Abu Dhabi reports record rise in hotel guest rates
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Hotel guest figures in Abu Dhabi hit record levels in July, with a 38% uplift in guest numbers and a 35% rise in guest nights with GCC and wider Arab region arrivals producing the most significant increases.In July, some 189,486 guests stayed in the emirate’s hotels and hotel apartments, accounting for 507,612 guest nights. The performance pushed occupancy levels up 9% to 65% and overall revenue up 6% to AED 271 million (US $74.2 million).Regional guest arrivals lead the performance surge with those from the GCC, not counting UAE guests, soaring 98% on the same month last year to 19,828, and from the wider Arab market increasing by 44% to 22,383, while both Europe and Asia recorded 28% month-on-month comparison returns. GCC travellers accounted for 39,087 guest nights – up 124% month-on-month and other Arab national guests represented 54,190 guest nights – a monthly comparative increase of 33%.”The regional upsurge could likely be attributed to GCC travellers opting to spend time in a destination they associate with safety for their families and with more of them choosing to holiday in July ahead of the Holy Month of Ramadan when they wish to be at home with their families,” said Lawrence Franklin, strategy & policy director, ADTA. “The destination also benefitted from tactical product and promotional activities. These included across-the-board advertising and a regional roadshow which engaged both the GCC media and trade partners in neighbouring countries.”We are also benefitting from increased awareness of Abu Dhabi’s offering resulting from greater product packaging in conjunction with stakeholders, such as the Etihad Airways-led Essential Abu Dhabi marketing programme, which are resonating with our expanding GCC trade partner network and end consumers. These have all been supported by the destination’s increased competitiveness with average room rates down 15% on July 2010 to AED 372.55 (US $102).”The one disappointment was a fall off of 2% in the average length of stay to 2.68 nights, which we anticipate being rectified in the coming months with our heightened infrastructure and events offering,” added Franklin.Saudi Arabia produced the single largest gain with a 130% surge in hotel guests to 10,766 making the Kingdom the most significant source of business for the month outside domestic tourism, which increased 34% to 84,444. Kuwait also produced treble digit growth of 129% with 2,070 Kuwaitis staying in the emirate during July and Qatar accounting for a 69% month-on-month increase representing 3,307 guests.
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