Hotels operated by HMH – Hospitality Management Holdings reported strong performance in first quarter of 2014 registering a 10% increase in RevPAR (revenue per available room) and 7.2% rise in average room rates (ARR) compared to the corresponding period last year.
Laurent A. Voivenel, CEO, HMH, said, “We have been witnessing a consistent increase in demand across all segments which helped boost the occupancy levels and rates. Our first quarter results for 2014 have been very positive reflecting the power of our brands. Some destinations such as the UAE have done extremely well with Coral Beach Resort – Sharjah, Corp Dubai Al Wasl Al Khoory Hotel, Coral Dubai Al Barsha Al Khoory Hotel & Apartments, Coral Dubai Deira Hotel and Ewa Dubai Deira Hotel all averaging at 90 % occupancy and above.
Laurent attributes this fantastic performance to an integrated sales and marketing approach that helped the brands to reach new markets. He stated, “Strategic planning, tapping traditional and online travel agent networks and successful development of new distribution channels are key to driving revenue. Our strategy has been to drive business across all vertical sectors that has given us a steady mix of corporate, long-stay, leisure, e-commerce and FIT segment which in turn kept our figures firm. It is important to recognize that different channels cater to different types of customers, and having an appropriately diversified and optimal mix enabled us to drive improved revenue and profit outcomes.
“Moreover, all our hotels enjoy a superb location in close proximity to key commercial and leisure attractions in great cities. Being alcohol-free hotels, we offer a safe and family-friendly environment, with the very best in hospitality topped with the legendary Arabic warmth and welcome. Attention to detail, personalized care and value for money are the hallmarks of our brands.”
As the HMH group seeks a wider reach locally and globally, the rest of the year looks equally promising. Laurent stressed, “In terms of future we remain extremely bullish, as we try to maximize profits.To sustain our growth in a highly competitive environment, it is absolutely essential to have a stronger grip on our business. Besides existing markets, in bound tourism to the Middle East from emerging markets is growing rapidly and consistently thanks to the vast global airline network, growth of low-cost carriers, outstanding communication services, etc. Aside from countries like Russia, China, Korea, India, Indonesia, Malaysia and Brazil, we are tapping into Nordic market. It represents undeniable opportunities for our brands as we are seeing a sizeable increase in the number of guests from there. We anticipate the numbers to go up drastically in the coming years.
He added, “But again it all depends on our product and location. We identify new markets based on whether we have what it takes to please travelers from that particular market and segment. If so, we employ all forms of marketing and sales initiatives to attract and drive that market and this includes following tourism authority’s strategy, accompanying their roadshows, attending travel and trade exhibitions, creating special promotions, approaching and meeting tour operators’ demands, as well as conducting our own research to carry out strategic marketing and advertising campaigns.
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