After a grand, star-studded reveal in January 2023, Atlantis The Royal has started witnessing significant performance growth, particularly from the Indian market. Kyp Charalambous, Vice President, Sales – Atlantis Dubai shares with T3 about the hotel’s performance post opening in Jan 2023.
How has the response been for Atlantis The Royal from Indian market in the first half of 2024 and your expectations? What strategies do you have to increase India’s market share?
The Indian market has shown remarkable performance ever since the launch and we expect that this momentum will remain strong. Comparing to last year, we have seen nearly 60% growth, which is impressive considering last year was our first year of operation. We aim to achieve around 4% of our business from India by the end of the year at Atlantis The Royal. Our efforts in driving demand from India are yielding fantastic results, reflected in our strong average daily rate (ADR) of around $950.
The average group size in terms of Indian travellers is 6-8 people with the length of a stay typically spanning over two nights. We aim to significantly increase the duration of stays to enhance in-resort spending patterns.
Indian guests indeed are integral to our business at Atlantis Dubai. When it comes to the Indian trade marketing strategy, maintaining a consistent presence in the market, keeping multiple communication channels in existence, and ensuring engagement in the Indian market is crucial. Trade marketing, the engine that drives sales from the Indian market, is not only focused on tier one cities but also on emerging niche markets. We have put an integrated trade marketing strategy in place in order to attract Indian travellers to the resort.
Speaking of the Indian market, 6% of bookings come through online channels and 11% come through travel agents. We acknowledge our existing valuable travel trade partners and plan to visit the market as often as possible. With the Atlantis Global Rewards Programme, we ensure to recognise all our trade partners for their contribution. We also continue to work in tandem with the Department of Economy and Tourism in Dubai (DET) on various campaigns to sustain long-term interest in Dubai.
How do you plan to uniquely position Atlantis The Royal given the established legacy of Atlantis The Palm?
Atlantis The Royal significantly differs from our sister property Atlantis, The Palm, attracting a distinct audience. This has enabled us to explore new business opportunities and connect with customer demographics that were out of our reach with unique offerings. Featuring exclusive suite concepts, including 44 suites each with private swimming pools, and three out of four pools exclusively for adults aged 21 and above and a plethora of fine-dining options, we cater to a more mature audience. This shift marks a new era for Atlantis, expanding beyond traditional markets and embracing new opportunities. We eagerly anticipate our B2B partners’ assistance in highlighting what makes Atlantis The Royal exceptional.
What global practices do you follow in terms of sustainability?
Solar panels installed in 2023 have resulted in 767 tonnes of CO2 savings, which is equivalent to the carbon sequestration of 15,435 trees. The Winnow food waste technology installed at all buffet restaurants reduced an estimated 40% of edible food waste. Recycling bins were placed in all 1,544 rooms and suites at Atlantis, The Palm to further segregate waste at source. Atlantis, The Palm replaced 2.6 million single-use plastic water bottles with glass refillable bottles and single use plastic amenities, annually diverting 3 million plastic tubes from landfills. Atlantis Dubai have funded a digital impact dashboard that captures traceability data and insights across all seafood procurement for the destination to ensure sustainability in sourcing seafood, and more such initiatives.
