HOTEL PROFILE: Beijing

Raffles Beijing Hotel's new manager believes in traditional hospitality.

At the crossroads of bustling East Chang'an and Wangfujing avenues, just a few minutes from the landmark Tian'anmen Square, the Raffles Beijing Hotel has one of the capital city's most distinguished addresses.

"I normally don't like the word 'unique,' but our product is pretty unique considering the size and the physical apperance of our heritage buiding. We definitely have a niche market product," says Matthias Al-Amiry, the hotel's newly appointed general manager.

Himself distinguished at 1.9 meters tall, Al-Amiry has spent more than 20 of his 45 years in the hospitality industry. He moved to his new position just two months ago after serving as acting general manager of Al Faisaliah, a Rosewood hotel in Riyadh, Saudi Arabia.

"I have done nothing other than hospitality. I rose through the ranks, cleaned the rooms, washed dishes and waited tables - I understand how a housekeeper, steward and waiter feels and how tough their jobs are," he said.

That's why Al-Amiry believes in attributes that make one successful, regardless of the industry - integrity, transparency, loyalty and most importantly, caring.

The hotel offers a butler service called the Raffles Ambassador whose main duty is to provide personalized services for guests and ensure their stay is as enjoyable and memorable as possible, by providing "soft touches".

The ambassador is a font of knowledge on what to do in Beijing - and tales of the hotel's rich history that dates back to 1917.

In 2010, Elite Traveler - a private jet lifestyle magazine written exclusively for elite consumers - included the Raffles Beijing Hotel's presidential suite on its list of top hotel suites in Beijing.

The expansive 888-square-meter presidential suite is one of the capital's most spacious, featuring four bedrooms, two living rooms, a private dining room, a mini theater with a range of audio-visual facilities, a gym and a Roman-style bathroom complete with jacuzzi and sauna.

This year, the hotel was selected by Cond Nast Traveler as among the world's best places to stay in the magazine's 2011 gold list, a compendium of the best hotels, resorts and cruise lines drawn from the magazine's annual survey of its readers, some of the most savvy of all international travelers.

"To stand out in the highly competitive luxury hospitality industry, you have to constantly provide the best personalized services and products," Al-Amiry says.

With an artistic temperament, the general manager says his favorite book is Max Frisch's Homo Faber about a man's lifelong journey and his inner conflicts about faith or reason, modern knowledge and ancient beliefs, free will or predestination.

Although the novel's hero is constantly on the move and never marries, Al-Amiry has a happy family: a beautiful Asian artist wife and a lovely son.

In their spare time, the couple loves to explore the art scene in Beijing with its huge offerings of galleries and musuems.

Though he is a conservative hotel manager who advocates traditional values, Al-Amiry said he is modern when it comes to family.

"My wife and I have an equal relationship and share our responsibilities and duties. I would say both of us are general managers at home," he said.

"My wife can't cook at all, I can cook. I do the dishes because she dislikes doing that. I clean the shoes, because she is not keen to do that. She likes to iron but I am not interested in ironing. She goes shopping and does the groceries and takes care of our son."

He says family, a love of sports - especially soccer - and art provide the dynamics and support for his passion about the hospitality industry.

The general manager says he is confident about the hotel's prospects in China due to the over 9 percent annual growth of the nation's economy.

"We have history and heritage we can build on. And we have the reputation through our flagship hotel, The Raffles Singapore."

He says, as an Asian-based company, it has a born affinity with Chinese culture.

"As long as you truly understand luxury hospitality and as long as you find your niche in the dramatically growing market you will be successful," he adds.