John Woolley became General Manager of JW Marriott Phu Quoc Emerald Bay Resort & Spa in October 2023. With 25 years of experience at Marriott International at the time of this interview, he had worked across multiple hotel types, including resorts, downtown hotels, airport properties, suburban hotels and convention properties.
His career has included senior sales and marketing roles overseeing 25 properties in South Asia and 18 in the Caribbean. He has also held operational leadership positions in Mexico and the Caribbean. Earlier in his career, he contributed to the launch of Marriott’s European Convention Network.
In this interview, Woolley discusses his hospitality career, the resort’s distinctive Lamarck University concept, guest-source markets, sustainability initiatives and the experiences the property planned for 2024.
Editor’s Note: This interview was originally published on March 18, 2024, when John was General Manager of JW Marriott Phu Quoc Emerald Bay Resort & Spa. He has since been appointed General Manager of The Ritz-Carlton, Grand Cayman.
Interview with John Woolley
1. What are your responsibilities at JW Marriott Phu Quoc Emerald Bay Resort & Spa?
General Manager and also the Dean of Lamarck University!
2. What inspired you to pursue a career in hospitality?
As a child, my dreams were fueled by a desire to explore the world. I envisioned myself discovering new cultures, meeting fascinating people, and creating memorable experiences.
I’ve been fortunate to turn that childhood dream into a reality by working with Marriott International. The company’s commitment to excellence and its global presence aligned perfectly with my aspirations. Over the past 24 years, I’ve had the incredible opportunity to crisscross the globe, leaving my mark on four different continents.
3. Can you describe your experience in the hotel industry?
My career in hospitality management has been marked by diverse experiences across various Marriott International properties.
Beginning as Director of Sales & Marketing at the Renaissance New York Times Square, I drove revenue and market share growth. Transitioning to roles like Director of Sales & Marketing at the New York Marriott Downtown, I adeptly navigated challenges, including post-9/11 recovery.
Leading the re-launch of Aruba Marriott after a major renovation further honed my skills. As Area Director in South Asia and the Caribbean, I oversaw multiple properties, driving revenue growth.
Currently serving as General Manager at JW Marriott Phu Quoc Emerald Bay, I continue to lead teams to deliver exceptional guest experiences and meet business objectives. Throughout, my focus on leadership, project management, and international sales has been unwavering.
4. What motivates you to work in hospitality?
This is a people’s business, and I absolutely love working with both our guests and associates.
A quote from Marriott International founder J.W. Marriott has guided me: “If you take care of your people, your people will take care of your customers, and your business will take care of itself.”
The relationships we build and the experiences we create all start with our people.
Resort Experiences and Guest Markets
5. What were the main developments and experiences planned for the resort in 2024?
Our guests can expect a transformative experience in 2024 as JW Marriott Phu Quoc goes beyond exceptional hospitality to offer unique mindfulness journeys. Our in-house activities include several JW Marriott programs. JW Garden connects guests with nature, while Serene Spaces encourages focus and reflection. Family by JW promotes inspiration and connection among families.
In terms of innovation, we are working on transforming our Department of Chemistry Bar into a vibrant beachfront club, designed to be a dynamic and inclusive space. This renovation is a testament to our commitment to the “Be Together” ethos of JW Marriott. We’re crafting an environment where guests can effortlessly connect with their loved ones, aligning with our brand’s core value of bringing people together.
Stay tuned for an experience that not only elevates our guests’ stay but also fosters meaningful connections by the sea.
In addition, we’re thrilled to share the captivating narrative of Lamarck University, enriching our guests’ stay with a unique and immersive layer. This storytelling journey will unfold through various digital touchpoints, including the launch of a dedicated website for Lamarck University. Furthermore, our in-house activations are meticulously designed to leverage this storyline, offering guests one-of-a-kind, mythical experiences that add depth and intrigue to their time at JW Marriott Phu Quoc.
6. What types of guests does the resort attract?
At JW Marriott Phu Quoc, we welcome a diverse range of guests across various segments. Our resort is particularly appealing to leisure travelers, thanks to its stunning design and beachfront location.
Additionally, we offer world-class facilities for functions and meetings, catering to business travelers seeking to conduct meetings in style.
Our main source markets include domestic travelers as well as guests from South Korea, China, and the US.
7. Which attractions would you recommend to guests visiting Phu Quoc?
For guests looking to explore Phu Quoc, I highly recommend these attractions:
Sunset Town, known for its Mediterranean-inspired architecture and lively atmosphere, is ideal for afternoon or evening strolls.
Kiss Bridge: Experience the breathtaking sunset views from the new and iconic Kiss Bridge, where the setting sun perfectly aligns between two overhanging bridges.
Officially debuted in December 2023, Kiss Bridge is Phu Quoc Island’s newest architectural marvel, blending inspiration from Michelangelo’s ‘The Creation of Adam’ and Vietnamese folklore.
Kiss of the Sea: a mesmerizing multimedia firework performance, which offers a captivating evening entertainment experience.
Hon Thom Cable Car: the world’s longest ocean-crossing cable car, offering panoramic views of the stunning An Thoi Archipelago.
These attractions showcase the unique beauty and leisure opportunities that Phu Quoc has to offer, ensuring a memorable stay for our guests.
The Lamarck University Concept and Travel Trade
8. What distinguishes JW Marriott Phu Quoc Emerald Bay from its competitors?
Our USP lies in its captivating narrative and concept—the transformation of a colonial 19th-century university, Lamarck University, envisioned by Bill Bensley.
From guestrooms transformed from classrooms to buildings named after school faculty, and a bar reimagined from the Department of Chemistry, our resort offers a truly immersive and distinctive stay.
As General Manager and Dean, I believe the concept distinguishes the resort from its competitors. It also gives guests a distinctive experience built around the university’s fictional history.
9. What incentives does the resort offer travel agents and tour operators?
FAM Trips and deep discounts on trial stay: We are eager to host FAM (Familiarization) trips and deep discounts on trial stays for travel agents and tour operators from potential markets. This allows them to experience our resort firsthand and gain valuable insights to promote our offerings effectively.
Special Incentives for Luminous: For Travel Advisors from Luminous, we have a dedicated incentives program, particularly for premium room bookings of our Turquoise Suite and villas.
Attractive Commissions: For travel agents and tour operators from Expedia TAAP (Expedia’s Travel Agent Affiliate Program), we offer attractive commissions on each booking made through their referrals. This incentivizes them to promote our resort to their clients, leading to mutually beneficial partnerships.
Sustainability and Hotel Management
10. What sustainability practices does the resort follow?
We adhere to Marriott International’s Serve360 initiative, which provides guidance for our sustainable operations, ensuring we make positive impacts on both guests and the planet.
At JW Marriott Phu Quoc Emerald Bay, we’re dedicated to sustainable practices that protect the environment and support local communities. Here are some initiatives we’ve implemented:
Reusable Glass Water Bottles: We used an in-house water system, offering filtered water in reusable glass bottles, reducing single-use plastic waste by over 120,000 bottles annually.
Locally Sourced Food: Our commitment to sustainability extends to our food sourcing practices. For example, our breakfast honey is sourced from Phu Quoc bee farms, promoting local economic growth and biodiversity conservation. We prioritize sourcing other food items locally, supporting nearby farmers, and reducing our carbon footprint.
Good Travel Program: Through Marriott Bonvoy’s Good Travel program, guests can participate in activities such as the resort’s coral reef farm. The initiative supports coral care and restoration, giving guests an opportunity to learn about marine conservation.
11. In your view, what are the most important factors in excellent customer service?
Attention to details.
12. How would you describe your leadership style?
A mantra I live by is “inspect what you expect.” We should actively engage with the details of our operations, ensuring that our expectations are not just communicated but consistently monitored and upheld.
13. How do you motivate your team to perform at their best?
To foster a positive work environment, we’ve instituted recognition programs like ‘High Note’ and the ‘JW Treatment Card’ for individual acknowledgment, as well as ‘Standing Ovation’ to celebrate associates who consistently go above and beyond, sharing their exceptional contributions across all JW properties globally.
This comprehensive approach not only tackles industry challenges but also ensures our associates feel valued, motivated, and fully aligned with our unwavering commitment to exceptional service and hospitality.
Guest Trends, Awards and Personal Interests
14. What emerging travel trends have you observed at the resort?
One of the exciting trends we’re witnessing at our hotel is the increasing demand fueled by direct chartered flights from various destinations.
We’re seeing a surge in visitors from Taipei and Taichung city, Taiwan, as well as from Poland, Czech Republic, Uzbekistan, Kazakhstan, and Shanghai, China.
This influx of travelers reflects a more diverse range of source markets, enriching our guest demographics and providing opportunities to cater to a broader audience.
15. What industry awards and accolades has the resort received?
JW Marriott Phu Quoc Emerald Bay has been honored with prestigious industry awards, including Condé Nast Traveler’s Readers’ Choice Awards for Top 25 Resorts in Asia in 2018, 2019, 2020, and 2021.
We’ve also received World Travel Awards from 2019 to 2023 for categories such as World’s Leading Luxury Wedding Resort, Asia’s Leading Luxury Resort & Spa, and Vietnam’s Leading Resort.
Additionally, accolades from the World Spa Awards, Haute Grandeur Global Awards, and Readers’ Choice Awards by DestinAsian in 2019, 2020, 2022, and 2023 further validate our commitment to excellence in hospitality.
16. What are your interests outside work?
Mindfulness and yoga practice. Occasionally, we would have “Yoga with the Dean” classes at our resort. As the Dean, I occasionally joined the sessions as a facilitator. Interacting with guests during these classes highlighted the importance of meaningful connections.
Career Advice for Future Hoteliers
17. What advice would you give to young people entering the hospitality industry?
Be result-focused – this is what Mr. Rajeev Menon, the President, Asia Pacific Excluding China (APEC) of Marriott International, always reminds us. We get measured on results, not efforts.
This is a people’s business – whether it’s your guests or associates.
Love what you do – have fun. In the whirlwind of challenges and successes, find joy in the journey! Good luck!
About JW Marriott Phu Quoc Emerald Bay Resort & Spa
JW Marriott Phu Quoc Emerald Bay Resort & Spa is located at Khem Beach in Phu Quoc, Vietnam. Its design draws on the fictional story of Lamarck University, a 19th-century institution conceived by architect Bill Bensley as the central theme of the resort.
The property includes accommodation, dining venues, a spa and beachfront facilities.
Hotel contact
JW Marriott Phu Quoc Emerald Bay Resort & Spa
Eco-Tourism at Khem Beach, An Thoi Ward, Phu Quoc City, Kien Giang Province, Vietnam
Telephone: +84 29-7377 9999
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