Grand Millennium Dubai has embarked on a strategy to diversify international source markets, while additionally strengthening regional GCC visitor numbers through its presence at the Arabian Travel Market in Dubai in May.
With nearly 3,000 hotel rooms added last year in Dubai, and a massive 29,000 in the pipeline between now and 2016 according to the Dubai Department of Tourism & Commerce Marketing. “Increased competition means the hotel has to evolve to cater for market needs, selling on product and experience and not just price”, according to Mr Peter Mansourian, General Manager, Grand Millennium Dubai.
“While Dubai visitor numbers increased by 10.6 per cent in 2013 to reach around 11 million – well on the way to the target of 20 million by 2020 – hotels must be dynamic in both their marketing and service to sustain business levels in the coming years,” he said.
“Saudi Arabia, UK, USA, Russia, Germany, Oman, and China were our top visitor generators in 2013, but at the Grand Millennium Dubai we are looking beyond these traditional markets to tempt new countries with a taste of Dubai.”
At Arabian Travel Market, the hotel will be promoting new summer sales initiatives including tactical early bird offers, for both leisure and corporate visitors; longer-stay promotions with discounts for stays of four nights or more, and a focus on the new refurbished apartment tower mainly for the GCC market.
In addition, the hotel is planning to target stopover traffic with attractive packages such as complimentary early check-in for those arriving on overnight flights such as those form Australia, and will also be introducing guaranteed room upgrade options as a sales incentive.
“Our sales team is working continuously on new market entry too, targeting the Spain and Latin American countries for instance, while we will also attend a roadshow in Azerbaijan and host familiarisation trips for the travel trade and media from countries such as Argentina, Brazil and Columbia to showcase the Grand Millennium Dubai,” added Mr Mansourian.
“In addition, we are focusing on the Indonesian and Malaysian markets to boost summer occupancies, and are also working with more overseas tour operators to widen our sales platform.”
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