2011 has been a strong year for Sheraton Dubai Creek Hotel and Towers, as the property improved its RevPar over 2010. Heinz F. Grub general manager of the Sheraton Dubai Creek Hotel & Towers and area manager for the Sheraton properties in Dubai said, “Hotel occupancies across Dubai rose in the four and five-star category by seven per cent and as a hotel we gained our market share towards our competition. This is what is more important for us – to build our share of the business and measure our success that way.”
“This is largely the case in Dubai. Abu Dhabi is still a very volatile market as inventory increased substantially in 2011. Starwood too opened two new hotels in Abu Dhabi with the Westin Abu Dhabi and the St. Regis Saadiyat Island. Unfortunately the demand for rooms did not increase similarly, making it very difficult to sustain forecasted budgets.”
Grub adds that while Dubai and Abu Dhabi continue to act as feeder markets for each other, both emirates cater to largely different categories of guests.
In 2012, with a double digit growth in room availabilities in the four and five-star category will make the market more and more competitive. “This is a good thing as the emirate will strive to achieve a certain quality and competitiveness in the market,” said Grub.
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The lobby area at the iconic Sheraton Dubai Creek |
2012 will not see any new openings but by 2013 -2014 properties including the Sheraton Sheikh Zayed Road, the Sheraton Business Bay, Four Points Dubai Marina and by early 2014 the Sheraton Sharjah and the Luxury Collection in Ajman are expected to open. Grub believes that with the right partner and location, Dubai could soon be home to St. Regis and W Hotels.
“We have strong internal systems, a strong sales force working in the region, strong online reservation systems and various international sales hubs which drive in our business and revenue. I believe with these systems in place, we are very competitive, regardless of which source markets,” added Grub.
Sheraton Dubai Creek Hotel and Towers, Starwood’s flagship hotel in Dubai, is an iconic landmark today. Grub adds, “As of mid-2012, we will begin an extensive renovation programme of all our guest rooms. This is expected to complete within 12-18 months.
As part of the renovation, we will also renovate the Vivaldi restaurant, thus offering a brand new and updated product for our guests.”