2011 has been a successful year for Anantara Hotels & Resorts as plans to build the brand presence and business for their two operational resorts; Qasr Al Sarab Desert Resort by Anantara and Desert Islands Resort & Spa by Anantara continue. Both resorts have seen a high increase in the international wholesale business, primarily from Germany, UK, France and Italy.
“Our business is still dominated by the domestic market from both UAE National and expatriates who seek an experience and destination outside of the city,” said David Garner, area director for Sales and Marketing, Anantara Hotels, Resorts & Spa.
“From a project perspective we were delighted to be awarded the contract by TDIC to operate the new Eastern Mangroves Hotel & Spa by Anantara in Abu Dhabi City, which is a 222 room and suite product suitable primarily for the business, government and meetings market. This will really give Anantara a unique and competitive advantage in 2012, as we will be able to offer three diverse offerings to guest - city, desert or island based hotels & resorts, or even a combination of all three.”
On Desert Islands a number of projects are underway with a new Conference Centre and Watersports Centre scheduled to open in the first quarter of 2012, whilst the two new Lodges, Al Yamm and Al Sahel, are in the construction phase with an opening later in 2012. In addition Anantara will open the Sir Bani Yas Stables in Quarter 1 2012, which extends the activities options on the island and positions the island as a competitive destination experience.
Garner said, “A key challenge for us in 2011 was to diversify our business streams and not become so reliant on a single market, due to the changing global economic and political situation. The Abu Dhabi market has remained buoyant and this has really allowed us to reach our goals in 2011, along with the vision and support of both Etihad and ADTA, which have enabled us to showcase our resorts to a global audience.
“Qasr Al Sarab YTD has seen an increase in occupancy and RevPar as it is only into its second full year of operation, so is very much on an upward growth curve. This has been boosted by the direct booked business channel and leisure groups who have supported the property throughout the year. Desert Islands has seen a continued growth from the leisure based business, which has assisted in increasing occupancy when needed, whilst we have protected our market share.”
For Anantara, 2012 will be about expanding our Middle East presence and strengthening our positioning. The UAE market has seen an increase in tourists in 2011, with an additional growth forecasted by Abu Dhabi Tourism Authority in 2012, to 2.3 million guests. There are a number of exciting projects underway and this combined with the growth of Abu Dhabi International Airport as a global hub, ensures that new markets are continually opened for the hotels with direct flights.
“We forecast an increase in business levels in 2012 but we are very aware of the global markets, and our strategy will need to remain flexible and dynamic to ensure we continue to attract the guest to our properties” he added.