Crowne Plaza DFC G.M. praises Dubai as a top global market, and confirms rebranding as targeting strategy
Mr. Marcus Sutton, Hotel Manager at Crowne Plaza Dubai Festival City, has mentioned that the current CP rebranding has been done to elevate the brand in the global business travel segment with an objective to become the 1st choice of targeted guests and a clear strategy was implemented to achieve this.
“In 2012 there was a major focus on enhancing the product quality and consistency of the guest experience across all of the Crowne Plaza Hotels globally. This action was taken to ensure that we deliver a consistently ensuring compliance with existing standards and consistently delivering the current brand hallmarks,” he said.
He mentioned that in 2013 there was a focus on driving brand awareness, enhancing key components that impact guest satisfaction and continuing to expand a strong global footprint, with emphasis on new hotels in major gateway cities and resort market.
He added that in 2014 the goal is to stay ahead of the competition and meet their guests’ changing needs and continually innovate. “Over the next few years we will make our brand stand out by introducing new and innovative brand hallmarks that truly set us apart from our competitors and deliver against the needs of our target guests. We are currently defining these ideas and will be rigorously testing them across the globe.”
Elements of Success
The Crowne Plaza has was recognised in 2013 as providing the highest level of guest experience within the brand in all of the Asia Middle East and Africa region based on the results from completed guests surveys. In addition it was recognised as one of the top 25 hotels in the UAE by Tripadvisor and received an award of excellence
2) High level facilities and services
The hotel provides all the services the successful business traveller needs while also meeting the needs of the leisure traveller.
3) Unique location.
The hotel’s location positions it less than 10 minutes from Dubai’s International airport and 10 minutes from the Downtown area of Dubai which is Dubai’s main business district and also the home of the Dubai Mall. In addition the hotel hotel’s location on the Dubai Creek gives it unparalleled views of the Dubai Skyline all while being connected to adjoining Intercontinental Hotel and the Dubai Festival City Mall.
The performance of the hotel in the first quarter has been strong despite a highly competitive market place. The Dubai market is hot at the moment, especially compared to the global market, with growth in both occupancy and average rate seen across all sectors of the market.
The summer season is always an interesting time in Dubai where in general the occupancy rates across the city decrease given the heat and reduced business travel within the Gulf during the holy month of Ramadan. Hotels are always looking for additional business during this period to make up for the decrease in occupancy and are offering attractive packages to international leisure travelers that are looking for guaranteed sun and discounted shopping.
Sutton said that this year will see the second year of operation of their Ramadan tent that was a great success last year.
“Our Ramadan tent, serving both Iftar and Suhoor, is really very unique as it located on the hotel’s Leisure Deck on the 5th floor boasting a great modern Arabic ambiance that is complimented by the beautiful views of the Dubai Skyline and Creek. The team is putting in lot of effort to ensure that this year’s Ramadan experience for our guests is the best yet.”
He confirmed that competition in Dubai is welcomed and “It ensures we stay on our toes and continue to raise our game. There will always be new hotels opening in Dubai that claim to be bigger and better but being an established hotel with an established team focused on delivering a great experience cannot be bought. We pride ourselves in providing our guests with a great guest experience and are always updating our offering and most recently have refreshed of our main lobby area and extended the terrace of our popular Belgian Café.”
Speaking about the number of visitors and highest number of nationalities arriving at CP, the General Manager said, “Dubai is an international hub and this gives us the great pleasure of welcoming guests from all corners of the world. Given our location a considerable percentage our guests come from the surrounding Gulf countries however we also welcome a large number of international guests from countries such as the United Kingdom, Scandinavia, France, Germany and Australia just to name a few. Needless to say we are always looking to attract business from new markets and monitor closely the progress of the airlines, such as Emirates, to see where the next potential business might be coming from.”
The successful bid from the U.A.E. to host the World Expo in 2020 is extremely exciting and we, along with our other IHG hotels in the U.A.E., are looking forward to working with the associated government authorities to make the 2020 Expo a great success.
The buzz that has followed winning the rights to host the Expo has been amazing and, after attending several meetings driven by the DTCM, I am confident that there is a clear strategy to ensure all business sectors will benefit from the 2020 Expo both during the exposition and beyond.