Friday, April 20, 2018

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Mid-market a smart choice, says Hawthorn
April 2018 414

Dubai has always been known as a luxury destination and the majority of room inventory in the emirate is still five-star.

As the destination opens up and continues to rise up popularity ratings, there has been a shift from investors and developers to provide a diversity of options for travellers, which means including mid-market and budget brands in the mix.

With the rising cost of travel and the increasing number of attractions that tourists need to tick off their lists, not to mention shopping expenditures when in Dubai, it is more practical to opt for a more affordable yet comfortable accommodation, Samer Rafie, hotel manager, Hawthorn Suites by Wyndham JBR, tells TTN

“Dubai is known for its high standards in hospitality and the four-star properties in the emirate display well-appointed features worthy of five-star ratings. This is where four-star properties come in as they offer the best of both worlds – top notch facilities at more reasonable costs. 

 “Four-star properties, especially Hawthorn Suites by Wyndham are well-suited for extended holidays given its location, room size and amenities, which include a furnished kitchenette. In fact, the average stay for a guest in the property is 4.8 nights, which is higher than the Dubai average of 3.5 nights.  

In fact, they are just as suitable for corporate travellers, and the growing ‘bleisure’ segment as they are for holidaymakers, insists Rafie. The corporate segment contributes to around five per cent of the hotel’s total business mix. “Four-star properties like ours are a more prudent option for companies these days with regard to the price point.” 

 

Hawthorn Suites by Wyndham JBR aims to capture younger markets eventually, through its proximity to Dubai Parks & Resorts and IMG Worlds of Adventure, and the upcoming Ain Dubai

 

 

 

Hawthorn Suites by Wyndham JBR has plans to further enhance its products and offers to its guests through upgraded facilities, new food and beverage deals, and improved service features.

Jumeirah Beach Residence continues to make its mark as a leading tourist destination, with a wide range of sports, entertainment, leisure and dining options.

One of the major developments that adds value to the destination is the forthcoming opening of Ain Dubai at Bluewaters Island. Rafie says: “Hawthorn Suites by Wyndham JBR aims to benefit from this new attraction, given its proximity to Dubai’s latest icon. Ain Dubai is expected to have the same iconic stature as Burj Al Arab and Burj Khalifa, and will be the soon go-to place for #InstagramGoals. With this, the property will eventually look ahead to targeting millennials and younger markets.”

Speaking of markets, the GCC, Saudi Arabia in particular, continues to be the top feeder market for Hawthorn Suites by Wyndham, followed by the UAE, UK, Russia and India.

The combined percentage of arrivals from the GCC region makes up 36 per cent of the total mix, while the European market contributes 29 per cent. Russia and CIS markets are at 12 per cent. The property plans to enhance its presence among the European markets by highlighting its location, seeing as these markets prefer a beach location. 

Hawthorn Suites by Wyndham JBR aims to capture younger markets eventually, owing to its proximity to the upcoming attractions like Ain Dubai, as well as the established theme parks like Dubai Parks and Resorts and IMG Worlds of Adventure.

Hawthorn Suites by Wyndham JBR will exhibit at ATM 2018 and will again be part of the stand of R Hotels Group, its owning and management company. R Hotels will be celebrating its 10th year anniversary, rolling out new strategies during the exhibition and promoting new hotels, including the four-star Wyndham Garden Ajman Corniche, which is scheduled to welcome guests by this summer.

* Hawthorn Suites by Wyndham JBR will be available on R Hotels’ stand HC0425

 


Mid-market
Samer Rafie
Hawthorn Suites by Wyndham JBR





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