Cornelia Erhardt

Cornelia Erhardt

Travel Daily Middle East talks to the general manager of Nassima Royal Hotel on new strategies and expansion plans…

Travel Daily Middle East talks to the general manager of Nassima Royal Hotel on new strategies and expansion plans…

Cornelia Erhardt, general manager for Nassima Royal Hotel
Cornelia Erhardt, general manager for Nassima Royal Hotel

An overview of the hotel and holding company i.e number of rooms, F&B outlets, spa and MICE facilities?

Nassima Royal Hotel is owned by ACICO, a listed company with a broad portfolio of activities and construction services across the GCC real estate as well as manufacturing building materials. The company’ real estate portfolio includes a collection of properties in Dubai and Fujairah.

The two properties located in Dubai and Fujairah offer 600 guest rooms, suites and luxury apartments. The hotel in Dubai features a unique meeting space named Origami in addition to a further 18 meeting rooms. Nassima Royal also presents a diverse array of traditional and authentic cuisines including TRE the fine dining Italian cuisine.

What marketing strategies are being adopted to establish the brand in the region?

Post rebranding to Nassima Royal Hotel, the property has joined The Preferred Hotel & Resorts LVX Collection. In addition, we are focusing on building brand awareness by taking part in important exhibitions and roadshows regionally and internationally such as ITB and ATM in which, we will be partnering with DTCM.

What are your expansion plans both for UAE and the region, if any?

ACICO Group is keen to invest and grow within the Gulf Region while aiming to diversify in various sectors and areas. The search is on high yielding investment opportunities in stable markets such as those already achieved in Dubai and Fujairah.

With a booming hospitality industry, how does Nassima Royal position itself in a competitive market like Dubai?

We position ourselves ahead of competition by offering our guests to a unique Nassima Royal experience. This is a combination of high-end facilities, care to finer details and personalized services.

What according to you are challenges of positioning a stand-alone hotel as against being part of a global chain?

As an independent standalone property, the challenge is to create a strong brand awareness. Secondly it is important to focus on showcasing a strong loyalty programme to reward guests accordingly and generating return clientele.

How would Nassima Royal look at promoting its F&B outlets?

Our promotion strategy comes through a combination of different marketing and PR activities. This includes the classic print advertorial to the sign off of partnerships with banks and clubs.

What is Nassima Royal’s focus on the MICE market? What is the percentage of leisure versus business guests?

Given the hotel’s strategic location, the main focus on the MICE market is corporate trainings, meetings and functions, with a 70% focus on business guests.

What are the unique offerings of the hotel as compared to its competitors?

Some of the unique selling points are wide selection of meeting spaces and F&B choices. The molecular Indian Restaurant Tresind or the recently renovated pool bar offering healthy snacks by the sunbeds, the Club lounge specially dedicated to guests of our Royal Club Rooms and Suites which also includes complimentary pick up and drop off, VIP check in, use of the executive boardroom and happy hour and internationally known Movida, famous destination for music lovers and night owls

What is your focus on technology and how do you see the hotel adopting new technologies?

We are focusing on upgrading to new technologies to enhance and personalize our guest experience. The project includes key-less access to rooms and a new inquiries managing system integrated to a mobile application.

What is the percentage of direct bookings? How does the hotel look to grow this segment?

The percentage of direct booking is 70%: as the reservations department is receiving many enquiries through the hotel info-mail, this segment is set to grow along with the online website current redesign project.

Are there any new developments with regards to the hotel in the pipeline i.e new additions, refurbishments?

We are currently enhancing the hotel’s facilities which will include a contemporary remodeling of the lobby space.

Gary Marshall
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Gary Marshall
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