The Ritz-Carlton hotels in the Middle East experienced “the best October we’ve ever had in the Gulf”, says PASCAL DUCHAUFFOUR, area vice president.
“We expect the tourism sector to be softer in 2009, but there are other markets that are emerging and gaining strength such as Russia, China and the countries of southeast Asia upon which we intend to tap,” he said.
The Middle East market was still on the uptrend compared to other parts of the world, said Duchauffour, as current economic factors enabled this region’s property developers to invest in brand name hotels to be included in their portfolio, albeit now at a slower pace.
“The important thing to note is that this global financial slowdown is cyclical, and what is significant and encouraging is that the region’s leaders are committed to their long term visionary plans to support and ensure the continued growth and prosperity of the Middle East,” he said.
To improve occupancies they will be promoting both The Ritz-Carlton hotels and their respective destinations, and was “definitely not in the business of lowering our rates – we are in the business of creating greater value.”
“Furthermore, in this global slowdown, more than ever, public relations play an important role in elevating the positive awareness of The Ritz-Carlton hotels’ facilities and services, and to maintain the high perception level of the luxury brand.”
In the Middle East, The Ritz-Carlton Hotel Company planned to triple its regional portfolio within the next three years due to the strong demand for its brand.
Duchauffour said that India, Japan and South America were potentially promising source markets for The Ritz-Carlton.
The single most important challenge for the brand was to ensure it was relevant to the changing tastes and expectations of customers, especially in the Middle East.
“Our research tells us that despite the global slowdown, guests in the luxury tier are still interested in unique, experiential holidays. They want to be more engaged in the local culture and be involved in activities that go beyond the traditional hotel or resort stay.”