Keffer says: “It is down to the efforts of Dubai government and DTCM to boost the emirate’s image as a summer tourism destination, which it has not been traditionally. I think we (the hotel industry) will get there, but hotels need to play their part as well. While DTCM is more of a marketing agency, hotels have to take the onus of selling rooms.”
The JW Marriott Marquis registers an equal mix of business and leisure tourists. “Dubai ranks in the top five leisure destinations in the world. However, the emirate is ranked 40th when it comes to the MICE industry. DTCM is putting in painstaking efforts to boost Dubai’s image as a leading destination for the industry.”
Incidentally, Keffer is in charge of one of the few hotels in the emirate that can accommodate more than 1000 guests, while simultaneously taking care of food and beverage requirements. Keffer says, however, there is still a way to go to capitalise on the property’s potential.
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“We are definitely not happy with our performance, and need to do a lot more on the MICE front. The hotel is designed for large numbers, and while we have hosted several events, it is nowhere as close to what we can actually cater to.
“Dubai was about the spectacular experience and some hotels have commanded high prices over the years; however, that trend is changing, and will continue to shift with the rise of mid-scale hotels in Dubai. We have to ensure affordable packages for large event groups to attract them to Dubai. I feel the days where hotels commanded a premium are numbered.”
Keffer also believes billion- dollar projects such as the Dubai Canal, Dubai Parks, and Citywalk will go a long way to not only attract tourists but business travellers to the MICE industry. “Hotels want be in a position where advance bookings are well in place. Our hotel has bookings for the next three years, which is an achievement of sorts,” he says.
The positive results extend to the F&B services of the hotel. “Our F&B outlets amount to 40-45% of the hotel’s revenue. The various teams working behind the scenes are to be credited with this, at a time when restaurants and hotels have admittedly found it difficult to churn out profits.”
To bolster the strongly performing restaurants, the JW Marriott Marquis will open two brand new= outlets.
“We have space in Tower B, which will soon be occupied by top brands. I cannot divulge which restaurant brands these will be, but I can say they are in line with our current offerings such as GQ Bar and VIP Room,” reveals Keffer.
Keffer is extremely honest when he talks about the hotel’s future, “In a word, we want to make more money,” he laughs.
“Jokes apart, we want to do well in the coming year. As mentioned before, the MICE industry is our target including boosting revenue through F&B,” concludes Keffer.
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