Aruba Hotel GMs Are Ghosts

Aruba Marriott Reopens
Random hotel in Aruba

Hotels have multiple positions. Naturally, the larger a hotel, the more jobs and task there are. One position all hotels have is the General Manager (GM). Did you ever wonder what the GM really does? Should you care? Sometimes. This especially if you are a frequent traveler. Ultimately GMs should care about you and what you’re thinking.

I looked it up and found out what an average GM does. It’s no walk in the park.

A hotel manager is responsible for the day-to-day management of a hotel and its staff and has commercial accountability for planning, organizing and directing all hotel services, including front-of-house (reception, concierge, reservations), food and beverage operations and housekeeping. In larger hotels, managers often have a specific remit (guest services, accounting, marketing) and make up a general management team. (source:

Larger hotels hire an Executive Assistant to relieve some of the less important workload off of the GMs shoulders.

The situation in Aruba unfortunately is that GMs tend to lose focus and spend most time doing the executive part of their job and neglect the direct contact with the visitors. I really hope that the GMs realize that the business has changed a lot, even when compared to only five years ago.

Hotels and GMs don’t really control their brand anymore. People do. Customers do. It’s surreal to grasp the fact that the internet has given individuals the power to “fight” back in case of disputes. Whether GMs like it or not, now forums like,, and TripAdvisor really control their brand. If there’s a dispute with a customers they have the power to go to Facebook, Twitter or open a blog [did you hear about the anti-Tierra del Sol website?] and clobber your brand.

Yes, I understand that’s not fare for your hotel to receive a poor rating due to an one time issue, or a disgruntled guest with some sort of a vendetta against your property. It doesn’t really matter if you agree with the criticism, the damage is already done.

GM: If you’re not already doing so, I would like to invite you to make it a daily routine. Go around the premises and have a little chat with the guests and staff and listen to what they have to say. Don be an Aruba Hotel GM ghost.

By Gabriel

Informing travelers about Aruba since 2007, and trying to provide value to Aruba visitors.

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