Stopovers to stoke Dubai interest

Stopovers to stoke Dubai interest
By admin


Dubai-based hospitality firm Jumeirah Hotels and Resorts is confident Australians that stopover in the destination will soon return once they experience what the emirate has to offer.

Although the alliance between Qantas and Emirates has "really put Dubai on the map", vice president communications Piers Schreiber acknowledged that many Australians will only pass through the destination on their way to Europe and beyond.

However, he was confident that just a short stopover will significantly impact people's perception of the destination.

"People start with a stopover and then they see the quality of the hotels and services," he told Travel Today. "Or they come here for a conference and then come back on holiday."

Jumeirah already has a dedicated agent based in Australia, but Schreiber confirmed it will be ramping up its efforts to grow brand awareness in the local market as it seeks to capture a growing share of the burgeoning source market.

In addition, the firm's properties now feature in the Qantas in-flight video which is expected to deliver a further boost to numbers.

Hype surrounding the deal at the start of the year saw the number of Australian guests at its eight Dubai properties double in the first quarter, even before the alliance’s April launch.

“Off a low base admittedly, but the impact is clearly seen,” he said. The Australian market accounted for around 1% of the firm's business in 2012, but Schreiber is confident that figure will rise this year.

In order to differentiate itself from the rapidly rising number of luxury hotels in the destination, Jumeirah is focusing on growing its cultural offering.

"People want to come away from a holiday with more than a tan," Schreiber said, adding pearl diving in a traditional dhow is one of the experiences on offer.

The firm has a number of hotels across the city such as the Jumeirah Creekside close to the airport and the tennis arena, and the Jumeirah Beach Hotel (pictured) on the water which can be cross sold, he added. In addition, all properties offer free access to the Wild Wadi waterpark.

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