p14-15 InDepth Dubai Dec11 9/12/09 19:54 Page 15
ttglive.com
in-depth
Survey highlights
Q1 Which market segments do
you sell to?
100% 91.6
80%
73.6
76.5
81.7
79.8
60%
48.8
44.7
40%
20%
7. 8
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Q2 How far in advance do your
clients book holidays to Dubai?
29.6
30%
25%
24.5
20%
15%
15.4
10
11.9
Q2 How far in advance do your clients Q5 What is Dubai’s biggest turn-off?
10%
book holidays to Dubai? A few agents felt Dubai was expensive. Scott 5%
2.7
4.3
1.6
The most common time range was six to 12 said it was important for agents to become more
0
months (29.6%), closely followed by four to six aware of the emirate’s free and cheap events.
ys
s
1
-
7 da
o
nths
ye
a
rs
months (24.5%), which surprised Scott. “More He also said he would like to see an
1
-2
w
e
e
k
m m
onths
1-2 2
-
3 months 1-2
3-4 months 4-
6
6-
1
2 months
than 54% are booking this early which goes all-inclusive hotel tested to see if it works in
against what the operators are telling me. They Dubai with the British market in the same way
think most bookings are coming just a few as those in the Caribbean. Q3 What appeals to your clients
weeks in advance but these agents stats Some agents mentioned building work in about Dubai?
suggest less than a fifth of customers are Dubai. Scott said that perception was outdated
100%
booking within two months of departure.” as much of the work has been completed, espe- 87.6
82.7 82.5
cially in the marina (pictured) and downtown. 80%
74.7
Q3 What appeals to your clients about Dubai?
60%
Weather (87.6%), shopping (82.7%), beaches Q6 How useful do you find the online
(74.7%) and luxury (82.5%) came out as clear dubaiupdate.co.uk newsletter and online
40%
winners. Scott was pleased but wanted to push training programme Dubai Expert?
.9
21.6
24
20% 14.6
16.2
19
16.4
20.5
adventure (19.9%) and events (16.2%) harder. Scott said it was clear that dubaiupdate was 4
0
“There are many experiences that could considered a good tool by those who used it er e
e
a
t
h i
n
g
m
i
l
y
xu
r
y
age
bring people to Dubai for the first time and we and that those who didn’t were missing sales.
We
E e
ntur
ches
S
a
f
ety
Fa
Shopp
c
entr v
ents
Lu
Other
A
d
v Bea
f
o
r money
siness
e
& herit
need to do more to make sure agents know He also suggested that agents were missing
B
u
Va
l
u
e
C
ultur
this. These include jazz festivals, horse-racing, an opportunity by not completing Dubai Expert.
golf, powerboat racing, rugby sevens – all of “Only 27.5% have completed it but 97% of
which agents can read about on our site.” those who have thought it as good as or better Q4 Do you think Dubai is...
than other training.”
Q4 Is Dubai inexpensive, perfect value,
0.6% 9.6%
reassuringly expensive or too expensive? Q7 What areas could the Dubai DTCM
63.8% 26%
Scott regarded this as a key question and was improve to help agents?
delighted to discover that only 9.6% felt it was The four main areas raised were more fam
too expensive. trips, information, point of sale material and
“More than 90% answered positively about in-branch training. Scott added: “We took about
the pricing which shows that agents believe the 600 agents to Dubai this year on top of those
Inexpensive Perfect value Reassuringly Too expensive
for what you get expensive
price levels are appropriate. Tour operators will taken by tour operators and airlines and will
be keen to hear this.” take hundreds again next year.”
11.12.2009 15
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