FT Starwood is advancing across Asia Pacific as everyone expected and as advertised, especially in China. How is this going and what, if any, effect has it had on your division’s F&B operations?,
MJ It is true that we have some exciting projects coming up in China over the next few years, predominantly with our extremely popular and successful Sheraton and Westin brands, but also with W, Four Points, etc. This means we have the chance to really show what we can do in food & beverage. We don’t plan to copy our competition in any way, so we will be introducing some of our already successfully operating concepts as well as a few newcomers into this market.

FT Predictions that the various hotel tiers would continue to segment in Asia-Pacific to better target the best customer bases is happening. Has your plan to further segment been on a country-by-country or a division basis? How does China play into the segmentation evolution today and, say, for the next three years?
MJ Starwood is lucky in so much as we have a number of brands that allow us representation in most markets. We also have great owners who invest to ensure that whatever brand we are developing will be a first-class product. In general, most of our brands are growing throughout this region and are being received very well. This allows us some exciting and varied food & beverage products. We are constantly developing these to suit the brands and the location/market.

FT More and more chain hotels in Asia-Pacific are getting far more serious about directing their wine programs with core wine lists and wineby-the glass programs.Why is this, and what is Starwood doing to better address this development?
MJ We all know the importance of wine in our business. Emerging markets such as China are also growing in regard to wine consumption. Wine by the glass is an excellent opportunity for our guests to experience a wide variety of grape types, brands, etc. Our wine-by-the-glass program is available in most Sheratons and Westins in the region. It has an excellent and diverse selection from throughout the world. This is extended to wine by the bottle, allowing favorites to be purchased this way. We also have local representation for Indonesia and China, giving it a true global appeal.

FT Is most of the wine volume by the glass or by the bottle and in the front of the house or banquet? And does the answer depend on the country?
MJ This varies greatly country by country or even city by city. For example, a hotel in Australia that has large banqueting could easily sell most of their wine by the bottle in functions, whereas other hotels, such as hotels in China or Thailand, may sell more by the bottle or glass in restaurants. I don’t think there is a firm pattern. The most important thing is that we are selling wine in most locations, and it is growing all the time.

FT What kind of wine training do you organize on a division basis, and what part of it is the responsibility of each property to manage with the local wine importers? Do you train the trainers for wine, or is it a hotel level responsibility?
MJ We develop the program (wine by the glass), engage the wine partners, and then encourage our hotels to deal individually with suppliers and wine partners for training, dinners, tastings, etc. We encourage our hotels to prioritize with our wine partners, and we generally see excellent results. There is without doubt an improvement overall in guest satisfaction.

FT Many wine producers think Starwood Worldwide dictates their wine policies from the New York World Headquarters at White Plains. In truth, as I understand it, each Starwood division office sets their wine policies, though loosely in accordance with the now famous “Wines of the World” program. How does it all work and why? Do you see it changing? Will it be a topic of discussion at your upcoming Global Conference at San Diego this year?
MJ We create our wine programs divisionally, not globally. The world is too large and diverse to dictate such things. European hotels have different lists and mixes, as do Australia and our Asian hotels. We need to cater to the local market as well as our international visitors. The program has a great deal of flexibility with some minimum requirements. Then each hotel decides which labels it would like. Our wine partners generally build a relationship with the hotels individually for special promotions, etc.

FT What is the most important aspect of your division wine program and why? Do you see this remaining the same indefinitely, or could priorities and/or the vision change over the next three to five years?
MJ Flexibility, without doubt. Our partners too. They are extremely positive and understanding and willing to support us. It is never easy to implement such a program over so many brands in so many countries. We feel it will remain the same—with the same partners—for the near future. There are always ways we can improve, but now the formula seems right, so we will push forward.

FT What are your favorite wines and why?
MJ I’ll drink pretty much anything. I’m a self confessed New World Wine drinker, but I’m very happy to try and enjoy anything. Cheers!

Fred Tibbitts & Associates Inc., is the foremost global wine-by-the-glass consultant, working with on-premise hcains around the world. Contact fredbev@fredtibbitts.com.