Kyp Charalambous, sales vice-president for Atlantis Dubai, tells Samantha Mayling why the family market is so important for Atlantis, The Palm, the sponsor of this family-themed edition ofTravel Weekly


U


K agents have been described as a “crucial” part of Atlantis, Te Palm’s sales strategy,


as the upmarket Dubai resort taps into growth opportunities in the British holiday market. Te ocean-themed resort


features the biggest waterpark in the world and offers 1,544 rooms and suites across 22 storeys. Kyp Charalambous, sales


vice-president for parent company Atlantis Dubai, said the UK market is “performing well”, adding: “With nearly 15,000 room nights so far this year, we aim to increase revenue from the UK by 8% compared to 2024. “Last year, the UK market


accounted for 24% of wholesale revenue, marking a 3% increase from 2023. Our goal for 2025 is to maintain this momentum and achieve an additional 3% growth.” Furthermore, 50% of UK business


came from trade partners last year. Charalambous said agents are


“crucial for enhancing brand visibility and securing more bookings”, adding: “Tey understand the preferences and expectations of British travellers, which helps to tailor recommendations and increase bookings. “Our strong partnership with UK


agents fosters long-term relationships, encouraging repeat business, especially in a market where many consumers prefer booking through agencies.” He continued: “We’ve seen more UK families opting for ‘kidcations’ –


10 6 MARCH 2025


Families are opting


for longer stays and are increasingly choosing all-inclusive or full-board packages


holidays centred around experiences for children – and our extensive kids’ programming caters to this trend. “Tere is also a rise in


multigenerational family trips and Atlantis, Te Palm appeals to these with its variety of accommodation and activities for different age groups. “Families are opting for longer


stays and are increasingly choosing all-inclusive or full-board packages.” On average, guests stay between


five to seven nights, though more visitors are now extending their stays.


Twin-centre breaks Many families pair their stay with other UAE destinations such as Abu Dhabi or Ras Al Khaimah, while others stop over in Dubai as part of a larger itinerary spanning destinations such as the Maldives or Mauritius. “Dubai’s excellent connectivity


makes it an ideal hub for multi-centre holidays,” added Charalambous. Nevertheless, the resort has


not been immune from the cost- of-living concerns in the UK. “We’ve seen a slight impact on


bookings. However, Atlantis, Te Palm has several strategies to atract UK travellers, indicating a proactive approach to potential economic challenges,” said Charalambous. “We have launched special offers


and promotions such as the ‘Stay 5, Pay 4 on Extraordinary Experiences package’ with full-board meal plan and added benefits and activities worth AED 3,500 [about £750] per stay. “Atlantis, Te Palm is maintaining


competitive pricing to appeal to a broad range of travellers without impacting the service. Tese efforts remain an atractive option for UK families, even amid economic uncertainties.” Atlantis, Te Palm also offers a


global booking rewards programme to incentivise agents. It allows agents to earn points for each completed reservation, which can be redeemed as an Amazon voucher or a stay at Atlantis, Te Palm. Fam trips and educational stays


help boost agent knowledge, as do tailored training sessions for agents and exclusive incentives via the Online Travel Training platform. And there are plenty of sales


opportunities thanks to partnerships with leading operators and airlines. “Dubai is extremely well-connected


to the UK, with multiple daily flights from London, Manchester, Birmingham and other key cities via


travelweekly.co.uk


Kyp Charalambous Atlantis, The Palm hi


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