Viability's Guy Wilkinson writes a monthly column for Hotelier Middle East Magazine. This article originally appeared in June 2011. For more information about Viability, please visit http://www.linkedin.com/company/2347942 or http://www.viability.ae/

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COMMENT
The steep climb to awareness
Viability director Guy Wilkinson is impressed with Starwood Middle East’s
charity programmes, in particular the gruelling sponsored cycling challenges
spearheaded by the company’s regional head and super cycler, Guido de Wilde
you start, you know what is your
objective; it’s about reaching the
peak and in business it’s the same
thing. You know where you’re
going to end up.”
Experiencing the true force of
nature is another plus for de Wilde,
who recounts how the team had to
ride through a thunder storm last
year. “It’s about resilience, persis-
tence, camaraderie. Everyone is
extremely thrilled when they make
it to the top.”
COLUMNIST
This coming August, de Wilde
and his friends – ranging from bell-
believe most hoteliers boys and waiters up to senior direc-
“I are people who like to
give. That’s part of our
culture,” says Guido de
Wilde, Starwood’s senior vice pres-
ident and regional director – Mid-
tors like himself – will be riding
400 kilometres through the French
Alps, involving eight climbs includ-
ing the 2689 metre Galibier and
the famous Alpe d’Huez, a stage
dle East. Despite his modesty on finish line in the Tour de France
the subject, he and the global chain which has 21 hairpins and a killer
he works for are shining examples 8% gradient. To sponsor the team,
of this philosophy. A keen cycling who aim to raise $250,000, a web
enthusiast, de Wilde is the mas- site has been launched: www.road-
termind behind Starwood Middle toawareness.com. Funds raised
East’s annual ‘Road to Awareness’ will go to provide equipment and
fundraiser, which has seen a 20- teacher training for eight schools
man team from the chain staging Guido de Wilde in the Pyrenees and part of the legendary course in the Dolomites tackled by the team last year. with 1600 pupils in the Sind Valley
epic three-day sponsored rides over of Pakistan, where the recent floods
the past three years to raise money that has seen Starwood raise some rode 400 kilometres through the damaged some 10,000 schools,
for charity. US $23 million for UNICEF since French Pyrenees, raising $250,000 depriving six million children of
It all began when de Wilde was 1995, through the simple measure of for street children in Cairo. Dur- education. Funds will also go to
a child in the Flemish part of Bel- asking guests to add just one dollar ing that tour, they ascended the schools in Romania.
gium. In common with so many of to their bill on check-out. Finally in 2100 metre Tourmalet climb, an This initiative is just one of
his compatriots, he could not help 2007, de Wilde mooted the idea of a infamous landmark in the Tour de numerous charitable activities
but be bitten by the cycling bug, fol- formal ride for charity. “I said, let’s France. Then last year they headed in which Starwood’s 47 regional
lowing all the major international go every year for three days and do for the Dolomites in Italy, rais- hotels and their owners are
races with the greatest enthusiasm. a legendary climb that professionals ing $427,000 for orphans in South engaged. “It’s mind-blowing when
He finally bought his first racing do in the Tour de France and Giro Africa by dint of scaling no less you see all the activities,” says de
bike in 1999, during a posting to d’Italia,” he explains. than seven climbs. These included Wilde. “Hoteliers are doing great
the Algarve in Portugal, where the And so it was (who can argue the legendary Stelvio climb, which things, not for PR, but because it
beautiful landscapes made for won- with the boss?). With a ‘road book’ ascends 2800 metres via 48 hairpin truly comes from the heart.” HME
derful touring. It was there he first designed by de Wilde, in 2008 the bends over 25 kilometres, with an
had the idea of combining cycling Starwood team rode 450 kilometres average gradient of 7.5%.
for fun, with cycling for charity. from Avignon in France to Monte Just what is it about going up that
“Supporting the community is Carlo, passing en route the fearsome appeals so much to de Wilde and his
something we’ve been doing in our Mont Ventoux climb. They raised companions? “Reaching the peak is
Guy Wilkinson is a director of Viability, a
company for a very long time,” he $300,000 for a UNICEF project in the objective. First of all you need to
hospitality and property consulting firm in Dubai.
comments, citing as an example the Mozambique. In 2009, in the first like cycling! Otherwise there’s no For more information, e-mail: guy@viability.ae
‘Check Out for Children’ campaign gloom of the global recession, they point in doing it. You know where
June 2011 • Hotelier Middle East www.hoteliermiddleeast.com