Dubai hotels up marketing offers during Ramadan

Hotels in Dubai are extending their summer and weekend packages through Ramadan in order to boost occupancy by attracting visitors from the neighbouring emirates and other GCC countries, said senior hotel executives.

Naeem Darkazally, Area Director of Sales and Marketing at Rotana Dubai and Northern Emirates, said: "Rotana normally has two different campaigns for summer and Ramadan. The advantage for us this year is that Ramadan falls during the summer, so the aggressive campaign will cover most of Ramadan."

He said there was a significant increase in domestic travel and increasing business from the wider GCC, which is 50 per cent more than the last year.

"I am sure we will exceed our forecasts by not less than 10 per cent. This campaign is to be the start of a long-term plan, which would focus more on domestic markets and countries such as Saudi Arabia and Oman," said Darkazally.

The value-added services in these packages range from gift vouchers, free limousine transfers and discounts at choice restaurants to complimentary wireless and broadband internet.


Flu advantage

Hotel executives said the prevalence of swine flu in a number of markets has ensured that Dubai gets more than its share of visitors from the GCC.

Rushdi Al Ashkar, Regional Director of Sales for Coral Hotels and Resorts, said: "I understand there has been an increase in visitors from the GCC countries as they are preferring Dubai over other destinations because of swine flu.

"Dubai is no doubt among the safest destinations in every way. The authorities have taken appropriate action to prevent any epidemic. Dubai makes economic sense, too, as there are some amazing discounts available with airlines, hotels and restaurants, and at shopping centres in the city."

Rotana Dubai and Northern Emirates recently launched its marketing campaign focusing on the GCC market. Commenting on Rotana's summer campaign, Darkazally said: "Domestic travel will play a major role in boosting occupancies this summer and we expect a strong presence from GCC leisure travellers. All marketing activities were planned accordingly."

Hoteliers claim that the summer campaign has paid rewards in terms of increased occupancy levels. Steven Greenwood of Intercontinental Dubai Festival City, said: "We customise our service with a focus on leisure, as this segment is more productive over the summer months than other times. Our current occupancy levels are comparable to April/May of this year, and higher than the same time last year."

Darkazally said Rotana's forecast was around 75 per cent occupancy this summer in their hotels in Dubai and the Northern Emirates.

Al Ashkar said: "At Coral Hotels and Resorts we have had a phenomenal response, particularly from the GCC. It has also driven in business from neighbouring emirates such as Abu Dhabi and Sharjah. So far the promotion has produced more than 1,670 room nights, which has resulted in high occupancy levels in our hotels."


Rise in GCC visitors

Carla Sfeir, Director of Revenue Management at The Ritz-Carlton, said: "GCC visitors have increased by 15 per cent year-to-date compared to last year."

Jeff Stratchan, Area Director of Sales and Marketing for Middle East and Africa, Marriott International, said: "The response has been encouraging, especially from visitors from the GCC. At the top of the list are visitors from Saudi Arabia, Qatar, Oman and Bahrain, taking advantage of this offer during the summer months.

"The return on investment has been excellent and we have exceeded our anticipated room nights in this summer promotion."

Darkazally said the Rotana summer campaign had three offers. The first offer was on rack rates, which starts at Dh250. The second focused on the GCC market, and was for the hotel apartments, starting at Dh2,500 per week inclusive of breakfast. The third offer was for tailored packages that combine a holiday in Dubai with free nights at either Fujairah or Ras Al Khaimah, dining vouchers worth Dh200 in Dubai, massage treatment and breakfast – all for Dh1,800.

"Coral Hotels and Resorts in Dubai are offering the Dollar Deal, which gives guests a chance to stay for two nights at a promotional summer rate, while enjoying the third night for only $1," Al Ashkar said.

The Marriott hotels in Dubai are offering "stay for three nights for the price of two" packages. The offer is available for all room categories at the Courtyard by Marriott and the Marriott Executive Apartments, Dubai Creek, and at the Marriott property in the Green Community. Stratchan said that for JW Marriott Dubai and Renaissance Dubai Hotel, the "stay for three nights for the price of two" was applicable on Executive Rooms, Club Rooms and Suites.

The Ritz-Carlton has a number of offers, which include the summer package, with room rates starting at Dh1,230 for the deluxe room and Dh1,800 for the executive suite. The minimum length of stay is three days and the value-added features are daily breakfast for two, internet, resort credit, water park tickets and free parking.

Another important factor, which has contributed to the increase of GCC visitors to Dubai, has been the "Kids Go Free" campaign launched by the Dubai Tourism and Commerce Marketing (DTCM) department along with hotels and Emirates airline.


Focus on children

Some hotels have recognised the "pester power quotient" of children and come out with special packages for them. The Intercontinental, Dubai Festival City, for instance, has a summer campaign running currently called "Kids are on Us", where every guest below 18 years of age receives a VIK (Very Important Kid) club membership card with privileges that include a free bed, free or discounted meals, and free pizza and ice cream.

Families that stay three nights or more also enjoy the VIP (Very Important Parents) experience, which includes complimentary shopping vouchers, cinema tickets, bowling vouchers and spa discounts.

Atlantis, the Palm, also has some special offers for teenagers. The hotel has created an entire part of the resort for this age group. Teenagers can watch movies at the cinema, play computer games or dance the night away at the nightclub where they can also try their hand at DJ-ing.

Children can also be dropped off at the Atlantis Kids Club for one complimentary day (11am-6pm) so they can enjoy supervised activities focused on adventure and exploration.

The Atlantis Kids Club has two climbing walls, a theatre where the children can get involved with producing and acting in films, arts and crafts sessions, and stints in the kitchen where they can learn to bake their own bread and cakes from the culinary team at Atlantis. The entire resort acts as a playground for the children, including the fish hospital at the marine habitat. The Summer Nights pass is available for Dh500 per teenager. The AquaRush pass is available for teenagers between 13 and 18 years of age from June 14 to September 19 for Dh1,500 per person.


Ramadan packages

Hotels with access to beaches, golf courses and shopping malls have offers, which have these features thrown in. The Intercontinental, Dubai Festival City, has a "Stay and Play" promotion, which is aimed at local residents, and running throughout Ramadan until Eid. A deluxe room at the hotel would cost Dh999 inclusive of breakfast, and two green fees at the 18-hole Al Badia Golf Course.

"Alternatively you can substitute one green fee for a 30- minute back massage or golfers tonic spa treatment at the Spa InterContinental," said one hotel executive.

"We have just launched our 'Stay & Play' package through Facebook and through the media, and are expecting a very good response from this. This is the second year in a row that we are running our this promotion. We have had almost 100 per cent occupancy for our suites, and the demand has made us extend the promotion until after Eid [September 26], with the new rate of Dh1,299 from September 20 onwards."

Atlantis, The Palm, is preparing for its first Ramadan with an array of celebrations and dining experiences. The resort is creating a Ramadan tent on the beach. In addition to the main tent, there will be exclusive beach tents for groups up to 12. Guests can enjoy various shishas and a traditional Ramadan iftar buffet begins at Dh145 per person.

Guests also have an exclusive Ramadan package, starting at Dh800 per room per night, valid until September 19. This rate includes unlimited complimentary access to The Lost Chambers, the underwater theme park that includes more than 20 marine habitats and 65,000 fish and marine animals, and the 17-hectare Aquaventure water-themed park.

The Bab Al Shams Desert Resort and Spa has a special Arabian Nights package, which includes belly dancers, a camel and horse show, authentic music and Arabic cuisine. The Le Meridien Al Aqah has offers valid up to September 20, applicable only to GCC residents. This year it has special weekday offers of a tax-inclusive Dh349 per person per night on a twin-sharing basis with breakfast thrown in, and a choice of either lunch or dinner at the Views restaurant.

During Ramadan, this offer includes iftar and sohour. Any one staying for two consecutive nights on this package will receive a free night voucher, which can be used during the weekdays in Ramadan. The resort also offers a day out package starting from Dh150 per person, which includes full day access to the pool and beach.

Hotels are also going all out to offer a variety of dining experiences this Ramadan. Atlantis will offer a variety of dining experiences at the Levantine, featuring the cuisines of the region, while the other restaurant, Kaleidoscope, will offer cuisines from around the world.

Le Meridien Al Aqah will be also offering some fine dining experiences during Ramadan. The Layali tent will be open daily during Ramadan, from 7pm to 2am, serving traditional Arabic delicacies. The Views restaurant will serve an Iftar menu during Ramadan, priced at Dh78 per person.

According to the DTCM, in July, the total number of GCC guests who stayed in five, four and three-star hotels in Dubai was 64,102 – an increase of 35 per cent compared with the same period last year. This substantial increase is largely due to the DTCM's summer promotion programmes, including the "Kids Go Free" it launched in July.

New data from the DTCM also shows that in the second week of August, the five-star beachfront hotels registered occupancies of 97 per cent, while five-star hotels as a whole posted 76 per cent occupancy. Four-star hotels during this period saw occupancies of 81 per cent. Hotel executives said this was a direct result of the various value additions and promotions that were in place.

Dubai currently has 58,147 hotel rooms, an increase of 17 per cent compared with last year's figure of 49,656 rooms.

The summer packages and value-added features are aimed at boosting occupancy levels, which have been declining through the year. According to the Deloitte and STR Global Hotel Survey, June occupancies dropped by 12.9 per cent in Dubai.



Some special offers

Jumeirah Emirates Towers: Ramadan Stay Special with iftar buffet at Mosaico.

Price: Deluxe Room from Dh750 (Thursday to Saturday)

Validity: Throughout Ramadan

Weekend offer: Includes breakfast, shuttle and access to the beach, shuttle and access to Wild Wadi Waterpark, a Dh200 gift voucher redeemable at select boutiques in the Boulevard at Jumeirah Emirates Towers during the stay. Thirty per cent off on food and drinks in all restaurants, complimentary wireless and broadband internet, early check-in at 10am and late checkout at 4pm pm.

Price: Deluxe Room from Dh800, Club Executive Room from Dh1,400

Validity: until December 31, 2009


Bab Al Shams Desert Resort and Spa

Arabian Nights Package: The package includes belly dancers, a camel and horse show, live authentic music and food at an open-air traditional desert restaurant. It includes complimentary breakfast, as well as dinner at Al Hadheerah.

Validity: until September 19

Price: Dh1,500 per night (double occupancy)

Rotana Fujairah & Dubai – five nights for Dh1,800: Three nights at the Fujairah Rotana Resort & Spa include breakfast at Mozaique and a 30-minute massage treatment in Zen the Spa.

Two nights at Media Rotana or Al Murooj Rotana, including breakfast and a complimentary dining voucher worth Dh200 to be used in any of the food and beverage outlets within the hotel.


Le Meridien Al Aqah:

The special week-day offer is Dh349 per person per night on a twin-sharing basis and includes breakfast, taxes and a choice of either lunch or dinner at Views restaurant.


Intercontinental Festival City Dubai: The 'Stay and Play' promotion for Dh999 is inclusive of breakfast and two green fees at the 18-hole championship Al Badia Golf Course. Alternatively you can substitute one green fee for a 30 minute back massage or golfers tonic spa treatment at the luxurious Spa InterContinental.


Atlantis, The Palm: The weekend offer starts at Dh800 per room per night, valid until September 19.

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