Wrong to write off Ramadan?

Every year, the region’s hoteliers shake their heads in dismay when I ask about the prospects for business during the month of Ramadan.

With this year’s Holy Month falling during August — notoriously challenging for hotels as travellers steer clear of the soaring temperatures and residents head back to their homelands — I almost daren’t ask the question.

It is as though hoteliers have an ingrained reaction to the enquiry — experience has taught that Ramadan trading is tough and as a result, the industry is quick to write it off. But, is it too swift in its dismissal? For some, are the challenges of Ramadan too easy to use as an excuse? As for Ramadan coupled with August — what a nightmare!

Now, Hotelier is not here to belittle what is without doubt a challenging time for the industry, however, there are also potential opportunities to be found.

Take the F&B-related successes during Ramadan reported by hoteliers we spoke with. Of course, we would expect hotels in Saudi Arabia to perform well, but did you know that at Al Shohada Hotel in Makkah, the month of Ramadan represents almost a quarter of the hotel’s total budgeted F&B?

And at Jebel Ali Golf Resort & Spa, compared to the previous month, the hotel witnesses an increase of about 10% to 15% in covers if it combines restaurants and outside catering events.

At InterContinental Cairo Citystars, F&B revenue during Ramadan increased on average by around 12% in 2010 as well as the number of covers increasing by around 17% over the previous year.

Dubai’s Cavalli Club, meanwhile, surprises with the revelation that the number of restaurant covers is actually 25% higher during Ramadan than throughout the rest of the year, according to operations manager David Lescarret.

For every success story there is most likely a tale of woe — often related to a reduction in revenues from the sale of alcohol — but the consensus is that with market knowledge and thorough planning, hard work and creative thinking will pay off.

Look to third parties to sponsor Ramadan tents, as has proven effective at InterContinental Dubai Festival City, or work throughout the year to invest in multi-use catering solutions.

If F&B is not your hotel’s selling point, make sure revamp programmes are planned for Ramadan. Weddings business falls dramatically at this time, so why not focus on upgrading the ballroom?

If all else fails, make sure staff take a holiday to recharge — and why not have one yourself?