Dubai’s hospitality sector trends in 2015 by Amwaj Rotana

Dubai's hospitality sector trends in 2015 by Amwaj Rotana

The iconic Amwaj Rotana hotel at Jumeirah beach residence in, dubai, welcomes more business travellers – and notes the continued popularity of facebook for connecting with guests.

Amwaj Rotana, Dubai – set to celebrate its 5th anniversary later this year – already counts many milestones in its short yet colourful history. Being the only Rotana property on the iconic retail and entertainment strip called The Walk at Jumeirah Beach Residence (JBR), the hotel stands out from the crowd by offering large rooms each with its own balcony and unparalleled sea views.

Despite intense competition – not just from around the city but from the strip itself – the hotel manages to hold its own against the international brands in the neighbourhood in terms of rates and occupancy, which average between 80% and 90% throughout the year. Recent data collected by the hotel showed that one new trend to emerge recently is that since April 2015, the hotel has started welcoming more business travellers.

To reward all its guests, however, Amwaj Rotana has recently introduced packages that cater to guests travelling to Dubai for all sorts of reasons. These will offer a perfect escape with great rates, exclusive deals and complimentary services such as airport shuttle and internet. Couples looking for a romantic retreat can enjoy a package including spa discounts and dinner, while those on a business trip will appreciate a package that includes airport transfers, WiFi, complimentary laundry and breakfast. Not overlooking the national market, the hotel has also introduced one and two-night packages for UAE residents seeking an idyllic weekend staycation.

While the hotel’s Conference Centre has been designed to offer an outstanding, modern meeting and conference venue, its catering and events division is now shifting its focus to further strengthening its customised private catering service. “We have successfully catered for offsite events since the early part of 2015 but we are seeing the trend grow more and more for a customized experience that companies are looking to offer their guests, particularly for product launches and celebrations,” Deasy Bahriany, the hotel’s director of conference and banqueting, says. given that Dubai is expected to increasingly attract worldclass events and regional conferences, this trend is likely to continue well into 2016 and beyond. Accordingly, the hotel plans to invest in new equipment and technology to support this area of business. “Amwaj Rotana is already renowned for its food and beverage offering so we are confident that guests will place the same trust in us for catering their offsite events,” Bahriany adds.

With three award-winning restaurants offering Italian, Japanese and international cuisine, the hotel is set to open a fourth signature restaurant before the end of 2015. Work has just begun on the new project, which is scheduled for completion by mid December – just in time to usher in the new year.

On the promotional front, the hotel’s marketing team has just completed its biannual digital marketing survey, which assesses guests’ patterns of seeking and sharing information about the hotel. “The process of buying and selling through the internet has become part and parcel of consumers’ lives and social media has helped to breach many barriers, Jasmine Arika, director of marketing and communications at Amwaj Rotana, says. “We conduct this survey to ensure that we are using the right channels to reach our target market.”

The results of the latest survey show that while Facebook remains the hotel’s most important social media channel, other channels such as Instagram are slowly gaining in popularity.

The hotel devises its marketing plan around the results of the survey and allocates is marketing budget accordingly.