Monaco, the original five-star destination principality, introduces its Private Label concept to the Middle East
Monaco has constantly been on the radar of the rich and famous. With its ‘larger-than-life’ experience, the state has long been popular for its glamorous lifestyle and events including the F1 Grand Prix and the million-dollar Monaco Yacht Show as well as the popular Monte Carlo casino.
In the late 19th and early 20th century, Monaco was almost a naughty word due to its extravagances; today it has established itself as one of the most popular summer destinations among affluent travellers, particularly from the Middle East.
This year, the principality recorded 40,000 bed nights from the Middle East, of which 6,000 were from the UAE, representing a 45 per cent increase year-to-date. In the first nine months of 2010, more travellers visited Monaco from the UAE than in the whole of 2009. At €850 ($1,160) per day, per person, the UAE also accounts for the city’s highest average spend.
The popularity of the destination among Emiratis led to the recent appointment of Mezze Associates as its representative office based in Dubai, UAE.
The principality also launched the Monaco Private Label concept in Dubai and Abu Dhabi for the first time, with gala dinners held in both the cities to mark the occasion.
“We want to reaffirm the value we place on our relationship with our most loyal visitors and, together with Mezze Associates, bringing the Monaco Private Label concept to the UAE will help us develop the sort of personal relationships that help build long-term ties to a destination,” says Michel Bouquier, president of the Monaco Government Tourist and Convention Authority.
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Port of choice: more than 400,000 cruise passengers visited Monaco this year while the Mice segment contributed 19 per cent to visitor arrivals |
Monaco Private Label members enjoy a lifetime of privileged access to the many charms of the city-state. From gastronomic experiences with world-famous chefs and box seats at the opera house or F1 Grand Prix, to private shopping services and trunk shows at luxury boutiques, guaranteed tee time at members-only golf courses and the personal attention of Monaco government and tourism officials during their visit, the Monaco Private Label programme lets members live the unique experience of Monaco at a level of elegance that money cannot buy.
“Our USP lies in the fact that we can design for our guests a Monaco experience any way they want and this is what we will offer our members from the UAE. I will personally be in charge of every guest request,” added Bouquier.
Launched a year ago, this invitation-only programme currently has 300 members and Bouquier is confident of its success in this region. “Together with Mezze, we will choose this year 20 individuals from the UAE who will be given their personal keys to Monaco – becoming the programme’s first members from the Middle East,” he said.
Perched between French medieval villages and the ski trails of the Alps, with a year-long calendar of activities that celebrate arts, culture, outstanding cuisine, spa therapies and high-end leisure pursuits, there is little wonder that the tiny Mediterranean jewel enjoys pride of place among UAE high-net-worth travellers. Leisure guests continue to be the top segment for the city, accounting for more than 81 per cent of arrivals.
The five top reasons to visit Monaco, according to Bouquier, are:
• Spa Holidays: With properties such as Les Cinq Mondes and Les Thermes Marinus de Monte Carlo, the city’s five-star properties offer personalised and regeneration treatments which are fast gaining popularity among tourists.
• Culture: With almost 4.5 million day visitors a year, the city’s manicured streets, palaces, cathedrals and lush parks, have rich cultural offerings. Guests can also visit the Oceanographic Museum founded by Prince Albert I of Monaco.
• Gourmet: With a range of influences, a variety of Michelin-star restaurants can be found spread across the city.
• Nightlife/entertainment: Since its origin, Monaco has been entertaining visitors with concerts, operas and music festivals. The city is also home to the prestigious Formula 1 Amber Lounge and Buddha Bar.
• Events: A year-round calendar of events that includes the F1 Grand Prix, Rolex Tennis Masters and the Monaco Yacht Show.
Besides high-net-worth individuals, the city does see a spread of visitors. This year alone, more than 400,000 cruise passengers visited while the Mice (meetings, incentives, conventions and exhibitions) segment contributed 19 per cent to the visitor arrivals.
While the destination has always offered a choice of classical and modern luxury hotels, which can meet the expectations of the most demanding traveller, it was only in August 2010 that the five-star classification came into force in the principality. Today, there are 2,600 five-star rooms, which represents 94 per cent of the country’s hotel capacity.
“There are no immediate plans to increase our hotel inventory in the immediate future but we will continue to focus on building up our arrivals into Monaco during the low seasons,” said Bouquier.