THE EMIRATE IS TRANSFORMING ITSELF INTO A LEADING CULTURAL DESTINATION WITH UPCOMING PROJECTS LIKE SAADIYAT ISLAND SET TO FOREVER CHANGE THE CAPITAL’S LANDSCAPE.
“Cultural tourism continues to grow, and our research has shown that guests are hungry for more authentic and real experiences,” explained Lisbeth Beneski, director, marketing and communications, Beach Rotana Abu Dhabi.
Shaun Dean, director of revenue management, Courtyard by Marriott World Trade Center, Abu Dhabi, corroborated, “[Cultural tourism] is a growing segment for us, and one in which we place great importance and emphasis in our future business planning.”
Perhaps due to the two addresses’ location, Kevin Dsouza, executive assistant manager, Radisson Blu Hotel, Abu Dhabi Yas Island and Park Inn by Radisson, Abu Dhabi Yas Island, highlighted that only a small percentage of the properties’ guests venture out of the island to explore the emirate’s rich cultural offerings, with many taking advantage of the leisure activities available on Yas Island itself.
The broadening of tourism in Abu Dhabi – which Dsouza accredits to Abu Dhabi Tourism & Culture Authority’s (TCA Abu Dhabi) enormous efforts in positioning the emirate as a cultural and leisure destination – has been fundamental in boosting hotel revenues during a turbulent period.
Due to the capital’s status as a corporate business driven market, the impact of decreasing oil prices has prompted organisations to look for cost reduction measures, which in turn have been putting a strain on rates, explained Dsouza, highlighting at the same time the importance of diversifying the destination’s tourism offering.
“Rate has continued to be under pressure as hotel room supply exceeds demand,” continued Dsouza further specifying that as a result, during the first six months of the year, average daily rate plummeted five percent and occupancy levels also fell marginally at the properties.
In the face of decreasing room rates, a drop in demand and increased competition, Beneski described the planning and careful execution of business strategies as the key to maintaining and retaining performance during a challenging year.
On the other hand, with Courtyard by Marriott World Trade Center, Abu Dhabi’s strategic location appealing to both business and leisure visitors, Dean enthused, “The hotel has had a great first half of the year, especially with our occupancy which is tracking about four percent ahead of the competition whilst still achieving an average bedroom rate broadly in line with other upscale hotels.”
Beneski remarked on the need to be proactive and resilient in the current climate, due to the global economic conditions and the inevitable impact on the local market.
As a result, hoteliers have had to roll out further incentives to stand out in a crowded marketplace.
“Leisure guests during summer have increased tremendously though due to the competitive rates offered by Ferrari World Abu Dhabi and Yas Waterworld parks packaged together with the rooms,” revealed DSouza.
EMBRACING TRADITIONS
As well as promoting the emirate’s cultural attractions, Beach Rotana Abu Dhabi incorporates traditional Arabic hospitality in its services.
“We take our cultural heritage seriously,” claimed Beneski, further highlighting small yet meaningful ways to inject heritage into all aspects of the experience from guest arrivals to experiential packages and the infusion of Arabic spices and flavours in food and beverage offerings.
All these are being supported with a focussed effort to educate visitors, suggested Beneski, referring to the informative books and historical photography displays at the property which will be further enhanced with the introduction of pre-arrival guides in 2017.
As Dsouza explained, Radisson Blu Hotel, Abu Dhabi Yas Island and Park Inn by Radisson, Abu Dhabi Yas Island have also long been accommodating guests seeking authentic experiences and to ensure a truly memorable journey for them, the hotels’ teams are assisting them in their queries related to transportation, city tours and any other requests.
Benefitting from its close proximity to rich and diverse sites such as Sheikh Zayed Grand Mosque, Qasr Al Hosn and Heritage Village, Dean described the location of Courtyard by Marriott World Trade Center, Abu Dhabi as a prevalent competitive advantage, adding, “Our hotel’s concierge team is always happy to arrange excursions for guests.”
Besides Abu Dhabi’s plethora of cultural attractions, Al Ain, known as the Garden City, also continues to lure visitors. Ahead of this year’s cruise season, the historically significant ancient destination was recently presented to cruise excursion operators in a bid to highlight the unique spirit the city is famous for, further demonstrating TCA Abu Dhabi’s focus on cultural heritage.
Beneski also drew attention to a roster of events that celebrate the emirate’s deep-rooted traditions, such as the Al Dhafra Camel Festival and Abu Dhabi International Hunting and Equestrian Exhibition, reaffirming that there is more than meets the eye across Abu Dhabi and Al Ain.
