Companies seek immersive incentives to stay ahead of the game

Middle East leisure facilities are offering increasingly unique incentive options to cater to demand from the Dubai meetings market.

Camel polo was the latest in a line of out-of-the-ordinary teambuilding options to be launched in Dubai, as the region's meetings market "looks for somewhere to go," according to Grant Thornton's hospitality and leisure consultant Grant Salter.

Salter said the buzz word to describe the experience corporate clients were looking for was an "immersive" experience.

"It's all about getting clients involved and interactive so that from the moment they walk through the gates they're in a different world; that's the main appeal to corporate guests in this region," Salter said.

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His most recent project involved developing a conference centre, with the capacity of 1500, due to be opened next year at the Al Ain Wildlife Park and Resort.

"I don't think the business model of blending corporate into leisure and vice versa is something new here but it can be done better in certain markets," said Salter. "The wildlife park will certainly cater for something that is out of the ordinary and quite unique."

The development will offer corporate conference packages, which include early morning and lunchtime tours of the park, functions set in the bush, wildlife themed evenings outside of the typical conference environment and themed buffets.

Similarly, business development manager for Dnata, which has organised the launch of camel polo at Arabian Ranches Polo Club, Dubai, Adrian Sime said, "We're always looking for innovative ways to attract our corporate customers. We conducted a rigorous account research programme, which told us doing something different is one of the most important factors for companies."

"We thought ‘why not take two elements from the Middle East, camels and polo and bring them together to form camel polo?' It makes an ideal team-building sport," added Sime.

General manager of the Royal Golf Club, Barhain, Michael Braidwood said that although the club had always targeted the corporate market, it had recently developed facilities to offer more variety to feed the market.

"Our new club facilities cater to meetings and incentives and, with five restaurants and an array of leisure activities, we can create attractive and interesting events for our corporate clients.

"We've also have a creative team behind them, dedicated to offering our corporate clients a very unique experience," he added.