Tourists arriving in Dubai this week were not only greeted by glorious sunshine but with also a new smart chip card, the Vice Versa card. A world first in consumer rewards, Vice Versa allows visitors to earn money as they spend at some of Dubai’s finest outlets. When presented at a Partner outlet at time of purchase, the Vice Versa card allows visitors to earn a percentage of their purchase price back on to the card. Holders of this new card will then be able to use the card balance to make further purchases at other partner outlets.
Australian tourist, Melanie Espie was among the first visitors to receive a Vice Versa card and welcome package.
“I was delighted when they told me that by simply presenting this card when I made purchases I would receive credit to spend in other stores and restaurants. I didn’t even need to fill out a form. As I read through the welcome package I saw that many of my favorite brands were signed up to Vice Versa. Even after my first purchase I had earned enough to buy my husband and I lunch, he was thrilled! I now wish my Vice Versa card worked back home in Australia,’ said Espie.
The multilingual welcome package containing the smart chip card is being given to visitors through a variety of distribution partners, serving the 5 and 4 star hotel market. Any visitor staying at a 5 or 4 star hotel who doesn’t receive a package upon arrival can register online and a package will be delivered to their hotel. Visitors who make purchases at any of Vice Versa’s 250 quality outlets will instantly be able to make an average of 10% of their purchase price back onto the card. Outlets already signed up as Vice Versa Partners include Hugo Boss, Porsche design, Tommy Hilfiger, BCBG MAXAZRIA, Zilli, Bally and GF Ferre as well as a wide range of the city’s top restaurants and cafes, services and activities.
“Rather than just being another loyalty card, Vice Versa gives visitors to Dubai the opportunity to shop at a multitude of recognised and quality outlets within categories like fine dining, shopping, leisure and entertainment, and redeem their rewards instantly. The card can be used for almost anything the visitors would want during a city visit. The Vice Versa card is a world first and ideal for a busy cosmopolitan city like Dubai,” said Kira Milan, Vice Versa’s Founder and Managing Director.
As one of the world’s fastest growing cities, with a high visitor rate and large number of premium outlets, Dubai was chosen as the first city to have this new service. There are plans in the future to roll out the Vice Versa card to at least 10 other cosmopolitan cities by 2010, enabling visitors to enjoy cross continent rewards.
Vice Versa is designed to meet the unique needs of the short term visitor:
• Visitors can easily find a partner outlet in the guide listing (divided per shopping destination) and locate participating Partner outlets on the user-friendly
map included in the Vice Versa Premium Guide.
• Vice Versa provides a hotline for card user queries - 365 days a year.
• Card-Cash is displayed on the card in local currency and US Dollars.
• There is no application form to be filled in. Conveniently, the card user simply
activates the card in the first Partner outlet and starts to earn Card-Cash.
• The welcome package is complimentary (the first $7 rewarded onto the card is charged as a card fee) and distributed via selected tour operators and travel service providers to 4 and 5 star hotel guests.
• By visiting www.viceversacard.com, visitors can request a welcome package
that will be delivered to their hotel free of charge. After using the Vice Versa Silver card, the visitor can upgrade to a Vice Versa gold card via the website.
Social Responsibility Remains Top Priority at Le Meridien Al Aqah
Middle East’s Leading Beach Resort Highlights Water Safety at ATM in the Run-Up to the 2nd UAE National Lifeguard Championships on 20th May 2007
Fujairah, United Arab Emirates
As part of its continued efforts to update the community on various important issues in the hospitality industry, Le Meridien Al Aqah will highlight ‘water safety’ at this year’s Arabian Travel Market (ATM), taking place from May 1 – 4 2007.
Officials from the Royal Lifesaving Society will join Stewart Hodsoll, leisure manager at the East Coast getaway, at the Al Aqah stand, using it as an ideal platform to share their valuable knowledge and raise awareness about water safety and accident prevention at pools and beaches. They will also be sharing findings from research conducted by Le Meridien Al Aqah on water safety in the UAE.
These ‘information’ sessions are a pre-cursor to the 2nd National Lifeguard Championships, scheduled to take place at the hotel on May 20, 2007. This special event, aimed at recognizing these valuable lifesavers, will see individuals and teams from more than 20 UAE hotels compete in staged emergency situations and endurance-testing fitness runs and swims.
“As the number of leisure tourists and water sports enthusiasts continues to increase, it has become even more important to raise awareness about issues such as water safety to a wider audience. We began this knowledge sharing at last year’s inaugural Lifeguard Championships, where these lifesaving individuals were tested and recognized in front of a large audience of guests, well-wishers and UAE hoteliers. At ATM we hope to spread this awareness amongst a wider audience of international travel trade professionals,” said Hodsoll.
As part of its own efforts to ensure that guests are in safe hands, Le Meridien Al Aqah has a team of 13 lifeguards all of whom are qualified under the Royal Lifesaving Society. In addition to this all hotel lifeguards receive first aid training. Topics included are CPR for adults, children and babies, how to deal with heart attacks, broken bones, heat stroke, shock, burns, asthma, epilepsy, bleeding, spinal injuries, drowning etc.
“During a typical day we have 3 guards on the beach who scan and supervise all swimming and boating areas. As we have the largest swimming pool in the UAE we also have at least 3- 4 guards on duty at any one time near the pool. We have lots of equipment on hand as well to help in all types of emergencies,” added Hodsall.
About Le Meridien
Le Meridien Hotels & Resorts, with its portfolio of 120 luxury and upscale hotels in 53 countries worldwide, is owned by Starwood Hotels & Resorts Worldwide, Inc. The majority of its properties are located in the world’s top cities and resorts throughout Europe, the Americas, Asia Pacific, Africa and the Middle East. In the 2005 Luxury Brand Status Index survey Le Meridien was recognized as one of the top 15 luxury hotel brands. For more information, please visit www.lemeridien.com.
About Starwood Hotels & Resorts
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with approximately 850 properties in more than 95 countries and 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels and resorts with the following internationally renowned brands: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W, Le Meridien and the recently announced Aloft SM. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.
