Interview with Owner and General Manager Mrs. Amanda Syrowatka
Viceroy Bali, March 2021
Dear Amanda, thank you for welcoming us here, in Viceroy Bali. We know that Viceroy Bali and its restaurant are famous to be family-owned and -operated properties. Could you please tell us the inception story of the Viceroy family?
Well, it all started with my parents really, 20 years ago now, my mom on the back of a motorbike driving through the grass fields here, in Ubud, with her brother, and she came across this beautiful area of land, jungle grass fields, and she just knew that this would have to be home somehow. They don't come from a hotelier background, they've been in many different industries, but fell in love with Ubud, Bali, and particularly our village, Nagi, and the rest is history. So my brother has been General Manager for 15 years, and I've taken over in the last year, but I've been working in the business for 10 years now. So really it's just a family story wanting to open something that started very small, boutique, luxury – because we've travelled the world 5-star, knowing what we want from a hotel. And we've grown now to 40 pool villas.
Well, it all started with my parents really, 20 years ago now, my mom on the back of a motorbike driving through the grass fields here, in Ubud, with her brother, and she came across this beautiful area of land, jungle grass fields, and she just knew that this would have to be home somehow. They don't come from a hotelier background, they've been in many different industries, but fell in love with Ubud, Bali, and particularly our village, Nagi, and the rest is history. So my brother has been General Manager for 15 years, and I've taken over in the last year, but I've been working in the business for 10 years now. So really it's just a family story wanting to open something that started very small, boutique, luxury – because we've travelled the world 5-star, knowing what we want from a hotel. And we've grown now to 40 pool villas.
Where do you come from?
We're from Australia, from Sydney, originally.
What being an independent hotel has meant for you over the last 20 years ? And what it means potentially for the next year?
I think for the last 15 years we've been open it's just been incredible – we have the freedom to do what we like, so we put a lot back into the hotel: not just financially, but heart, and soul, and energy into the property here. And I think being independent allows you to do that, you don't have to deal with corporate head offices. And then, from the guest side, it's very much the same thing – so they don't have to speak to management or to the operators, they don't have to go through a million different people for special requests, and there's more of a sense of belonging: in a family hotel you feel like you're part of the family.
We're from Australia, from Sydney, originally.
What being an independent hotel has meant for you over the last 20 years ? And what it means potentially for the next year?
I think for the last 15 years we've been open it's just been incredible – we have the freedom to do what we like, so we put a lot back into the hotel: not just financially, but heart, and soul, and energy into the property here. And I think being independent allows you to do that, you don't have to deal with corporate head offices. And then, from the guest side, it's very much the same thing – so they don't have to speak to management or to the operators, they don't have to go through a million different people for special requests, and there's more of a sense of belonging: in a family hotel you feel like you're part of the family.
Where do you come from?
We're from Australia, from Sydney, originally.
What being an independent hotel has meant for you over the last 20 years ? And what it means potentially for the next year?
I think for the last 15 years we've been open it's just been incredible – we have the freedom to do what we like, so we put a lot back into the hotel: not just financially, but heart, and soul, and energy into the property here. And I think being independent allows you to do that, you don't have to deal with corporate head offices. And then, from the guest side, it's very much the same thing – so they don't have to speak to management or to the operators, they don't have to go through a million different people for special requests, and there's more of a sense of belonging: in a family hotel you feel like you're part of the family.
We're from Australia, from Sydney, originally.
What being an independent hotel has meant for you over the last 20 years ? And what it means potentially for the next year?
I think for the last 15 years we've been open it's just been incredible – we have the freedom to do what we like, so we put a lot back into the hotel: not just financially, but heart, and soul, and energy into the property here. And I think being independent allows you to do that, you don't have to deal with corporate head offices. And then, from the guest side, it's very much the same thing – so they don't have to speak to management or to the operators, they don't have to go through a million different people for special requests, and there's more of a sense of belonging: in a family hotel you feel like you're part of the family.
And if we talk about business – what are the main differences between chain and independent properties, in general?
It's tough, 'cause there are some really beautiful chain properties but I think people are more focusing on independent these days, because they are wanting something outside of the box, something unique, something that they can't find necessarily on their own, just by looking on the Internet. So it's really about researching to find boutique places that are high-end, your level of service is higher even than in a chain resort but you've got a different feeling in the property. Being a member of Small Luxury Hotels of the World has also allowed us to reach guests who seek such unique properties. In fact, we were the first SLH member in the region when we joined.
Amanda, what elements do you believe are key to luxury travel, and have they changed since the industry has turned upside down in 2020 – for example, in marketing and other strategies?
I think the last year's been very challenging in terms of what the next step is – so, do you stay open, do you not stay open, how do you see the hotel progressing, particularly if you're somewhere like Bali where tourism was on the up and up for the last at least 5 years. But what we see is that you have to understand your customer before they get to you – and that's gonna continue to be important, particularly in this next year, because you need to understand their fears, their requests, what they want for safety and security. But always in luxury it's been about understanding your client and customer before they get to you and knowing how to present the property.
Have you already faced a real challenge in terms of guest relations management? Could you share with us insights in terms of specifically difficult clients and how you handle this experience at Viceroy?
I think every hotel has come across difficult clients once in a while, and how you manage it is really just by being honest and straightforward with them if something has gone wrong, addressing the issues. But, more importantly, it's about managing their expectations and when they walk into the property here, they love it, they just feel the sense of belonging and so being able to provide that high-end luxury…
It's tough, 'cause there are some really beautiful chain properties but I think people are more focusing on independent these days, because they are wanting something outside of the box, something unique, something that they can't find necessarily on their own, just by looking on the Internet. So it's really about researching to find boutique places that are high-end, your level of service is higher even than in a chain resort but you've got a different feeling in the property. Being a member of Small Luxury Hotels of the World has also allowed us to reach guests who seek such unique properties. In fact, we were the first SLH member in the region when we joined.
Amanda, what elements do you believe are key to luxury travel, and have they changed since the industry has turned upside down in 2020 – for example, in marketing and other strategies?
I think the last year's been very challenging in terms of what the next step is – so, do you stay open, do you not stay open, how do you see the hotel progressing, particularly if you're somewhere like Bali where tourism was on the up and up for the last at least 5 years. But what we see is that you have to understand your customer before they get to you – and that's gonna continue to be important, particularly in this next year, because you need to understand their fears, their requests, what they want for safety and security. But always in luxury it's been about understanding your client and customer before they get to you and knowing how to present the property.
Have you already faced a real challenge in terms of guest relations management? Could you share with us insights in terms of specifically difficult clients and how you handle this experience at Viceroy?
I think every hotel has come across difficult clients once in a while, and how you manage it is really just by being honest and straightforward with them if something has gone wrong, addressing the issues. But, more importantly, it's about managing their expectations and when they walk into the property here, they love it, they just feel the sense of belonging and so being able to provide that high-end luxury…
How can we get to your hotel? There is a helipad here, right?
Yes, so a lot of our clientele will travel directly either by, you know, private yacht or jet into Bali and then come directly up to us in Ubud. We're the only hotel with a helipad in Ubud, and we've had a group stay – actually, last January – that did a lot of heli tourism, 'cause you can fly over the volcano which is beautiful and down through the lakes. And in terms of management of them, if you're talking about interesting guests, it was sort of a 24-hour job, but you always feel the sense of satisfaction at the end, when you know they've had a fantastic stay – even if they've requested so many different things throughout stay, they come and give you a hug at the end, and you understand they're gonna be back.
Yes, so a lot of our clientele will travel directly either by, you know, private yacht or jet into Bali and then come directly up to us in Ubud. We're the only hotel with a helipad in Ubud, and we've had a group stay – actually, last January – that did a lot of heli tourism, 'cause you can fly over the volcano which is beautiful and down through the lakes. And in terms of management of them, if you're talking about interesting guests, it was sort of a 24-hour job, but you always feel the sense of satisfaction at the end, when you know they've had a fantastic stay – even if they've requested so many different things throughout stay, they come and give you a hug at the end, and you understand they're gonna be back.
How can we get to your hotel? There is a helipad here, right?
Yes, so a lot of our clientele will travel directly either by, you know, private yacht or jet into Bali and then come directly up to us in Ubud. We're the only hotel with a helipad in Ubud, and we've had a group stay – actually, last January – that did a lot of heli tourism, 'cause you can fly over the volcano which is beautiful and down through the lakes. And in terms of management of them, if you're talking about interesting guests, it was sort of a 24-hour job, but you always feel the sense of satisfaction at the end, when you know they've had a fantastic stay – even if they've requested so many different things throughout stay, they come and give you a hug at the end, and you understand they're gonna be back.
Yes, so a lot of our clientele will travel directly either by, you know, private yacht or jet into Bali and then come directly up to us in Ubud. We're the only hotel with a helipad in Ubud, and we've had a group stay – actually, last January – that did a lot of heli tourism, 'cause you can fly over the volcano which is beautiful and down through the lakes. And in terms of management of them, if you're talking about interesting guests, it was sort of a 24-hour job, but you always feel the sense of satisfaction at the end, when you know they've had a fantastic stay – even if they've requested so many different things throughout stay, they come and give you a hug at the end, and you understand they're gonna be back.
What is your clientele and where do you clients come from?
Mostly couples, but we have built 5 family villas - pool villas – now, so we do expect to see more families. But the majority have been from Europe, so, I'd say, generally Europe, European countries, and Russian-speaking, German-speaking, France, and then also US and UK.
I personally consider that, today, luxury is all about people. Could you please introduce your team and main players? How do you manage the working force today, during this time?
I think what's great about our team is that the majority are local Balinese people and even specifically from our village, Nagi – about 40 percent of our staff are from our village - and then it's only my family, our Director of Sales and Marketing, our 2 head chefs of our 2 restaurants that are expats. The Balinese people have this beautiful sense of happiness and a big smile, so from a guest relations point of view that's always been fantastic, and then our executive chef Nic Vanderbeeken in Aperitif restaurant, our fine dining restaurant – he's been working with us for years, but we started Aperitif about 2 years ago.
Mostly couples, but we have built 5 family villas - pool villas – now, so we do expect to see more families. But the majority have been from Europe, so, I'd say, generally Europe, European countries, and Russian-speaking, German-speaking, France, and then also US and UK.
I personally consider that, today, luxury is all about people. Could you please introduce your team and main players? How do you manage the working force today, during this time?
I think what's great about our team is that the majority are local Balinese people and even specifically from our village, Nagi – about 40 percent of our staff are from our village - and then it's only my family, our Director of Sales and Marketing, our 2 head chefs of our 2 restaurants that are expats. The Balinese people have this beautiful sense of happiness and a big smile, so from a guest relations point of view that's always been fantastic, and then our executive chef Nic Vanderbeeken in Aperitif restaurant, our fine dining restaurant – he's been working with us for years, but we started Aperitif about 2 years ago.
What is your clientele and where do you clients come from?
Mostly couples, but we have built 5 family villas - pool villas – now, so we do expect to see more families. But the majority have been from Europe, so, I'd say, generally Europe, European countries, and Russian-speaking, German-speaking, France, and then also US and UK.
I personally consider that, today, luxury is all about people. Could you please introduce your team and main players? How do you manage the working force today, during this time?
I think what's great about our team is that the majority are local Balinese people and even specifically from our village, Nagi – about 40 percent of our staff are from our village - and then it's only my family, our Director of Sales and Marketing, our 2 head chefs of our 2 restaurants that are expats. The Balinese people have this beautiful sense of happiness and a big smile, so from a guest relations point of view that's always been fantastic, and then our executive chef Nic Vanderbeeken in Aperitif restaurant, our fine dining restaurant – he's been working with us for years, but we started Aperitif about 2 years ago.
Mostly couples, but we have built 5 family villas - pool villas – now, so we do expect to see more families. But the majority have been from Europe, so, I'd say, generally Europe, European countries, and Russian-speaking, German-speaking, France, and then also US and UK.
I personally consider that, today, luxury is all about people. Could you please introduce your team and main players? How do you manage the working force today, during this time?
I think what's great about our team is that the majority are local Balinese people and even specifically from our village, Nagi – about 40 percent of our staff are from our village - and then it's only my family, our Director of Sales and Marketing, our 2 head chefs of our 2 restaurants that are expats. The Balinese people have this beautiful sense of happiness and a big smile, so from a guest relations point of view that's always been fantastic, and then our executive chef Nic Vanderbeeken in Aperitif restaurant, our fine dining restaurant – he's been working with us for years, but we started Aperitif about 2 years ago.
WE SUPPORT
And speaking about Aperitif restaurant - please, now we're in the bar here, so you have also to talk about your mixologist…
Absolutely!
We've heard a lot about your signature cocktails, as well! So, when and how Aperitif restaurant has been created?
It's all really formed as an idea in 2018 – we wanted to do something that didn't exist on the island yet. There's uber-fine-dining, there's some spectacular destinations in Bali for dining, particularly Ubud, but this is a different feel, this is from another time; the architecture and design is all from my mom, so she used to be a dashion designer, but she did all the architectural plans and the interior design – and it's a nod to the colonial past, so you've got these beautiful arch windows and then as you can see here in 1920s-style prohibition - a spa with a sunken bar, and very classic cocktails as well.
What is the concept of the Aperitif, how do you differentiate on the market?
When we started designing Aperitif in 2018, we really wanted the concept to be something that doesn't exist in Bali. So it's really all in the name – for example, aperitif, aperitif hour – the very European tradition, where you go for a sunset drink and some nibbles, and that is the concept we have here. Actually, speaking about "all in the name" – for the hotel Viceroy it is the similar thing. The valley we're on, in a beautiful jungle, is known as a Lembah Maharaj – the Valley of the King, so it's very royal and regal, and that is why we chose the name Viceroy – that's also a nod to the Dutch history, because there used to be a Dutch viceroy as the Head of State in Indonesia. And so then the same for Aperitif – we've gone back to that colonial style with beautiful big arch windows, and, as you can see here, in 1920s-sunken-style bar.
Where do you see Aperitif in the next 3 years?
For us – we're just growing at the moment, and we see it on the up and up, and, really, the goal for us is to be a Michelin star, we know we're good enough to be, and we've got the level of service, and so it's about Michelin coming into Indonesia. We know that within the next 3 years that will happen as they start to grow and develop. So, for us – we've got our eyes on that prize just to be reckognized for what we already are: one of the best restaurants here.
Absolutely!
We've heard a lot about your signature cocktails, as well! So, when and how Aperitif restaurant has been created?
It's all really formed as an idea in 2018 – we wanted to do something that didn't exist on the island yet. There's uber-fine-dining, there's some spectacular destinations in Bali for dining, particularly Ubud, but this is a different feel, this is from another time; the architecture and design is all from my mom, so she used to be a dashion designer, but she did all the architectural plans and the interior design – and it's a nod to the colonial past, so you've got these beautiful arch windows and then as you can see here in 1920s-style prohibition - a spa with a sunken bar, and very classic cocktails as well.
What is the concept of the Aperitif, how do you differentiate on the market?
When we started designing Aperitif in 2018, we really wanted the concept to be something that doesn't exist in Bali. So it's really all in the name – for example, aperitif, aperitif hour – the very European tradition, where you go for a sunset drink and some nibbles, and that is the concept we have here. Actually, speaking about "all in the name" – for the hotel Viceroy it is the similar thing. The valley we're on, in a beautiful jungle, is known as a Lembah Maharaj – the Valley of the King, so it's very royal and regal, and that is why we chose the name Viceroy – that's also a nod to the Dutch history, because there used to be a Dutch viceroy as the Head of State in Indonesia. And so then the same for Aperitif – we've gone back to that colonial style with beautiful big arch windows, and, as you can see here, in 1920s-sunken-style bar.
Where do you see Aperitif in the next 3 years?
For us – we're just growing at the moment, and we see it on the up and up, and, really, the goal for us is to be a Michelin star, we know we're good enough to be, and we've got the level of service, and so it's about Michelin coming into Indonesia. We know that within the next 3 years that will happen as they start to grow and develop. So, for us – we've got our eyes on that prize just to be reckognized for what we already are: one of the best restaurants here.
Do you have any awards?
Yes, so we've recently just won the World Culinary Awards: Number 1 Restaurant in Indonesia.
And about the hotel?
And about the hotel – we have many to choose from, but I'd say my favorite, or the one I'm most proud of would be – we won Number 1 Resort in the World from Conde Nast Traveller in the US, from their Readers' Choice Award, so about half a million votes were cast for hotels globally, and we came out number 1.
And as well, I have one more question, about the TripAdvisor – how it's possible? You have 5 star from, I think, 2 thousand reviewers. All 5 stars! What's your secret about social media?
Yeah! I guess, from a marketing point of view we want to be authentically ourselves, so it's really about not trying to seem like any other hotel. We're just focused on what we are doing. If there's more competition in Bali and Ubud, we're fine with that, if other people have 5-star TripAdvisor reviews, that's okay, but it's about us providing a different level of service.
Yes, so we've recently just won the World Culinary Awards: Number 1 Restaurant in Indonesia.
And about the hotel?
And about the hotel – we have many to choose from, but I'd say my favorite, or the one I'm most proud of would be – we won Number 1 Resort in the World from Conde Nast Traveller in the US, from their Readers' Choice Award, so about half a million votes were cast for hotels globally, and we came out number 1.
And as well, I have one more question, about the TripAdvisor – how it's possible? You have 5 star from, I think, 2 thousand reviewers. All 5 stars! What's your secret about social media?
Yeah! I guess, from a marketing point of view we want to be authentically ourselves, so it's really about not trying to seem like any other hotel. We're just focused on what we are doing. If there's more competition in Bali and Ubud, we're fine with that, if other people have 5-star TripAdvisor reviews, that's okay, but it's about us providing a different level of service.
Do you have any awards?
Yes, so we've recently just won the World Culinary Awards: Number 1 Restaurant in Indonesia.
And about the hotel?
And about the hotel – we have many to choose from, but I'd say my favorite, or the one I'm most proud of would be – we won Number 1 Resort in the World from Conde Nast Traveller in the US, from their Readers' Choice Award, so about half a million votes were cast for hotels globally, and we came out number 1.
And as well, I have one more question, about the TripAdvisor – how it's possible? You have 5 star from, I think, 2 thousand reviewers. All 5 stars! What's your secret about social media?
Yeah! I guess, from a marketing point of view we want to be authentically ourselves, so it's really about not trying to seem like any other hotel. We're just focused on what we are doing. If there's more competition in Bali and Ubud, we're fine with that, if other people have 5-star TripAdvisor reviews, that's okay, but it's about us providing a different level of service.
Yes, so we've recently just won the World Culinary Awards: Number 1 Restaurant in Indonesia.
And about the hotel?
And about the hotel – we have many to choose from, but I'd say my favorite, or the one I'm most proud of would be – we won Number 1 Resort in the World from Conde Nast Traveller in the US, from their Readers' Choice Award, so about half a million votes were cast for hotels globally, and we came out number 1.
And as well, I have one more question, about the TripAdvisor – how it's possible? You have 5 star from, I think, 2 thousand reviewers. All 5 stars! What's your secret about social media?
Yeah! I guess, from a marketing point of view we want to be authentically ourselves, so it's really about not trying to seem like any other hotel. We're just focused on what we are doing. If there's more competition in Bali and Ubud, we're fine with that, if other people have 5-star TripAdvisor reviews, that's okay, but it's about us providing a different level of service.
Amanda, how have the market changed since the borders closed for international tourists – understanding the most of the guests used to come from Viceroy and other 5-star resorts and hotels?
For Viceroy, , it's been difficult without any international tourists and that's had a flow-on effect on our restaurants, particularly the in-house Cascades Restaurant, but for Aperitif we've seen a really great rebirthing in that all of our guests coming – either locals, , from Jakarta or around, or also expats. And these are people that in the first year or two that Aperitif was open would never come here. So people are exploring closer to home now, people are realizing what's on their doorstep, and they can have really genuinely beautiful experiences, a lot closer, relevant, not having to travel, say, to Singapore, for a Michelin experience.
The last question I ask all my guests about what does luxury means for you?
It's a very good question! Luxury for me isn't any one thing, but it means that you're wanting of nothing, so the experience has to be seamless. Luxury shouldn't be ostentatious and showy. For me it's about that relaxing feeling, that sense that everything is running smoothly and that sense of calm in your body and mind.
©️ 2021 Affinity Concept. Interviewer Lana Steux. All rights reserved.
For Viceroy, , it's been difficult without any international tourists and that's had a flow-on effect on our restaurants, particularly the in-house Cascades Restaurant, but for Aperitif we've seen a really great rebirthing in that all of our guests coming – either locals, , from Jakarta or around, or also expats. And these are people that in the first year or two that Aperitif was open would never come here. So people are exploring closer to home now, people are realizing what's on their doorstep, and they can have really genuinely beautiful experiences, a lot closer, relevant, not having to travel, say, to Singapore, for a Michelin experience.
The last question I ask all my guests about what does luxury means for you?
It's a very good question! Luxury for me isn't any one thing, but it means that you're wanting of nothing, so the experience has to be seamless. Luxury shouldn't be ostentatious and showy. For me it's about that relaxing feeling, that sense that everything is running smoothly and that sense of calm in your body and mind.
©️ 2021 Affinity Concept. Interviewer Lana Steux. All rights reserved.
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RU tel.: +7 916 630 08 53
contact@affinityconcept.com
36, rue d'Antibes, 06400, Cannes
French Riviera – Monaco – Paris – Courchevel – Moscow – London – Geneva
To join the club, please direct your questions or requests by email or by direct line.
We will deal with your inquiry as efficiently and quickly as possible.
We will deal with your inquiry as efficiently and quickly as possible.
FR tel. : +33 6 65 34 15 70
RU tel.: +7 916 630 08 53
contact@affinityconcept.com
36, rue d'Antibes, 06400, Cannes
French Riviera – Monaco – Paris – Courchevel – Moscow – London – Geneva
RU tel.: +7 916 630 08 53
contact@affinityconcept.com
36, rue d'Antibes, 06400, Cannes
French Riviera – Monaco – Paris – Courchevel – Moscow – London – Geneva