And while Fairmont Ajman is keen to work with other hotels along the strip, Davies is wary of falling rates and occupancy numbers being reported in Dubai and Abu Dhabi.

Davies reveals this has a knock-on effect on properties in the northern Emirates, which are normally seen as the more budget destinations.

“If Dubai and Abu Dhabi drop their rates it kills us, because Ajman has always been sort of an economic saving in people’s minds,” she states.

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“So as soon as Dubai or Abu Dhabi drop their rates… people automatically think that Ajman will be even cheaper. It’s about changing that mentality — we are our own destination, and if we compete on rates, nobody is going to win. There has to be a point where we can’t drop rates any more.

“Other destinations like Ras Al Khaimah and Fujairah have already gone all-inclusive. With this destination, we don’t want to do that. I speak for all of us when I say we don’t want to go for that model,” she asserts.

Schaeffer is confident, however, that Ajman as a destination, as well as the hotel’s own offering, will help the property establish itself.

“We are that alternative that is closer to Dubai. We are not asking for Dubai prices; we aren’t necessarily cheaper, we are just in a different emirate.

“Also, we are new in this market… the tourism boards complement each other. We are small enough that we are not one of many, but one of a few and that’s why the way we work together with the other hotels and the tourism boards makes operating the hotel within this destination almost a boutique experience.

“What we focus on is creating Ajman memories. That’s the whole focus of this hotel. Ajman is also changing – it’s becoming more of a tourism destination and we are going to be part of that by creating these memories.

“So that’s a real focus for us here — to make it really matter, instead of being just another hotel here,” says Schaeffer.