After a tough couple of years following on from the global economic downturn, increasing consumer and corporate confidence is proving a boon for the Middle East events industry
Accustomed to the Middle East’s glittering parties, glamorous corporate launches and unlimited budgets, the regional events industry had a rude awakening when the financial slump hit.
Thanks to reduced company budgets and more cautious private spending, events planners saw a definite drop in demand — as noted by Dusit Thani Dubai director of sales and marketing Leon Salinel.
“Definitely, there was a slow-down in enquiries during the economic downturn,” he admitted.
However industry professionals agree that the events market is now recuperating and evolving, bringing in more customers with whole new set of demands and ushering in a more confident events scene.
Russell Hanson, director of F&B at Emirates Golf Club, explained: “There is much more competition in the market now, which is actually a healthy trend as it makes everyone more resourceful and also helps put the focus on innovation and creativity.
“Customers are looking at added value — and also now they are coming to us directly, rather than going through third parties as they did previously,” he said.
Dusit’s Salinel added that the expectation of high standards had remained the same. “But today consumers in this region have a very large range of venue choices, across all price spectrums, so it’s not only the rates that matter, but the experience that will be delivered,” he explained.
Emirates Golf Club’s Hanson added that today’s customers were “looking for a lot more value for their money”.
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“They are planning better with their budgets, less last-minute requests are coming in — in a nutshell, they are spending more efficiently and we’re working with them to meet their needs based on these new requirements,” he explained.
“Although there might be less money in a budget, the event doesn’t necessary need to be less impressive.”
JW Marriott Hotel Dubai director — event management Martijn Dekker added that flexibility had become increasingly important. “Today’s client needs support and understanding; our event planning team goes to great lengths to be more flexible in terms of adapting menus, extending cut-off dates, being more lenient with cancellation policies, lowering guarantees and providing more value and service at the same competitive rates,” he explained.
Some customers are looking for even more, noted The Address Hotels and Resorts’ area director of catering and conference services, Alma Au Yeung.
“Some cost-conscious clients look for a yearly deal instead of one-off association with us,” she explained.
“The positive side is they become more loyal to the brand, and during this period we can support each other.”
And with the events industry going from strength to strength as corporate and consumer spending gains more confidence, new trends are coming online.
Emirates Golf Club’s Hanson noted: “People are looking for fresh new ideas in event planning, looking for more creativity when it comes to presentation and more value for money.
“Clients are also more careful — they are using time and money more wisely,” he added.
“We appreciate and welcome such changes, as greater planning and detail from the client help us to really tailor an event to specific needs.”
Naturally, food and beverage is still playing a major role in the success of events, and — looking to stand out from the growing competition — operators are keen to shine on the F&B front.
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