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JURGEN BAUMHOFF | INTERVIEW
THE PLACE TO BE SEEN
JURGEN BAUMHOFF, CHIEF OPERATING OFFICER, EMAAR HOSPITALITY GROUP, EXPLAINS WHY THE POPULARITY AND STATURE OF THE ADDRESS HOTELS + RESORTS' PROPERTIES CONTINUE TO GO FROM STRENGTH TO STRENGTH, BOLSTERED BY THE ROBUST GROWTH OF INBOUND TOURISM TO DUBAI
How many hotel properties does Emaar Hospitality now have in its portfolio and what are their USPs? Emaar Hospitality Group owns and manages a diversified portfolio of hospitality assets, including The Address Hotels + Resorts properties, serviced residences, golf retreats, Dubai Polo and Equestrian Club, lifestyle dining outlets and the Dubai Marina and associated Yacht Club. Emaar also partners with hospitality operators Southern Sun and Troon Golf in managing respective businesses. Southern Sun, AfricaÕs leading hotel group, currently manages and operates two properties Ð Al Manzil and Qamardeen Hotels at The Old Town in Downtown Dubai. Troon Golf manages The Address Montgomerie DubaiÕs championship golf course. The Address Hotels + Resorts, the five-star premium hotel brand, brings a new identity to the hospitality and service offering in Dubai and the region. The Address is a modern brand that focuses on a Ôone size fits oneÕ strategy where benefits to guests are the priority. Positioning its message as Ôwhere life happensÕ, The Address Hotels + Resorts offers a more personal and approachable experience to guests in a lifestyle environment, whether it is business, leisure or group travellers.
The Address Dubai Marina
How did your role as a previous Arabian Travel Market host hotel group help elevate awareness of the brands and hotels among the travel trade? It helped us to highlight our brand differentials, capture the attention of our target segments and underline the unique attributes of the brand. The Arabian Travel Market is a solid platform to reach out to a global audience.
What are your plans to ensure you continue to build on this brand awareness at the show? During Arabian Travel Market we like to promote the key differentials of The Address Hotels + Resorts. At last yearÕs show, we highlighted
At.mosphere Ð the worldÕs highest restaurant and part of our Lifestyle Division
The Address chooses central locations to offer its guests the best in entertainment, leisure and overall convenience. Diverse on-site food and beverage options, premier health and wellness facilities and iconic attractions in close proximity enhance the overall experience, differentiating it from its competitors. The Address has five hotels in its portfolio in Dubai today: The Address Downtown Dubai, The Address Dubai Mall, The Address Dubai Marina, The Address Montgomerie Dubai and The Palace Ð The Old Town. The Address Downtown Dubai faces the iconic Burj Khalifa, the worldÕs tallest building. As the second tallest building in Downtown Dubai, the architecture of the 63-floor hotel is unique and breathtaking, enhancing the mood of the venue as a premier lifestyle destination. The Address Dubai Mall is linked to the worldÕs largest shopping and entertainment destination Ð The Dubai Mall. The Address Dubai Marina overlooks the worldÕs largest man-made marina and has a prime location in one of DubaiÕs most popular lifestyle districts, Dubai Marina. Dubai Marina Yacht Club, located less than 500 metres away, offers guests an alternative and original venue for dining, relaxing and yachting opportunities.
The Address Downtown Dubai
The Address Montgomerie Dubai is an idyllic golf retreat. The Palace Ð The Old Town
on The Old Town Island has 242 well-appointed guestrooms and suites, including the Imperial Suite with an enchanting Middle Eastern ambience.
What kind of brand presence has Emaar Hospitality Group now established? Emaar Hospitality Group is one of the key contributors to the recurring revenues of Emaar Properties, underlining the strong evolution of the hospitality business. EmaarÕs hospitality operations are recognised widely for the world-class lifestyle experiences we provide, in addition to our diverse portfolio.
EmaarÕs hospitality operations are recognised widely for the world-class lifestyle experiences we provide, in addition to our diverse portfolio
What are your plans in terms of presence at this yearÕs Arabian Travel Market and what are your key messages to visitors? The Address Hotels + Resorts brand was launched at Arabian Travel Market in 2008 and this gives us a special connection to the show. This year, we will be promoting key differentials of The Address Hotels + Resorts, including our Ôone size fits oneÕ strategy focused on location, service and tangible guest benefits.
Ð as well as the other leisure attractions in our portfolio. This year, we introduced the stylish new Cigar Lounge at The Address Downtown Dubai, billed to become the place to be seen for the cityÕs elite and trendsetters and are presenting this concept at the show.
What specific markets will you be targeting this year and why? Apart from our traditional markets of Europe, GCC and the Indian subcontinent, we are looking to expand into other markets, most notably China. We will also highlight how our properties are a perfect fit for both leisure and business travellers. We see strong growth potential led by markets such as China, as well as robust demand for business guests.
What do you think are the prospects for the show this year? With Dubai registering a record 51 million passenger arrivals last year and tourism recording solid growth, this yearÕs Arabian Travel Market will open up stronger prospects for participants. DubaiÕs overall growth is a great incentive for the tourism sector, which will translate to benefits for the hotel sector.
What are the prospects for Emaar Hospitality/The Address Hotels + Resorts in 2012? In line with the expansion strategy of Emaar, we will continue to explore growth opportunities in international markets. In Dubai, with the overall growth in tourism, we are optimistic for stronger revenues and higher occupancy levels for our properties this year.
What factors and trends are impacting business? The unprecedented changes in parts of the Arab world and the climate of insecurity in some traditional tourism destinations have translated to more tourist arrivals for Dubai. Also, the overall economic growth of the region has energised the industry, while the growth of the meetings and incentives sector, which draws on DubaiÕs appeal as a regional hub, has benefited the hospitality sector.
What are the prospects for the travel industry in 2012? The most significant trend in DubaiÕs tourism sector today is its strong evolution as the regionÕs leisure hub. We believe the travel and tourism sector will mark solid growth locally, while, regionally, the political shifts will continue to have an impact on the industry. Internationally, there are several green shoots that point to economic recovery, while the sustained economic growth of markets like India and China will support the tourism industry.
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