Strong occupancy rates are expected to continue at Dubai’s five-star hotels thanks to a range of promotions positioning the city as an attractive yet economical summer destination. Hoteliers speaking to GN Focus say tourists from around the world will be attracted by the strong offering of leisure and retail promotions this season.
“Dubai has firmly established its credentials as a tourism hub, offering the best of hospitality, leisure and retail in one single destination,” says Spencer Wadama, General Manager, The Address Dubai Marina. “Based on the advance bookings that the hotel has received for the summer months, we expect to record a robust performance including healthy occupancy rates across rooms, food and beverage and recreation, attracting both corporate and leisure travellers.” With increasing interest from the GCC, India, China and Europe, summer rates at the hotel start at Dh799 per night, subject to a 10 per cent service charge and 10 per cent municipality fee.
Strong performance
Dubai’s hotel sector maintained its strong performance in the first three months of the year, according to Jones Lang LaSalle’s first quarter 2013 Market Overview reports, supported by a growing number of tourist arrivals in Dubai. Occupancy rates rose to 86 per cent, while the Average Daily Rate or ADR reached $276 (Dh1013.7). This positive trend is expected to continue this year.
Also supporting demand for hotel rooms in the city are increasing airport arrivals, which rose 13 per cent in 2012. Dubai received more than ten million tourists for the first time during 2012, reflecting a 9 per cent increase over 2011, according to JLL. The emirate aims to double that number by 2020.
Dubai’s tourism promotion agency aims to position the city as the region’s ultimate family tourism destination during the summer and throughout the year, Hilal Saeed Al Merri, Director General of the Department of Tourism and Commerce Marketing (DTCM), says in a statement to GN Focus. “We have seen visitor numbers rise in recent summers and are confident of a record-breaking season ahead with more events and value for money than ever before.” The three-month campaign, titled Summer is Dubai, runs from tomorrow until September 7 and highlights the city’s facilities such as hotels, transportation, malls, water parks and climate-controlled indoor entertainment.
Some five-star hotels are offering rates close to $100, making the usually expensive city a bargain holiday destination. The Park Regis Kris Kin hotel, close to BurJuman shopping mall and Dubai Mall, has some of the most attractive room rates for the summer beginning at Dh399 plus taxes. Occupancy is expected to average 49 per cent in summer with tourists coming from the GCC, UK, Germany and Australia.
Similarly inexpensive is the newly upgraded Taj Palace Dubai in the city’s old shopping district of Deira. Mohamed Anwar, Director of Sales and Marketing at the Taj Palace Dubai, anticipates increased business at the hotel. “We are anticipating a growth in terms of occupancy by 7 per cent. Occupancy levels in the first five months look very positive for us and Dubai in general,” he says. “During June we are looking at 75 per cent occupancy and 65 per cent in July given that Ramadan will start on July 8 this year.” Summer rates at the hotel start from Dh500 subject to 20 per cent service charge and municipality tax.
Also in Deira are the Al Ghurair Arjaan Hotel and the Al Ghurair Rayhaan by Rotana Hotel. Weekend escape rates over the summer similarly begin at Dh450++ inclusive of unlimited internet and Wi-Fi access in guest rooms and public areas, daily buffet breakfast and discounts on spa treatments and restaurants.
Positive business
Peter Mansourian, General Manager, Grand Millennium Dubai, says, “The flow of business is looking very prosperous for the first quarter for Grand Millennium Dubai as we have seen a rise of 5-6 per cent and we are confident that this will flourish throughout the year with the emergence of new markets.”
Summer room rates at the luxurious five-star hotel, which is close to prominent shopping malls in Dubai, begin at a reasonable Dh450++. “The tolls of advanced bookings look more promising than last year as we are at a 60-65 per cent and hope to have a better pick-up for the rest of the summer season,” he says.
Proximity to shopping malls will help business at The Ritz-Carlton, DIFC. “Dubai remains the hotspot for summer travellers,” says Lothar Quarz, General Manager, The Ritz-Carlton, DIFC. “Leisure guests are particularly attracted to the hotel’s location in DIFC and our proximity to some of Dubai’s attractions including Dubai Mall, Burj Khalifa and the nightlife of Downtown Dubai.”
The hotel offers an extensive programme of value-added experiences for family tourists this summer. Room rates at the hotel from today to September 7 start from Dh875++ per night and include complimentary accommodation for two children per room, internet and a set of entry tickets for children to leading Dubai attractions when accompanying two paying adults. “Our key feeder market continues to be Saudi Arabia. Qatar, Oman and Kuwait are also important for us along with the UK and Germany. The UAE itself provides a great deal of business,” Quarz says.
Martin van Kan, General Manager of the recently opened Fairmont The Palm, also expects to welcome holiday visitors from the GCC as well as Western Europeans and CIS. He anticipates consistent occupancy levels over the summer with healthier business in the cooler months. “We are optimistic about continuing to experience strong growth throughout this year particularly in the fourth quarter,” he says.
Room rates as part of the property’s Summer is Winter promotion, available until September 1, start from Dh899++ exclusive of 20 per cent tax. From children’s summer camps, overnight stays to unlimited scoops of ice cream, the family-friendly resort offers activities for guests of all ages. “Additionally, we offer an array of attractive promotions for our guests, from stay-four-nights-and-pay-for-three packages, 50 per cent discounts on second rooms and access to our children’s activity centre, ideal for families, as well as 30 per cent discount off suites for those looking for exclusive experiences,” he adds.
Most summer rates are not valid during the Ramadan Eid holidays.
