Middle East expected to outgrow other global tourist destinations on course to achieving 68.5 million arrivals by 2020
The Address Hotels + Resorts, the 5 star premium hotel brand owned by Emaar Hospitality Group, has recently partnered with Al Basel Consultancy to promote The Address, Downtown Burj Dubai and The Palace, The Old Town hotels across the region through Al Basel's extensive regional network of hotel clients, including members of royal families and VIPs.
Aiming to leverage the long-term potential of the Middle East hospitality industry, which is expected to record robust growth rates and reach an estimated 68.5 million arrivals by 2020, Al Basel has revealed that it has devised an up-selling strategy for its joint sales campaign in the Kingdom of Saudi Arabia, Kuwait and Qatar targeting VIPs and royalties.
Al Basel Consultancy, a leading business consultancy firm and a member of the Al Basel Group, is highlighting its growth in line with World Tourism Organisation’s (WTO) “Tourism 2020 Vision” which estimates international travel to the Middle East to grow at a significantly faster rate than other competing global destinations, opening a host of possibilities and opportunities for the region's hospitality and tourism operators. From around 46.4 million in 2007, WTO estimates arrivals in different Middle Eastern destinations to reach 68.5 million by 2020, representing a growth rate of 7.1 per cent over the period 1995-2019.
Marc Dardenne, CEO of Emaar Hospitality Group and Emaar Hotels & Resorts said: “Emaar Hospitality Group is setting new trends in the hospitality sector and our partnership with Al Basel Consultancy will drive our growth-goals of expanding our reach to high-profile guests from around the world, by offering them an unparalleled hospitality experience. Al Basel Consultancy's large network of contacts, particularly in Kuwait, Saudi Arabia and Qatar, will help us reach out to both new and emerging markets in the region. Al Basel has a distinguished track record and extensive knowledge of the region's booming hospitality sector, which are critical factors in achieving the goals of our joint marketing initiative."
Basel Al Kasem, CEO, Al Basel Consultancy said: "The Address, Downtown Burj Dubai and The Palace – The Old Town are two premium hotels that have strong potential to become favourite destinations of the region's high-end customers. Al Basel Consultancy has devised a marketing strategy that will help The Address Hotels + Resorts strengthen its client base in the region and boost market exposure of these premium hotels through our wide network of contacts, particularly among VIPs and members of royal families in the GCC."
Emaar Hospitality Group owns and manages a diversified portfolio of hospitality and leisure projects and assets worth USD 1 billion (AED 3.67 billion). The Group's portfolio includes several hotels, serviced residences, golf resorts, a polo and equestrian club, recreation clubs and the Dubai Marina Yacht Club and Marinas.
Al Basel Consultancy has a number of business interests in various sectors in the UAE and in the greater GCC region. The company boasts a highly competent team of professionals led by the company's CEO Basel Al Kasem, recognised as one of the region's leading figures in real estate consultancy, who has comprehensive knowledge of the regional market and hands-on experience with elite projects such as the iconic Burj Al Arab.