Cultural Communication Keyto Boosting TotalRevenue as Dubai Hotels Welcome More Guests
High-Spending Russians Replaced by Frugal Chinese
Hotels in Dubai welcomed more than 11.6 million guests during 2014, and continue to receive more and more tourist seach year as the emirate gears up to host more than 20 million visitors annually by 2020.
Troy Simoni, CEO, SweetBeam, comments:
“It is interesting to note that while room revenues increased by 12% during 2014, revenue from food and beverage (F&B) outlets and other services rose by only 6.1%.
“A key reason is the decline in Russian visitors to Dubai as the value of the rouble has fallen. Russian guests are the top spenders at Dubai hotels– spending an average of AED524 per night at the luxury hotels and resorts we partner with. Compared to this, Chinese guests, who have increased by almost 25% over the last 12 months, spend only an average of AED173 per night, less than a third of average Russian guest spending.
“As hotels in Dubai welcome higher guest numbers in the lead up to the World Expo in 2020, they have significant opportunity to maximise their revenue from this rise in-house guests. Tailoring communications to the individual preferences of each guest encourages them to visit the hotel’s outlets more and use its spa, laundry and other non-room services.
“A Chinese couple, for instance, will be more likely to visit the hotel spaif they are informed in Mandarin and are more likely to eat at a hotel restaurant if they knowthat Chinese delicacies can be enjoyed there.”
SweetBeam is the global leader in individualised guest marketing in luxury hotels and resorts, increasing in-house guest spending on hotel outlets and discretionary services from the moment of check-in to the moment of check-out. Luxury properties generate an average of +23% more revenue from in-house guests when they use SweetBeam’s individualized marketing techniques, as compared to using traditional marketing. SweetBeam provides a comprehensive range of individualized marketing services from planning and data analysis through to program activation and revenue optimization. SweetBeam is headquartered in Dubai, with offices in Europe, and is expanding to the US and Southeast Asia.
SweetBeam was named the Gulf Capital Business of the Year at the MEED Gulf Capital SME Awards 2014. SweetBeam also triumphed with two other awards – People & Culture of the Year and Business Innovation of the Year.