Life’s a beach
Waterfront hotels in locations such as Palm Jumeirah, Dubai Marina, JBR and Festival City are a big tourist draw and consistently receive favourable guest reviews. It’s no different this year either.
dubai — Guests staying in Dubai’s Palm Jumeirah, Dubai Marina/ Jumeirah Beach Residence, Dubai Creek & Festival City hotels enjoy the best experience overall in the Middle East and North Africa region, thanks to better quality of service as well preference by the guests for beach-front properties.
Hotels in Palm Jumeirah recorded 90 per cent rating for guest reviews while properties in Dubai Marina/JBR and Dubai Creek & Festival City witnessed 87 per cent rating with all of them recording one per cent increase in reviews.
According to Saahil Lalit, associate director for hospitality at Colliers International Mena, Palm Jumeirah and Marina / JBR continue to be prime tourist areas in Dubai, with hotel occupancies within these districts increasing year-to-date.
“As the majority of supply in these districts are within the 5-star segment and primarily cater to leisure guests, they achieve higher GEI scores. Additionally, hotel rates have reduced slightly compared to the previous year, thereby impacting guests scores on the value for money metric,” he said.
Overall, Guest Experience Index of Colliers showed Dubai’s ratings at 80 per cent.
Lalit sees Dubai’s rating improving among hotel guests with better services and quality due to increased competition among the hotel operators as well as new leisure projects being executed in the emirate to attract tourists.
“As several new hotels are expected to enter the market in 2018, this will increase competition and hotel operators will have to ensure high service and quality standards to safeguard their online reputation and guest satisfaction. Additionally, new leisure demand generators, such as the Dubai Canal, Dubai Parks & Resorts, Bluewaters Island, Deira Islands, Expo 2020, etc. will further increase the overall attractiveness of the city,” he noted.
Laurent Voivenel, SVP for operations & development for Middle East, Africa & India, at Swiss-Belhotel International, is of the view that since the highest concentration of 4 and 5-star properties is on the water-front or by the beach, hence these are preferred locations by leisure travellers. Similarly, Sheikh Zayed Road and Dubai International Financial Centre (DIFC) are prime hubs for both business and leisure travellers enjoying easy access to city’s key attractions. “Moreover, the supply of keys did not increase drastically in these areas as compared to some other areas in Dubai and hence those areas faced a greater impact in terms of rates putting pressure on the market. Therefore, to sum up we can say fantastic location combined with fabulous range of food and beverage options, a balanced supply and demand chain, excellent entertainment venues and superb value for money ensured steady demand for hotels all these area. In addition, rise of trends such as Business + Leisure = Bleisure Travel as well as Staycations added to the popularity of these locations among travellers – both international and domestic,” he added.
Colliers’ Lalit stated that the Guest Experience Index score of internationally branded 3-star hotels across the Mena region has actually increased from 78 in July last year to 79 in July 2017, and regionally / locally branded properties from 77 to 79.
However, the unbranded, 3-star properties (which represents the majority of supply in this category), has reduced by one per cent therefore impacting the overall score. This implies that travellers are increasingly becoming brand-con-
a beach or lifestyle hotel in proximity to leisure attractions may be more desired by leisure travellers Laurent Voivenel, SVP for operations & development, Middle East, Africa & India, Swiss-Belhotel International
scious and expect consistency and quality in service standards, which may be lacking in unbranded properties, he noted. Commenting on the factors that prompt guests about which hotels to choose from, Voivenel explained that there are various factors contributing to the guests’ preferences.
“While a convenient and accessible location may be a primary consideration for a business traveller, a beach or lifestyle hotel in proximity to leisure attractions may be more desired by leisure travellers. If a customer wants to be on the beach then he will go on the beach irrespective of what the hotel may offer in terms of recreation, food and beverage, entertainment, price, etc. On the other hand if shopping is the reason for a tourist’s visit then he / she would want to be close to the malls,” Voivenel concluded.