Declining oil prices and softening demand made it a challenging first half of the year for Abu Dhabi hotels.
With regards to the airport, TRI’s Hewett says: “The completion and opening of Abu Dhabi International Airport’s new midfield terminal will have a significant impact on the hospitality and tourism market in the city. With the existing airport facilities operating at near full capacity, the opening of the new terminal will add desperately needed extra capacity in the number of flights and passengers the airport can accommodate.”
At Le Royal Méridien Abu Dhabi, meanwhile, Wiegerinck is relying on the continued growth of the city’s MICE business and the completion of several major tourism developments.
“We’re hoping for some of the reoccurring Abu Dhabi events such as ADIPEC and F1, in combination with the continued expansion of Yas Island, to attract a lot of visitors this year,” says Wiegerinck. “Also, we’re all anxiously anticipating the completion of Abu Dhabi landmarks — primarily Le Louvre — to open. The completion of Saadiyat Island has the potential of being a game changer and we’re expecting the entire city to benefit from this.”
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While the forthcoming infrastructure will be beneficial, existing hotels need to focus on internal strategy to keep up with the new inventory.
One area of focus should be distribution and marketing, says Madanat at Jumeirah at Etihad Towers, with the switch from print to online/digital critical. “Partially it has already taken place, but still many industries, and especially ours, have not yet paid enough attention to this rising demand,” he observes. “As a hotel we realise that our customers and guests are less and less interested in printed advertisements and brochures, leaflets or letters placed in the room or in the food and beverage outlets.
“Having spotted this quite early, Jumeirah at Etihad Towers has almost completely switched to online and digital information spread.
“All information can be found a click away on our in-room TV screens, iPads, elevator screens, applications and on our website. Here, offering good connectivity everywhere, and yes, even on the beach is most important,” he asserts.
The St. Regis Abu Dhabi’s Malone says that development in the online arena has been “the biggest growth area”.
“Understandably, more and more customers are going online to book and we have enjoyed huge growth as a result of this burgeoning market. It’s very powerful for us as it allows us to communicate directly with the end user in real time,” says Malone.
Ensuring the product suits the staycation market in the UAE is also important, according to Wiegerinck.
He explains: “UAE visitors are up YOY, with many people turning to staycations, over travelling by air to international destinations, looking for shorter and more intense breaks in their own city. It’s all about value for money and experiences — our guests are very much into special offers and packages, both in terms of F&B inclusions as well as leisure activities. They want their weekend away from home to be served on a silver platter — we’re a one stop shop!”
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