Time for Sri Lanka to shine as a top tourist destination: Cinnamon Hotels and Resorts VP

Suite balcony overlooking the property

Cinnamon Bentota Beach

Starting a career in the hospitality industry by accident, Ilias Vamvakas’ journey since can be described as a true inspiration. 

He started working at a very young age by washing the dishes in a small Greek resort in Germany on weekends. In his over 35-year career, Vamvakas has worked in almost every position within the industry before excelling as a General Manager at several renowned hotels around the world, including his homeland Greece; Germany, UK, Cambodia, Thailand, Mauritius, Morocco, Maldives, and the Caribbean, to name a few. Sri Lanka is his 15th country to have worked in.

“I began to enjoy what I was doing, despite working behind-the-scenes, washing dishes. I soon moved to front-of-house working with customers, and this is where I began to enjoy working in hospitality – through my interactions with internal and external customers. What excites me most about hospitality is that wherever you go, you experience something unique and new. There is never a dull moment in hospitality; it is never monotonous,” he recalled.

This passion to enjoy work, his personality to serve guests better, and learning from every opportunity shaped Vamvakas’s progress throughout his career, whilst becoming a role model to others. 

Since assuming duties as the Area Vice President of Cinnamon Hotels and Resorts Sri Lanka and the General Manager of Cinnamon Bentota Beach, Vamvakas has embodied this passion, knowledge, and excitement, and shares his candid views on Sri Lanka having what it takes to become a truly vibrant tourist destination. 

Vamvakas first joined Cinnamon Hotels and Resorts as General Manager of Cinnamon Bey Beruwala in December last year. Prior to the existing appointment, he was the General Manager at Banyan Tree Hotels and Resorts.

Vamvakas shares key insights into his roles and the opportunities and challenges that lie ahead for the tourism industry in Sri Lanka, which is becoming increasingly dynamic, and in turn, adding value to the country’s socio-economic growth. Excerpts of the interview:

By Charumini de Silva

Cinnamon Hotels and Resorts Area Vice President Sri Lanka and Cinnamon Bentota Beach General Manager Ilias Vamvakas

Q: How are you settling in Sri Lanka and at your most recent job?

 Unquestionably! It has been a very humbling experience thus far, and I am very excited to show what we can achieve in Cinnamon Hotels and Resorts in this beautiful country. The new portfolio is an added feather in my cap now. Cinnamon Bentota Beach is our flagship property, and it holds great historical and heritage value. Built in 1967 by legendary architect Geoffrey Bawa, the property was restored to the original feel of Bawa’s creation in 2020. Our five-star resort has been constructed across 11 acres of land and has the most unique location, boasting vistas of the Indian Ocean and the Bentara River. 

The property holds 159 rooms, comprising 16 suites and 144 suite-sized rooms, each offering its own view of the ocean and vast gardens enhanced by signature experiences and services, including a personal life stylist for the suites. Our guests will be able to experience Sri Lanka’s iconic location and choose from an array of water and adventure sports. I would like to see Cinnamon Hotels and Resorts be known for our commitment to excellence in the hospitality industry.

Q: What are your plans as the new Vice President for SL Resorts and how do you plan to implement them?

The Cinnamon Hotels and Resorts brand focuses on delivering memorable holidays with the warmth and vibrancy of authentic hospitality. I feel Cinnamon is an excellent opportunity to showcase Sri Lanka to the rest of the world. I see many great opportunities to develop the brand and realise its vision. From improving our products and services to enhancing the skills of our associates (staff), we are working on many initiatives right now to ensure that the standards of all Cinnamon Hotels and Resorts are on par with the same quality. Delivering high-quality hospitality and unique, unmatchable experiences to our guests that can only be offered by Cinnamon Hotels and Resorts, whilst elevating the service delivery standards and, in turn, converting them into loyalty and love from our guests and upholding our brand. 

Word of mouth still has great credibility, especially in the hospitality industry, as you recommend your experience to someone else. We are keen on showcasing all that Sri Lanka has to offer and are quite confident that we have an advantage with an abundance of opportunities to attract more tourists to the country. I am looking forward to Cinnamon Hotels and Resorts being recognised as a globally high-standing brand with my contributions to leadership.

Q: What have been your early learnings about Cinnamon Hotels and Resorts so far as being a part of the team?

 I found it to be a strong Sri Lankan company with great principles and very people-centric. They try to support everyone around them, and I find it quite special and inspiring. As an institution, it is fascinating how well Cinnamon Hotels and Resorts is structured, reflecting on its contribution to the economy and people-centric values across the board. I thoroughly appreciate its inherent ethics, spirit, character, and strength. As part of the JKH conglomerate, it has given a lot of priority to the humane facet and the ability to improve on a consistent path. In an era where the entire corporate world has forgotten or ignored these valuable principles over profits and efficiency, I feel proud to be a part of this team.

Q: What is your perspective on the potential of tourism in Sri Lanka?

 Sri Lanka should be the next top tourist destination. The country lost many opportunities due to the civil war, tsunami, Easter Sunday attacks, COVID, and now the economic crisis. However, amidst the challenges, Sri Lankans have always shown the world that they can take strength from the slightest positivity and be resilient. The industry stakeholders are eager to progress, and everyone has the right attitude of wanting to do things. The positive nature of the people and the industry are commendable. 

From leisure to wellness, business, culture, wildlife, MICE, and destination weddings, there are endless opportunities for Sri Lanka. For example, our resort was booked for a destination wedding for an entire week. Things are moving, and I am confident that the tourism industry is all set to seize this opportunity. The time has come for Sri Lanka to shine and we should all make it happen. I firmly believe Sri Lanka, with its diverse group of talents, experience, and resources, can undoubtedly be the next vibrant tourist destination.

Q: How confident are you?

 Very! Hope, positivity, resilience, abundant travel experiences, and the authentic smile of Sri Lankan people will do the magic. These values are epitomised in the incredible combination of the warmth of people, the unique cuisine, beaches, wildlife, climate, culture, and so many other factors, which many of our competitor destinations do not have. The warm hospitality qualities are unique, and it is in the DNA of Sri Lankans. Irrespective of the chaos they are in, the people of Sri Lanka are genuine and hospitable. This authentic hospitality makes it special for the visitors coming to this beautiful country. One of the key reasons for repeat travellers to Sri Lanka is a reflection of those positive impacts. It is not a sprint, but a marathon, and as such, we need to sustain our tourism efforts for the long haul.

Q: You spoke very highly of Sri Lankan talent. Given your illustrious experience in the trade, do you notice any difference between them?

 Yes, the demeanour! Sri Lankan talent is so unique because they have the right mindset to deliver high-quality hospitality. They comprehend situations faster, are very eager to improve themselves, are agile, and apply the learning into practice. This is why the best of Sri Lanka’s hospitality industry talent is hired by the world’s best hotel chains. 

Q: Which areas do you think can be further improved on in terms of talent and what challenges do you see in the short-term?

 As mentioned earlier, hospitality is in the DNA of Sri Lankans and extra effort is only needed in very few areas to improve service standards. It is all about recognising the personality traits and attitude that allow for success and implementing these across the industry. Currently, as in many parts of the world, we export our best talent. I hope over time we can see the industry’s remuneration gap reduced to be on par with some of the competing destinations. 

Another issue we frequently face is the constraints on how we deliver service and the mindset with which we do so. For example, you may observe that two people assigned to different tasks do another. The person who serves the water cannot take the cheque, and the person who presents the cheque cannot clean the table. This, in my opinion, is a setback to the guest experience and the greater good of the Sri Lankan tourism industry, as these limitations are not as prevalent in more successful tourism markets. However, by tackling these issues and increasingly offering cohesive and collective training to associates, we can achieve the right attitude and deliver great service. 

Knowledge always makes you confident and helps you stand out from the rest. Therefore, training in all departments makes you an all-rounder, which helps in shaping future leaders. 

Perceptions of language and gender seem to have also curbed the new entrants to the industry. However, I am a firm believer that it is more attentiveness and passion that drive talent to greater heights. For example, even before guests arrive at the property, our associates have arranged their favourite cuisine and beverages, or made reservations for their rooms—now that is what we need. 

Another suggestion for talent management is to improve diversity, particularly by enhancing the participation of women in the workforce via measures of empowerment, as well as working on identifying and educating about unconscious gender bias. The social stigma of the hotel trade should be eliminated through continuous awareness programs to encourage young ladies to choose this career path. Especially in Sri Lanka, where hospitality is in their DNA, language and gender should not be considered a stumbling block, but rather a learning opportunity to enhance their skill sets. It is important to create a healthy relationship with all the associates because I firmly believe that if they remain happy and satisfied, the organisation will thrive.

Q: How did the economic crisis impact Cinnamon Hotels and Resorts, and how did you deal with it?

 I must say that the global media has not been helpful to the tourism industry and the destination as a whole. The adverse publicity and perspective were out of context. Unfortunately, the repercussions of adverse publicity took a toll on the tourism industry stakeholders and the country as a whole. It is true that there were protests around the country, but they were peaceful. There were children, pregnant women, the elderly, the clergy, and all walks of life rightfully making use of one of the basic democratic rights. People waited in long lines to get fuel so that their daily chores, businesses, and economic activities could continue. Our associates and partners also faced hardships in terms of logistics, transportation, and rising inflation. But we managed the  situation differently. There is a saying, ‘every challenge has many opportunities too’ and we took advantage of it to improve the skill sets of our associates, products, and services as well as the overall image of the country. Keeping true to the core values of the JKH, we took measures to ensure that Cinnamon Hotels and Resorts’ associates with job security and provided the necessary assistance they required. All our hotels and resorts have local suppliers from the vicinity, and we also take care of them despite the high costs. Now, that to me, is the beauty of Cinnamon Hotels and Resorts and their character. 

In my view, this bond among stakeholders is imperative in building a sustainable tourism industry. We must ensure that all stakeholders are kept intact, which alone is an act of care and warmth towards humanity. We also took the time to train our associates during this period because we anticipate a certain shift in customer requirements and we need to have the capacity to deliver.

Q: Post-economic crisis setback, what key initiatives will Cinnamon Hotels and Resorts embark on and what are the key focus areas?

 Spreading positive news about Sri Lanka as a destination is one thing, and the other is constant improvement in talent. Right now, we are knocking on the doors of some neighbouring countries. It is not just for Cinnamon Hotels and Resorts, but for the entire destination. We need to fully convey what Sri Lanka is and what we have as a destination most effectively and consistently for the rest of the world to take notice. Improving services is a constant and critical factor, particularly in the hospitality industry. 

Differentiation is important, and we must add value to products and services. They must be innovative, creative, and sustainable, and should be of excellent quality and targeted, so customers must feel the uniqueness of the experiences. It is also important to ensure that all our associates are well-empowered, knowledgeable, and flexible to cater to any situational demand as well. Sri Lanka certainly has the resources when it comes to tourist attractions, which makes it easier to expedite what is required to revive and develop the industry.

Q: What are the macro challenges for Sri Lanka as a tourist destination?

 Sri Lanka already has what it takes, but the challenge lies in determining how to do what you want. This can be accomplished, provided we amplify the promotions globally. We need to create narratives around brands and locations to build emotional connections with potential visitors. At the end of the day, it will all boil down to how creatively and convincingly we narrate the story to attract tourists to Sri Lanka. 

The hotels and resorts also need to be flexible and friendly to fully understand the requirements of the guests and what they can do to go beyond their comfort zones to create unforgettable experiences. It is all about thinking creatively and delivering the most unique experiences beyond the guests’ expectations. The industry should also feel confident about what Sri Lanka has to offer the world, not only as a tourist destination but as a key sector contributing to the national economy.

Q: What is your message to global travellers?

 Sri Lanka is an exceptional tourist destination, which holds great promise. The entire destination is vibrant, and there is so much warmth and connection between a tourist and the people of Sri Lanka. I do not see any reason why one would not visit this beautiful country. I would invite everyone from around the globe to visit Sri Lanka and enjoy top-notch hospitality without missing out.