Today marks the release of the inaugural Insignia Travel Intelligence Report, informed by a
survey sent to ABTA members, the UK's largest travel association. Commissioned by Insignia,
a leading branding and brand communication agency and travel industry partner of ABTA, the
report offers a detailed snapshot of the perceptions and needs of those travelling to Dubai from
the UK. A summary of findings indicates that the Emirate continues to enjoy a reputation as a
luxury holiday destination despite recent negative press surrounding Dubai World's interest
repayments.
The survey asked whether ABTA members, comprising travel agents and tour operators
throughout the British Isles, felt there had been a significant change in the number of bookings
to Dubai since the story made headlines in the UK. In a positive endorsement of the universal
appeal of Dubai as a holiday destination, over 90% of respondents said they had seen little or
no change whatsoever. Furthermore, a vast majority of respondents categorised Dubai as a
luxury destination, underlining the Emirates' reputation as a 'Seven Star' tourism hub. The
most popular leisure hotel in Dubai was judged to be the Jumeirah Beach Hotel, whilst the
Jumeirah Emirates Towers claimed top spot as a city business hotel.
Gaurav Sinha, Managing Director of Insignia comments,
'As an agency specialising in the luxury travel trade, it is of paramount importance to us to
understand the attitudes of those visiting the region.
We feel our report to be pertinent because it provides us with an unbiased, expert view on
Dubai, both in terms of how it is perceived from a tourism angle and how we are regarded
generally. It is highly encouraging to find that, inspite of negative coverage in the international
press, tourists continue to recognise Dubai as an attractive and popular destination and that it
has not dented our reputation as a luxury holiday getaway. It further cements our belief that
Dubai is a major-player in the global tourism industry.'
