Hoteliers see advantage of Ramadan in 'low season'

Some of the Middle East’s top hoteliers have said that the holy month of Ramadan moving fully into a traditionally quiet August will be beneficial for the industry.

Global director of sales & marketing at The Rezidor Hotel Group Yigit Sezgin said that while Ramadan will always have a negative impact on hotel occupancy, this year’s timing of Ramadan was an improvement on previous years.

“The advantage this year is that it’s hitting our traditionally low season so this year we are combining two quiet months into one very quiet month,” he told Hotelier Middle East.

“As far as rates go, due to the hot weather it will be difficult to generate extra demand in August. For that reason our strategy will be to not drop our rates in that month.”

Sezgin added that dropping rates would not make a difference to anyone travelling to the region as they will be coming “because they have to”.

Area director of sales & marketing Gulf & Saudi Arabia, Starwood Hotels & Resorts Wael Rashed agreed and the company won’t be looking to slash rates to tempt travellers in the heat of mid summer.

“We work closely with all our partners regionally and international to drive more share to our portfolio of hotels using tactical promotions and value adds,” he explained.

“Our SPG (Starwood Preferred Guest) members have access to great deals at all participating hotels for summer points redemption, value offers on brand websites driven by length of stay.”

According to chief executive officer, Emaar Hospitality Group and Emaar Hotels & Resorts, Marc Dardenne, this year’s Ramadan will result in July being a peak month as GCC travellers will have a shorter break.

“This will also mean that the first week of September will be busy for the Eid holidays,” he said.

“Travellers might chose to come to Dubai twice — once on their way back from their summer break and then again for Eid Al Fitr. We expect the occupancy levels during the Holy Month of Ramadan to be stable.”

This was a sentiment shared with general manager at Dubai Travel & Tour Agents Group (DTTAG) general manager, Leo Fewtrell, who said he expected some holiday issues to arise from the timing of Ramadan.

“There is the opportunity with the Eid breaks that maybe more people will take these holidays rather than the longer summer break,” he asserted.

And while he acknowledged that some people observing the fasting of Ramadan may be put off by long daylight hours in other countries, some destinations were making strives to tempt Middle Eastern residents away for the summer.

“Places such as Gold Coast in Australia have been pro-active in arranging Ramadan tents and places where locals can fulfil their religious duties whilst on holiday,” he explained.

“The provision of facilities to enjoy halal food has improved immensely over the past few years as has provision of prayer mats and qibla locations in hotels.”