How do guest behaviours and booking patterns shift during the summer months in the UAE?

Summer brings a distinct change in travel dynamics. While international arrivals experience a slight slowdown, we notice a strong surge in domestic demand, especially from UAE residents looking for a refreshing escape without the hassle of travel. The rise in staycations gives us the chance to tap into new guest expectations, and our response lies in curated experiences and our ultra all-inclusive offering that consistently delivers value.

What adjustments do you make to ensure Rixos Al Mairid remains attractive during the hottest season?
We enhance what already sets us apart - all-inclusive excellence and personalised service. For summer, that means exclusive offers for residents, early bird benefits, flexible check-in and late check-out options, and spa inclusions. We also run hyper-targeted campaigns focused on short-lead domestic travellers. Internationally, interest from the CIS, Germany, and the UK remains promising, driven by strategic collaborations with tour operators and bundled offers tailored for those markets.

With high temperatures, how do you adapt the guest experience across the resort?
We shift the rhythm of the day to match the climate. Outdoor activities are scheduled during early mornings and at sunset, while midday experiences move indoors. Guests still enjoy shaded cabanas, our swim-up pool bar, and relaxed lounges. As the sun sets, the atmosphere transforms, our open-air venues host live entertainment and themed events, allowing guests to enjoy the evening breeze.

Are there specific amenities introduced to make summer stays more comfortable?
Yes, and they're designed around comfort and wellbeing. Guests are welcomed with chilled towels and refreshing beverages, while indoor public areas are carefully cooled. Our spa offers seasonal detox treatments, and the menus feature hydrating, flavourful options, from cold-pressed juices to sorbets. For families, the shaded pools and indoor Rixy Kids Club and Teens Club ensure children are entertained in a cool, safe environment.

How do you communicate your summer offering to guests?
Our summer campaigns lean into storytelling. We focus less on big getaways and more on meaningful moments - a calm spa ritual, a sunset dinner, or a splash-filled afternoon by the pool. We rely on visual content, reels, and authentic guest experiences, targeting UAE residents looking for convenient yet elevated escapes. Geo-targeting by location, language and travel intent helps refine our message for each audience.

In what ways does the destination's tourism support your efforts?
The backing from Ras Al Khaimah Tourism Development Authority is instrumental. Their seasonal campaigns and curated partnerships add visibility and trust to our message. When our in-house promotions are aligned with destination-led storytelling, the result is not only stronger reach but also higher conversions.

What types of partnerships have helped you maintain guest interest during summer?
We’ve seen excellent results from working with local influencers and family-focused platforms. These collaborations help us engage with guests on a more personal level - especially when we co-create offers or experiences that match what people are really looking for during school holidays or summer weekends. It’s all about being relevant, timely and visually engaging.