Rebranding the UAE as an economy destination
11.35 Panel discussion: Rebranding the Region as an Economy Destination
“Dubai is not just a luxury destination, it can cater to every budget as well,” said Mondo Hotel Management COO Samir Homsi at the inaugural Hotelier Express Summit. This conversation took place during the panel discussion titled ‘Rebranding the region as an economy destination.’ “I don’t think there is a need to rebrand Dubai. The emirate will always be an upscale destination there’s no two ways about it. But of course it has to be seen as more affordable, but at the same time not look like a cheaper destination. Its aim should be to be seen as an aspirational destination and that there are affordable hotel options here,” said Radar DWC managing director Aditya Rajaram.
On why there is a need to rebrand the region as an economy destination AccorHotels vice president operations, economy and midscale, Gulf & Levant Puneet Dhawan said: “It’s a natural shift that Dubai should be available to all kinds of travellers and not just those who can afford luxury options. The mid-scale hotel scene has just exploded and it will continue to grow. As the appeal of Dubai grows, it’s important we cover all aspects of society so that every single traveller feels welcomed.”
F&B to become critical in mid-market hospitality
12.20 Presentation: Operating a Successful F&B Outlet
In a region where a high-level of quality and service is expected, yet affordability is still a major factor for consumers when choosing where to eat, the budget and mid-market hotel sector has a challenging time drawing diners to its outlets and operating a profitable business
Speaking at the Hotelier Express Summit 2016, HJA Hospitality executive director Henk Bruggeman delivered a presentation entitled: Operating a successful F&B outlet, in which he identified F&B outlets as being ‘of great importance’ to the budget and mid-market hospitality sector. “F&B is one of the most important parts of hospitality, but the meaning is often lost. Whether receiving one or 1,000 guests to your hotel, each is important and the F&B experience is vital, but is often missing.
“Be it in a five- four- or three-star, even in a one-star property, F&B needs to offer a memorable experience. F&B is about creating places where people cannot wait to return to.” He added: “With 8,500 restaurants in Dubai and 6,000 more to open in the next five years – this represents direct competition for hoteliers, if you have even one F&B outlet, this is great competition for you, and there are more coming. It is a critical part of your development in the mid-market sector. It’s time to rethink demographics, cuisine and concept. It is time to look at a complete transformation – focusing not on standard operating procedures anymore, but rather aiming to delight the customer. At the end of the day it is about experience, and F&B has been often left behind in my opinion. Taking care of the guest is true hospitality, F&B is all about just that.”
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