Repositioning Jumeira Rotana
After a complete year of renovation whilst being full time operative, Jumeira Rotana is now ready to welcome visitors with a new look. Ulrich Hoffmeister, General Manager, Jumeira Rotana, shares with TRAVTALK the latest news on the property.
Q Could you give us an overview of the property and its current focus?
Jumeira Rotana is a property and longtime established institution in the buzzing community of Jumeira 1/Al Satwa. We look forward to celebrating our 20th birthday next year with the completed major refurbishment of the entire property, adding 10 more rooms, and one Burj Suite to our inventory with a total room count of 125. Additionally our Food & Beverage facilities provide something for any palate.
Our main focus at present is to reposition our new product on the market. We want to establish ourselves as a trusted provider of very personalised yet unpretentious service — a fact that Jumeira Rotana is long renowned for and in which we take much pride. On the other hand we are currently driving our involvement in community relations and works. We feel it very important to give something back to the community we live and work in.
Q Would the general USP of the property change with this refurbishment plans?
After our renovation we are more competitive in terms of ‘touch and feel’ of our hotel. The design is more welcoming with bright features radiating quite a serene atmosphere. In terms of facilities, our brand new all day dining restaurant Olive Oil with every day different buffet theme nights is surely a highlight, especially with the famous sea food night every Wednesday.
However the most important asset is and remains our team. We are dedicated to provide the best possible service in the most personal way. We consider our guests not as clients, but rather as friends. I think it is this honest attitude to service that separates us in a positive way from any competition. Q What are the feeder markets to the property? Will you be tapping into any new markets?
Historic feeder markets like the UK, Germany, Europe and the entire Gulf region remain strong. We are currently looking at the remaining areas in Eastern Europe as well as India and China.
Q Today there are many new properties coming up in the Emirate, in your opinion what should the hoteliers do to have their share?
We are very thankful that the Governments are doing a lot to make Dubai and the Emirates as such a very desirable destination. Therefore I am personally not worried about the volume of business, even with new hotels coming up almost daily. The challenge lies in Average Rates, and new properties should not be tempted to go into the market with ‘dumping
The great thing about all Emirates in the UAE is the fact that each destination keeps on reinventing itself. In doing so, they are attracting more and more visitors from all markets. Visitors to Dubai keep on expecting high degree of luxury and superlatives, even though looking for budget accommodation
prices’ and as for such put additional stress on an already volatile market.
Q What are the latest trends you see in terms of the trade in the UAE?
The great thing about all Emirates in the UAE is the fact that each destination keeps on reinventing itself. In doing so, they are attracting more and more visitors from all markets. Visitors to Dubai keep on expecting high degree of luxury and superlatives, even though looking for budget accommodation. Therefore the demand for value for money is becoming more and more important.
In terms of booking behavior, we see an increase in demand coming from online platforms. Also the booking pace is becoming more short term. Additionally, bookers are more and more tech savvy. Bookings are made from mobile devices through greatly facilitated apps. Arrival and departure experiences are being redefined with express checkin and out facilities.
Q How does the location help in gaining more clientele?
Well, the statement coined by British real estate tycoon Lord Harold Samuel “location, location, location” is equally paramount to gaining hotel business. The location is extremely important for any traveller’s choice of hotel. For example, if you are out for a beach holiday, you would rarely consider a property that is far inland with long transfer times. In our case of Jumeira Rotana, the beauty is, that with our location, we can offer shortest distances to all major business and leisure sights. Just 10 minutes’ walk or drive to whatever your heart desires is a luxury, every resident in Dubai more than appreciates.