REGISTER AND RECEIVE 25% OFF YOUR FIRST ORDER
UAE's busiest hotels.The changes and future plans of one of the
How are you finding things in the post covid era, and what plans does Rixos have to welcome back overseas visitors?
The first half of the year has been encouraging. We have implemented the right strategies to welcome the post-covid era. If you ask what the future holds, I can make an educated guess. It's easier when you put yourself in your guests' shoes. A better question to ask might be "what would a 21st-century guest want in the new post-pandemic world?". I think travellers seek new experiences more than ever. They want to try new things through wellness, outdoor activities, gastronomy or a specific interest like sports or music. They're travelling solo, with a group or on business. They might learn about a destination or travel brand via social media rather than traditional marketing channels. Today's traveller has an open mind, choosing funky motels or glamping over standard hotels and even visiting emerging destinations before they've popped up on the tourism radar. And of course, health and safety will play the most essential part before any decision has been made.
Where do you position yourself in an overly competitive market?
We believe guests want to engage in experiences with brands that they can resonate with on an emotional level. We started tailoring our brand preposition to the experiences that our guests' crave, along with the people, things, and ideas that inspire them. Suppose you are into watching a particular Netflix series in the evenings. There's no reason why you should stop doing that when you go on a holiday, especially when your room comes with cutting-edge tech. The key is to stop focusing on the product and anticipate what the guest might expect from it. Times have changed. While people were once more into traditional luxury hotels, the new generation is looking for something different, new experiences, or recognition of their own personality. For them, a hotel is the place to be and caters to their lifestyle and moods. Take a look at Rixos Premium JBR. It had been trending on multiple platforms since its launch back in 2017.