p43-46 ttg_luxDubaiV2 Aut09 25/9/09 13:09 Page 44
flock to the Emirate at the expense of
A
overall revenue for the time being.
Operator Pure Luxury has seen the
Luxury is still
benefit of efforts to cut prices and add
value with 2009 out-performing 2008.
Dubai’s heart and
Joanne Iborra is destination manager for
the Middle East, Indian Ocean and Europe.
topic of conversation soul – new hotel She believes the economic crisis has
at dinner parties in recent months has
been that a paddle-less Dubai now resides
openings such
created a market driven more than ever
by price and deals as people, even at the
in a creek where one would be useful.
With the good times long behind them,
as Armani and
luxury end, expect a bargain.
She says: “Dubai is doing better than
ex pats are apparently running screaming
through the airport abandoning their cars
Versace are
some places and worse than others but I
expect to see strong growth next year as
and taking a one-way flight to anywhere
with better long-term prospects.
testament to that
the destination is improving daily.
“It has had so much publicity that I
As savvy luxury agents you shouldn’t think the press blew the impact of the
be sending your clients to the site of an recession out of all proportion – Dubai is
unfolding Armageddon, should you? still a top luxury destination and will
UK director of Dubai Tourism and continue to be.”
Commerce Marketing Ian Scott thinks you predominantly to support the trade. Lauren Savery of agency Departure
should – but he would say that. Money has been poured into advertising, Lounge agrees that Dubai is still a pot
“If you believe the consumer press you dinners with operators and agents, of gold – her sales have increased
will imagine Dubai to be some sort of incentives for training, the website substantially year-on-year.
ghost town, but it simply isn’t true,” he dubaiupdate.co.uk and more.” She says: “This is due to the fact that
says. “In the second quarter of 2009 our many of our clients need an alternative
global visitor numbers were up 4%. Recession tactics destination that is accessible using
“In the first week of August our five- But Dubai Tourism and Commerce direct flights from their regional airports
star beach hotels were 90% full and in the Marketing has spent wisely and used more along with year-round sunshine. The
second week 97%. Business is very good.” than just a blank cheque book in pursuit of complimentary chauffeur service for our
success. “A lot of tactical work to stimulate Emirates business-class clients also helps.
The cruise factor tourism is ongoing with contract rates in “We have seen sales for families in
Ian Calvert, owner of operator Have A Nice hotels reduced back in February to particular increase this year, partly due to
Stay Travel, says Dubai sales are slightly encourage business, a big kids-go-free the opening of the new Atlantis resort, and
down this year but not nearly as much as programme and within our agent training we are still maintaining a high volume of
the scaremongers claimed – and 2010 is we have focused a lot on free and cheap singles and couples travelling to Dubai for
going to be spectacular. things to do in Dubai,” says Scott. their long, luxurious weekends away too.”
He adds: “This is largely down to the This work has ensured visitor numbers So it seems this could all be a
cruise market and cruise-and-stay market. are protected and new people continue to lot of fuss about nothing.
“People are tying cruises in with three
or four nights on the beach – we’ve picked
up a stack of business on the back of this.
Cruise specialists know Dubai is the hot
ticket and just as people who go on a
cruise become cruisers for life, the same
can be said for Dubai.”
Calvert singled out the recent
completion of the longest fully automated
rail transport system in the world, the
Dubai Metro, as a key development which
he feels will help dissipate the city’s only
flaw – its infrastructure. “Over the next 12
months Dubai will become the perfect
and complete destination,” he says.
He also praised the tourist board’s
rapid response to the credit crunch: “The
tourist board reacted incredibly well to
the downturn – they knew it was coming
and put promotion and deals in place
quickly and sensibly.”
Marketing budgets tend to be the first
to go in time of crisis but having spotted
the tidal wave of global economic
meltdown on the horizon, Dubai decided
Dubai’s top 100 Luxury Hotel winners
to do what it does best – throw
money at it. Dubai was well represented on the top 100, including (pictured 3. Jumeirah Beach Hotel (#40)
Ian Scott says: “As we the Best Luxury Hotels global clockwise from left): 4. Dar Al Masyaf at Madinat
entered the recession the list in the 2009 Tripadvisor 1. Mina A’ Salam at Madinat Jumeirah (#59)
budget from promotion Travellers’ Choice awards. Jumeirah (#15) 5. Al Qasr at Madinat
44
increased dramatically, Six Dubai properties featured in 2. Le Royal Meridien Beach (#26) Jumeirah (#61)
feature dubai
autumn 09 ttgluxury.com
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