[L-R] Paul Hawco, Afrah Hamdy, and Sayed Salem, photographed at the Anantara The Palm Dubai Resort’s hammam. [L-R] Paul Hawco, Afrah Hamdy, and Sayed Salem, photographed at the Anantara The Palm Dubai Resort’s hammam.

HOTELIER: What are the main challenges you face in making that final push as a spa destination?

Paul: Getting a further reach. Everyone does a great job, we just need to sell it beyond the reach that we currently have. Online booking is an example of how to do that, working with travel agents and getting the hotel model change to package it better.

Sayed: The UAE has 500 spas, and Dubai is very well known as the destination for a great culinary experience. So authorities now have to promote the destination for wellness as well.

HOTELIER: Do you see the concept for a wellness festival working well?

Afrah: I do see this working well. We have confidence in the leadership that they are always looking to be the best of the best. Three years ago I was reading an article that was championing Dubai as the leading wellness destination in the region in the future and I believe in that. We have the highest number of wellness concepts run both by standalone companies and by hotel brands so everyone is working to sharpen their skills.

I believe there is huge potential in the future and most of the conferences and networking regarding spa and wellness is happening in Dubai. There is huge potential in future to market this destination as a wellness destination. We have everything: professionals from all over the world, we have the capacity and the quality — so we are ready to be the best in the Middle East.

Paul: Some of the corporations such as Du have partnerships with clubs and they are doing wellness festivals, for instance, and Zabeel Park is running an initiative with DHA. This year, it’s going to be amazing!

HOTELIER: How much business do you get from the travel trade?

Afrah: This is something to do with insurance. In Europe and Western countries, for instance, most people use spas and it is covered by their insurance. I believe that if companies tie up with other tourist trade it will attract huge markets, as people are willing to come here. There is a reason to visit in every season so I think a wellness festival is something that can be packaged and promoted to the travel market well.

Paul: We don’t need a board or an association to come together and market something like that — it’s something we can all do together. In my mind, it’s a way of getting away from being a discount business in the summer. We can still go with lower prices and still attract clients coming at that time of the year but if we position it, value wise, as a spa season — like a spa passport type of thing then we can all work together on it for the greater good. We are also competitive — but for the destination, we need to have some cooperation, not just competition.

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