THE INDUSTRY’S FUTURE OUTLOOK AS CHARLES SALIBA, GENERAL MANAGER, CROWNE PLAZA SOHAR, EXPLAINS.

TRAVEL TRADE MENA: Crowne Plaza Sohar is 9km from Sohar Free Zone near the Port of Sohar as well as Sohar Industrial Estate and Sohar Airport. How does the location help lure guests?

CHARLES SALIBA: The proximity to Sohar Free Zone, Sohar Industrial Estate and the airport makes Crowne Plaza Sohar particularly attractive for the corporate segment with most of the bookings coming from business travellers.

Sohar is currently experiencing significant investments and economic [developments] making it the focus of attention for many local as well as international investors and businessmen. These developments include a series of investment projects […] in Sohar industrial area where Port of Sohar is located.

With current investments exceeding USD12 billion, it is one of the world’s largest port development projects.

The Omani government has paid special attention to the city of Sohar to ensure it is a business and industrial hub that helps the Omani economy diversify away from oil as part of the priorities of the future plan of the Omani economy for 2020.

It is investing more than USD5 billion in the aluminium and steel industry in which Oman aims to become one of the GCC’s leading producers.

The consolidation of commercial shipping from Muscat to Sohar represents a historic milestone for Oman, and it is a significant step towards developing Sohar into one of the world-class logistical pillars of the GCC.

Ambitious projects, including the construction of the GCC’s first regional rail network is yet another development. […] Sohar is also in an ideal position to be able to offer a cost effective entry point for European markets looking to connect with the GCC.

Sohar’s coming onto the world stage with its fast-growing economy and other development plans and this positively affects Crowne Plaza Sohar’s business with new emerging markets to tap into. Demand for rooms as well as meeting facilities is on the rise.

TRAVEL TRADE MENA: How has Sohar’s image changed over the years?

CHARLES SALIBA: Crowne Plaza Sohar has always focussed on guests travelling for business rather than for leisure. However, lately travellers have started seeing Sohar as a tourist destination.

Sohar offers a diverse mix of the old and new, and with its proximity to the industrial port, it boasts the best of both worlds. Sohar is becoming an ideal choice for corporate businesses, couples, mature travellers as well as for those travelling with their families and preferring a quiet environment.

While new infrastructure is being built, careful attention is also being paid to restoring and maintaining the icons of the destination’s less industrial parts, such as the magnificent Sohar Fort.

Sohar’s rich heritage wadis, souqs, traditional camel, horse and bull events, thermal pools and beaches continue to attract tourists.

Crowne Plaza Sohar offers clear views of a natural reserve […] and a perfect escape from the city’s hustle and bustle.

Crowne Plaza Sohar also boasts a great choice of dining options and comes across as a luxurious retreat [...].

TRAVEL TRADE MENA: Which were the recent achievements the management can be proud of?

CHARLES SALIBA: Our focus has always been on guest satisfaction and ensuring that our guests have an energising experience.

[…] Our guests have reciprocated  TripAdvisor and other platforms keeping us always on the top. We take pride in being chosen as the preferred destination and we are also the front runners in loyalty recognition. […]

We were recently even awarded a food check national accolade for achieving and maintaining the highest standards, having excelled amongst all the establishments in the E-Cristal programme.

TRAVEL TRADE MENA: Which are the priorities for the coming months?

CHARLES SALIBA: We will be focussing on emerging markets and lay out strategies to gain a competitive advantage through various sales and marketing tactics.

Our food and beverage marketing strategies will also be relooked in order to better cater to the demand. The Steakhouse is the latest addition to our existing collection of restaurants at Crowne Plaza Sohar. It has already become a favourite amongst our guests in a very short period of time […].

Our main focus will remain on building guests relationships and giving them a memorable experience.