The agreement was signed by Matthew Dixon, general manager, Corinthia Hotel London and Al Basel senior management led by Basel Al Kasem, managing director and Omar Al Kasem, director-VIP Accounts.
Under terms of the agreement, Al Basel will help promote the hotel across the GCC region particularly targeting VIPs who often travel to London on business and leisure trips. The consultancy firm will also be advising the hotel on marketing initiatives, tools and high-profile events.
Britain has become a major beneficiary of outbound travel from the Gulf region; with residents spending over AED5.2bn in Britain in 2011, reflecting 5% across all spending. The United Kingdom (UK) garnered around 459,000 visits from the GCC in 2011, which demonstrates a 19.8% increase from the previous year. Tourism, as industry experts have revealed, is a major part of the UK economy and makes up at least £115bn (nearly AED679bn) of the country’s GDP.
“We are very confident that the new partnership will play a major role in the hotel’s efforts to attract visitors coming from the GCC region,” said Basel Al Kasem, managing director, Al Basel Consultancy.
“We are looking to target the region’s VIP travelers—businessmen and families who often travel to the UK. Our aim is to promote Corinthia Hotel London as the perfect place to stay in, be it for business or for leisure,” he added.