UAE's hoteliers look to serving families

Dubai - Experts have observed an increase in multigenerational travel, with many grandparents joining their adult children and grandchildren for vacations

Hotel properties that ensure that families enjoy a good time and hassle free experience during their vacations will soon have an edge, as the UAE moves towards becoming one of the most family friendly tourist destinations in the world, officials at the recently concluded ATM 2016 noted.
Speaking to Khaleej Times during the event, David Thomson, COO of JA Resorts & Hotels, said that there was distinct increase in the number of family travelers to the region in recent years. The UAE ranks high among this growing travel segment since family values are important in the local culture, he noted.
"Most of our properties have a distinct focus on making family travel enjoyable, convenient, easy and unforgettable. We do this not only by ensuring we have suitable rooms, suites, villas and serviced apartments, but also through access to professionally run children's clubs, outdoor play areas, babysitting services, family activities, first-class sports facilities, holiday entertainment and special all-inclusive packages. Wholesome family accommodation, combined with the convenience of being located on a beachfront and a short distance from shopping malls and other family entertainment venues, will always drive demand," he said.
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"Families are seeking what all travelers want right now - authenticity and deep local connections that go well beyond the usual tourist experiences, and as such Dubai has flourished as a family travel hub offering the perfect combination of beach and desert, mixed with a broad range of family friendly activities, events, shopping and internal gastronomic experiences," he added.
In addition to this, Thomson also revealed that, with the rise of multigenerational travel, grandparents are planning trips and joining their adult children and grandchildren for multigenerational getaways. "These aren't your average summer beach vacations. Destinations around the world offer something for every age range. With the development of new family attractions such as Dubai Parks and Resorts due to open in October 2016, Dubai will further expand and diversify its leisure offering for this key market."
Asked how hoteliers in the region can grab a bigger share of the family travel market, Thomson said that the key to running a successful family-focussed hospitality product, is a combination of guest feedback, partnerships with specialised providers and team training.
"Suitable family additions will vary from property to property, but through these efforts we have made enhancements that resulted in loyal guests that return year after year. Professional facilities and dedicated activities for all ages ensure inclusion. Access to qualified staff members with childcare experience ensures peace of mind. If you offer comprehensive amenities that mirror the true essence of a family resort, you'll generate success and recall among guests of all ages. By implication, the original business goal will be met," he said.
Rogier M. Hurkmans, GM of Wyndham Dubai Marina, echoed Thomson's thoughts, and said that airlines such as flydubai and Emirates are playing an important part in helping more families from all over the world travel to Dubai.
"DTCM is doing a great job at promoting Dubai in a way that makes children curious - for me, this is the reason why we are seeing an increase in family travelers. Coming from Europe, my children know about Dubai, as they see it online with the tallest building in the world, the entertainment parks, the water parks, and the sun and the beaches. It's a combination of making the destination more suitable for families with children, and making sure that these families know about it. If you see what is happening in Dubai, with the number of upcoming entertainment parks and family offerings, this will only lead to growth in this segment," he explained.
Serge Zaalof, president and managing director of Atlantis The Palm, Dubai, described the family activities hospitality segment in the UAE as "just starting."
"With all the work that is going on in Dubai in opening new family friendly theme parks and resorts, however, that will soon change. We will definitely see a surge in family travelers to the region," he said. "Dubai has realised that it needs to cater to travelers from all over the world, and as such is working on diversifying its hospitality offerings. And this is not just in the five, four or three star hotel offerings, but across various segments such as the MICE segment."
Zaalof also said that hotels which focus on the experience provided by their social media platforms will have an advantage over their competitors. Teenagers that travel with their families, he explained, are very tech savvy and will almost always share their vacation experience on social media.
- rohma@khaleejtimes.com