Centara's Dubai Deira Islands resort to target families with children

Centara will be specifically targeting families with children for its 600-key beachfront resort in Dubai's Deira Islands, starting with the property's design which will revolve around a 'magic carpet' theme, Centara vice president brand, marketing and digital Tom Thrussell disclosed in an interview with Hotelier Middle East.

"We want to create an entertainment zone that makes families very, very happy, that’s the ultimate goal. The design is already there and actual construction work will start in early 2018, with the opening set for 2020," Thrussell confirmed.

He said that the theme of the resort will be centred around a 'magic carpet'.

Thrussell explained:"A magic carpet has many connotations to childhood stories. Rather than being too specific to any one story, this is a broad interpretation of something that’s magical and fantastical and can lend itself to lots of interpretation in any number of ways design-wise.  To start with, when we look at design, the roof of the hotel will actually be magic carpet-shaped, a bright yellow structure which will be highly visible and highly memorable. You can imagine children leaving the resort and asking their parents, 'when can we return to the hotel with the big yellow roof, the magic carpet roof?' So it has an element and sense of fun which we want to have. It’s going to be bright, visible and memorable and will be an iconic structure on Deira Island."

He continued by saying that the theme can extend to the water park, as well as with the resort interior, especially in the food & beverage elements, which will have 'service touches' aligned with the theme.

Having children as the focal orientation of the resort is deliberate and strategic, Thrusell said. 

"Part of Centara’s core DNA, something which we do very well, is family-themed resorts with family-centric entertainment hubs." he added.

He also pointed out that in Dubai presently, there is a gap in the market for accessibly priced, family-themed resorts. 

"What we do know is that when we do have family-themed resorts in Dubai, they are generally luxury products and belong to the five-star hotel category. Atlantis is a good example," he said.

Thrussell continued: "That means there is a gap for an upscale four-star product, where you’re getting the full family-themed experience at a slightly more accessible, affordable price. So we are finding our own niche in this space."