Positive impact of Vision 2030 on hospitality: Report

The Ascott Limited has drawn up a report into the changing dynamics of guest profiles in Saudi Arabia.

As the government’s Vision 2030 economic diversification strategy proves to have a positive effect on the hospitality industry, Ascott is witnessing a notable change in its guests across the Kingdom. This has been influenced by the swift introduction of various initiatives from the removal of ban on women driving, to the introduction of cinemas, concerts with mixed-gender admission and major events such as the Formula E that was held last week in Riyadh.

“Our guest profiles are changing in line with the changing dynamics of the country. We have seen a spike in female guests of 7 percent from 2017, influenced by guests traveling for both work and leisure,” said Vincent Miccolis, Ascott’s regional GM for the Middle East, Africa and Turkey.

Female guests have increased considerably this year, as properties across Jeddah averaged a 9 percent growth, while Ascott Rafal Olaya Riyadh experienced a growth rate of 5 percent.

“It means there is an opportunity for the serviced residence industry to tap in to the growing number of female travelers and provide tailored services specifically for women,” explained Miccolis.

Ascott Rafal Olaya Riyadh has a women’s only leisure floor consisting of an outdoor pool, gymnasium, lounge, children’s playroom and day spa. The property is receiving positive feedback from female business travelers about the facilities.