SweetBeam's top suggestions to boost spending this summer:
• Use check-in information to target guests with culturally-sensitive guidance on hotel offerings
• Communicate with guests in their own language and ensure that key demographics such as families are aware of relevant offerings such as kids’ clubs
• Make sure that changes in ‘usual’ hotel offerings are prominently displayed and that information about food and drink is delivered at appropriate times to different guests
• Boost marketing around spa facilities as a great way to spend a day sheltered from the hot sun
• Educate Western guests on Ramadan traditions and celebratory mood. Informed guests will be more curious to sample Ramadan offerings
• Invite all guests to partake in Ramadan festivities such as iftar and suhoor as an authentic and joyful experience
Dubai: Analysis into spending patterns reveals that hotels can boost in-house guest spending by 44 per cent during the holy month of Ramadan in the summer by personalising their communications to individual guests.
The data from SweetBeam reveals that guest spending across Dubai’s luxury hotels drops by an average of 15 per cent when Ramadan falls within the summer months. When paired with the dip in occupancy typical of the period, total revenue from over-night guests can decline by as much as 35 per cent.
However, the data does also reveal that on-spend per room during the Ramadan period actually increases. A combination of the hot weather and guests wanting to enjoy the various iftar and suhoor events means that they are spending more time on resort than usual.
This subsequently means hotels have the opportunity to increase on-spend per room night considerably.
Hotel spas are the biggest outlet to benefit with spas experiencing an average of 44 per cent increase on-spend per room night compared to rest of the summer months. Additionally, with the various iftar and suhoor offerings during the Ramadan period, hotel restaurants see an increase in guest spending.
SweetBeam says that with personalised in-room digital advertising, hoteliers can reverse the revenue decline typical of this season and actually increase in-house guest spending by up to 24 per cent per room night.
“With much of the city closed in the day or inaccessible because of the summer heat, hotels have an important opportunity to capitalise on a captive audience and boost spending. However, during the Ramadan it is essential that marketing is highly personalised and culturally appropriate to each individual guest,” said Troy Simoni, chief executive officer of SweetBeam.
“To avoid drops in revenue during a summer Ramadan, hoteliers need to use guest intelligence to personalise experiences so each guest is aware of the services and offerings that are relevant to them.”
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