Atlantis, The Palm recently completed one year of operations. Brett Armitage, senior vice president, sales spoke to Shalu Chandran about rising above a global recession. Excerpts from an interview:
Atlantis, The Palm opened its doors at the beginning of a tough economic crisis. How much did this affect the property’s operations in the first year?
Atlantis, The Palm has quickly become a new icon for Dubai since opening in September 2008 and is one of the top destinations in the GCC region. We are confident with how Atlantis has performed in the past year. In fact, we made our numbers last year, despite the economic downturn and without re-forecasting. We are extremely pleased with what we have achieved.
What kind of occupancies did you see last year and how did it compare with the targets that were set for the property before it opened doors?
Last year, Atlantis was running on average in the mid 80 per cents. For 2009, year to date, we have been averaging in the mid 70 per cents. We are also seeing a steady stream of day visitors that includes residents of Dubai and guests of other resorts. Despite the global economy we have had very good levels of occupancy – this summer alone was an excellent one closing at over 90 per cent.
Was it feasible to maintain room rates, in order to ensure occupancies? What are forward bookings looking like?
We have definitely become focused on cost and making sure we are working as efficiently as possible. We always look to do exciting promotions in the market such as our first year anniversary package, packages for special occasions such as Eid or added value experiences. The focus is for us to deliver added value for our guests and continue the excitement around the resort.
What has been the property’s biggest challenge in its first year of operation?
Atlantis, The Palm provides tourists with a destination never before seen in the region which of course brings its challenges. However, under the vision of our chairman Sol Kerzner, we are well equipped to deal with any challenge we face. We are also lucky to have great partners in Nakheel and Emirates Airline.
Who have been your major source markets and are there plans to tap newer markets?
During the summer, many of our visitors came from the UK and Europe as Dubai and the Middle East are still a popular holiday destination with travellers from these markets. We have also seen rising business from emerging markets – India and Russia for instance. The GCC will of course, continue to be important for us.
What is in store for 2010? Are there plans to further develop the resort? If yes, how much will be invested?
Our plan for 2010 is to continue to focus on the guest experience and develop programmes to enhance it.
Currently we have our one-year anniversary package that allows guests to come and experience Atlantis for the first time or, for returning guests, perhaps discover something new with a range of special offers for guests including Nasimi Beach which offers a sophisticated beach experience or new entertainment throughout the resort, including a singer at Seafire and a DJ at Nobu.
What are your offerings for travel agents and tour operators?
We focus on the guest experience and ensure that we have something to offer everyone that comes to stay with us – whether it be to dine at the restaurants, relax in the Spa, hold an out-of-this-world event, interact with the dolphins or enjoy an adrenaline-filled day at Aquaventure.
We continue to work very closely with travel agents and tour operators in raising awareness of all of the attractions available both at Atlantis, The Palm and the destination of Dubai through workshops, familiarisation trips and conferences.