Hotelier Express met with Nabil Joun cluster general manager Holiday Inn Express Dubai to talk about the 2016 market outlook and sustainability in the Middle East
What does Holiday Inn Express offer that differentiates the brand from other mid-market hotels in this region?
Whether our guests are stopping in on their way to somewhere else, or with us for a week, a great night’s sleep and the ability to get things done are keys to a great stay in my opinion. The rooms in every Holiday Inn Express Dubai
hotel come with a high-speed Wi-Fi internet connection and satellite TV as well; all the standard amenities are designed to cater for the business traveller. Our internet in every room is fast enough to download presentations, surf or just connect with friends.
A gym, business centre, meeting rooms, bar, lounge and restaurant all add to the wide range of facilities on offer. Our pillow menu option and enhanced en-suite facilities, including a power shower are some of the ways to ensure guests stay relaxed and refreshed in Holiday Inn Express Dubai. Our properties are more than a basic mid-market business hotel; our hotels understand the guests’ needs and the way they get things done, this is what differentiates our brand.
What is your outlook on the year ahead, and how will market performance in 2016 differ from 2015?
One of the challenges in 2015 was the macroeconomic factors that put pressure on room rates and occupancy. The rouble and euro also weakened against the dollar which continued to remain strong. This made travel plans to United Arab Emirates (UAE) more expensive for Russian and European tourist markets. However, as per the forecast of international operations of Dubai Tourism and Commerce Marketing (DTCM), Dubai is expecting 15 million tourists in 2016, so growth is expected.
Speaking of the Russian tourist market, it has seen such tough conditions in the recent past, but according to industry experts it is expected to make a rebound in the coming period. Business and trade shows play an important role in the UAE too, and in my opinion they will continue to attract more mid-market business travellers to this trade hub in the Middle East region.
The UAE is also focusing on increasing family attractions, such as the amusement parks, especially in Dubai; this will not only attract more tourists to this region, but I believe will also entice guests to extend their length of stay in the emirate. Holiday Inn Express Dubai properties are commited to exploiting these market segments, and will ensure we maintain our steady growth in the year ahead.
How do you secure repeat bookings in a location where guests have an abundance of high-quality hospitality options?
The IHG Rewards Club is focused on creating personalised experiences for members, from reward nights at any of our hotels to flights, music downloads, electronics and gift cards - this is a vital step to secure repeat bookings.
Business travellers are the most frequent flyers and our rewards programme is designed to ensure these guests are becoming repeat bookings, especially when the competition is growing in the mid-market hospitality sector.
The IHG Rewards Club is constantly evolving based on members and consumer insights to ensure it is delivering innovative, relevant and rewarding experiences for global travellers. Now with four tiers, Club, Gold Elite, Platinum Elite and the new Spire Elite, our rewards programme is continuing to offer members the most relevant benefits by restructuring the qualification requirements across all tiers, making it easier for members to be rewarded for their loyalty.
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