Summer revenue figures of Dubai will be high, predicts Karen Hardcastle, director of business development at Le Meridien Mina Seyahi Beach Resort & Marina.
According to Hardcastle, the days of low occupancy in the summer are long gone, and hotel and tour operators should revise their price strategy accordingly to supply and demand.
She said: “It is a misconception that the summer is a ‘dead’ season for Dubai. The market is changing: during the hotter months, the only thing that drops is hotel rates, not occupancy.
“Last year, Le Meridien Mina Seyahi’s lowest occupancy level was 84 per cent in June – a level that most five-star resorts worldwide would be happy with as a high point.”
Hardcastle claims that occupancy and rate levels should be allowed to find their natural high in the summer months, rather than be suppressed by price cuts.
“Business growth over those summer months is achievable with swift reactions to the changing marketplace from the sales teams, and a flexible marketing strategy.
“We have a luxury five-star product, and need to charge prices that reflect our service delivery. But Dubai properties must continue to give value-for-money in their product offering throughout the year – at whatever rate they charge.” (menareport.com)
© 2004 Mena Report (www.menareport.com)
