concierge for all
their trips, and a Local Concierge for priceless local insights,
top tips, where to go and the happening places to visit locally.
Most have the Local Concierge's mobile number on speed dial, so
they appreciate there is someone available who they know and trust,
24/7.
We at The Hideaways Club spend our time researching holiday villas,
taking care of logistics and maintaining the properties so our
Members have more time to relax and recharge with family and
friends.
Q We have seen the importance of the home grow considerably
in the past month or so as everyone stays home to stay safe; with a
portfolio of exquisite homes away from home around the world, what
comfort can Members take from their Membership?
Members really do feel as if our properties are a home from home -
they know what to expect and there are no nasty surprises. They
afford our Members the space, privacy, and comfort to allow them to
create priceless memories with family and friends.
Our Members are justifiably proud of our exquisite properties in
stunning locations, as well as the attention to detail and high
standards we achieve in regard to property maintenance and general
cleanliness, and they take real pride in welcoming friends and
family to their homes.
The properties are focused around family life; they are spacious,
fitted with the latest technology, and all have an office area,
great outdoor living areas, pools, and games rooms.
Q What do you do to ensure your team are experts in the
field of property management?
Our team members all come with several years' experience in
property management, have great attention to detail and are
extremely service focused. Once on board, each team member is then
fully trained to our exacting Hideaways Club standards.
Each of our local hosts must complete pre-and post-visit property
audits to ensure all properties are maintained and prepared to the
levels our Members are accustomed to.
To ensure the highest levels of professionalism and service are
maintained, we have worked with the Lausanne Hospitality and
Management School in Switzerland to develop online audits and
service mechanisms.
Q What do you look for in a potential property to make sure
it meets The Hideaways Club's exacting standards?
It is all about location, location, location. The location must
appeal to our Member base - we want properties that are hidden
away, yet not too far away from the region's/city's attractions and
amenities. It is the best of both worlds ideally.
Practically, we are looking for spacious three- to five-bedroom
properties with great outdoor space and stunning views for Members
to enjoy with friends and family.
There is also the investment opportunity to consider. We typically
buy a property to refurbish or develop, offering investment growth
to our Members even before we open our doors.
The community of like-minded individuals around the world is an
important part of the Club - how do you attract them and maintain
that sense of belonging?
Our Members are co-owners of the whole portfolio of properties in
their Fund so 'ownership' and 'belonging' are intrinsic to the
brand experience.
Over 60% of new Members come from existing Members, so many will
already know at least one Member of the Club when they join.
Plus, we get to know each of our Members personally and each Member
is invited to complete a Member survey post visit, so we always
have accurate and up-to-date feedback on the property presentation,
service delivery, destination, and experience.
Members are also invited to assist us in which new destinations the
Fund invests in next. Most recently, Members noted a gap in the
Greek Islands, Sicily, and the Italian Lakes, all of which have
since been filled with properties purchased in Corfu, Crete,
Sicily, and Lake Maggiore.
Q What do you do to help Members make amazing memories with
The Hideaways Club?
All that we possibly can, which involves everything from taking
care of all the property management, so the Member's second home is
fully maintained, ready and waiting for their stay, to providing
our pre-trip planning service to assist Members to make the most of
their holidays and family time. We also provide on-the-ground local
knowledge - our teams live locally and have extensive knowledge of
the surrounding areas; they can suggest how best to experience the
destination in an authentic and individual way.
Q How do you think travel is going to change
post-Covid-19?
I think there will be some positive changes, and we will see an
increased focus on spending quality time with family and friends as
people seek to reconnect and experience new things together.
I expect there will also be a new appreciation of reliable
concierge and time-saving services, and a heightened ambition to
'own the moment' (which also applies to co-ownership over rental).
Lastly, I think there will be a greater awareness of 'legacy' and
the importance of creating a better world for future
generations.
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