Tapping into new source markets and strengthening its GCC numbers will be the focus for Grand Millennium Dubai. The hotel has embarked on a strategy to diversify international markets and this will be achieved through its presence at 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,” said Peter Mansourian, general manager, Grand Millennium Dubai.
“While Dubai visitor numbers increased by 10.6% 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 added.
Saudi Arabia, UK, USA, Russia, Germany, Oman, and China were the top visitor markets for 2013. Taking this into consideration, the hotel is looking beyond these traditional markets to tap into new countries. The strategy involves promoting new summer sales initiatives for both leisure and corporate visitors; longer-stay promotions and a focus on the new refurbished apartment tower mainly for the GCC market.
The new markets on the radar include Spain and Latin American countries. The hotel is also attending a road show in Azerbaijan and host familiarisation trips for the travel trade from Argentina, Brazil and Columbia. “In addition, we are focusing on the Indonesian and Malaysian markets to boost summer occupancies,” added Mansourian.