MICE is a growing segment throughout the Rotana properties in the Middle East with Mice business accounting for eight per cent of bookings in Abu Dhabi, eight per cent in Dubai, nine per cent in Lebanon and 11 per cent in Egypt. TTN spoke to Omer Kaddouri, ahead of the company’s participation at GIBTM 2011.
How important are the corporate and Mice segments and which markets depend on them particularly?
Dubai, Abu Dhabi, Sharm El Sheikh and recently Lebanon are the most popular destinations for corporate/Mice events for Rotana. However, with the current situations in Egypt and Lebanon, we mustwait and see the effect on business. Mice business relies not only on the property’s offering but also on the destination itself. In Abu Dhabi, we are working on increasing Mice business significantly – up to 14 per cent, which is a growth of over 60 per cent, and this is due to the initiatives taken by the Abu Dhabi Tourism Authority to promote the destination for Mice. Hosting important exhibitions such as GIBTM assists hugely in the overall tourism development taking place and plays a major role in nurturing further growth in this sector. Rotana will have, as every year, a prominent participation at GIBTM.
What initiatives is Rotana implementing in 2011?
In this day, the ability to adapt to a fast-moving business environment is the only sure means of survival. Rotana focuses on the ever changing nature of the hospitality industry and its evolution, based on new trends which emerge following customer needs and expectations. Innovation is a fundamental driver of improved business performance, from market leadership to increased shareholder value. However, it is important to note that innovation is relative and it varies from one market to another.
We use our technology to push our business boundaries, to ensure innovation and efficiency across each of our departments and to meet the evolving needs of our guests. We do not invest in technology for technology’s sake. Instead, we discover how our customers’ needs and expectations are evolving – and how we can provide them with the added services that enhance their experience.
As our customers become more and more engaged with wireless computing and on-demand entertainment, we have responded with wireless computing, on-demand video, personalised television and a host of ‘ease-of-use’ services such as express check out, view bill and IP telephony.
With the proliferation of consumer mobile devices, we have responded by introducing connections to our in-room audio visual equipment, universal adapters and docking stations for guest mobile devices.
As we move forward, beyond our already state-of-the-art hospitality management systems, sustainability will be our watchword. We have begun introducing ‘green standards’ into our minimum brand specifications that will see energy management technology deployed across all new properties – with existing properties following closely behind.Furthermore, we have planned many initiatives as part of our commitment to corporate social responsibility. Whether environmental, educational, social or charitable, they will be company-wide and on a property level and will be announced in due course.
You mentioned online business was a huge focus going forward. Can you briefly outline what you mean by this?
We have placed great emphasis on the growing market represented in IDS (internet distribution systems), web offline, GDS (global distribution systems), voice call centres and Rotana online. The growth of online bookings is an extremely important trend, which will inevitably replace the more conventional methods of revenue generating communication and interaction with our guests and we are focusing a lot on this matter.
In line with our massive expansion, we marked the end of 2010 with the launch of a new central reservation system (CRS) and the new, hi-tech www.rotana.com website.
Managing our own private label CRS is a milestone for our company and this project will allow us to have the proper infrastructure to manage our booking channels and provide us with the flexible, customisable and scalable distribution solutions that will accommodate and foster our growth across the region. This certainly reaffirms our position as a solid, leading brand matching operations to the biggest international hotel names who also maintain their own private CRS.
As for our website, we have redesigned it with a vibrant modern look and features that make it more user-friendly while providing our visitors, of which an increasing 38.5 per cent book their stays online, with the best rates through our new internet booking engine.
The website features in-depth details on Rotana’s properties and serves as a gateway to the countries in which each property lies. It aims at providing more interactive services as well as catering to different types of users through introducing an expansive variety of new sections and renovating the already-existing ones. The website features an online booking capability that interfaces to our recently commissioned CRS and visitors can easily book and obtain the best available rates at any of our hotels and resorts.
Another feature of the website is the new online Rotana Times (ww.rotanatimes.com) which features all of our promotions, upcoming events and activities across all properties. As well as aligning the design of the site with our fresh Rotana brand look, we wanted to update its content and functionality to serve as a comprehensive information source. It is vital that we use technology and the Internet to its best advantage and that Rotana is accurately showcased as a growing international brand representing the region’s hospitality at its best.