Dubai Summer Surprises has been established as a period of high occupancy for the hotels and hotel apartments in Dubai in the past four years. While the 'Dubai for Free' DTCM package is an easily accessible tool for marketing their properties in the GCC countries, hoteliers have been lining up several innovative marketing strategies that help to attract their vast network of travel agencies marketing force.
Mr. Jeff Strachan, Director of Marketing, J W Mariott said, "Over the past three years, Dubai Summer Surprises has given us an unprecedented increase in hotel occupancy during the otherwise lean summer months. We have enjoyed occupancy figures of 80-85% in the past three years. Not only are we a part of the DTCM, Dubai For Free package, we are also a part of the Food Surprises Theme week as well as several of the other theme Surprises. Judging by the present enquiries from our participation at the Arabian Travel Market, this year we are expecting occupancy figures to rise up to 90%."
Al Bustan Rotana Hotel is not only predicting business from the GCC countries, but is also aggressively promoting the property in the United Kingdom for the summer. The hotel is also running an attractive 'pay-back' package; where in the guest is paid back a Dirhams 100 gift voucher, which can be utilised at associated malls, restaurants and even the Dubai Duty Free.
Says Imad Elias, General Manager, Al Bustan Rotana Hotel, "The reason for our participation in the 'Dubai for Free' is very simple - We believe that Dubai summer Surprise is a very ambitious program and it has a very dynamic approach. The main
market for Dubai during summer is the GCC, and DSS helps us to promote our property in this market in an organised and planned manner. We have been the support sponsors of DSF and DSS right from the inception of both these programs, and have gained tremendously from this association. This year our occupancy level will be as high as 75%."
Rahim Abu Omar, Chief Executive Officer, Metropolitan Group said, "We complement the Dubai for Free package with several internal marketing initiatives. Given that we are expecting a high occupancy, we try to get our guests to spend as much as possible at the restaurants. Our restaurants - Tahiti Polynesian and San Lorenzo will be host to several fun activities for the family and will also feature the attractively priced Dirhams 99 net per person meals and drinks package. Additionally there are several events being organised for Food Surprises at the hotel."
Ramada Continental has also received several enquiries from the GCC business segment.
Mr. Afeef Naqvi, Director of Sales and Marketing, Ramada Continental said, "The Saudi and Kuwaiti meetings and conferences demand is exceptionally high this year, and we are confident that we will capitalise on that segment very well due to our proven expertise. However, we are participating in the Dubai for Free package for the very first time, mainly to be a part of the DTCM's well planned and organised marketing effort. Our market research shows that the package was very attractive to last year's participants. Through our travel agencies contacts last year, we had around 74% occupancy. The excellent timing for Dubai Summer Surprises and our participation in Dubai for Free package will provide the extra push that we need."
This year 61 participating hotels and 14 hotel apartments in Dubai are offering special net rates inclusive of service charge with special add on bonuses during DSS 2002. The participating hotels will offer one night free for every three nights booked and the
hotel apartments will offer one night free for every six nights booked. Only guests booking through travel agencies will be able to avail of these offers.
The additional benefits of this promotion are that the rates remain unchanged for single or double occupancy and two children below the age of 12 can stay free with their parents.
The complimentary bonuses offered by participating outlets include things as diverse as fruit basket, welcome drink on arrival, daily bus service to the beach, airport transfers, breakfast, free use of health club, transfers to DSS activity sites, toys for children below six years on departure, late checkout, 20% discount on food and beverages, 50% discount on spa & beauty treatments, free unlimited access to water theme parks and a chance to participate in a weekly raffle for a trip to Disney Paris.
Dubai Summer Surprises 2002 will be held from June 20 to August 30 under the following themes:
Food Surprises (June 20 to 26);
Water Surprises (June 27 to July 3);
Global Surprises (July 4 to 10);
Ice Surprises (July 11 to 17);
Flower Surprises (July 18 to 24);
Sports Surprises (July 25 to 31);
Heritage Surprises (August 1 to 7);
Art Surprises (August 8 to 14);
Techno Surprises (August 15 to 21) and
Back to School Surprises (August 22 to 30). |
