HME.COM: How has the arrival of more mid-market properties in Dubai affected the sector?
With the arrival of all these newer mid-market properties it has segmented Dubai into even smaller neighbourhoods, so yes, the challenge has been there.
You obviously have the Accor group with ibis going out and opening a number of properties — certainly this year they have been the most active.
There is also Premier Inn, but they are in more peripheral neighborhoods.
The overall awareness I guess in Dubai still focuses on the higher end product — the four- and five-star properties.
We recently attended a road show with the DTCM in China and the feedback we got from the Chinese was it was a relief that Dubai was catering to the midmarket — so we’ve done our bit.
I’m not sure how much our direct competitors travel to exhibitions and road shows, but I think the mid-market hotel segment has a much better reputation now and has done so over the last three years.
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HME.COM: How is it possible to add value when you cut rates?
Since we opened Arabian Park Hotel three and a half years ago our strategy was to offer full-service facilities often associated with four- or five-star properties.
These are our USPs, for example we have room service around the clock, a 24-hour business centre, a coffee shop and deli open all day and a concierge service.
We also have shuttle bus services operating to Dubai International airport, to Wafi, to the beach, to Dubai museum and traditionally, when there are large exhibitions, will put on complimentary shuttle services.
HME.COM: What is your strategy moving forward?
We always look at ways in what we can do to continually improve. Certainly in terms of group business we are looking at tailor-made packages as we are part of Wafi group.
We can offer additional F&B packages as we operate over a dozen restaurants and we link up with the shopping and spa facilities at Wafi.
All guests who stay at the hotel get a Wafi welcome card and incentives to use these facilities.
We use our questionnaire and feedback forms and ask what are our guests looking from us.
I am very pleased with the personalised service we offer, we have quite a number of long-stay guests which is perhaps not expected in the mid-market sector.
We are also targeting specific niche groups where we think there is an affiliation.
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