Winter Months An Opportunity For Dubai Hotels To Boost In-House Spending – Study

Revenues across luxury hotels in Dubai will soar during the months of November and December, creating opportunities for operators as the weather reaches an optimum temperature, according to new research.

A study by marketing firm SweetBeam found hotels could boost in-house guest spending by 37 per cent during pleasant weather conditions by personalising communication.

Recommendations included specific marketing services, to inspire in-house guests to remain and spend in hotel outlets, rather than outside entertainment.

“November and December is one of the peak seasons for tourist arrivals in Dubai, with GCC residents visiting, Europeans seeking the winter sun and UAE residents on staycations,” said Troy Simoni, CEO of SweetBeam.

“When the weather is good, guests are not just more likely to visit a pool or beach outlet, but they stay longer, take more meals and enjoy more activities. These are all opportunities to boost guest engagement and of course, generate more revenue.”

SweetBeam said that the hotels could tap into in-house guest spending by sending targeted messages to inform guests about weather conditions and the available options in the hotel to enjoy the pleasant climate.

Offering pre-planned itineraries to guests and recommendations on dining and entertainment options available in the hotel, were among the marketing firm’s suggestions.

While it also recommended hotels boost staff in their beach and pool outlets to ensure orders are fulfilled on time.

Dubai’s winter months are historically more lucrative for hoteliers than the summer, when guest numbers slow down and revenues lag.

According to hospitality research firm STR Global, hotels in Dubai recorded their highest revenues figures in four years in December 2013.

Revenue per available room (RevPar) rose by 9.5 per cent to Dhs850, the highest since December 2009.

Hotel operators also registered 7.7 per cent growth in average daily rates with prices rising to Dhs1,063 and occupancy levels increased 1.7 per cent to 80 per cent, STR Global said.