Iseli is hoping the brand can tie up with airlines and their holiday packages to boost interest in the concept. “We are trying to associate with Etihad Holidays,” he says.
He claims that the brand has drawn tremendous attention from developers around the world in recent months.
“The prime focus, however, now remains with Kaplankaya and launching it successfully and that will push open the door for more opportunities. We would like to take it easy and don’t want to rush, as all the focus is on the current opening in Turkey,” he says.
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From launching marketing initiatives and sales activities, Iseli believes the brand is entering a new chapter. “We are breaking ground here, the properties in the United States never did all this and we are making history in the bargain for the brand,” he concludes.
F&B and leisure facilities
There will be two restaurants within the resort: Canyon Ranch and Canyon Ranch Nourish. One in the hotel, and another more casual option located adjacent to a pool and beach. The cuisine will focus on Mediterranean-inspired fresh, sustainable foods. Spa with hot-and-cold therapies including hammams, Finnish saunas, igloos, HydroSpas, fitness and wellness centre with fitness classes, and Technogym cardio will be offered to guests. The resort will have on-site exercise physiologists and personal trainers, with a range of outdoor activities that include hiking, kayaking, snorkelling, wind surfing and sailing to name a few.
Will there be a Canyon Ranch Dubai?
MD Marcus Iseli is quick to point out that location is everything for Canyon Ranch, and as such, the heart of Dubai is a classic example of where Canyon Ranch does not see its presence. “If we look at Dubai it’s just a busy city; maybe not Dubai [city limits] but probably in the desert somewhere, where people have peace and no pollution. We are open to go anywhere, provided the location is the right fit, this is crucial. I am not saying no to Dubai, but I am also aware, based on past experience, how difficult it is to get a good spot not just in Dubai, but the United Arab Emirates in general. We don’t want to be in an industrial area in Ras Al Khaimah, we would like to be in the right kind of place.”
Online booking strategy
Marcus Iseli says head office needed to be convinced about the importance of indirect online booking channels, specifically OTAs. “I have had big discussions with our head office because in Lenox and Tuscon they never used those channels. They were only accepting direct bookings, again very traditional. For me it is important [to be present on online channels] because it creates visibility and especially for a brand like ours that is not well known in this part of the world. This opens a whole different platform and stage to be visible and bookable.”
He adds: “For me it’s not about booking and commission, but rather about marketing and visibility therefore it’s important. We are not a brand like Mandarin or Four Seasons which has such a strong brand recognition, we are Canyon Ranch. I remember working for Four Seasons in those years when we entered the Middle East, where the brand was not known. Even when Mandarin Oriental opened in Bodrum, it was not known in Turkey,” Iseli says.
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