Arabian Travel Market Preview 2017 by npimedia fz llc

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ATM Preview 2017 ATM 2017 FLOOR PLANS

HIGHLIGHTS FROM THE EVENTS PROGRAMME

THE LATEST EXHIBITOR NEWS

REGIONAL ROUND UPS AND ECONOMIC TRENDS

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WHERE WISE ME N T URNED T HE D E S E RT G RE E N yo u c a n sti l l f i nd the i r a n c i e n t i r r i g a t i o n s y s t e m s , g i vi ng l i f e to a c re s o f p a l m -f ri ng e d tr a n q u i l i t y . L o o k up a nd yo uâ&#x20AC;&#x2122; l l s ee the f rui t o f tho se s et t l er s who m a na g e d to b r i n g w a t er a nd stre ng th wher e o n ce the re wa s o nl y sa n d .

Al Ain Oasis, UNESCO World Heritage Site #InAbuDhabi

Hall: 2 | Stand: ME2115

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Al Ain Oasis, UNESCO World Heritage Site #InAbuDhabi

Hall: 2 | Stand: ME2115

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Experience the beauty of Arabia. With more than 100 hotels from luxury to economy across Middle East. Feel Welcome with AccorHotels.

FEATURED HOTELS LUXURY & UPSCALE HOTELS Sofitel Al Khobar The Corniche www.accorhotels.com/5988

Sofitel Cairo Nile El Gezirah www.accorhotels.com/5307

Sofitel Dubai Jumeirah Beach www.accorhotels.com/6146 Pullman Dubai Creek City Centre www.accorhotels.com/2022

Sofitel Dubai The Palm www.accorhotels.com/6541 Pullman Zamzam Makkah www.accorhotels.com/6036

MIDSCALE HOTELS Mercure Cairo Le Sphinx www.accorhotels.com/1789 Mercure Hurghada www.accorhotels.com/1815 Mercure Luxor Karnak www.accorhotels.com/9805 Novotel Abu Dhabi Gate www.accorhotels.com/6948 Novotel Dubai Al Barsha www.accorhotels.com/6535 Novotel Manama Al Dana Resort www.accorhotels.com/3600 Novotel Sharm El Sheikh www.accorhotels.com/1715

Mercure Grand Hotel Doha City Centre www.accorhotels.com/0546 Mercure Jeddah Al Hamra www.accorhotels.com/9243 Novotel Abu Dhabi Al Bustan www.accorhotels.com/6533 Novotel Cairo 6th of October www.accorhotels.com/3359 Novotel Fujairah www.accorhotels.com/6822 Novotel Riyadh Al Anoud www.accorhotels.com/6532 Novotel World Trade Centre www.accorhotels.com/5261

ECONOMY HOTELS ibis Abu Dhabi Gate www.accorhotels.com/6949

ibis Amman www.accorhotels.com/6313

ibis Dubai Al Barsha www.accorhotels.com/6540 ibis Kuwait Salmiya www.accorhotels.com/5970 ibis Manama Seef www.accorhotels.com/6303 ibis One Central www.accorhotels.com/7080 ibis Styles Dubai Jumeirah www.accorhotels.com/A089

ibis Fujairah www.accorhotels.com/6821 ibis Kuwait Sharq www.accorhotels.com/6169 ibis Muscat www.accorhotels.com/6587 ibis Styles Dubai Dragon Mart www.accorhotels.com/9633 ibis World Trade Centre www.accorhotels.com/3572

Discover destinations... Book your next stay on JOIN OUR GLOBAL LOYALTY PROGRAM AT ACCORHOTELS.COM

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Experience the beauty of Arabia. With more than 100 hotels from luxury to economy across Middle East. Feel Welcome with AccorHotels.

FEATURED HOTELS LUXURY & UPSCALE HOTELS Sofitel Al Khobar The Corniche www.accorhotels.com/5988

Sofitel Cairo Nile El Gezirah www.accorhotels.com/5307

Sofitel Dubai Jumeirah Beach www.accorhotels.com/6146 Pullman Dubai Creek City Centre www.accorhotels.com/2022

Sofitel Dubai The Palm www.accorhotels.com/6541 Pullman Zamzam Makkah www.accorhotels.com/6036

ECONOMY HOTELS ibis Abu Dhabi Gate www.accorhotels.com/6949

ibis Amman www.accorhotels.com/6313

Discover destinations... Book your next stay on JOIN OUR GLOBAL LOYALTY PROGRAM AT ACCORHOTELS.COM

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It takes a village. Katara - our first and most ancient name. Where the worldâ&#x20AC;&#x2122;s cultures come together as one.

Katara Cultural Village, Doha

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It takes a village. Katara - our first and most ancient name. Where the worldâ&#x20AC;&#x2122;s cultures come together as one.

Katara Cultural Village, Doha

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SHOW PREVIEW WELCOME

WELCOME ARABIAN TRAVEL MARKET TO THE 24TH EDITION OF

oday’s traveller has more choice than ever as they look beyond staid leisure programmes and itineraries and actively seek out atypical experiences that deliver a true taste of local heritage and culture. Exploring the landscape, experiencing the wider environment, all in an independent manner that baulks at wholesale monotony. And to this end, the Middle East has an absolute abundance of authentic local experiences to offer, from overnight stays in a stone house in remote Omani villages to a wander around the authentic and labyrinthine Souq Waqif in Doha or alternatively for foodies, a tour of Old Dubai, in search of wholesome local street delicacies. So in our effort to provide a platform to create awareness of how to convert concepts into viable commercial realities, to broaden the appeal of Middle East destinations, increase their visitor numbers and support sustainable economic development, we place a spotlight on ‘Experiential Travel’ at ATM 2017 as the event’s annual theme. To support this year’s theme we have integrated experiential travel across all of our show verticals and encompassed many activities, including focused seminars and roundtable events. Marketing to experiential travellers will be a key part of the ATM Travel Tech seminar programme, while it will be of particular focus in the Wellness Lounge. Discussions on the region’s booming theme park industry will also incorporate the theme, and all of the sessions will feature dedicated exhibitor participation. That’s quite a tall order given that show attendance has grown by over 70 percent since 2012. So, this year will play host to over 2,700 companies, representing more than 82 countries, on the show floor, with over 30,000 visitors expected to come through our doors by the end of the week and a 12th exhibition hall added to satisfy increasing demand.

Simon Press, Senior Exhibition Director, Arabian Travel Market We are delighted to be working with our partners UNWTO and hosting the UNWTO & ATM Ministerial Forum. While other popular features of this year’s show, such as the Buyers’ Club and speed networking, offer excellent opportunities to network and do business with individuals and organisations. ATM is also proud to be hosting the largest gathering of travel and lifestyle bloggers at the Blogger Speed Networking event, where they will be able to network with exhibitors taking part in the show. As always, it only remains for me to extend sincere thanks to His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, Ruler of Dubai, for his continued patronage of Arabian Travel Market, and to you, our exhibitors, sponsors, delegates, speakers and visitors, for your ongoing support of the show and your unwavering commitment to tourism throughout the MENA region. Simon Press Senior Exhibition Director Arabian Travel Market

ATM PREVIEW 2017

HALAL TOURISM

WELCOME

CONTENTS 14

Partners

Floorplan

ATM Highlights

Exhibitor News

Seminar Schedule

Key companies partnering with Arabian Travel Market 2017

An essential show map to help plan your visit

The latest happenings from show exhibitors

Plan your ATM 2017 itinerary with a guide to every event

ATM PREVIEW 2017

The special events to look forward to at this yearâ&#x20AC;&#x2122;s show

FEATURES

Creating the Future

Welcoming the World

The Rise of the Muslim Traveller

Setting A New Course

An Air of Exclusivity

Leaving a lasting legacy after Expo 2020 Dubai

The UNWTO Summit returns to Arabian Travel Market

Halal travel is one to watch

Future strategies for the Gulf aviation industry

Unpacking the modern luxury travel landscape

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CONTENTS

WELCOME

78 70

ATM PREVIEW 2017

Plain Sailing in the Gulf

The Arabian Travel Market Show Preview is

The Near Future

Gateway House 28 The Quadrant, Richmond, Surrey TW9 1DN, United Kingdom Tel: +44 (0) 20 8271 2158, Email: arabian. helpline@reedexpo.co.uk Web: www.arabiantravelmarket.com

Balancing Act

The cruise industry has woken up to the region’s vast potential

Strategies for tourism companies in the digital age

Today’s travel agents are combining technology with the human touch

Experience Counts

The Big Attraction

Responsible Tourism in the Spotlight

published on behalf of:

Arabian Travel Market is owned and protected by Elsevier Properties SA and used under licence. Reed Travel Exhibitions/Reed Exhibitions is a registered trade mark of Reed Elsevier Group PLC.

Published by: npimedia PO Box 500573, Office 704, Executive Heights, Dubai Tel: +971 4 4243640, Fax: +971 4 4327505 Email: enquiries@npimedia.com Web: www.npimedia.com

Delivering that elusive experience for the modern traveller

With amazing new theme parks, the UAE is setting up as a major player

Sustainable solutions in travel

© Copyright This show daily is published under licence by Reed Exhibitions Limited. The copyright in the design and content of the show daily is owned by Reed Exhibitions Limited or its licensors. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form, by any means – electronic, photocopying or otherwise – without the prior permission of Reed Exhibitions Limited.

VISIT NPI AT STAND ME1440All images from

npimedia archive, Corbis Images or supplied

DI-ATM-preview-2017-01-outline.pdf

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ATM 2017 PARTNERS

PARTNERS

Official Partners

Premium Media Partners

Media Partners

ATM PREVIEW 2017

At TIME Hotels, our simple approach to hospitality means that you can always expect to receive the warmest welcome straight from the heart and an uncomplicated yet professional service delivery. Whether for business or leisure, short-stay or long stay, we currently have four different product brands represented across a growing portfolio of properties. To find out more about our present and future prime locations, visit www.timehotels.ae

Weâ&#x20AC;&#x2122;re at ATM 2017! Visit us at stand HC1220

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FLOORPLAN

ATM PREVIEW 2017

HIGHLIGHTS

ON WITH THE SHOW O

ne of the most important fixtures on the industry’s calendar, Arabian Travel Market brings together travel’s brightest and best from all over the world. Exploring the very latest developments, trends and tech, it’s an unmissable date for key players in a wide range of sectors, from hospitality to wellness. This year’s event, at Dubai International Exhibition and Convention Centre, from April 24 to 27, promises to be the best yet with a lively events’ programme that taps into the very pulse of the industry. The theme for this year’s show is experiential travel, recognising the importance of this major trend. Shaping all facets of tourism, the concept stems from a major behavioural shift among travellers and the growing preference for meaningful experiences. Taking a look at the trend in more detail, throughout the show, ATM 2017 is running a host of special events, workshops and seminar

This year’s Arabian Travel Market is packed full of engaging sessions and networking events for the thousands of visitors and exhibitors preparing to attend sessions dedicated to the topic. Elsewhere, ATM’s busy programme brings together leading travel industry figures in a series of networking opportunities and exclusive gatherings that are just some of the highlights from what is sure to be a show to remember. MEET AND GREET As one of the major drivers within experiential travel, the multi-trillion dollar wellness tourism sector is set to be a prominent part of this year’s show. Making a return after a successful debut in 2016, The ATM Wellness &

A lively Travel Tech Show session

ATM PREVIEW 2017

Busy exhibition stands on the ATM show floor

Spa Lounge is an exclusive platform for suppliers to meet new contacts in a dedicated space. The hub for spa and wellness travel professionals will be open for business from April 25 to 26 to host over 35 international health hospitality destinations exhibiting at the lounge – 40 percent more than last year. During the two days, Middle Eastern buyers can attend pre-scheduled appointments with international wellness suppliers. Exhibitors already confirmed include L’Albereta, Swiss Diamond Hotel and Velaa Private Island Maldives, who will be joined by firsttime exhibitors including Radisson Blu 1835 Hotel & Thalasso. Another fantastic place to make new connections during the show is the ATM Buyers’ Club which brings together senior travel industry decision makers. Perfect for networking, building on existing relationships and encouraging new business, the club is getting bigger and better each year. Membership is exclusively for prequalified travel industry professionals and mainly comprises tour operators, travel agents, wholesalers and private travel arrangers with purchasing power. Additional member benefits include pre-show travel discounts and priority exhibitor access to the dedicated onsite

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HIGHLIGHTS

Making connections during last year’s show

Buyers Club Lounge. Following on from the opportunities at the club, the ATM Buyers’ Speed Networking session connects a pool of high calibre senior buyers who are carefully matched with exhibitors for five minute mini-meetings tailored to each of their areas of interest, increasing the scope for successful business outcomes. AN EXPERT VIEW A free-to-attend training opportunity, the ATM Travel Agents’ Academy offers networking and a half-day of training for specialists in the field. There’s a course completion certificate after the educational session, which is taken by industry professionals. The training course will cover topics including destination briefings, sales training and itinerary planning. Elsewhere, one of the most prestigious fixtures on the ATM show schedule, the Leaders’ Breakfast brings together elite figures from the world of business in an exclusive event. The invitation-only gathering welcomes 100 chiefs of private travel organisations, connecting captains of industry from travel and tourism in the region and beyond. After a delicious breakfast, a keynote speech is then given from a high-profile figure such as last year’s speaker, luxury hotelier Sir Rocco Forte. Another much-anticipated session during the show is the ATM Digital Transformation Summit moderated

ATM PREVIEW 2017

ATM 2017 is poised to be bigger than last year’s packed show

by Paul Richer from management consultancy firm, Genesys. The session is set to present the latest advice from technology experts, while the summit takes a look at the ways in which the travel industry can adapt to keep pace with the ever-changing digital landscape. Elsewhere industry game-changer halal travel is also in the spotlight with the inaugural Global Halal Tourism Summit, scheduled to take place on April 26. Seminar sessions will cover areas such as how to sell halal travel and halal destination strategies. Experts set to attend include Faeez Fadhlillah, Co-Founder & CEO of Salam Standard & Tripfez, will look at how the Middle

THE LEADERS’ BREAKFAST BRINGS TOGETHER ELITE FIGURES FROM THE WORLD OF BUSINESS

East benefits from Muslim travel, as well as the sector’s huge outbound potential. Luxury travel also has a place at ATM 2017, with International Luxury Travel Market (ILTM) Arabia. The luxury event will take place at ATM with a series of pre-arranged appointments between high-end buyers and suppliers of extreme luxury products. ATM 2016 facilitated business deals worth US$2.5 billion (AED9.1 billion) and enjoyed an eight percent increase in visitors. Set to make a triumphant return, more than 39,000 travel stakeholders will network and negotiate during one of the most important dates on the tourism industry’s calendar.

EXHIBITOR NEWS

KATARA HOSPITALITY GOES FROM STRENGTH TO STRENGTH

atara Hospitality comes to this year’s Arabian Travel Market with a year of success under its belt, as it continues its industry ascent. The Qatari hotel owner, developer and operator has made waves both at home and abroad with a series of impressive new launches. Highlights so far have included the opening of Murwab brand hotels’ The Hotel Royal Savoy Lausanne in Switzerland, as well as Simaisma and The Avenue in Qatar. Meanwhile, a series of local projects such as the renovation and rebranding of Doha’s Sealine Beach and the launch of the family-friendly Hotel Park continue apace. The company has also introduced Katara Specialities, which is a new vehicle to showcase the Middle Eastern nation’s cuisine within all Katara Hospitality properties Elsewhere, the firm has also made inroads towards the ‘Qatarisation’ of the country’s hospitality industry thanks to an agreement with Qatar University and a partnership with Marriott International. Looking ahead to the rest of this year, the strategy will see Katara Hospitality continue to expand its portfolio both at home and

Raffles Hotel Singapore

internationally. The three-phased renovation of The Ritz-Carlton, Doha will be completed in summer, while the refurbishment of the acclaimed Raffles Hotel Singapore started in February, and should be completed next year. Katara Hospitality Chairman, Sheikh Nawaf Bin Jassim Bin Jabor Al-Thani, said: “Our vision is to change the world of hospitality through investment and innovation to leave an outstanding legacy for future generations, in line with the Qatar National Vision 2030.

“We have strengthened our position as a key player in Qatar’s domestic hospitality industry; and our continuing expansion overseas is establishing Katara Hospitality as an internationally recognised leader in the global luxury hospitality sector.” Hamad Abdulla Al-Mulla, Chief Executive Officer of Katara Hospitality, added: “We expect to complete a range of initiatives that will take us closer to our target of having 60 properties by 2026.”

Anantara announces major new openings Minor Hotels has announced the debut of its luxury Anantara brand in Jeddah, Saudi Arabia and in Zanzibar by 2020. Adding to the company’s international portfolio of 155 hotels, the Anantara Zanzibar Resort will open in 2020 as part of the Zanzibar Amber Resort mixed-use lifestyle community. By 2019, Anantara Jeddah Resort is also scheduled to open on the Obhur waterfront in the city’s upmarket northern district. Offering 226 guest rooms and 102 two- to five-bedroom villas, the Jeddah property is owned by SAB Group and was previously a luxury residential compound. Facilities will include various dining options with both indoor and outdoor seating, fitness and swimming pool areas, a kids and teens club and a library. For business guests there will be a 500 square-metre meeting room, which will be divisible by two, plus two further meeting rooms. The resort will also have two receptions and lobbies, one of which will be specially reserved for VIP arrivals. Spa and wellness will be a major Dillip Rajakarier CEO Minor Hotel Group focus, and there will be a separate

ATM PREVIEW 2017

female and male Anantara Spa and Wellness Centre offering a host of treatments. Elsewhere at the resort, guests will be able to enjoy healthy cooking classes, to complement activities including yoga, pilates and Tai Chi. The resort also plans to offer a regular programme of wellness-focused educational workshops and special events. The Obhur waterfront area is undergoing a significant transformation, anchored by the development of Kingdom Tower, which will open in 2020. William E. Heinecke, Chairman and CEO of Minor International, said: “We are delighted to announce Anantara Jeddah, which represents Minor Hotels’ debut in Saudi Arabia and grows our presence in the GCC to four countries.” Meanwhile, the new resort in Zanzibar will occupy more than 1,000 hectares of prime Indian Ocean coastline in the north east of the island off Tanzania. The luxury waterfront resort will feature 100 guest rooms, alongside 50 one- and two-bedroom pool villas. Leisure facilities will include a luxury spa and wellness centre, a gym, a kids club and a teens club, in addition to three restaurants and bars. There are also plans to introduce marine life and coral to the surrounding ocean to restore and recreate a reef ecosystem.

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Call or WhatsApp Holly McCann on + 971 (0) 506 850 918 to arrange a confidential meeting during ATM. Or email holly.mccann@travelcounsellors.com to receive more information.

EXHIBITOR NEWS

On top form

Riverland™ Dubai

A NEW WAVE OF EXCITEMENT AT DUBAI PARKS AND RESORTS

dding to the incredible offering at the city’s newest mega theme park, Riverland™ Dubai has announced a packed programme of events for the year. The dining and entertainment destination, at the heart of Dubai Parks and Resorts, has already staged a series of exciting events including high-octane extreme sports festival, Xtreme Acts on the River in February, Fairy Tales on the River in March, and Rhythm on the River earlier this month, which brought a weekend full of live music. Looking to the rest of the year, Circus on the River in October promises eclectic acts, workshops and a magical circus show at Riviera Plaza. While November’s Pets on the River is an educational and entertaining festival designed to raise awareness of animal welfare, with pet products, pet food, pet fashion and training sessions. Marcel Hendriks General Manager – Riverland™ Dubai, Dubai Parks and Resorts, said: “We’re confident that the list of activities we’ve planned will appeal to our guests and encourage them to attend every year. Whether you’re a family or a group of friends, you will definitely find an activity that interests you and even be tempted to take part. And while enjoying our year round signature events, guests will also be able to experience Riverland™ Dubai’s retail, dining and entertainment offering and discover this new, unique destination.” Riverland™ Dubai is part of Dubai Parks and Resorts, the region’s largest integrated theme park , which features MOTIONGATE™ Dubai, Bollywood Parks™ Dubai, LEGOLAND® Park and a LEGOLAND® Water Park. Guests can stay at the Lapita™ Hotel, a Polynesian themed family hotel part of the Marriott Autograph® Collection. Expected to open in late 2019, Six Flags Dubai will be the destination’s fourth theme park and the region’s first Six Flags theme park.

TIME Hotels are exhibiting at this year’s Arabian Travel Market, fresh from winning a host of prestigious awards. The independent UAE hospitality brand picked up the plaudits for excellence in environmental responsibility and innovative operations. Since its launch in 2012, TIME Hotels has championed corporate social responsibility and innovative business operations. Mohammed Awadalla, TIME Hotels, CEO, said: “At TIME Hotels we are incredibly proud of our achievements and the success we have enjoyed this year. We differentiate ourselves from our competitors through our commitment to our corporate governance with a strong belief in CSR, particularly health and safety, sustainability, and the environment. We are looking forward to more success in 2017 and beyond.” At the Leaders in Hospitality Awards, TIME Hotels was given Best CSR Initiative for its trailblazing carbon-offsetting programme, which saw 368 tonnes of carbon emissions offset over 12 months from April 2014 to March 2015. TIME is the first hotel group in the region to have established a carbon offsetting scheme. The company, an official ATM 2017 sponsor, was also awarded its second consecutive CSR Label by Dubai Chamber, given in recognition of compliance with CSR requirements set out by the Chamber. Six TIME properties have also been awarded the prestigious Green Key award, which is the leading standard of excellence in the field of environmental responsibility and sustainable operation within the tourism industry. While at the 10th World Luxury Awards in Doha, TIME Oak Hotel & Suite was named Regional Winner of the Luxury Family Hotel category. “These are just some of our recent achievements. At TIME Oak Hotel & Suites in Barsha Heights, now a member of Emirates Green Building Council, we launched the Urban Garden project. The garden shows people how to grow herbs and vegetables in a challenging climate. This works hand in hand with our Slow Food initiative, a commitment to sourcing produce and ingredients within a 3,000-kilometre radius of Dubai,” added Awadalla.

The TIME Hotels team celebrate their win

ATM PREVIEW 2017

Getaways for the

R E A L YO U

Join us at the Arabian Travel Market 2017 and explore our collection of properties in Dubai, Seychelles and the Maldives that offer heartfelt hospitality for unique experiences.

Visit us at Stand Number HC0400 - Sheikh Saeed Arena. jaresortshotels.com

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/JAresortshotels

@JAresorts

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SEMINAR SCHEDULE - GLOBAL STAGE

Seminar Schedule 2017 UNWTO & ATM MINISTERIAL FORUM:

The forum will bring together Ministers of Tourism and industry leaders in the MENA region to consider ways to capitalise on tourism growth in the region while building a sustainable ecosystem.

TOURISM’S CONTRIBUTION TO SUSTAINABLE ECONOMIC GROWTH AND DIVERSIFICATION IN THE MENA REGION

AL MULTAQUA BALLROOM , MONDAY, 24 APRIL, 15.30 - 17.30 OPENING SESSION: 15.30-16.00

PRIVATE SECTOR

Mr. Simon Press, Senior Exhibition Director, Reed Exhibitions, Taleb Rifai, Secre-

Mr. Vijay Poonoosamy, Vice president, Etihad Airways

tary-General, World Tourism Organization (UNWTO), H.E. Mr.Sultan bin Mr.Saeed

Mr. Adel Al Redha, Executive Vice President & Chief Operations Officer, Emir-

Al Mansouri, Minister of Economy of the United Arab Emirates.

ates Airline Mr. Eyad Jasim Al Kharafi, Chairman of Traveler´s Guild, Al Kharafi Group, Kuwait Mr. Antonio Peña, Director, JSF T&T School

Panel Debate: 16.00-17.20 MINISTERS/HEADS OF NTAS AND NTOS

Mr. Abdullah Bin Nasser Al Dawood, CEO, Al Tayyar Group

Shaikh Khaled Bin Hmoud Al Khalifa, Executive Director for Bahrain Authority for

Mr. Ivan Jakovljevic, Travel Industry Director, MENA region, Google

Tourism and Exhibitions, Bahrain

Mr. Yousef Wahbah, Partner & Leader, Real Estate & Hospitality, MENA region,

H.E. Mr. Mohamed Yehia Rashed, Minister of Tourism of Egypt

Ernst & Young

H.E. Mr. Avedis Guidanian , Minister of Tourism of Lebanon,

Mr. Antonio Lopez de Avila, UNWTO Advisor on Technology and Innovation

Mrs. Maitha Saif Majid Al Mahrouqi, Undersecretary for the Ministry of Tour-

Mr. Carl Obst, Director, Institute for the Development of Environmental-Economic

ism, Oman

Accounting (IDEEA)

H.E. Mrs. Salma Elloumi Rekik, Minister of Tourism and handicrafts of Tunisia

Mr. Antoine Medawar, Vice president for the MENA Region, AMADEUS

Mr. Mohammed K. Al Muhairi, Undersecretary for Tourism, Ministry of Economy of United Arab Emirates

Moderator:

Mr. Haitham Mattar, CEO and Head of Tourism Development Authority, Ras

Becky Anderson, CNN International

Al-Khaimah Tourism Development Authority, United Arab Emirates

17.20 - 17.30 Conclusions and Closing Remarks by Taleb Rifai, Secretary-General, World Tourism Organization (UNWTO)

GLOBAL STAGE

MONDAY 24TH APRIL 13:50 - 14:50

CAPITALISING ON EXPERIENTIAL

The opening session will look at the role Expo 2020 Dubai plays in

TRAVEL: CHINA & INDIA MEGA

delivering the UAE government’s long-term vision for economic

SOURCE MARKETS

diversification. High-level government and private-sector stake-

As Middle East oil economies recover from a challenging period,

holders to discuss how the mega event will leave an enduring

tourism is at the core of strategic growth plans for governments

legacy for the country and contribute to its goal of becoming a

across the region. As a result, promotional activities to attract

knowledge economy and a leading global tourism destination.

more visitors from two of the biggest potential inbound source

The panel will outline the true impact of Expo on the UAE and the

markets, China and India, have increased. To capitalise, stake-

wider GCC’s travel, tourism and aviation industries. They will also

holders in the tourism and hospitality industries are preparing to

consider the big picture infrastructure and investments planned

cater to these markets, which present challenges and benefits.

for the next 10 to 15 years, from airports to cities-within-cities,

This session brings together experts in Chinese and Indian travel

that are all part of the UAE’s ambitious masterplan for growth.

markets, as well as the hospitality industry, to shed light on how

Moderator: Richard Dean, UAE Broadcast Professional,

best to build competitive products and maximise the return on

Dubai Eye 103.8

investment from these mega source markets. Strategic market-

 Speakers: Marjan Faraidooni, Senior Vice President, Legacy

ing and hotel asset management are some of the subject areas

12:30 - 13:30

EXPO 2020 DUBAI: THE LEGACY

under the spotlight.

Impact & Development, Expo 2020 Dubai; Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (Dubai

 Moderator: Ben Thompson, BBC Business Live presenter,

 Speakers: Filippo Sona, Director, Head of Hotels MENA Region,

BBC World News

Tourism); Anita Mehra, SVP Communications & Reputation, Dubai Airports; Deirdre Wells OBE, CEO, UKinbound

Colliers International. Azeez Narain, Associate Vice PresidentDevelopment, Taj Hotels, Resorts and Palaces; Debrah Dhugga, Managing Director, DUKES COLLECTION

ATM PREVIEW 2017

TUESDAY 25TH APRIL 11:00 - 12:00

BUSINESS TRAVEL AND THE SHARING ECONOMY:

ask local and global luxury travel specialists for their predictions

PROS AND CONS

on the top trends across guest experience, service, destinations

How is the new sharing economy trend, led by the likes of Careem

and hotel design.

and Airbnb, impacting business travel? Are business travellers

embracing this trend and if so, what are the pros and cons? Panel-

Speakers: Bruce Ryde, Head of Luxury and Lifestyle Brand,

AMEA, IHG; Linda Celestino, VP Guest Experience, Etihad Airways

lists discuss how the sharing economy is disrupting business travel, particularly in the Middle East, and what the future holds. With business and leisure travel becoming increasingly blended into one ‘bleisure’ experience, will the sharing economy become even

15:00 - 16:00

For many hoteliers and other travel businesses, they bring a new route to market, galvanising the sector. But are they driving down

Moderator: Karen Osman, Managing Director, Travel Ink

profits and making it harder for smaller businesses? Our panel

 Speakers: Bassel Al Nahlaoui – VP Business Development

of OTAs and hoteliers offers a snapshot of the current dynamic

& Government Relations, Careem; Rabih Saab, President and Managing Director, Europe, Africa, and Middle East, Travelport 12:20 - 13:20

around OTAs in the Middle East, and attempts to map the future.

Moderator: Dan Pearce, Managing Director, TTG

Speakers: Paula de Keijzer, Senior Director, Middle East, Africa

RIDING THE WAVE OF CRUISE TOURISM

and Indian Ocean, Expedia; Amer Al Halabi, Regional Manager,

The GCC’s cruise industry is going from strength to strength, with

HotelsCombined

new ships homeporting in the UAE and more cruise lines adding the GCC to their itineraries every year. The region is gearing up for more cruise business by building new ports or terminals and

16:20 - 17:20

THE REAL DEAL: WHY SELLING LOCAL

relaxing visa restrictions. Dubai alone is targeting one million cruise

EXPERIENCES MATTERS

tourists by 2020 as the expansion of Mina Rashid gets underway.

Today’s travellers are seeking authentic destination experiences. They want to discover traditional cuisine, stay in real

Our cruise experts discuss the potential to grow the industry in

houses, shop in the back streets, immerse in the culture, try

the GCC, as well as taking a look at the best ways to attract more

off-the-beaten track adventures, take ‘insider’ tours and live

cruise lines, by improving infrastructure, destination experiences

like locals. The rise of peer-to-peer booking sites like airbnb

and travel industry support.

and local experiences portal, Triip.me, has proven this. Our

 Moderator: Gemma Greenwood, Director, Content Inc

panellists give tips on how Middle East destinations can adapt

 Speakers: Hamad Mohammed Bin Mejren, Senior Vice Presi-

to this trend. What steps have destinations taken to sell ‘the

dent, Dubai’s Department of Tourism and Commerce Marketing

real Middle East’ and how can they further enhance their expe-

(Dubai Tourism); Helen Beck, Vice President, International Sales

riential travel offering.

& Marketing, Crystal Cruises; Lakshmi Durai, CEO, Travel Matrix, representative for Celebrity Cruises; Bo Larsen, Senior Vice President Strategic Partnerships, Cruise Lines International Association 13:40 - 14:40

OTAS: THE FUTURE OF TRAVEL?

The OTA giants are growing rapidly throughout the Middle East.

more popular? How should business travel specialists adapt?

Moderator: Rhea Saran, Editor-in-Chief Conde Nast Traveller

Moderator: Karen Osman, Managing Director, Travel Ink

 Speakers: Simon Casson, President – Hotel Operations Europe, Middle East & Africa, Four Seasons; Saif Saeed Ghobash, Director General, Abu Dhabi Tourism & Culture Authority;

THE FUTURE OF LUXURY TRAVEL

Andy Levey, Head of Marketing, La Perle by Dragone.

What will the future of the luxury travel landscape look like? We

WEDNESDAY 26TH APRIL 15:00 - 16:00

11:00 - 12:00

INTERVIEW WITH JAAN ALBRECHT, CEO,

SAUDI ARABIAN AIRLINES GROUP

A first for ATM, the live interview will explore Saudia’s

considerable investments in new fleet and product innovations,

Don't miss the opportunity to

H EAR FROM LEADING ASIAN AIRLINE MALAYSIA AIRLINES!

as well as the launch of low-cost subsidiary FlyaDeal

hear from the CEO of Malay-

Moderator: John Strickland, Director, JLS Consulting

sia Airlines. Interviewed by

12:20 - 14:40

ATM GLOBAL HALAL TOURISM SUMMIT

what topics are top of the

The inaugural ATM Global Halal Tourism Summit brings together

agenda for this airline and

the world’s leading Muslim Travel experts to discuss this fast-

about the importance of the

growing sector, worth US$145 billion in 2015, according to Thom-

Gulf market for them. It's sure

son Reuters. Its value is tipped to hit US$233 billion by 2020.

to be an interesting discus-

John Strickland we will learn

sion so don't miss it!

Moderator: Gemma Greenwood, Director, Content Inc

Speakers: Opening session: Halal Tourism-The Big Picture: Faeez Fadhlillah, Co-Founder & CEO, Salam Standard & Tripfez; Ali Manzoor, Associate Partner, Knight Frank: Mr Zulkifly Md

Moderator: John Strickland, Director, JLS Consulting

 Speaker:Peter Bellew, CEO, Malaysia Airlines;

Said, Director General, Islamic Tourism Centre (ITC), Malaysia;

16:20 - 17:20

Enver Cebi, Chief Operating Officer, Halalbooking.com. Session

We take a look at millennials from major outbound tourism markets

two: Halal destination strategies revealed: YBHG Datuk Musa

MILLENIALS: RE-WRITING GLOBAL TOURISM – China, France, Germany, the UK and the US. With an affinity for

HJ Yusof, Senior Director International Promotion Division (Asia,

world travel, millennials also favour individualism, experience and

Africa), Tourism Malaysia; Riyanto Sofyan, Head of the Team for

local exploration, booking on mobile apps and online. YouGov

Accelerated Development of Halal Tourism, Ministry of Tourism

has drawn on data from members of its global research panel to better understand how millennials plan and execute travel.

Indonesia, Mr Takao Yamamoto, Director Middle East, Kyoto City Tourism Office / Kyoto Convention & Visitors Bureau. Session three: How to Sell Halal Travel: Rafi-uddin Shikoh, Managing Director,

Moderator: Scott Booth, Senior Research Director-Head of

Data Products-MENA, YouGov

DinarStandard; Nabeel Shariff, Serendipity Tailormade and Luxury

Speakers: Ali Hashmi, Industry Manager, Travel MENA Google;

Halal Travel; Naeem Patelia, Travel Consultant, Travel Counsellors

Damian Bohmer, Senior Director Commercial-Middle East & Africa,

UAE; Nehme Imad Darwiche, CEO Jannah Hotels and Resorts.

IHG

ATM PREVIEW 2017

SEMINAR SCHEDULE - TRAVEL TECH THEATRE

TRAVEL TECH THEATRE MONDAY 24TH APRIL

13:10 - 14:10

AMADEUS: HOW TO ACHIEVE

what it means for travel brands. MENA specific audience insights

ONLINE SUCCESS FOR TRAVEL AGENCIES

will also shed light on how to approach planning for Twitter in the

14:30 - 15:30

THE POWER OF TECHNOLOGY IN THE AGE OF THE

NEW DIGITAL TRAVELLER

region, while some best in class examples of activations from around the world will also be showcased and discussed.  Keynote Speaker: Ahmad Absi, Client Partner, Twitter

In today’s continuously growing digital landscape, reaching potential travellers is becoming more complex. Audiences are

17:10 - 17:55

ORGANIC INFLUENCE – A NEW PARADIGM IN

consuming more content on mobile than ever before, and brands

TOURISM AND DESTINATION MARKETING

are faced with the challenge of capturing travellers’ imagination.

Digital transformation and disruption are prominent themes in

In this session, Andrew van der Feltz of Expedia Media Solutions

tourism and destination marketing. The digital influencer as a

will discuss how brands and destinations can make use of insights

paid promoter with reach on a particular platform is already

from custom research in areas including online traveller behav-

seen as a blunt tool. Travellers expect a seamless, personal-

iour, trends in content consumption, device usage, destination

ised experience, from planning all the way to writing reviews,

decision influences and booking habits.

and can be ambassadors or critics. Competitive advantage

Keynote Speaker: Andrew van der Feltz,

comes from listening to the voices that matter. LexisNexis

Senior Director, EMEA, Expedia Media Solutions

Media Intelligence, with Talkwalker Social Media Analytics,

15:50 - 16:50

TWITTER CONNECTS THE TRAVEL AUDIENCE WITH

show how data analytics helps to plan highly targeted messaging through organic influencers, looking at responsible tourism in the Expo2020 context.

#WHATSHAPPENING Twitter lives in every part of the travel user journey, from dreaming

Speakers: Valentin Naidja, Sales EMEA & APC, Talkwalker;

to planning, booking, experiencing and sharing. This presentation

delves into the discovery mindset of the Twitter audience, and

LexisNexis

Thomas Stoeckle, Head of Strategic Business Development,

TUESDAY 25TH APRIL 10:30 - 12:30

ATM DIGITAL TRANSFORMATION SUMMIT

Digital Transformation is the number one goal for every travel and tourism organisation but what does it mean? Hear from speakers transforming travel businesses.  Moderator: Paul Richer, Senior Partner, Genesys Digital Transformation  Speakers: Toni Portmann, Chief Executive Officer, DHISCO; Jón Árni Bragason, Chief Operating Officer, TripCreator; Richard Lewis, Partnerships Director Travel and Tourism, what3words; Benjo Van Laar Hoven, Chief Executive Officer, Prizm; Dimitri Metaxas, Regional Executive Director-Specialist CompaBloggers Association; Amanda Ponzio Mouttaki, Publisher,

nies, Omnicom Media Group MENA

MarocMama.com

12:50 - 13:50

SABRE CORPORATION: BLURRING THE LINES

IN ONLINE AND OFFLINE TRAVEL

15:30 - 17:00

In this session we will explore the evolving world of travel, online

The #DTTT is back with the biggest Content Market-

and offline, looking at the opportunities new capabilities

ing Trends of 2017, presenting fresh ideas from Content

in retailing, merchandising and personalisation will bring, how

| Campus in Copenhagen. Guests, including heavy-

emerging technologies like artificial will change the game,

weights in the digital field, share their thoughts on success-

and how travel businesses can remain competitive,

ful content marketing. Where should brands be? How

Moderator: Rashi Sen, Editor, TTN

can they create a strong brand and share stories through amazing content? How has social shaken things up?

 Speakers: Antonella Vecchio, VP Online and Land & Sea,

Moderator: Nick Hall, Founder and

Sabre Travel Network Raymond Vrijenhoek, CEO, Otravo; Dean

CEO, Digital TourismThink Tank

Bibb, Interim SVP EMEA, Sabre Travel Network; Bader AL Bader, President, Rehlat Travel

Speakers: Ali Hashmi, Industry Manager, Travel MENA Google; Danish Farhan, Founder, Xisché & co.

14:10 - 15:10

THE TRAVEL EXPERIENCES EVERYBODY

WANTS TO HEAR (BUT NOBODY IS TALKING ABOUT)

Social media and blogging are the ideal mediums for telling expe-

17:15 - 18:00

REVINATE: WINNING GUEST ENGAGEMENT

STRATEGIES TO INCREASE REVENUE

riential travel stories. How do you promote a travel brand not on

Direct bookers are more profitable: how can you shift higher-cost

the usual tourist routes? How can experiences in lesser travelled

bookers to your channels while at the same time creating stronger

destinations be used to change perceptions?

relationships with your guests? This session will showcase real-

 Moderator: Shane Dallas, Social Media Specialist & Travel

world, best practices of hotels who are implementing strategies

Photographer, The Travel Camel  Speakers: Matt Gibson, President, Professional Travel

BIGGEST CONTENT MARKETING TRENDS OF 2017

ATM PREVIEW 2017

to increase their direct business and drive revenue.  Keynote Speaker: Kenny Lee, VP Marketing, Revinate

19433 WTM Portfolio Ad Resize - ATM Preview.qxp_19433 WTM Portfolio Ad Resize - ATM Preview 06/03/2017 11:44 Page 1

World Travel Market creates personal and business opportunities through its leading events and industry networks. By providing a global reach with a regional focus WTM delivers quality contacts, content and communities.

Facilitated

$7billion in industry deals in 2016

Brought together over

100,000 travel professionals

From

186 countries

The World Travel Market logo and WTM are trademarks of RELX Intellectual properties SA, used under license. Organised by:

wtm.com Untitled-8 1

3/6/17 5:10 PM

SEMINAR SCHEDULE - TRAVEL GLOBALTECH STAGETHEATRE

WEDNESDAY 26TH APRIL

10:30 - 11:30

PHOCUSWRIGHT FAST TRACK: GLOBAL OVERVIEW

AND MIDDLE EAST MARKET PANEL DISCUSSION

Fast-paced mini-sessions leverage Phocuswright’s travel industry

 Moderator: Shane Dallas, Social Media Specialist & Travel Photographer, The Travel Camel  Speakers: Alona Ballard, Blogger and Vlogger, Honey I’m The Desert.com; Mitch Hyde, Co-founder of AdventureFaktory; Thuymi

research and event expertise. Learn from recent Phocuswright

Do, Co-founder of AdventureFaktory; Jeff Johns, Founder, What

research about the global online travel market – including analy-

Doesn’t Suck?

sis, data and charts – with European market specialist, Florence Kaci. A panel discussion follows with and key industry players.

Moderator: Cristina Polo, Research Specialist, Middle East

14:30 - 16:30

THE SHIFT TO DIGITALISATION:

Phocuswright Inc.

FROM TARGETING TO TALENT?

 Speakers: Florence Kaci, Director, Sales, EMEA and Euro-

In this session we’re going to look at why transformation really

pean Market Specialist, Phocuswright Inc; Paul Mulcahy, Senior

matters to all businesses, from global multi-nationals to local SMEs,

Vice President Commercial Mövenpick Hotels & Resorts;

as the race to adapt and be more creative is on in winning custom-

Claudio Roscigno, Regional Director, Middle East & North Africa,

ers. Nick Hall, from the #DTTT will look at how they’ve worked at

Preferred Hotels & Resorts

both ends of the scale, transforming the SMEs in a destination to be strong in digital, to transforming marketing teams of major

11:50 - 12:50

USING TECHNOLOGY AND STORYTELLING

leaders to change the way they work.

TO CREATE IMMERSIVE MARKETING EXPERIENCES

 Moderator: Nick Hall, Founder and CEO, Digital Tourism

Content marketing has changed the way we sell travel, and technology is constantly providing new ways to create immersive travel

Think Tank

 Speakers: Avi Arya, CEO, Internet Moguls; Joshua Beckwith, Sales Director, Sojern

experiences for consumers. This panel will discuss how technologies old and new are used to virtually transport consumers to your destination and sell them your product.

16:50 - 17:50

 Moderator : Matt Gibson, President, Professional Travel

This session looks at how travel agents are evolving to better

Bloggers Association

THE NEW-AGE TRAVEL AGENT meet the rising needs of today’s traveller. They’ve realised the transactional model doesn’t work anymore and are becoming

 Speakers: Elena Nikolova, Editor, MuslimTravelGirl; Amanda

increasingly focused on end-to-end customer experience, acting

Ponzio Mouttaki, Publisher, MarcocMama.com

in part as concierge, advisor and confidant. We ask panellists what

13:10 - 14:10

HOW TO MAKE TRAVEL VIDEOS

steps agents must take to stay relevant to customers; how they

THAT WILL WIN THE INTERNET

can focus on in-depth conversations via a range of channels, and

In any given month over 100 million of YouTube’s unique visitors are travellers and 60 percent of them narrow down their brand, destination, or activity choices based on the videos they view. As

how to tailor products and services.

Moderator: Dan Pearce, Managing Director, TTG UK

 Speakers: Ernesto Sanchez Beaumont, Head of Commercial

internet speeds and the accessibility of video increases, so will its influence on travel purchase decisions. This panel of popular

Strategy and Business Management, Amadeus MENA; Peter Whittle, Director Global Sales, Traveltek Group Ltd

travel vloggers will share their tips for making videos that inspire travel consumers.

TRAVEL AGENTS ̓ ACADEMY HALL 1, THURSDAY 27 APRIL, MORNING SESSION 10:00, AFTERNOON SESSION 13.30 The ATM Travel Agents’ Academy is a series of 2 half day programmes of free training and networking specifically aimed at Travel Agents who are attending ATM. The programme will cover: Destination briefings, Sales training by InLearning and Itinerary planning by TRS Consulting. Host: Dave Crane, motivational speaker Speakers: Rohit Bassi, Managing Director, In Learning, Sundar Vasudaven, Principal Consultant,TRS Consulting.

THURSDAY 27TH APRIL 10:30 - 11:00 THE EVOLUTION OF EXPERIENTIAL TRAVEL:

and market tourism products to appeal to experiential travellers

‘EXPERIENCER/IMMERSER’ PARADIGM

• Sizing up the experiential traveller segment

The travel world has witnessed a shift from check-box destination

• Understanding immersive travel and how it differs for Luxury,

visits to holistic immersive experiential travel. This traveller behav-

Affordable Luxury, Mid-market & Bleisure travellers

iour trend is shaping destination, airline, culinary and spending

• Unravelling the role of social media & technology

choice patterns. In this session, we explore how the travel and

• Implications for adventure, theme parks, culture and wellness

hospitality industry can unleash experiential travel potential with

tourism product marketers

renowned expert in travel and tourism research Milind Samant.

 Keynote Speaker: Milind Samant, General Manager and

This session will also unravel the traveller trends powered by a

Executive Director, Feedback Market Research Middle East

2017 survey conducted by Feedback covering -

ATM PREVIEW 2017

• How the travel and hospitality industry can design, personalise

EVOLVING FROM ‘VISITOR’ TO THE

IMMERSE YOURSELF IN THAI-INSPIRED LUXURY ON DUBAI’S ICONIC PALM JUMEIRAH.

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Untitled-4 1

3/5/17 4:24 PM

SEMINAR SCHEDULE - SHOWCASE THEATRE

SHOWCASE THEATRE MONDAY 24TH APRIL 12:45 - 13:15 13:30 - 14:00

15:15 - 15:45

AMADEUS: MOBILE IN TRAVEL

HOW AND WHY TO REACH GENERATION Z

Generation Z is the new ‘must watch’ consumer segment – the under 19s demographic is already worth US$44 billion to the travel

RE-DEFINING LIFSTYLE HOTELS IN THE AIRBNB ERA

Boutique or lifestyle hotels have become homogenous; all offer-

industry. This session looks at this sector’s traits, behaviours and

ing social spaces, free WiFi connectivity and so-called off-the-

ambitions – how do Gen Z-ers browse and book travel options and

wall design and F&B concepts to attract Millennials. Our panel of

what type of experiential travel activities do they aspire to? Moderator: Patrick Ryan, Editor, Hotel News, BNC Publishing

experts discuss reinvention strategies, and examples of hotels brands that are re-imagining the boutique concept well.

Speakers: Nila Pendarovski, Hotel Manager, Rove Downtown,

Moderator: Crystal Chesters, Group Editor, Hospitality,

Dubai; Alex Schneider, General manager, Nikki Beach; David Allan,

BNC Publishing

Cluster manager, Radisson Blu Dubai Waterfront and Radisson

Speakers: Michel Nader, Area manager, Starwood Hotels

Blu Canal View

Abu Dhabi / GM Manager Aloft Abu Dhabi: Ms. Prachoom Tanti

Prasertsuk, VP of Sales & Marketing, Dusit International: Anke

16:00 - 16:30

WOMEN IN TRAVEL LEADERS INTERVIEW

Glaessing, GM, Vida Downtown Dubai

A conversation with Suhair Mohammed Saleh, Director Human

14:15 - 15:00

MIDDLE EAST HOTEL SUPPLY DEVELOPMENT

Resources, Gulf Air. The interview will focus on her experiences as a female leader in the region: How did she get to where she is today? What obstacles did she face?

The region’s hotel supply has grown rapidly in recent years, and STR’s pipeline data shows that this growth is not slow-

 Moderator: Rick White, Managing Partner, Dunleavy White

ing. Philip Wooller, Middle East & Africa Area Director for STR,

Speakers: Suhair Mohammed Saleh, Director Human

will lead a panel discussion with local experts to discuss chal-

Resources, Gulf Air

lenges and opportunities in the market as it continues to expand.  Moderator: Philip Wooller, Area Director, Middle East and

16:30 - 17:15

WOMEN IN TRAVEL ENTREPRENEURSHIP PANEL

Africa, STR

What does the female entrepreneurship landscape look like in the

Speakers: Guy Wilkinson, Chief Operating Officer, PCFC

region? If you are interested in entrepreneurship, thinking about

Hotels; Grant Salter, Director, Head of Travel, Hospitality and

launching a business or have a business already, join this session

Leisure Advisory Middle East Region, Deloitte; Costas Verginis,

Vice President Lodging Development, Marriott International

for inspiration, tips and practical answers.

Moderator: Alessandra Alonso, Chief Mentor, Everyday Mentor

Speakers: Shabnam Bahrami CEO, Silk Road Tour & Travel

Agency, Iran; Manal Kelig Ph.D, Co- Founder GWE Group for

Responsible Travel & Sustainable Tourism Development,

Egypt; Zayna Al Hamarneh, CEO & Co-Founder of MODE

Marketing & PR, Jordan

17:15 - 18:00

WOMEN IN TRAVEL NETWORKING

TUESDAY 25TH APRIL 10:30 - 11:00

in the region. Hear from businesses about what they do, why

AMADEUS PAYMENTS

they do it and why Responsible Tourism makes business sense.

11:15 - 11:45

TOURISM, LEISURE & ENTERTAINMENT

POTENTIAL IN THE MIDDLE EAST

 Moderator: Harold Goodwin, WTM Responsible Tourism Advisor

The Middle East is home to some of the world’s biggest and fastest

Speakers: Tamara Withers, Corporate Sustainability Manager,

growing tourist cities. While tourism demand drivers are in place,

WWF; Peter Stubbs, Director of Compliance, Jumeirah Group &

the changing profile of tourists means stakeholders need to align

Corporate; Warren Baverstock, Aquarium Operations Manager,

their offering to ensure the region’s cities are able to capture a

The Aquarium & Dubai Turtle Rehabilitation Project, Burj Al Arab

growing share of tourism spend. This session aims to provide an

Jumeirah

understanding of the growth potential from various tourist source

markets, exploring visitor demographics, spending behaviour,

13:45 - 14:30

regional leisure offerings and how to package leisure offerings

The Middle East and North Africa has a rich cultural heritage. A

to match the changing visitor profile.

region rich in archaeology, artefacts and built heritage. As tour-

Keynote Speaker: Mrinal Anand, Senior Manager,

ists seek meaningful engagement with local cultures, we look at three examples of the ways in which tourism benefits from cultural

PricewaterhouseCoopers 12:00 - 12:30

heritage and contributes to its maintenance. AMADEUS TECHNOLOGY OF THE FUTURE

 Moderator: Harold Goodwin, WTM Responsible Tourism

12:45 - 13:30

WHAT DOES RESPONSIBLE TOURISM

Speakers: Arva Ahmed, Chief Executive Muncher,

MEAN FOR MENA?

Frying Pan Tourism; Dr PV Ramana Murthy, Senior Vice President,

Global Head-Human Resources, Taj Hotels Resorts and Palaces

Advisor

The business case for Responsible Tourism and its successes

CULTURE AND TOURISM

ATM PREVIEW 2017

#HomeOf The Bosphorus, Turkey

Untitled-24 1

4/9/17 10:48 AM

SEMINAR SCHEDULE - SHOWCASE THEATRE 14:45 - 17:30

WELLNESS SYMPOSIUM AT

ARABIAN TRAVEL MARKET HOSTED BY GWI

 Speakers: Anne Dimon, CEO, Travel to Wellness, Canada;

Helen Greenhow, Product Director, Wellbeing Escapes Ltd,

Organised by the Global Wellness Institute, this special session

United Kingdom; Elisabeth Ixmeier, PhD, Co-Founder & CCO,

will bring together analysts, property owners/developers and

Healing Hotels of the World, Germany; Ingo Schweder, CEO,

government representatives to present the latest research and

GOCO Hospitality, Thailand; Andrew Gibson, VP, Well Being Luxury

trends for the Middle Eastern wellness travel market - now worth

Brands, Accor Hotels, United Arab Emirates; Dr. Maria Ridao

US$8.3 billion and growing. Unreleased research on the Middle

Alonso, Specialist Preventative & Traditional Chinese Medicine,

East and UAE wellness tourism and spa markets will be unveiled.

Dubai Herbal & Treatment Centre, United Arab Emirates; Paul

This research and strategy session is designed to provide the vital

Hawko, Director of Talise SPA Operations, Jumeirah, United Arab

information to broaden the understanding of how to attract well-

Emirates; Daniella Russell, Managing Director, DR Spa & Wellness

ness travellers to the Middle East.

Solutions, United Arab Emirates

 Moderator: Susie Ellis, Chairman and CEO, Global Wellness Institute and Dr Franz Linser, Founder and CEO, Linser Hospitality GmbH

WEDNESDAY 26TH APRIL

10:10 - 10:40

AMADEUS AND START UPS

11:00 - 12:00

TTN AND AUDIENCE ALIVE- PECHA

Speakers: Dr Federica Busa, Director Theme Development,

KUCHA TRAVEL AGENT COMPETITION

Expo 2020 Dubai: Professor David Russell, The Russell Partner

20 slides, 20 seconds, 20 questions. Aimed at travel agents,

ship (UK) Limited; Samantha Annandale, CEO, Verde Hotels

South Africa; Solaiman Al Rifai, Senior Project Manager,

Tourism Development and Investments, Dubai Tourism

15:15 - 15:45

SABRE HOSPITALITY SOLUTIONS: THE

MOST COMMON PITFALLS OF HOTEL WEBSITES

 Moderator: Harold Goodwin, WTM Responsible Tourism Advisor

companies and destinations will be showcased through Pecha Kucha style presentations followed by a 20 question quiz with prizes up for grabs.  Moderator: Zamir Uddin, Presentologist at Audience Alive Destinations/companies: Taiwan Czech Tourism,

Join us for a deep dive into the digital arena with top digital experts

South Africa, Travelport

12:30 - 13:00

TRAVELPASS: THE EFFECT OF NEW BUSINESS

MODELS ON HOW AIR TRAVEL IS PURCHASED

in the hospitality industry. If your hotel website is not performing, this seminar is a must.  Keynote Speaker: Robert Dawson, Vice President, Digital Experience, Sabre Hospitality Solutions

Purchasing models are changing, you only need to look at music, films and mobile communications to see subscription as the preferred charging mechanism. Now, it is happening in aviation

16:00 - 16:30

HOW CAN DESTINATIONS IN MENA TAP

too. Subscription travel drives higher revenues by capturing a

INTO THE GROWING SPA AND WELLNESS MARKET

larger share of each customer’s business and is faster, more flex-

PwC will shed light on potential opportunities such and key demand trends to consider within the upcoming regional spa and wellness

ible, and easier for the traveller which drives loyalty. Come and hear how it can be deployed. Keynote Speaker: David Taylor, Senior Vice President, Busi-

market.  Keynote Speaker: Sanjana Gandhi, Senior Manager-Deals, Strategy (Real Estate and Hospitality), PWC

ness Development, TravelPass

16:45 - 17:15

NEC PAYMENTS: USING IMMEDIATE VIRTUAL

2017 presents a much more challenging picture for the region’s

PAYMENT TO IMPROVE ADMINISTRATION,

airlines, with political and economic instability key factors. Industry

SAVE COSTS AND GENERATE NEW REVENUES

consultant John Strickland will present an insight into the outlook

Making and reconciling outgoing payments to suppliers in the

13:15 - 14:00

TOUGH TIMES AHEAD FOR THE AIRLINE INDUSTRY?

for airlines in 2017, and the years ahead.

travel industry can be a costly and time consuming process, and

Keynote Speaker: :John Strickland, Director, JLS Consulting

many of the traditional payment methods suffer from operational

14:15 - 15:00

SUSTAINABILITY IN MENA 2015-2020

an immediate virtual payment to each airline or accommodation

2017 is the United Nations International Year of Sustainable Devel-

booking; capture all of the information that you need to improve

and cost drawbacks. This presentation will show you how to link

reconciliation and business information reporting; and turn a cost

opment through Tourism and in 2020 Dubai will host the Expo. One of the three themes of the Expo is sustainability, looking at ways that we can pursue progress without compromising the

centre into a revenue stream.  Speaker: Nissrin Damdam, Head of Business Development, NEC Payments

fundamental needs of future generations. Panellists will explore what the idea of sustainability means for tourism businesses.

THURSDAY 27TH APRIL

10:30 - 11:00

TRIP CREATOR: TRIP PLANNING IN THE DIGITAL AGE

What are some of the challenges facing Travel Agencies, Airlines

 Keynote speaker: Christophe de Bruyn, CEO, THR Innova-

and Travelers when planning trips in the digital age? Is it the

digital online availability of accomodation, transportation, tours

and activities and points of interest, or is the planning itself?

12:00 - 12:30

TINK LABS/HANDY: SMART TECHNOLOGY AND THE

What can we do to solve those problems?

TRAVEL REVOLUTION

Keynote Speaker: Jón Árni Bragason, COO, TripCreator

Travellers want a localised travel experience, with destination

11:15 - 11:45

DEVELOPMENT OF NEW GENERATION

MIXED-USED RESORTS

This presentation aims to explain the way resorts could succeed. tive Tourism Advisors

information at their fingertips. With advances in smart mobile technology, hoteliers can empower their guests to do just this, increasing the hotel footprint at the same time.

The development of resorts is a high risk business and the industry

Keynote Speaker: Jean-Pierre Aramouni, Managing

is increasingly competitive. Having excellent facilities is not enough.

Director, Handy/Tink Labs

ATM PREVIEW 2017

THE NEW CARLTON DOWNTOWN ON SHEIKH ZAYED ROAD The right place for business, the right space for pleasure!

Sheikh Zayed Road welcomes the new Carlton Downtown. Located close to the World Trade Center, DIFC and Downtown Dubai and within easy reach by metro, the 47-storey tower hosts 275 suites and 82 spacious rooms. Seven superb restaurants and bars, 10 meeting rooms plus a health club and spa make each new stay more enjoyable than the last. We’re also home to Dubai’s highest open-air rooftop pool and bar with spectacular 360º views over the city. The new Carlton Downtown – where luxury, convenience and comfort reach new heights.

To ﬁnd out more, visit us at ATM stand ME3110 on the Dubai Tourism section.

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4/9/17 10:43 AM

CREATING THE

EXPO 2020 DUBAI

FUTURE

Expo 2020 Dubai aims to leave a meaningful legacy for the UAE, and its wider global audience, with a focus on generations to come

etween October 2020 and April 2021, Dubai anticipates welcoming 25 million visitors to its World Expo. More than 180 countries are expected to be involved in the mega event and 70 percent of visitors will hail from outside of the UAE, representing the largest international visitor contribution in Expo history. Expo 2020 Dubai’s theme is ‘Connecting Minds, Creating the Future’,

ATM PREVIEW 2017

recognising that generating sustainable solutions to global problems demands collaboration across cultures, nations and regions. Organisers say that while the short-term goal is to deliver an exceptional six-month event, just as important is the creation of a meaningful legacy for the UAE. Expo’s long-term strategy is intrinsically linked to the goal of UAE Vision 2021, which calls for the UAE to become one of the world’s leading countries by the time it celebrates its Golden Jubilee in 2021. “To achieve this, there are two key objectives: creating a competitive knowledge economy and promoting a sustainable approach to the environment and infrastructure,” explains Najeeb Mohammed Al-Ali, Executive Director, Bureau Expo 2020 Dubai. “Expo 2020 Dubai’s subthemes, Opportunity, Mobility and Sustainability, closely complement these objectives.” Al-Ali says ‘Opportunity’ means “unlocking the potential of individuals and communities to shape a better future”, while ‘Mobility’ is the bridge

to opportunity, enabling the smarter and more productive movement of people, goods and ideas. ‘Sustainability’, he says, champions “living in balance with our planet”. UAE Vision 2021 mandates the development of a knowledge economy, which Al-Ahli says requires three key elements — nurturing innovation, encouraging entrepreneurship, and supporting small and medium enterprises (SMEs). “Expo 2020 Dubai delivers on all fronts, with key programmes promoting diversification and education, stimulating local businesses, and creating jobs,” he says. CHANGING MIND SETS UAE Vision 2021 calls for 24 percent of the nation’s energy to be derived from clean energy sources by that date. “Similarly, Expo 2020 Dubai has committed to producing half of the energy required for the event from renewable sources,” remarks Al-Ali. “Sustainability is a core theme for our expo. We are creating a platform for public education as well as continuing to engage with government and private sector participants in our drive to build a sustainable future.” In January, the expo team revealed details of the much-anticipated Sustainability Pavilion. It is hoped the structure, which will be built at the centre of the expo site, will be the inspiration for a new generation of “guardians of the earth’s welfare”, says Al-Ali. The pavilion is expected to be a magnet for expo visitors interested in science

and sustainability best practice and when the event closes, it will be transformed into a science ‘Exploratorium’. Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation and Director General, Expo 2020 Dubai, says the pavilion and its exhibitions are the building blocks of a more important overall ambition to make a fundamental change to the mindset of its visitors, the nation and the region. “Sustainability is at the heart of this World Expo and the legacy we aim to leave behind for the region,” she says. “Our Sustainability Pavilion will play a major part in this effort and will serve as an oasis for sustainable and innovative experiences and

Expo 2020 Dubai’s Performance Park

“SUSTAINABILITY IS AT THE HEART OF THIS WORLD EXPO AND THE LEGACY WE AIM TO LEAVE BEHIND FOR THE REGION Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation and director general, Expo 2020 Dubai ATM PREVIEW 2017

EXPO 2020 DUBAI

LEGACY STRATEGIES Tracy Halliwell MBE, Director of Business Tourism and Major Events at London & Partners, the mayor’s official promotional company for London, explains how the city leveraged the Olympic Games in 2012 to boost tourism 1. Destination campaigns To reverse the trend witnessed by other Olympic host cities where tourism numbers typically dropped before and after the Games, we used the event to showcase the city in a way that would create even more demand after the event by launching two campaigns. Limited Edition London and London Now See It For Yourself highlighted London as a business destination and a place capable of hosting successful city-wide events. 2. Fair pricing We worked closely with key stakeholders on a Fair Pricing and Practices strategy to ensure our partners were focused on longer-term goals instead of a short-term hit during the Games.

3. Site strategies Since the Queen Elizabeth Olympic Park reopened in 2013, it has attracted more than 13 million visitors, hosting music and sporting events such as the Anniversary Games, Track Cycling World Championships, Track Cycling World Cup, Rugby World Cup and LEN European Aquatic Championships. In 2016, one of the most iconic Games structures, the ArcelorMittal Orbit, was transformed into the world’s highest and longest tunnel slide, and it is now a much-talked-about attraction. The park is also home to venues that host events, congresses and exhibitions. They include former Olympics press centre Here East, with some of the best technology in Europe, and the Copper Box Arena with 7,500 retractable seats.

25M 70% VISITORS ANTICIPATED AT EXPO 2020 DUBAI

OF ALL EXPO VISITORS WILL TRAVEL FROM OVERSEAS

The Sustainability Pavilion

ATM PREVIEW 2017

The outcomes • London is widely recognised as one of the world’s best Olympic and Paralympic Games hosts. The city has witnessed record international visitor numbers every year since, with 18.6 million in 2015, up from 13.2 million in 2011. •

The city’s venues have become more creative and have adopted the ‘pop up’ trend, with new and exciting event spaces and attractions opening every day and securing new events.

•

London ranked fifth in the ICCA list of most popular cities for association meetings, up from 19th in 2011.

practices — linking to the strategy of the UAE government to be a leader in sustainability on a global scale. “With the world’s population growing at such a rate and its consumption of our natural resources expanding ever faster, we need all the converts to a more sustainable way of living we can find and we should start with the young. “So we see our mission at Expo 2020 Dubai as nothing less than a moral obligation to ensure that these touchpoints of education and inspiration are meaningful, lasting and relevant to the 25 million visits we hope to attract.” The Sustainability Pavilion is planned to take much of its energy and water needs from the sun and atmosphere, one of the world’s first large-scale applications of such technology. Andrew Whalley, Deputy Chairman of UK-based Grimshaw Architects, which will build the structure, says its design draws inspiration from nature’s models of sustainability such as the process of photosynthesis which nourishes plants and flowers, capturing energy from sunlight and fresh water from the humid air. “We want the pavilion to be an example of what really can be done in even the harsh environment of the desert, where it’s hot and there’s a shortage of water,” he explains. “We will use cutting-edge technologies that will be tomorrow’s everyday realities.”

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EXPO 2020 DUBAI

EXPO 2020 LEGACY FACTORS • THE PHYSICAL LEGACY: Post-2021, the expo site will act as a “cradle for emerging technologies and an ecosystem for SMEs and entrepreneurs” with the pavilions re-imagined as new venues. • THE YOUTH LEGACY: The Apprenticeship Programme and YouthConnect are Expo’s cornerstone initiatives that encourage young people in the Middle East and North Africa region to play a central role in creating a better future. • THE CULTURAL LEGACY: Expo’s Volunteer Programme aims to attract more than 30,000 volunteers from a wide range of ages and nationalities to reflect the nation’s diversity while promoting a culture of volunteerism within the UAE. • A REGIONAL LEGACY: Expo 2020 Dubai will create investment and employment opportunities in real estate, construction, hospitality, transportation and more. It is expected to create more than 250,000 jobs and contribute around US$5 billion to the UAE’s economy.

CONNECTING THE WORLD TO EXPO Emirates has played “an important role in Dubai’s evolution into an international centre for commerce and tourism and an ideal host city for truly global events like Expo 2020”, says His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline and Group. Going forward, as Expo’s ‘Premier Partner’ and a licensed ticket reseller, the carrier, which is also on track to carry 70 million passengers by 2020, will be pivotal to the event’s success. “We believe our strong global brand and marketing efforts, as well as our extensive route network to more than 150 destinations, positions us to support Expo 2020 Dubai in attracting 25 million visitors, 70 percent of whom are expected to travel internationally to visit the event.” Sheikh Ahmed says expo will throw the global spotlight on the UAE, generating business opportunities that Dubai’s “flourishing air transport sector” will support for years to come. He says: “We believe expo will contribute greatly towards future thinking and progress, strengthening the UAE’s role as the epicentre that brings together diverse people and ideas from all around the world. “Emirates wants to be the enabler that brings 40

ATM PREVIEW 2017

The Expo site’s life will extend far beyond 2021

together millions of people to visit and participate, become engaged and inspired by the event, and empowered to go out and make a difference in the region and beyond.” The airport arrival experience is essential too, which is why Dubai Airports, operator of Dubai International (DXB) and Al Maktoum International (DWC), has been named an official event supporter following an agreement signed in late 2016. As part of the deal it will create a “Dubai Expo experience” at both airports, which will not only set the tone for Expo visitors, but entice transfer passengers to return or stopover, says Dubai Airports’ Senior Vice President, Communication and Reputation, Anita Mehra. This will involve deploying “cutting-edge technology” to enhance airport facilities, she says. Dubai Airports also recently launched two major projects that will provide the capacity required for Expo 2020 and beyond. The first, DXB Plus, aims to deliver a consistent and differentiated customer experience while boosting capacity to 118 million by 2023 without adding any additional significant infrastructure. The second project will see Dubai Wrold Central’s passenger terminal building expanded to take it from being able to handle five million passengers each year, to an impressive 26 million passengers by the end of 2017. Mehra says: “We have timed our expansion plans to keep ahead of the traffic growth. By 2020, DWC’s US$32 billion expansion to create the world’s biggest airport, with at least a 200 million passenger capacity, will be well underway.” THE TOURISM LEGACY Expo’s legacy will have positive repercussions for tourism too, says Gerald Lawless, Chairman of the World Travel and Tourism Council (WTTC) and Head of Tourism and Hospitality at Dubai Holding. “Dubai had already earned itself an international reputation as a tourist destination, but to stay on the map means you have to keep evolving, keep developing and you’ve got to keep getting better,” he says. “Expo 2020 Dubai gives us a new foundation from which to develop so that tourism levels will continue to increase.”

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UNWTO

DRIVING THE TOURISM AGENDA IN THE REGION

High-level ministers will gather at ATM to discuss how tourism can deliver sustainable growth and diversification region wide

n 2016, more than 1.2 billion people travelled internationally, six billion travelled domestically, and hundreds of millions of people were gainfully employed in the travel and tourism sector, World Tourism Organisation (UNWTO) figures reveal. “Tourism has become an undisputed vehicle of advancing the global economy, representing 10 percent of the world’s GDP, 30 percent of services exports, and one in every 11 jobs,” says UNWTO Secretary General Taleb Rifai. “International tourist arrivals are on track to reach at least 1.8 billion by 2030, with an average of 43 million additional international travellers entering the market each year. “Bearing in mind the outstanding performance of tourism in MENA over the past two decades and despite disruption of international tourism flows to some destinations in the region in recent years, UNWTO forecasts international tourist arrivals to the region to grow steadily, well above the world’s average, to reach 195 million by 2030.” The development of a robust tourism sector is a primary focus in MENA, particularly in GCC countries where the industry is being established as a key driver of modern post–oil economies. In addition to generating foreign exchange earnings and creating jobs, tourism promotes trade and investment and significantly contributes to the development of other sectors of the economy, such as construction, manufacture, retail and financial services. It also encourages the socio-economic integration of countries across the MENA region. “Particularly noticeable is the fact the region has emerged as a major hub for the global airline industry, facilitating passenger travel across several countries,” adds Rifai. “Huge investments in world-class airports and large fleets of new aircraft have played an important role in attracting commercial traffic. “Increased business activity, upcoming large-scale

ATM PREVIEW 2017

events and targeted promotions are also fueling investment in tourism.” UNWTO & ATM MINISTERIAL FORUM Against this promising backdrop of rapid and successful tourism development, this year’s UNWTO & Arabian Travel Market Ministerial Forum, which takes place on Monday April 24, is entitled ‘Fostering the contribution of tourism to sustainable economic growth and diversification in the MENA region’. Held under the patronage of His Excellency Mr Sultan bin Saeed Al Mansouri, the UAE’s Minister of Economy, it will bring together tourism ministers and industry leaders to discuss the “ways and means of capitalising on tourism growth in the region”. The high-profile panel of around 20 UAE and MENA ministers will discuss how their respective governments can build a sustainable ecosystem for the sector in a way that unlocks its contribution to the fulfilment of their national agendas for GDP growth and economic diversification, innovation, entrepreneurship and productivity, job creation, human capital and infrastructure development, investment and export promotion. The forum will also address the following issues: •

Empowering evidence based decision making and accurate measurement of the contribution

“UNWTO FORECASTS INTERNATIONAL TOURIST ARRIVALS TO THE Taleb Rifai, REGION Secretary General, UNWTO TO GROW STEADILY, WELL ABOVE THE WORLD’S AVERAGE, TO REACH 195 MILLION BY 2030

International arrivals to MENA will reach 195 million by 2030, says the UNWTO

Photo courtesy of Dubai Airports

•

of tourism to current and future economic growth — particularly with regards to GDP, jobs and exports — and its multiplier effect on other sectors of the economy; •

Enhancing the contribution of domestic tourism alongside international tourism (especially intra-regional tourism) to deliver sustainable economic growth;

•

The main challenges and opportunities for securing investment in tourism (FDI and domestic investment);

•

Strategies and measures to strengthen tourism’s resilience to external shocks;

•

Ensuring economic growth driven by tourism leads to the sustainable and inclusive development of host communities and the transition towards a green economy;

•

Investing in technology-driven innovations to enhance performance and improve competitiveness;

•

Policies to promote job creation and entrepreneurship;

Strengthening the sector’s institutional framework, engaging and aligning key governmental role players on tourism policy issues and targets and developing result driven partnerships with local and international stakeholders.

Rifai notes how 2017 has been designated by the United Nations the ‘International Year of Sustainable Tourism for Development’. “We need to work closer together to harness the contribution of tourism to economic growth, social inclusion, cultural and environmental preservation and mutual understanding, particularly when we live in times with such a deficit of respect and tolerance,” he says. He believes 2017 provides a “unique opportunity” for the UNWTO to “promote the contribution of tourism to achieving the future we want — and to determine together the exact role we will have tourism play in the sustainable development agenda to and beyond 2030”. The UAE has already laid down firm plans for a national tourism strategy that fosters long-term economic prosperity and elevates its status to one of the leading global destinations. “Tourism is one of the key sources of national income and its role, place and contribution to the GDP should be doubled in the future,” says Al Mansouri, stressing the UAE’s “huge potential” with regards to its “state-of-the-art infrastructure, magnificent diverse natural resources, grand tourism and hotel facilities and internationally-recognised historic and archaeological landmarks”. He says these strengths had already contributed towards establishing the UAE as one of the world’s favourite destinations. In the longer term, tourism will play a major role in the government’s plans to diversify the national economy and stimulate non-oil sectors to increase their contribution to the GDP, Al Mansouri adds. In 2015, more than US$7.46 billion was ploughed into the UAE’s travel and tourism industry, according to the World Travel and Tourism Council (WTTC). This figure set to rise almost 7 percent over the next decade to reach US$14.8 billion by 2026. The contribution of travel and tourism to the UAE’s GDP was US$17.67 billion (4.2 percent of total GDP) in 2015, and is forecast to rise to US$32.15 billion (5.6 ATM GLOBAL HALAL percent of total GDP) in 2026. TOURISM SUMMIT, 2017 Al Mansouri says the UAE Monday April 24, 2017, 3.30-5.30pm has emerged as one of Al Multaqua Ballroom, the world’s most popular Speakers: HE Sultan bin Saeed Al destinations thanks to its Mansouri, the UAE’s Minister of sharp focus on tourism Economy; Taleb Rifai, Secretary as a major catalyst for General, UNWTO; MENA tourism economic diversification and ministers and senior industry the eventual transition to a leaders; and Simon Press, Senior strong, post-oil era. Exhibition Director, Reed “With the historic Expo 2020 Dubai just around the corner, the sector is set to make an even greater impact on the economy,” he notes.

ATM PREVIEW 2017

THE RISE OF THE MUSLIM TRAVELLER

HALAL TOURISM

ATM is launching the Global Halal Tourism Summit 2017 at this year’s show in recognition of a sector growing rapidly in size and value, to the benefit of the Middle East travel industry

Malacca Straits Mosque in Malaysia

he global Muslim travel market was worth US$151 billion in 2015, representing around 10 per cent of the total international tourism market, Thomson Reuters research reveals. Its value is tipped to hit the $243 billion mark, some 13 percent of total global travel expenditure, by 2021, yet it’s a market that’s underserved by the travel and hospitality industry. In recognition of the halal tourism sector’s growing value and untapped potential, ATM organiser Reed Travel Exhibitions (RTE) will launch the inaugural ATM Global Halal Tourism Summit at this year’s show. The summit, which will take place on Wednesday April 26, will bring together some of the world’s leading Muslim travel experts to discuss the nuances of this fast-growing sector.

ATM PREVIEW 2017

The opening session will discuss statistics that reveal how the Middle East benefits from Muslim travel in terms of GDP contribution and employment, and is also one of the world’s biggest-spending outbound halal travel markets. Session two will reveal the halal tourism development strategies of countries including Malaysia, Indonesia, Thailand and Japan, while the third session will look at opportunities to sell and promote inbound and outbound halal tourism

in the Middle East, considering the cultural differences within the Muslim travel sector as well as general trends such as experiential travel, which is ATM’s 2017 show theme. GROWTH POTENTIAL One of Asia’s most prominent halal travel entrepreneurs, Faeez Fadhlillah, a panellist at the summit’s opening session, puts the growth of the Muslim travel market into perspective. He notes how since the Global Economic Crisis (GEC) in 2009,

ATM GLOBAL HALAL TOURISM SUMMIT, 2017 Wednesday April 26, 2017 12.20 to 14.40 The Global Stage The inaugural ATM Global Halal Tourism Summit brings together some of the world’s leading Muslim travel experts to discuss the nuances of this fast-growing sector

overall international tourism spend has grown by more than one third (36 percent), outpacing world GDP growth of one-fifth (21 percent). “In 2016, international tourism earnings were set to hit US$1.35 trillion (WTTC), and a significant amount of this growth is being driven by the rapidly-expanding economies of Asia, Africa and the Middle East,” he says. “These regions, which are the bright spots for the world’s longterm economic future, house young populations and swelling middle classes, fuelling regional and global consumption. They are also home to large and increasingly prosperous Muslim populations”. Fadhlillah adds that Muslim communities in developed economies such as countries in Europe and North America also have “considerable purchasing power” and demand products and services that meet their faith-based requirements. To provide some background, the Islamic Economy is growing at nearly double the global rate, according to the State of the Global Islamic Economy Report 2015 produced by Thomson Reuters in collaboration with DinarStandard. Muslim consumer spending on food and lifestyle reached US$1.8 trillion in 2014 and is projected to reach US$2.6 trillion in 2020. Travel and tourism has been identified as one of the key growth markets within the Islamic economy. Fadhlillah has spotted the halal tourism sector’s potential and launched two new online companies designed to meet Muslim traveller needs — Salam Standard and Tripfez. Salam Standard, launched in October 2015, is a hospitality information tool that lists Muslimfriendly accommodation based on three categories — Bronze, Silver and Gold — depending on the services and amenities provided. Sister company, Tripfez, launched at last year’s ATM, is a new travel review and booking site featuring a portfolio of more than 200,000 hotels resorts globally, including the 50,000 indexed by Salam Standard. Hotel firms listed include global names like AccorHotels and Mövenpick Hotels & Resorts, as well as regional players such as Indonesia’s biggest hospitality firm, the Archipelago Hotel Group. A GLOBAL OPPORTUNITY In a bid to gain further insight into the global halal travel market, at the end of 2016, Salam Standard launched the

Ali Manzoor, Associate Partner at Knight Frank

“Not all Muslim travellers have the same requirements. While an estimated 20 percent are believed to be ‘strictly practicing’ and have very specific needs, the majority are less rigid. If halal food, prayer facilities, water-friendly washrooms and Ramadan services are available, the needs of most can be met”

Global Economic Impact of Muslim Tourism Report, which found the GDP impact of the world’s Muslim tourism sector exceeded US$138 billion in 2015. The industry generated 4.3 million jobs and contributed more than US$18 billion in tax revenue. “To put this into perspective, a GDP impact of US$138 billion is larger than the entire economy of Morocco or Kuwait,” says Fadhlillah. The US and the EU are the top beneficiaries of Muslim travel spending, netting nearly US$64 billion

IN NUMBERS

$145bn MUSLIM TOURISM SPEND

$138bn IMPACT ON GLOBAL GDP

$18bn

BENEFIT TO PUBLIC FINANCES

4.3m

DIRECT AND INDIRECT JOBS

US&EU

ARE TOP MUSLIM TRAVEL SPEND BENEFICIARIES

of inbound expenditure in 2015, or around 44 percent of the total. They also collect the most Muslim tourist-related tax — to the tune of US$12.5 billion, says the report, which studied in detail the contribution of the Muslim tourism sector to major economies worldwide. But when it comes to the biggest spenders, the Middle East leads the pack, accounting for 60 percent of all outbound Muslim tourism expenditure, worth some US$60 billion.The Middle East nations accrue the largest share of their tourism GDP from Muslim travellers (28 percent) too. The report makes several recommendations based on its findings and encourages governments around the world to embrace the economic prosperity the Muslim travel sector can deliver. “As the fastest-growing segment of the global tourism industry, the Muslim travel market provides a wealth of opportunities for policymakers and businesses in both advanced and emerging economies,” explains Fadhlillah. “The sector is expected to expand by 50 percent in volume and 35 percent in value over the next five years and we advise governments and tourism entities to put strategies in place that will foster its development.” Fadhlillah will reveal more Middle East focused report findings at the ATM Global Halal Tourism Summit. THE ME PERSPECTIVE As the global Muslim travel population swells, it will become “increasing important to develop hospitality options and specialised products that cater to their faith”, says fellow summit panellist, Ali Manzoor, Associate Partner at Knight Frank. “Hospitality development advisory is one of our core services and we have witnessed an increasing number of entities wishing to develop hospitality offerings in line with the requirements of Muslim travellers,” he notes. “This is not only due to demand,

ATM PREVIEW 2017

HALAL TOURISM

VOX POPS

“Muslims travel for the same reasons as any other tourist, but they do not wish to compromise their beliefs and have certain requirements when travelling — such as the availability of halal food and prayer facilities” Thailand is catering to Muslim visitors

but because many corporations do not allow for real estate investment in anything that is not aligned to Islamic principles. We have helped several entities develop ‘sharia compliant’ hospitality offerings and expect this trend to continue.” Two local hotel companies that operate in the halal-friendly segment are UAE-based Jannah Hotels & Resorts, which will be represented at the summit, and Shaza Hotels. Interestingly, both Manzoor and Chris Nader, Vice President — Development at Shaza Hotels, stress the importance of providing halalfriendly accommodation that also has universal appeal. “I think it is important not to look at halal tourism in the context of Muslim travellers only,” says Nader. “I believe it appeals to a much wider audience including the family, sports and wellness markets.” He says Shaza is a “pioneer” in halal tourism, but its hotels are not exclusive to Muslim travellers. “We ensure each property is a destination of choice to any guest looking for a good location, excellent service standards, distinct experience, and a very elegantly-designed and culturally-connected hotel,” he adds. A COMPLEX MARKET Nader also stresses that halal tourism “is not a one-size-fits-all industry”. “Each country, each culture, has different needs and expectations when it comes to halal tourism,” he says. “We have to remain agile, listening to our guests to ensure our offering remains attractive.” The industry should also note that while Muslim travellers have some faith-based needs, they “travel for the same reasons as any other tourist —

ATM PREVIEW 2017

to explore the different destinations and experience their unique culture”, stresses another summit speaker, Mr. Zulkifly Md Said, Director General of the Islamic Tourism Centre (ITC), which is one of 12 agencies under Malaysia’s Ministry of Tourism & Culture, Malaysia. Another panellist, Naeem Patelia a CrescentRating-certified consultant with Dubai-based homeworking company, Travel Counsellors, adds: “Like all travellers, there are those that seek a budget experience and those that seek a luxury experience.” Fadhillah believes Muslimfriendly travel is becoming “more sophisticated” with many non-Muslim countries recognising the trend and offering halal-friendly facilities. He adds: “Over the next few years, many countries will increase their efforts to offer an inclusive travel experience, which is also suitable for Muslim travellers.” Like every industry, the Muslim travel market is dominated by techsavvy millennials, notes Mr Said, and targeting them is crucial. Zakiya Habib, a CrescentRating certified Travel Counsellors consultant says Muslim bloggers who are actively “sharing personal travel, shopping and dining experiences” are influencing purchasing decisions, as are smartphone apps that help Muslim travellers find halal food, mosques and the Qiblah direction. Habib stresses that “Millennial travellers are more adventurous and looking for new destinations to explore”, presenting new opportunities. She encourages the industry to provide more halal-friendly travel experiences focusing on culture, history, gastronomy and off-thebeaten-track discovery.

Mr. Zulkifly Md Said, Director General, Islamic Tourism Centre (ITC), Malaysia

“A Muslim traveller wants what any other traveller wants — to travel, explore and experience other environments and cultures, with just a few requirements taken care of” Zakiya Habib, Consultant, Travel Counsellors, UAE

“Halal tourism is a type of lifestyle tourism, and companies wanting to cater to this market should ensure their guests receive the appropriate experience, that they feel welcomed, and that careful consideration is given to their standard needs” Chris Nader, Vice President, Development, Shaza Hotels

HALAL TOURISM

Understanding the experiential halal traveller What does the modern ‘halal traveller’ seek from their holiday experience? Although the halal travel market is in its infancy, the halal traveller’s needs are already taking on a personality of their own. The fundamentals such as halal food and prayer facilities remain the same, but young halal travellers are seeking intrepid, authentic and memorable experiences. How do halal traveller tastes and preferences vary from region to region? Regional marketing has never been so important within a niche travel sector as needs and expectations vary from culture to culture. Getting the offering right is essential as it will define their travel experience. The industry still has a lot to learn about the nuances of different Muslim consumer segments. Given these nuances, how can the industry best meet market needs? Hemingway said: ‘When people talk, listen completely. Most people never listen’. It’s true for most industries, but I believe that with the rapid growth of halal travel, we’re at risk of not listening to the plethora of conversations that are happening. Those conversations are easy to access and generally simple to filter, particularly when harnessing the right technology. We’re always keen to establish collaborations with cross-genre brands in the Muslim market, because it’s not always about where someone wants to travel to, but rather how they want to get there. Collaborating with like-minded brands helps us understand the core needs of our audience. What halal tourism trends are you noticing? There is certainly a taste for luxury, not necessarily opulence and extravagance, but something outside of the norm. The days when a successful trip meant coming home with some expensive brands after a shopping trip are long gone. Spend is now being attributed to the travel experience itself. There is a thirst for premium air travel and when it comes to destination Nabeel is the founder and experiences, privacy is director of UK-based Serendipity a major influencer. Tailormade and Luxury Halal Travel, which provide high-end What is the role of halal-friendly tours. His vision is to “bring back the romance experiential travel of travel to Muslim travellers”, in the halal tourism offering them bespoke sector? experiences catering to their Discovering culture, faith-based needs. tastes, sounds and

Muslim travellers are seeking out unique experiences, says Nabeel Shariff, founder and director of UK-based Serendipity Tailormade and Luxury Halal Travel

people is all part of the romanticism of travel. By providing travellers with these opportunities, we believe we can make a wider impact by portraying the faith of Islam in a positive light. We live in difficult times, and the dissemination of information can often be most effective at human level. Recent research found the second most important aspect of a Muslim traveller’s experience was ‘discovering new cultures and meeting new people’. This immersive approach will not only benefit halal tourism, but the wider tourism industry too. How can the travel trade leverage the halal tourism boom? Understanding the product is essential, particularly in a digital age where clients can research online. At Luxury Halal Travel and Serendipity Tailormade we pride ourselves on product knowledge, from understanding the layout of a villa and recommending the best place for halal dining, to knowing what experiences will make a trip memorable. How should halal tourism be marketed? Although there is some ambiguity around the term halal tourism and what it means, traveller requirements are consistent. The key is to be transparent, providing details of what halal-friendly services can be provided. Muslim consumers are also very communicative, both verbally and digitally, and while word of mouth is not as sophisticated as modern marketing techniques, viral messages are a strong foundation of any good travel marketing campaign. What’s your view of the halal tourism offering in the Middle East? The Middle East provides Muslim travellers with a unique level of comfort — it’s easy to find great halal cuisine and a place to pray in great surroundings. I believe accommodation options could be improved in terms of the level of privacy they offer. More immersive cultural experiences would boost destination appeal too.

ATM PREVIEW 2017

HALAL TOURISM

A WARM WELCOME

Malaysia mosque

The world’s leading tourism destinations are creating just the right conditions to attract Muslim travellers

estinations around the globe have woken up to the growth potential of the halal tourism market, and are rolling out ambitious tourism development strategies that focus on providing halal-friendly services and amenities. Slick tourism campaigns have also been put in place to promote the offerings, in a bid to entice the lucrative and growing Muslim traveller sector. Malaysia offers the most advanced halal tourism offering and in 2016, topped the MasterCard-CrescentRating Global Muslim Travel Index (GMTI) for the second year running, consolidating its position as the most popular Muslim travel destination of all the Organisation of Islamic Cooperation (OIC) countries. The UAE climbed one place to second spot followed by Turkey, Indonesia and Qatar, while Singapore retained its position as the most Muslim-friendly non-OIC travel destination, followed by Thailand. The study also revealed that Asia and Europe are the leading regions when it comes to attracting Muslim visitors — accounting for 87 percent of the entire market.

ATM PREVIEW 2017

“One of the biggest trends we are seeing is non-OIC destinations making a concerted effort to attract the Muslim tourist and they now represent more than 63 percent of the destinations covered in the GMTI,” says Fazal Bahardeen, CEO of CrescentRating & HalalTrip. The GMTI ranks 130 destinations based on a range of criteria including their suitability as a family holiday destination, halal-friendly services, facilities and accommodation offered, marketing initiatives, plus visitor arrivals. Here, we look at some of the halal tourism initiatives in place, with a focus on the participating ATM Global Halal Tourism Summit destinations set to showcase their offering. MALAYSIA In 2014, Malaysia received 27.4 million tourism arrivals and of those, 5.54 million were Muslim tourists, Islamic Tourism Centre (ITC) data reveals. The top three OIC source markets were Indonesia (2.83 million), Brunei (1.21 million) and Bangladesh (204,000). Malaysia is predominantly Muslim, which means halal-certified food, restaurants and hotels are widely available and places of worship are abundant. “Hotels provide a translated version of the holy Quran on request, prayer mats, kiblat directions, ablution areas as well as kitchens that are halal certified by the government’s Department of Islamic Development (JAKIM),” explains Datuk Musa, HJ. Yousof, Senior Director International Promotion Division (Asia, Africa), Tourism Malaysia.

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HALAL TOURISM

“Tourists are also spoiled for choice when it comes to As part of that wider strategy, the Kyoto City Visitors and restaurants, fast food outlets and cafés, with Malaysia offering Convention Bureau has been working with restaurants and a wide variety of halal eateries serving Chinese, Western and hotels to make certified halal cuisine more available. Indian cuisine.” “Hotel Granvia Kyoto — one of the most prominent hotels Malaysia is constantly improving its halal tourism offering, in Kyoto — has gained a halal certificate from the Malaysia introducing measures that cater to important Muslim source Halal Corporation Co. Ltd., the first hotel in the western part markets across the Middle East. of Japan to do so,” says Yamamoto. “Arabic-language signage is now “Minokichi restaurant, renowned for present at nearly all major tourist serving authentic Kyoto cuisine for almost locations, especially at airports and in 300 years, now offers halal Kaiseki lunches popular destinations like Kuala Lumpur for Muslim guests.” and Langkawi,” says Yousof. Yamamoto adds: “In 2012, the City of “Places for Muslims to perform their Kyoto and the Kyoto Muslim Association religious obligations are also easily set the guidelines for a local halal accessible in public areas such as in certificate, and restaurants with these shopping malls and rest service areas certificates are increasing year on year and along the highway.” listed on the Kyoto tourism site, kyoto. Engaging Malaysia’s travel trade is travel/muslim, which is dedicated to the high on the agenda and the government needs of Muslim travellers. organises seminars and workshops to help local tourism industry players learn THAILAND The Tourism Authority of Thailand (TAT) more about the destination’s Islamic tourism attractions and best practices. unveiled its ‘Muslim Friendly Destination’ Malaysia is pitched as a ‘year-round strategy in 2015 and has since produced Muslim destination’ and actively publications highlighting halal restaurants and other halal-friendly amenities to promotes itself as a place to spend Ramadan with many hotels and potential visitors and rolled out trade education initiatives in key source markets restaurants serving suhoor and Iftar to across Asia and the Middle East. make fasting guests feel at home. TAT also launched a smartphone app The destination is home to several PREDICTED EXPANSION OF dedicated to Muslim travellers — a virtual Islamic tourism attractions and stages MUSLIM TRAVEL SECTOR guide book that helps find mosques, halal Islamic festivals and events that appeal restaurants and hotels, shopping centres to Muslims and non-Muslims alike. with prayer rooms and other important Malaysia Tourism and its partners have facilities. The multi-language app also also developed several smartphone apps offers a search and navigation feature to to help Muslim visitors locate the halalhelp locate places and estimate the time friendly amenities they need. it will take to travel there. At a provincial level, authorities in Phuket are developing JAPAN the popular beach destination into a halal In 2016, 24 million international tourists food centre to demonstrate “the island’s visited Japan, up 20 percent on 2015. MILLION JOBS WERE readiness to cater to the special dietary The government has set out ambitious CREATED BY MUSLIM needs of Muslim visitors”, says TAT. plans to boost this number to 40 million TRAVEL SECTOR IN 2015 by 2020, and that means targeting source markets with fast-developing economies INDONESIA like Indonesia and Malaysia, says Takao Indonesia climbed two spots to become Yamamoto, Director Middle East, Kyoto the fourth most popular OIC destination in the GMTI 2016. As the largest Muslim City Tourism Office/Kyoto Convention & Visitors Bureau. country globally, its halal-friendly offering is assured and extends to a comprehensive “When researching the needs of these collection of products and experiences, travellers it became apparent that, as predominantly Muslim countries, halal from accommodation tailored to Muslim cuisine or at least Muslim-friendly cuisine guests, to halal cuisine options at restaurants across the country and even would be required,” he says. unique spa experiences that take into “Both government and private travel account privacy requirements of Muslim associations have since developed travellers. As you would expect, mosques tourism, retail and hospitality offerings and prayer facilities are readily available, to make travel to Japan as carefree as while there are a host of Halal tour packages to choose from, possible for Muslims.” particularly during key times of year such as Ramadan. Kyoto began targeting the Middle East market in 2014 when Breaking down the inbound numbers, the country’s top five it opened a UAE office. The move has paid dividends with the source markets for Muslim travellers are the Middle East, number of UAE, KSA and Qatar travellers staying at least one Malaysia, Singapore, China and India. As part of its overall night in Kyoto increasing 44 percent year on year in 2016. tourism plan, the country expects that Muslim travellers With a history spanning 1,220 years, Kyoto offers unique will play a key role in helping Indonesia reach its target of attractions, shopping and cultural experiences that Middle welcoming 20 million visitors by 2020. That strategy is firmly Eastern travellers appreciate, says Yamamoto. on track as Malaysia builds on its existing infrastructure and He adds: “We believe in this market and will continue to attractions to offer an enviable Muslim tourism product. make Kyoto increasingly accessible to the Middle East.”

50%

4.3

ATM PREVIEW 2017

.MeetMi 017 — www aPriL/May 2

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Venue profile_The Ritz-Carlton, DIFC

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THE LUXURY EFFECT The Ritz-Carlton, Dubai International Financial Centre presents exceptional hospitality, an unforgettable backdrop for meetings and events and a range of flexible venues to choose from

STATE OF MIND 01

Taking pride of place in the heart of Dubai’s business district, The Ritz-Carlton, Dubai International Financial Centre offers the best of work and play, making it an essential addition to every group agenda. Everything from private gatherings and corporate launches through to large-scale events are regularly hosted at the five-star property, which features around 28,000 square feet of function space. One of the hotel’s key highlights is its strategic location close to the Dubai International Convention and Exhibition Centre, which hosts some of the city’s biggest trade shows, and right in the city’s most vibrant area for business, dining, nightlife and the arts. The luxury hotel reflects this setting and complements its surroundings with elegant design, lively restaurants and bars and unique experiences, with the aim of uniting business with pleasure.

“At The Ritz-Carlton, DIFC, meeting planners will discover one of the Middle East’s most dynamic business hotels. In all, we have 2,574 square metres (27,706 square feet) of distinctive meeting space, including the stunning 1,400 square metres (15,106 square foot) Samaya Ballroom, plus 10 additional meeting rooms and use of the full service business centre. “We also offer a choice of unique outdoor terraces which give planners the opportunity to take advantage of Dubai’s climate,” says Raluca Epureanu, Director of Catering & Conference Services at The Ritz-Carlton, DIFC, who adds that 2016 was a “very successful” year. “The team orchestrated over 800 events throughout the year: from corporate meetings, conferences and conventions, and weddings and special events, right through to a variety of indoor and outdoor events and an increasing amount of outside catering,” says Epureanu.

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AVIATION

SETTING A NEW COURSE The Middle East aviation industry faces major challenges with turning political tides and competition for routes, but there are plenty of reasons to remain optimistic

ATM PREVIEW 2017

iddle East carriers reported the strongest annual traffic growth of any region globally for the fifth year running in 2016, the latest statistics from the International Air Transport Association (IATA) reveal. RPKS (revenue passenger kilometres) grew 11.8 percent, consolidating the region’s position as the third-largest market for global passengers. Capacity growth of 13.7 percent outstripped demand however, driving down the average load factor by 1.3 percentage points to 74.7 percent. IATA says the seasonally-adjusted upward trend is “more robust than it looked a few months ago”, but adds: “The bigger picture is that demand growth in the region continues to lag behind that of capacity.” Loads to and from the Middle East to its main markets — Asia and Europe — fell “by around 2.5 percentage points” during 2016 compared to 2015, IATA also notes. To put the Middle East’s performance into perspective, global RPKs rose 6.3 percent in 2016 compared to 2015. This was well ahead of the 10year annual average growth rate of 5.5 percent, says IATA. Capacity rose 6.2 percent, pushing up the load factor 0.1 percentage points to 80.5 percent. Furthermore in 2017, IATA expects higher oil prices to impact overall industry performance. Last year, oil prices averaged US$44.6/barrel (Brent) and this is forecast to increase to US$55

in 2017, pushing up jet fuel prices from US$52.1/ barrel (2016) to US$64.9/barrel (2017). Fuel is expected to account for 18.7 percent of the industry’s cost structure in 2017, although this is significantly below the peak of 33.2 percent witnessed from 2012 to 2013. The global airline industry is anticipated to make a net profit of US$29.8 billion 2017 on forecast revenues of US$736 billion, presenting a 4.1 percent net profit margin. Middle Eastern carriers will underperform, says IATA, with a forecast net profit of US$0.3 billion for a net margin of 0.5 percent and an average profit per passenger of US$1.56. “This is below the US$900 million profit expected in 2016,” says the association in its 2017 outlook. Oil prices aside, the other threats emerging to the success story of the Gulf carriers include “increases in airport charges across the Gulf States and growing air traffic management delays”, IATA adds. TURBULENCE AHEAD Aviation expert John Strickland says a “complex mix” of factors are impacting the region’s airline industry performance. “There’s a certain amount of over-capacity in the market and this is placing pressure on prices as airlines compete for customers,” he explains. “Some routes are being hit by lack of oil traffic due to depressed oil prices and Brexit is going to affect demand in some markets due to exchange rate volatility, especially the buying power of the UK pound.” Strickland, an independent air transport consultant and founder of JLS Consulting, also notes that while it’s too soon to ascertain if the new US government will be more protectionist over its airline industry, visa restrictions and the recent ban on laptops/tablets in the cabin on direct flights from a number of Middle Eastern Cities to the US, are a very real concern to Gulf carriers and will certainly affect traffic volumes. Emirates President Sir Tim Clark concedes that “any potential shift away from liberalisation would be bad news for consumers, businesses and us”. “After all, Emirates is a product of multilateralism and liberalisation. Our business model from the beginning has been about connecting the world through the geo-centricity of Dubai, embracing competition, and tapping on global opportunities to offer consumers more travel options and better value for their money,” he said. American Airlines, United and Delta have all approached new US Secretary of State Rex Tillerson to discuss allegations that Gulf states are unfairly subsidising state-owned carriers, driving down prices and crowding out competition on key routes, which airlines including Emirates, Etihad and Qatar Airways all vehemently deny. In December, Emirates launched its 11th destination in the US with non-stop daily services to Fort Lauderdale, Florida. Three months later the carrier introduced a new daily service to Newark via Athens, complementing the airline’s existing four-times-daily service to New York’s JFK airport.

Clark, who has predicted a “flat” year for the airline, concedes: “The road ahead is “littered with challenges. We are not immune to sluggish economies, shifting consumer confidence and protectionist political landscapes. These factors impact our ability to serve customers in the markets where we are denied access and also impact our customers’ demand for travel, and their travel patterns.” SILVER LININGS Emirates has all the fundamentals in place to weather the storm, Clark maintains. “Happily, the global appetite for travel remains resilient,” he confirms. “Despite all that has happened throughout 2016, be it terror attacks, laggard economic growth, or social unrest, people still want to travel. Consumers merely recalibrate their travel plans.” He says Emirates will continue to pursue its strategy of “organic growth”, leveraging the “geo-centricity of the UAE and Dubai’s dynamic developments in tourism and commerce”. Strickland says “several Gulf carriers are experiencing slower traffic growth and a deterioration in their results” but agrees that “geography remains favourable to tap into markets that will grow more strongly over the coming decades”.

THE PAX FACTOR (PASSENGERS IN 2016)

ABU DHABI

24.5m

AL MAKTOUM INTERNATIONAL (DWC)

+5.1%

840,633 +84.5%

DUBAI INTERNATIONAL (DXB)

83.6m

HAMAD INTERNATIONAL (HIA)

37.3m

+7.2%

+20.5%

KING KHALED INTERNATIONAL AIRPORT (KKIA)

23.4m

MUSCAT INTERNATIONAL (MCT)

+5%

12m +17%

ATM PREVIEW 2017

“THERE IS A CERTAIN AMOUNT OF OVER-CAPACITY IN THE MARKET AND THIS IS PLACING PRESSURE ON PRICES AS AIRLINES COMPETE FOR CUSTOMERS John Strickland, Owner, JLS Consulting

“WE ARE NOT IMMUNE TO SLUGGISH ECONOMIES, SHIFTING CONSUMER CONFIDENCE AND PROTECTIONIST POLITICAL LANDSCAPES Sir Tim Clark, President, Emirates

“WE ARE COMMITTED TO OUR EQUITY PARTNER STRATEGY — IT DELIVERS A HUGE AMOUNT TO OUR BUSINESS James Hogan, outgoing President and CEO, Etihad Aviation Group

ATM PREVIEW 2017

The low-cost carrier market in the UAE, Saudi Arabia and more recently, Oman, is certainly leveraging this on-going potential. In 2016, flydubai recorded its fifth year of profit, with passenger numbers growing to 10.4 million, compared to 5.1 million in 2012. This demonstrates the airline’s role in “changing the way both business and leisure passengers travel around the region”, says flydubai chairman, His Highness Sheikh Ahmed bin Saeed Al Maktoum. “An established tourism destination and global centre for business together with the UAE’s geographic location has supported the need for increased connectivity,” he adds. In a move that reflects ongoing demand for competitive fares, flydubai pushed the boundaries of its route network at the end of last year when it launched flights to Bangkok— its first doubly-daily service outside the GCC. Meanwhile, Saudi LCC, Flynas, has indicated the extent of its growth plans by placing an order with Airbus for 60 A320neo-family aircraft. The carrier has also converted 20 A320ceo aircraft from a previous order to A320neo bringing its total firm order to 80 A320neos. The deliveries are scheduled to take place from 2018 to 2026. In 2016, Flynas set a record by carrying 6.3 million passengers, up 14 percent year-on-year. Airbus says the A320neo order will provide the airline with “unbeatable efficiency and comfort in both high-density domestic segments as well as thinner routes”. Oman’s aviation sector has also jumped on the low-cost bandwagon and in January, launched new airline SalamAir. The Sultanate’s first budget carrier currently operates domestic flights between Muscat and Salalah, but plans are afoot to introduce services to a mix of destinations including Dubai, Mecca, Medina and Karachi. The airline’s chairman Khalid al-Yahmadi believes SalamAir could clinch between 20 and 30 percent of the Omani aviation market, which is currently dominated by national carrier Oman Air.

AVIATION

Hamad International Airport, Doha

WHAT’S NEXT? Political and economic influences aside, the next decade could witness several fundamental changes to Gulf airline business models. Emirates, which is looking for new revenue streams to boost its coffers, expects to introduce a premium economy offering within the next 18 months, although Clark says the carrier is still “at the stage of finding what form premium economy will take”. The Emirates boss is also planning to do away with what he considers to be “parasitic” thirdparty distribution channels and instead, is building the airline’s own digital retailing platform. “The notion that we should have intermediaries accessing our range of products and charging us for the use of their service — it should probably be the other way around,” says Clark. “As we move to ‘disintermediarise’ the business and strip costs out of distribution and consumer reach, it is incumbent upon us to create a process so that when someone thinks they want to fly somewhere they will think of the airline, so intermediaries no longer have a place.” Strickland says all airlines are scrutinising distribution channels and their cost. “Emirates recognises it has to change with the times and is reviewing its entire business and assessing the rising role of digital,” he says. As Emirates focuses on organic growth, Etihad Airways is focusing on partnership strategies. Etihad Aviation Group’s outgoing President and CEO, James Hogan, says the strategy, which contributed 5.5 million guests from partners and codeshares connecting to the Etihad network in 2016, has delivered revenue and synergy benefits. “We are committed to our equity partner strategy — it delivers a huge amount to our business,” he confirms. “That approach has helped Etihad grow from a US$300 million a year airline to a diversified aviation group, which delivers revenues of more than US$26 billion. Etihad Airways sits at the heart of that business, of course, but is now only one element of a model that includes significant other businesses and investments.” Meanwhile, Qatar Airways has bought into

International Airlines Group (IAG), the owner of British Airways, upping its stake from 15.67 percent to 10.01 percent in July 2016. IAG and Qatar Airways already work closely together, with both entities part of the established Oneworld Alliance. The group is “looking at further opportunities” to develop its commercial relationship with Qatar Airways, such as joint procurement initiatives, an IAG spokesperson said recently. Qatar Airways CEO Akbar Al Baker describes IAG as the “most successful” airline group and is “very happy with its investment”, says Strickland. “With regards to potential investments and acquisitions, Al Baker is on the lookout for “rising stars”, he says. “Although thwarted for now from investing in India’s profitable LCC Indigo, he would still welcome an opportunity. “In Europe, he sees Meridiana as offering huge potential to develop into a successful stand-alone airline, not merely as a feeder carrier, and in Africa he sees the latent potential of Royal Air Maroc’s Casablanca hub with its wide African network and links to US cities and Brazil.” Meanwhile Al Baker has predicted Qatar Airways will be privatised within the next decade. In a nod to future acquisitions under consideration he says privatisation will occur once the carrier is “in a position of strength”. As the airline, and its neighbouring Gulf carriers, aim to maintain consistent growth into the future, they constantly, and successfully, redefine business models.

ATM PREVIEW 2017

LUXURY LUXURYTRAVEL TRAVEL

From customised hotel rooms and cruise cabins to aerial escapes, the future of luxury travel will be defined by new levels of personalisation

AN AIR OF EXCLUSIVIT Y L

uxury travel has entered a new era, with two types of travellers fast emerging. Newly affluent consumers and the rising middle classes are driving demand for the more material aspects of luxury travel, while more mature markets are “craving a new, evolved kind of luxury”. “Offering luxury customers a relevant, personal and exclusive experience will become more crucial than it is today — it will be a differentiating factor between old and new luxury,” argues the 2016 Shaping the Future of Luxury Travel report by travel technology specialist Amadeus. Bruce Ryde, head of luxury brand and marketing, AMEA, InterContinental Hotels Group (IHG), agrees, noting that in emerging markets such as India and China, the hotel operator is witnessing “booming demand for international luxury travel from middle class and aspirational consumers”. These travellers are “focused on the material aspects of luxury travel” while the more seasoned guests are seeking “truly unique and curated experiences”, he says.

ATM PREVIEW 2017

Of course, luxury is subjective. For one traveller, luxury could mean having their Michelin-starred chef flown in to prepare a meal in a Bedouin tent in the middle of the Sahara, while for another, it could simply be a bespoke wardrobe waiting for them in their hotel room on arrival. Therefore curating an experience that appeals to the traveller on a personal level that goes beyond the norm, is where the future of luxury travel is heading, Amadeus argues. FUTURE PROOF Fortune 500 Futurist Faith Popcorn believes the term ‘luxury travel’ will be completely redefined this century as travellers seek truly out-of-thisworld experiences that are tailored exactly to their requirements or mood. Whether it’s a simulated virtual-reality adventure, or a fantasy escape played out in a game-like environment, technology will play a central role in custom crafting our luxury sojourn, says the doyenne of trends-based marketing.

Travellers are seeking out cultural experiences

IHG’s Gongjiang Quarry Hotel in China The Presidential Suite at Shangri-La Hotel, Tokyo

Travellers are seeking unique experiences

OFFERING LUXURY CUSTOMERS A RELEVANT, PERSONAL AND EXCLUSIVE EXPERIENCE WILL BECOME MORE CRUCIAL THAN IT IS TODAY “Consumers will crave immersive experiences, which will allow them to indulge in luxury in both a physical and a virtual sense,” she says Travel brands and hotels will “harness Virtual Reality (VR) and the constant flow of personal likes, dislikes and bio-data” to provide guests with “once-in-a-lifetime experiences seamlessly and spontaneously — or so it will seem”, she adds. Popcorn, once referred to as the ‘Trend Oracle’ by The New York Times, predicts three top trends that will define the future luxury travel landscape and ironically, some eliminate the need to embark on a real-world journey at all. Take ‘Clanning Experiences’ as an example, whereby VR technology will enable friends and family located in different countries around the world to share luxury travel experiences from the comfort of their own homes. “It will mean guests and their loved ones can enjoy simulated adventures in real-time, whether it be a walk through the Serengeti or an ocean swim with extinct marine life,” explains Popcorn. Similarly, hotels of the future will provide guests with “game-like environments” in which to experience fantasy escapes, Popcorn predicts. It will enable travellers to dabble in dangerous travel scenarios that are played out in a safe place. It’s a trend that will be driven by consumer thirst for the unattainable, she says, which after all, is what the term ‘luxury’ once meant to the masses. Technology will also be harnessed to create hotel products too. “Hotels will partner with fashion brands to sponsor guests’ in-room wardrobes, complete with 3D-printed designer clothing,” predicts Popcorn. Wardrobes will be customised to suit individual fashion tastes, based on online shopping habits,

ATM PREVIEW 2017

LUXURY TRAVEL

size, and even local weather conditions, taking personalisation to a whole new level, she adds. Popcorn’s out-of-the-box insights follow a collaboration with IHG. To mark its 70th birthday last year, the hotel group called on the futurist to predict trends that would take the luxury travel industry by storm over the next 70 years. Popcorn believes that by 2086, as space itself becomes the ultimate luxury, VR will also evolve hotel interior design. Guests will be able to tailor their hotel rooms to suit their “personal and aesthetic needs”, she forecasts, citing customisable holographic wall art and fully-adjustable interior design as examples. In its first step towards creating this ‘new luxury’, IHG has called on famous interior designer Tara Bernerd to help develop new concepts that push the boundaries in terms of guest experience, reveals IHG’s Ryde. “Details of this collaboration are under wraps for now, but IHG has revealed plans for one of its most futuristic properties to date — the Songjiang Quarry Hotel in China, which will be built in a 90-metredeep quarry outside of Shanghai, boasting cascading waterfalls, bungee jumping facilities, and underwater bedrooms,” he says. It will appeal to a new jet-set generation who are finding luxury and glamour in the most obscure places.

Cycling on the beach in Oregon, USA

“SMART TECHNOLOGY WILL CONTINUE TO PLAY A SIGNIFICANT ROLE IN OUR INDUSTRY AND I SEE THE USE OF VR BECOMING AN ESSENTIAL PART OF TRAVEL

Shangri-La is using VR to sell luxury experiences

12.8%

12.2%

AUTHENTICITY AND EXCLUSIVITY Ryde says “luxury travel has entered a new phase, with meaningful and authentic travel experiences favoured over conspicuous consumption”. He also notes that while the Middle East and Africa is the fastest-growing market for personal luxury goods sales globally, audiences in these regions “still appreciate meaningful experiences when travelling to new destinations”. “At IHG we have focused on this evolving segment and create luxury for each individual guest through thoughtful and understated service, curating an experience that appeals to them on a personal level,” he says. “We believe that personalisation will remain a focus for the next 50 years, however, the novelty factor of the personal experiences we provide will escalate and transform with time.” Debbie Duncan-Studart, General Manager, Abercrombie & Kent, UAE, agrees that in the future, “travellers will continue to seek authentic experiences and will want to get under the skin of the destination, preferring to explore on their own or in the company of an expert guide”. “Convenience will become more important too”, she says, characterised by private jet travel and private home rental.

4.5%

4.2%

2015-2025 GROWTH IN LUXURY TRIPS INDIA

CHINA

RUSSIA

KUWAIT, QATAR, UAE

BRAZIL

SOURCE: Shaping the Future of Luxury Travel report, Amadeus, 2016

ATM PREVIEW 2017

Exhibit at WTM London ÂŽ

6-8 Nov 2017

WTM Means Business WTM London 2016 attracted more than

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increase in visitors in 2016*

Book your stand today at london.wtm.com Organised by

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LUXURY TRAVEL

Travellers crave “immersive experiences”, says Fortune 500 Futurist Faith Popcorn

“Luxury travel has entered a new phase,” says Bruce Ryde, Head of Luxury Brand and Marketing, AMEA, InterContinental Hotels Group (IHG)

“VR will become essential to luxury travel”, says Rob Weeden, Vice President Sales and Marketing, EMEA, Shangri-La International

Timur Senturk, Vice President Operations, Langham Hospitality Group, says luxury travellers are demanding “tailored, unforgettable journeys and adventures”. “They do not like mass experiences,” he says. “They prefer personal guides who are experts in their area of interest and they want to be involved.” He adds: “They want to swim with the whale sharks in Western Australia, hike in the Swiss Alps, or take part in a photography safari in Africa. “They do not just dine at Michelin-starred restaurants, they want to participate in a cooking class with Michelin-starred chefs.” Some clients are also motivated by oneupmanship, notes Duncan-Studart, and are looking

LUXURY CRUISES OF THE FUTURE?

Helen Beck, Vice President, International Sales & Marketing, Crystal Cruises, believes the future of luxury is on the seas • More people will choose to live at sea, something Crystal has already predicted with the introduction of residences on the new Exclusiveclass ships, the first of which is due to launch in 2022 • Ships will tailor the design and colour of their suites and cabins to guest preferences and moods • Guests will demand adventurous and intrepid shore excursions along with money-can’t-buy experiences • Shore excursions and embarking/debarking vessels will be via various aircraft types such as helicopters to and from landing pads onboard ships • With water making up 71 per cent of the earth’s surface, perhaps we’ll start to see man-made islands that float or even underwater homes

ATM PREVIEW 2017

“Service will become more intuitive”, according to Timur Senturk, Vice President Operations, Langham Hospitality Group

to “brag” about their holiday experience to friends and colleagues. “If you can visit a temple that has been opened for you and your party, or experience fine dining beneath the glow of one of the world’s masterpieces in its natural setting, then you have a conversation piece for dinner parties that will make you the envy of your social set,” she says. THE PATH TO PERSONALISATION Senturk believes service will become increasingly intuitive and Duncan-Studart says more clients will take advantage of “concierge-style” services, employing a personal travel consultant to manage their travel plans. It’s good news for experienced travel professionals like Gillian McLornan, a Dubai-based Travel Counsellor, who believes “service remains key and personalisation has become an expectation”. “The customer expects you to know his preferences and to set up special requests or planning requirements,” she says. “In the future, clients will use apps for hotel preplanning and will want to be continuously surprised and delighted. “They will want a cultural connection to the destination through amenities and services.” Rob Weeden, Vice President Sales and Marketing, Europe, Middle East and Africa (EMEA) at ShangriLa International, predicts that artificial intelligence (AI) will have more control in the future. It will predict traveller behaviour and “act as a travel agent”, he says. “It may even customise all of our travel experiences, based on our precise likes and dislikes, and act as a bespoke travel guru, giving us insights about the destination it knows will appeal to us”, he says. “Smart technology will continue to play a significant role in our industry and I see the use of VR becoming an essential part of travel.” Shangri-La Hotels and Resorts recently launched virtual reality as a global sales tool, which can instantly “transport” the viewer to the edge of Genghis Khan Square in Ulaanbaatar or inside the presidential suite of Shangri-La Hotel, Tokyo. “It is a completely immersive experience that feels live and dynamic and gives the traveller a glimpse of what awaits them,” says Weeden. “This is a perfect example of high-tech and highend working hand in hand and I predict this will become the “norm” of travel booking.”

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CRUISE

PLAIN SAILING IN THE GULF

As the region looks to improve its ports, boost its tourism infrastructure and relax its visa rules, so its cruise industry is starting to make waves, bringing new ships and more passengers to its shores

he global cruise industry is growing at a rapid rate, with more than 25 million people — the equivalent of the entire population of Australia — set to take a cruise holiday this year, recent research by the Cruise Lines International Association (CLIA) reveals. Its ‘State of the Industry’ report for 2017 predicts a 4.5 percent increase in cruise passengers to 25.3 million in 2017, compared to 24.2 million passengers in 2016. Cruisers are drawn to the increasing number and variety of ships being built,

ATM PREVIEW 2017

with the cruise market now offering something for everyone in terms of ship size and experience, as well as the value for money a holiday at sea promises regardless of their budget. Destinations worldwide have recognised the potential to grow their cruise tourism industry on the back of this promising trend, and the Gulf countries are no exception. Leading the charge are the UAE, Oman, Qatar and Bahrain, all of which are rapidly developing their cruise and tourism infrastructure to attract more ships and travellers.

The 2017 edition of Crystal Symphony sails from Rome to Dubai, via Oman

Cruise passengers made more than one million visits to GCC countries during the 2015-2016 season, and significant growth is anticipated during the current 2016-2017 season, which will see many major cruise lines make maiden calls or homeport in the region for the first time. DUBAI’S PORT PRIORITIES Dubai Cruise Tourism (DCT) anticipates more than 600,000 cruise tourists between October 2016 and April 2017 as the number of cruise ship calls at its port, Mina Rashid, jumps 16 percent

CRUISE

THE BIG PICTURE

25M PEOPLE WILL TAKE A CRUISE IN 2017 (CLIA)

Sir Bani Yas Cruise Beach is the Gulf region’s only dedicated desert island cruise stopover

year on year to hit a record 157 during the period (compared to 134 ships during the 2015-2016 season). Norwegian Cruise Line and the UK’s Thomson Cruises have made firsttime visits to Dubai this season, also marking their regional debut. Thomson Cruises is the first ever UKbased cruise line to home port in Dubai, making 12 calls and bringing more than 25,000 cruise tourists to the emirate. As of this season, Dubai plays host to more than 23 cruise operators including six that now use the emirate as a base. “Through our cruise tourism strategy, we aim to bring in one million tourists to Dubai by 2020 and we are heading in the right direction,” says DCT Director Jamal Humaid Al Falasi. The agency is working with Emirates, DP World, Dubai Customs, Dubai Immigration and other relevant stakeholders to provide “comprehensive support and increased flexibility for cruise lines and travellers”, he says. In December, DP World announced plans to improve facilities at Rashid Port with work already underway on a new terminal, as well as a 465-metre bridge connecting terminals 2 and 3. Dubai’s attractive on-shore offering is also luring more cruise lines, says Lakshmi Durai, the CEO of Travel Matrix, the Gulf representative for Celebrity Cruises.

“The 2016-2017 winter period has been the first Arabian Gulf season for Celebrity Cruises,” she says. “The cruise line appeals to high-end guests, primarily from the US, UK and Europe, and we feel Dubai’s world-class attractions and experiences, combined with its Arabian heritage and culture, provide them with an unforgettable and exciting luxury holiday.” The cruise line deployed the 2,170-guest Celebrity Constellation in the Gulf for six sailings taking in the UAE and Oman between November 2016 and January 2017. ABU DHABI FINDS A NICHE In neighbouring Abu Dhabi, the cruise tourism segment has achieved a compound annual growth rate (CAGR) of 10.7 percent over the last five years, according to a report by Oxford Economics, commissioned by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), Abu Dhabi Ports and Etihad Airways.

1M THE NUMBER OF CRUISE PASSENGERS DUBAI IS TARGETING BY 2020 (DUBAI TOURISM)

0.8M THE CRUISE PASSENGERS ABU DHABI WILL RECIEVE BY 2025 (OXFORD ECONOMICS)

RIDING THE WAVE OF CRUISE TOURISM Tuesday April 25, 2017 12.20 to 13.20 The Global Stage A panel of cruise experts discusses the potential to grow the GCC’s cruise industry, outlining what steps the region can take to attract cruise lines and passengers.

THE PANEL:

DXYXYXYYXYXYYXYYXN

Jamal Al Falasi, Director, Dubai Cruise Tourism (DCT)

Helen Beck, Vice President International Sales & Marketing, Crystal Cruises

Lakshmi Durai, CEO, Travel Matrix, Gulf representative for Celebrity Cruises

Bo Larsen, Vice President strategic partnerships, CLIA

ATM PREVIEW 2017

CRUISE

It forecasts further sustained growth of 10.5 percent CAGR to reach 450,000 cruise passengers by 2020, rising to 808,428 in 2025. This season Abu Dhabi will welcome more than 250,000 passengers from 137 calls by 26 ships — up 21 percent year on year — in a season which runs until early June 2017. The report predicts that total cruise sector spend will increase by 71 percent to AED 417 million (US$113 million) by 2020, seeing growth from a benchmark of AED244 million (US$66 million) in 2015. With expansion set to continue, this figure is forecast to almost double to AED745 million (US$202 million) by 2025. The number of cruise ships calling at Abu Dhabi will increase to 258 by 2025, the report predicts. “TCA Abu Dhabi and its cruise stakeholders have worked with leading cruise lines to develop infrastructure, streamline marketing efforts and create a desirable cruise destination,” says HE Saif Saeed Ghobash, Director General, TCA Abu Dhabi). “A continued joint approach towards building capacity will be key to ensuring we all share a sustainable growth agenda and fulfil our ambitions to expand the region’s cruise sector.” In December, Abu Dhabi launched Sir Bani Yas

2016-2017 SEASON PREDICTED PASSENGER NUMBERS

600,000 DUBAI

250,000 ABU DHABI

200,000+ OMAN

50,000 QATAR

ATM PREVIEW 2017

“HAVING A RANGE OF PORTS FROM WHICH TO CHOOSE FOR OUR VOYAGES MEANS WE CONTINUE TO OFFER NEW OPTIONS TO OUR WELL-TRAVELLED AND DISCERNING GUESTS

Cruise Beach, the Gulf region’s only dedicated desert island cruise stopover, meeting demand for “a beach-call addition to the itineraries of the world’s leading cruise lines”, according to His Excellency Mohamed Khalifa Al Mubarak, Chairman, TCA Abu Dhabi and TDIC. Covering 1.3 km of land, the cruise beach has the capacity to double in size and scale to meet future market demand and gives cruisers access to eco-tourism wildlife tours and three luxury hotels. Sir Bani Yas Cruise Beach expects more than 60,000 passengers from 39 stopover cruise line calls in its first season alone. In addition to developing a unique eco-tourism offering for cruisers, Abu Dhabi is spearheading the ‘Halal Cruising’ concept too. “We believe our culture, heritage and product base has great appeal with the Muslim traveller and the expansion of this product mix into the cruise segment is a natural progression to attract Muslim passengers from our key cruise markets,” explains Mubarak Al Shamisi, Director, Abu Dhabi Convention Bureau. Abu Dhabi’s international cruise tourism passengers are predominantly sourced from Germany, the UK and France, which have a combined Muslim population of over nine million people. “When you factor in the US$55 billion value of the Muslim travel market from the UAE and our closest GCC neighbours, the potential is clear to see,” adds Al Shamisi. TCA Abu Dhabi is working with key tourism stakeholders, including hotels and DMCs, with a view to developing halal-friendly excursions and pre- and post-cruise itineraries. COLLECTIVE STRATEGIES The UAE’s cruise industry has experienced significant growth since

TOP 5 CRUISE SOURCE MARKETS

CRUISE

(CLIA)

2014 when the multiple entry UAE visa was introduced. It has inspired other Gulf cruise destinations to take similar steps with the Qatar Tourism Authority (QTA) recently streamlining visa processes for cruise passengers in a bid to boost this niche market. About 32 ships carrying more than 50,000 passengers are anticipated in Qatar this cruise season. Relaxing visa rules opens emerging source markets, particularly India and China, both of which are being targeted by Cruise Arabia, a united partnership that brings together six GCC tourism authorities — Dubai, Abu Dhabi, Sharjah, Oman, Bahrain and Qatar — to promote the region as a preferred winter cruise destination. With India’s major cities up to four hours’ flying distance from the Gulf’s leading cruise destinations, the growth opportunities are boundless, according to Hamad M Bin Mejren, Senior Vice President, stakeholders department, Dubai Tourism. “Cruise Arabia has initiated discussions with the relevant ministry departments in India and we are looking to develop co-operation moving forward,” he reveals. “The proximity of the Indian subcontinent is perfect for cruise tourism and we will work with cruise lines to identify itineraries originating from the Middle East for the 12- to 14-day duration trips in particular.”

operator Crystal Cruises. “The continued investment in Gulf destinations is impressive and this drives curiosity from our well-travelled guests to experience the destinations for themselves,” she says. The Gulf is the destination of choice for the 2017 edition of Crystal’s prestigious President’s Cruise, hosted by Chairman, President and CEO, Edie Rodriguez. From November 4 to 22, Crystal Symphony will sail from Rome to Dubai, via Oman. The ship will overnight in Dubai and Abu Dhabi and make a maiden call in Doha before heading to Mauritius. In 2018, Crystal Serenity will sail from Mumbai to Dubai, with overnight stays in Muscat, Abu Dhabi and Dubai and visits to Manama and Doha. Beck says the development of new ports such as Abu Dhabi’s Sir Bani Yas Cruise Beach is “very welcome” and helps cruise lines with itinerary planning. “Having a range of ports from which to choose for our voyages means we continue to offer new options to our discerning guests,” she explains. The Gulf needs to continue to diversify its destination offering to provide cruisers with a “wider selection of experiences”, Beck adds. Durai agrees that offering “interesting destinations” and “more ports of call” are essential parts of the strategy to grow the Gulf’s cruise industry in the years to come. These aspects should also be promoted in key source markets to “take the Gulf’s cruise tourism business to the next level”, she says. Durai adds: “Moving forward, it would also help cruise lines if multiple entry visas for the GCC were available, in this way covering passengers for the entire cruise.”

11.2M

GULF APPEAL Arabian Gulf itineraries involving multiple overnights are increasingly popular with highend cruisers, says Helen Beck, Vice President International Sales and Marketing for luxury

GERMANY

1.81M UK

1.61M AUSTRALIA

1.1M CHINA

0.98M

Dubai is expanding and enhancing its cruise facilities at Mina Rashid port

ATM PREVIEW 2017

TECHNOLOGY

THE NEAR FUTURE Paul Richer, Founding partner, Genesys Digital Transformation, explains how technology is changing travel businesses for the better

ATM PREVIEW 2017

aul Richer founded Genesys in 1994 when around 2,750 websites existed but the Internet had yet to be adopted commercially. At the time the company helped travel companies with their back-office systems. Today there are more than one billion websites and the travel industry has been forced to adapt to the new digital age. Genesys has evolved too, now a travel technology consultancy that specialises in “digital transformation”, which Richer says should be the “goal for every travel and tourism organisation”, so much so that it’s given rise to the inaugural ATM Digital Transformation Summit. Set to take place at ATM’s Travel Technology Theatre from 10.30 to 12.30 on Tuesday April 25, the summit, organised by Richer, will take a closer look at the three important objectives to digital transformation: providing an exceptional user experience;

understanding the customer; and creating frictionless business processes — harnessing technology so it runs like “a well-oiled machine”, says Richer. Here he explains what ‘digital transformation’ really means for travel firms. What user experience do customers and staff expect these days? We live in a world of what I call ‘intuitive systems’. As we move into an era where we are interacting with technology virtually every hour of the day, technology users give no thought as to how a system or a piece of technology should operate. It must be entirely intuitive and provide instantaneous results. ‘Easy’ is the new loyalty and if your technology does not work intuitively and speedily then your customers will simply move to your competitors who may be just one click away. This need for systems to work intuitively is also a requirement for your staff. Younger members of staff within travel companies would be horrified at the complexity and training needed to use the GDS systems of old with their use command line language and syntax. They quite rightly expect to be able to sit in front of a computer screen and use a system that has been designed intuitively. What role does mobile play? It is mobile that is giving consumers easier access to the travel industry. Loyal customers will have downloaded airline or hotel chain apps.Those who like to shop around may have apps on their mobiles such as Expedia or Skyscanner. Travel companies need to react to this by ensuring their customers have the apps they need to continue to interact with them,

TOP TRENDS

EASY IS THE NEW LOYALTY AND IF YOUR TECHNOLOGY DOES NOT WORK INTUITIVELY AND SPEEDILY THEN YOUR CUSTOMERS WILL SIMPLY MOVE TO YOUR COMPETITORS”

providing the convenience and utility that customers need. The widespread use of mobile is also catalysing the introduction of a new breed of apps that I describe as ‘in trip’. Examples range from Uber that can provide here-and-now transport, to hotel concierge apps that might allow restaurant tables to be reserved, room service to be ordered, or messages to be sent to the concierge. For business travellers, there is a possibility of changing their travel arrangements while on the move. Tourism apps can provide sightseeing information while tourists are on-site. ‘In trip’ apps open new possibilities to improve customer service. What type of data should travel companies be collating and analysing to personalise their interactions? Harnessing data to provide the insight you need to personalise customer interactions is not a new sales technique. It has been practiced in retail for centuries. A storekeeper gets to know his customers. He learns what products they like, how much they spend, and when they want to buy. If they walk into his store and browse products on the shelf, the storekeeper can see what it is that is of interest to customers at that very moment. He can respond accordingly, perhaps suggesting a relevant special offer or bringing out some goods from a

DON’T MISS THE ATM DIGITAL TRANSFORMATION SUMMIT April 25, 2017 10:30 to 12:30 Travel Tech Theatre, ATM

backroom that weren’t previously available or on display. Until now, this has not worked well online. However, with the new technology that powers big data analytics it is now possible for large, online businesses to behave like that storekeeper of old. The customer data that might be collected and used to personalise online product offerings is very straightforward. Examples are past travelling party size (family, couple, etc), spend, destinations travelled to, preferred hotel grades, and so on. Utilising data like this can allow online travel companies to customise product displays to customer preferences making it far more likely that a purchase will be made. If you are offering customers the products that they are most likely to want to buy, this can only enhance customer service. How do travel companies harness technology to “run like a well-oiled machine?” Travel tends to be a low profit margin industry, particularly away from the luxury sector. Having technology in place that keeps your business running as efficiently as possible keeps costs down and customer service up. Efficient and effective technology is a necessary requirement for a successful travel business but this must be backed up by friendly, knowledgeable staff who are also supported by good technology. Companies should focus on encouraging customers to use automated technology for lowmargin bookings while encouraging customers with high-margin requirements to talk with experienced members of staff who can focus on closing high net worth deals.

What top tech trends will shape the future of the travel and tourism industry? Personalisation and the use of customer data is the most significant trend for 2017. Getting this right will increase the conversion rate of lookers to bookers and improve customer service overall.

What role will Artificial Intelligence play in the travel and tourism industry in the future? AI is a technology connected with the intelligent application of big data. If you hold data on your customers, it is AI that will use predictive analytics to offer the right products at the right time.

How will Chat Bots/ Messenger etc change the travel business? With the introduction of technology such as Amazon Echo, Siri, Cortana and other Chat Bots, consumers are becoming conditioned to find it acceptable to speak to a chatbot rather than a human. This has significant implications for redeploying customer services staff away from answering mundane queries towards more productive work.

ATM PREVIEW 2017

TRAVEL AGENTS

BALANCING ACT

Travel agents are combining technology and service to meet the needs of today’s traveller

he travel search-and-book landscape has changed beyond recognition over the past two decades. First, the rise of online travel booking channels lead to a ‘survival of the fittest’ scenario, and not all agencies survived. Then came mobile devices, dominated by the smartphone, which empowered consumers to levels the industry could not have imagined. Travel trends analyst Skift notes how a few years back the digital revolution saw travellers “shun human interaction”, yet today, the “extreme effects of a digital-led life” are taking their toll. “People are overwhelmed and all of this has happened as tech as a differentiator for travel brands, is becoming more of a hamster wheel, and has increasingly become commoditised,” it says. Today, many retail travel agents are thriving, which clearly signals that despite rapid advances in technology, customers seek human interaction

DON’T MISS THE NEW-AGE TRAVEL AGENT The Travel Technology Theatre, Arabian Travel Market Wednesday 26 April, 2017 16.50 to 17.50 Panellists, including Ernesto Sanchez, Head of Commercial Strategy and Business Management at Amadeus, will discuss how travel agents are evolving to better meet the needs of today’s travellers.

ATM PREVIEW 2017

when planning and booking their travel. In 2016, Skift researched the habits of ‘Supertravellers’ — the early adopters with digital addiction. It found these highly-connected, high-maintenance travellers “want the humanity back in travel”. “They have more power in their iPhones than most airlines had in a mainframe 30 years ago, but that doesn’t mean they want to be left to navigate this giant world all alone after all,” says Skift. Travel brands should therefore “strive to understand how the experiences they provide make travellers feel”. “Travel is a huge investment of time and money; travellers will forget what companies offer through tech, but they will never forget how these travel brands make them feel,” Skift adds. Der Touristik UK Chief Executive Derek Jones says people are seeking happiness and comfort when making purchases like travel, referring to the

Danish word ‘Hygge’ [hoo-gah] that’s used to describe this concept. “People are looking for Hygge moments — when you drink your morning coffee in your favourite café – that’s your Hygge moment,” he says. “The high street is not filling up with technology, it’s filling up with Hygge, and that’s why agents are still thriving. Our product is the service we deliver. We are selling the experience.” Jones stresses the importance of getting the balance right between technology and face to face interaction. “Technology matters to us when it improves service, not when it gets in the way,” he explains. He warns agents to “be wary of technology if it reduces the opportunity for rich interaction”. Skift believes smart travel brands are those learning how to “combine technology and customer service in a way that pairs digital efficiency with human intelligence”.

TRAVEL AGENTS

Data is “much more powerful when placed in the hands of a well-trained, empathic person who can anticipate, be flexible, and help steward a cohesive experience”, it argues. THE OMNI-CHANNEL APPROACH Clare de Bono, Head of Product and Innovation at Amadeus UK & Ireland, agrees that “combining technological approaches with human service will be a common theme for many travel agents in the future”. “Some customers are ‘high touch’, valuing human interaction, and enjoy being guided through the purchasing process; they are happy to use technology if it is in conjunction with personal services,” she says. “Other customers are ‘low touch’, preferring to use self-serve technology and requiring little or no interaction with travel agents. And some customers will have different preferences based on the type of trip they’re planning.” Agents need to “differentiate between high- and low-touch customers, and high- and low-touch requests” and then determine the optimal mix of tech and human interaction, she continues. However, “all agencies will need to embrace an omni-channel approach to ensure they reach their customers”, de Bono says, noting that “now is the time to explore how new technology can be used.” She adds: “Technologies such as mobile devices, artificial intelligence (AI), and big data will continue to completely change the customer experience. “Consumers will soon expect to visit an exotic beach without leaving their armchairs, or receive recommendations for local restaurants when booking a flight to a new city. “Embracing this technology and exploring new ways to use it, particularly during the sales process will ensure travel agents stand out in an increasingly crowded market.”

“TECHNOLOGY MATTERS TO US WHEN IT IMPROVES SERVICE, NOT WHEN IT GETS IN THE WAY Skift says successful travel agents are becoming increasingly focused on the end-to-end customer experience and “acting in part as concierge, adviser and confidant”. “The new-age agent is using technology to forge better relationships with customers,” it argues. They are ‘technologists’ who are “communicating with clients ‘on the fly’ via channels like WhatsApp and Facebook Messenger as a customer.” MOBILE RETAILERS ON THE RISE Taking the messenger concept one step further, Amadeus, in its recentlyreleased Online Travel 2020: Evolve, Expand or Expire report, predicts the rise of the ‘Mobile Travel Retailer’. “Imagine an addictive mobile travel agency app that accompanies the traveller along the entire journey,” it says. “Rather than being a complementary distribution channel, mobile could become the only means of distribution and the only app a traveller needs — or wants.” By 2020, worldwide smartphone subscriptions are projected to top 6.1 billion, according to techcrunch.com. Mobile is therefore no longer a platform, but a “way of life”, and gives agents the ability to “connect with travellers throughout their journey, from booking, through to their return home and beyond”, argues Amadeus. The new breed of Mobile Travel Retailers will communicate through chat channels or voice recognition; be empowered to cross-sell and up-sell at the right time during the traveller’s

journey; and accept alternative methods of payment (AMOP) such as virtual cards, PayPal, Apple Pay, Google Wallets, WeCat wallet, Paytm (India), m-Pesa (East Africa) and Alipay, to name a few. Sébastien Gibergues, Head of Leisure & Online Travel, Amadeus IT Group, says mobile-only platforms such as Uber and pure OTAs have proven the Mobile Travel Retailer concept is viable. “However, it is likely that pure mobile players will initially focus on a specific niche — last minute deals, unique user experiences or specific content such as destination services — exploiting one of the many channels offered by the mobile platforms: apps, chat bots, games and augmented reality,” he says. “The future will tell how creative mobile travel players can be.” EMBRACING AI Travel deals firm Tavelzoo believes AI is set to play a more dominant role. The company’s global Future of Travel report 2016 reveals most consumers not only expect robots to play a big part in their lives before 2020 (80 percent), but also feel comfortable with robots being used in the travel industry (80 percent). Travelzoo’s European President, Richard Singer, says the travel industry needs to recognise the appetite for robots and AI and should “strive to keep up with expectations at the very least”. He believes the AI opportunities far outweigh the risks. “We know from our research conducted last year (2016) that guests still crave the human, more personal touch, and so the ideal solution is for robots and humans to work in tandem in customer-facing roles,” says Singer. “A healthy balance of robotic technology, AI and human service will help travel professionals create a more seamless customer experience for guests — the industry just needs to be more accepting of this fact, and do more to embrace it,” he adds.

ATM PREVIEW 2017

EXPERIENTIAL TRAVEL

The region is perfectly placed to tap into demand for authentic travel experiences filled with culture, heritage and natural attractions

he demand for authentic, engaging and immersive travel experiences has never been greater. The trend, widely referred to in the industry as ‘experiential travel’, encompasses adventure, culture, gastronomy and much more, as travellers seek personalised journeys and true insight into the people and the places they visit. The quest for authenticity has penetrated the entire industry, led by every type of traveller, from students on a shoe-string budget to high net worth individuals seeking out premium experiences. ATM Senior Exhibition Director Simon Press agrees that “travellers are increasingly looking beyond conventional leisure

EXPERIENCE COUNTS Via Ferrata in Ras Al Khaimah

ATM PREVIEW 2017

programmes and itineraries and actively seeking out atypical experiences that deliver a true taste of local culture”. The trend, the show's annual theme this year, has also given rise to successful concepts that threaten to disrupt traditional industry models. Airbnb, for example, is much more than an accommodation website and has such a broad appeal as it allows travellers to actually live like a local, and experience a destination in a far more organic way. Travel trends experts Skift.com say now the most forward-thinking travel companies are providing experiences based on “inspiration, personalisation and a path towards self-discovery”. “Travellers in this seamlessly connected era, from backpackers to billionaires, want to feel inspired by the places they visit and the people they meet, while pushing past the pre-conceived notions of different cultures, both near and far, to become more dynamic and informed citizens,” aruges Skift. “Equally paramount, today’s most savvy travellers of all ages want to experience that transformative journey in a way that is wholly their own. Skift adds: “In the end, we are all searching for something — we’re all seeking our monk, and experiential travel is becoming a preferred road to the monastery.” THE RISE OF THE MICROADVENTURE According to TripBarometer 2015 research, around 69 percent of global travellers of all age groups were planning to try a new travel experience in 2016, with 17 percent planning to travel alone for the first time and 15 percent seeking their first adventure travel experience. Many experiential travellers, however, are short on time, which has led to the rise of a sub trend — the ‘microadventure’ — according to the World Travel Market (WTM) Global Trends Report 2016, in association

DID YOU KNOW?

72% WOULD RATHER SPEND MONEY ON EXPERIENCES THAN ON PRODUCTS.

“BEYOND MUSCAT YOU WILL FIND A COUNTRY LARGELY UNTOUCHED BY TOURISM, WHERE PEOPLE SUSTAIN THEIR HISTORICAL LIFESTYLE, AND WHERE DESERTS GIVE WAY TO LUSH MOUNTAINS AND MILES OF UNSPOILED COASTLINE Her Excellency Maitha Al Mahrouqi, Under Secretary for The Ministry of Tourism Oman

with Euromonitor International. The term ‘microadventure’, coined by British explorer Alastair Humphreys, describes a small and achievable outdoor adventure. In recent years there has been an explosion in demand for microadventures, says the report. “The trend seems to accompany the general consumer shift away from a desire for material possessions towards an interest in actual experiences,” the report adds. According to the Adventure Travel Trade Association (ATTA) more adventure opportunities are being made available by savvy travel firms, providing an a la carte menu of different experiences to choose from. “These microadventures can be a stepping stone to a deeper involvement in the activity or the destination itself,” says Executive Director Chris Doyle. For example, UK carrier easyJet has created several microadventure ideas based in and around the cities to which it flies, while cruise firms are offering activities such as cycle tours, zip-lining and even waterfall climbing. Euromonitor International’s Head of Travel, Caroline Bremner, says that in a fast-paced world, the microadventure is a great way to fit new experiences into busy lives. She encourages the travel industry worldwide to capitalise on the traveller desire to “make the most of it”. EXPERIENCING THE MIDDLE EAST Recognising the importance of the trend, ATM 2017 has taken experiential travel as its overarching theme. “This growing trend is now on the radar of the region’s tourism chiefs as

destinations face increased competition for their share of the more traditional travel segments and are increasingly looking to diversify their proposition into new and niche markets that require product differentiation and innovation,” says Press. “The Middle East has an abundance of authentic local experiences to offer, from overnight stays in a stone house in remote Omani villages to Old Dubai walking tours that search out the best street food,” he adds. The experiential travel theme also aims to broaden the appeal of Middle East destinations, increasing their visitor numbers and revenues and at the same time, supporting sustainable economic development, another key ATM theme. An example of this in action can be found in Turkey and the Levant region. WTM’s Global Trends Report 2016 reveals how the Middle East’s ancient trails are witnessing a resurgence in interest from hikers who are looking to explore the region’s history, religions, culture and rural communities. Key trails include the Nativity Path in Palestine; Abraham’s Path from Turkey to Egypt; the Jordan trail; and Lebanon’s mountain trail. “Some of the trails go across country borders, offering visitors a more varied trip, as well as fostering stronger relationships between neighbouring tourism organisations,” says the report. “Furthermore, with the trails wending their way through remote, rural communities, the trend is generating income for women involved in providing home stays.” Euromonitor's Carloline Bremner says the marketing of these Middle East trails

SOURCE: AMERICAN EXPRESS

ATM PREVIEW 2017

69%

EXPERIENTIAL TRAVEL

OF GLOBAL TRAVELLERS SOUGHT NEW ADVENTURE EXPERIENCES IN 2016

Royal Opera House, Oman

Dhayah Fort, Ras Al Khaimah

is proving to be “a surprising success”. The wider implications go beyond the tourism trade as they help “spread a message of peace and fostering cultural exchanges”, she explains. SELLING LOCAL EXPERIENCES ATM’s experiential travel theme will be incorporated into the show’s seminar programme with one session, ‘Why selling local experiences matters’ on Tuesday, April 25, discussing how the region’s key travel and tourism stakeholders can promote ‘the real Middle East’. Several Destination Management Companies (DMCs) have already made great strides in this field including Desert Gate Tourism, which as a “premium experience provider” in the UAE, Oman and Qatar, aims to deliver “life-long memories” to guests who are no longer satisfied by traditional desert safari. “They are looking for more in-depth experiences that can’t be bought online and are curated by true experts in the field,” says Chief Commercial Officer, Nicholas Rhodes. “Culture has really come of age in the region and there are now several distinct

ATM PREVIEW 2017

focuses led by the government to make our destinations more attractive in that sense. As an example, look at what Dubai is doing with its heritage district.” Fabio Prestijacopo, Head of Sales and Marketing at Desert Adventures, part of the Kuoni Group, says today’s travellers are “willing to pay more to experience something new” and so DMCs need to ensure they “provide value” and “spice up their stay”. “As part of our commitment to deliver distinct experiences to guests, we have partnered with an award-winning photographer and long-time resident

of Dubai who takes guests on a unique behind-the-scenes journey where he took amazing images of old Dubai,” Prestijacopo explains. Desert Adventures also provides insights into Emirati hospitality — arranging for a Sharjah-based Emirati artist to teach guests the art of writing Arabic script in his own home. Elsewhere, Simon Mead, Operations Manager at Arabian Adventures, says he has noticed the ‘microadventure’ trend among travellers who are short on time and eager to tick off Dubai’s top five, which usually includes a desert safari, a

“WE ARE POSITIONING RAS AL KHAIMAH AS A DESTINATION WHERE VISITORS CAN EXPERIENCE ‘ACCESSIBLE ARABIA’ AND CONNECT WITH NATURE Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA)

tour of New Dubai and Burj Khalifa visit, a traditional city tour, Dubai Creek cruise and Arabian Gulf tours. “But many clients do want to see the other side of Dubai, away from the iconic skyscrapers, to learn more about the culture and tradition,” he adds. REAL ARABIA Oman, a destination steeped in history and offering natural outdoor playgrounds, from mountains to wadis, is also capitalising on the rise of the experiential travel trend. “Beyond Muscat you will find a country largely untouched by tourism, where people sustain their historical lifestyle, and where deserts give way to lush mountains and miles of unspoiled coastline,” says Her Excellency Maitha Al Mahrouqi, Under Secretary of The Ministry of Tourism for Oman. “The natural attractions, coupled with luxury resorts, desert camps and smaller mid-range accommodation, means Oman can provide a truly authentic, quality, Arabian experience.” Her Excellency notes increasing visitor demand for sailing, cycling, trekking, golf, diving, spa and wellness, and other special interests, as well as immersive cultural experiences. She says: “We want visitors to spend time in Muscat exploring the Mutrah Souk, Sultan Qaboos Grand Mosque, the Royal Opera House and the National Museum of Oman, before escaping to the cool of the mountains or having a true Bedouin experience in the desert. “We then suggest travelling to Salalah in the south, which has a different climate entirely. From June to September, the Khareef monsoon winds blow in heavy rains that see the mountains covered in lush green vegetation. Frankincense trees live off the moisture, triggering the World Heritage Frankincense trail, and the area is dotted with ancient villages and trading posts.” Ras Al Khaimah has a similarly eclectic tourism proposition and is being pitched as the “ideal destination for experiential travellers looking for adventure and authenticity”, says Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA). “The emirate’s Arabic heritage, dating back more than 7,000 years, complements its natural attributes, such as the UAE’s tallest mountain at 6,266 feet, its terracotta desert and numerous wadis,” he adds. In its effort to appeal to a global adventure travel crowd, RAK opened the Via Ferrata zip line experience last year. It’s a three-course ride through the mountain spanning 1,542 feet across

the iconic Al Hajar mountain range and features three zip-lines of 165 feet, 195 feet and 985 feet in length. The Via Ferrata has proven so popular that more adventure-focused attractions are planned soon, reveals Mattar. The importance of the experiential travel trend is evident in RAK’s ‘Destination 2019 Tourism Strategy’, which targets three core tourism segments — Active Adventurers, Cultural Explorers, and Wellness and Luxury Indulgence seekers. “We are positioning Ras Al Khaimah as a destination where visitors can experience ‘accessible Arabia’ and connect with nature,” says Mattar. Mindful that experiential travellers are heavily influenced by images and storytelling, RAKTDA launched its multimedia’ ‘Beyond A Journey’ destination campaign, which focused on the emirate’s unexplored tourism potential. The campaign boosted traffic to RAKTDA’s website by 500 percent and saw 5.2

million users engaged on social media, resulting in the destination’s best Eid Al Fitr visitor numbers to date Looking ahead, the industry can expect destination campaigns to become increasingly immersive and multi-media driven in a bid to capture the imagination of customers looking to try before they buy and get a real sense of place before making a booking. Making use of the latest technology, destinations can showcase the transformative experiences visitors will be seeking out once they are in destinations. This experiential marketing will involve a wide range of tools, such as virtual reality, to truly take visitors on a new journey. With experiential travel a trend that's here to stay, and as the industry responds to the rise of a new breed of traveller, the types of experiences and interactions made possible are opening up destinations for discovery in a whole new way. Al Hajar Mountains, Ras Al Khaimah

ATM PREVIEW 2017

BIG

THEME PARKS

THE ATTRACTION

The UAE’s ambitions to become a global theme park hub are well on track, helping to broaden its tourism appeal and achieve international arrivals targets at a rollercoaster pace

he family travel market is without a doubt, the lifeblood of the UAE’s tourism industry. The sector accounts for a large share of both regional and international travel demand and its contribution to total tourism to the destination continues to grow. Dubai Tourism’s 2015 Annual Visitor Report reveals families now represent more than half of all travellers visiting the city and those visiting for leisure purposes were driving up the average length of stay to 7.2 days. But if ambitious tourism arrivals targets are to be met, with Dubai alone looking to cross the 20-million-visitor mark by 2020, the UAE needs to provide a compelling offering to rival the world’s leading family destinations. Part of its solution is to deliver a theme park portfolio to rival the global greats. In 2016, new theme park destinations spanning four major parks opened their doors and plans for at least three more were announced in a move that signalled to the world the UAE’s intention to become a family attractions hub like no other.

ATM PREVIEW 2017

PARK LIFE… THE STORY SO FAR Established attractions such as Ferrari World Abu Dhabi and Yas Waterworld on Abu Dhabi’s Yas Island, as well as Aquaventure and Wild Wadi water parks in Dubai, have successfully established the UAE as family friendly, but the opening of Dubai Parks and Resorts (DPR) last year took the emirate’s entertainment offering to the next level. Unveiling four hotly-anticipated attractions between October and December 2016 — LEGOLAND® Dubai and LEGOLAND® Water Park; Bollywood Parks™ Dubai; MOTIONGATE™ Dubai; and Riverland™ Dubai, the multi-themed dining and retail destination includes the Polynesian-themed resort, Lapita — the first inner circle theme park hotel in the region. With the grand opening under its belt, plans are now already afoot to debut the region’s first Six Flags theme park at the destination by 2019, featuring “at least three world-record-breaking rides”. The UAE capital also has exciting theme park plans in place. On Yas Island, construction is currently underway on the region’s first Warner Bros theme park. Developer Miral Asset

THEME PARKS LEGOLAND Dubai opened at the end of 2016

Riverland Dubai, the multi-themed dining and retail destination at DPR

SeaWorld Abu Dhabi will open in 2022

COMING SOON

Dubai Parks and Resorts offers four theme parks in one

Management says the new US$1 billion indoor theme park will open by 2018 and will include a Warner Bros-themed hotel. But perhaps the biggest announcement for the sector in 2016 came when Miral and SeaWorld Entertainment revealed plans to bring a first-of-itskind marine life themed park to Yas Island in 2022. Plans for the “next-generation” SeaWorld Abu Dhabi will see it include a host of sustainable features including the UAE’s first dedicated marine life research, rescue, rehabilitation and return centre, and crucially, it will be the first new SeaWorld to open without orcas. It will integrate up-close animal experiences, mega attractions and a world-class aquarium, bringing the latest technology in visitor engagement for a state-of-the-art experience. The theme park is not only predicted to boost Yas Island’s credentials as a “global tourism destination” but reflects the emirate’s wider ambition to “create a sustainable, diversified economy, with tourism as one of its core pillars”, according to His Excellency Mohamed Khalifa Al Mubarak, Chairman, Miral.

• • • •

Warner Bros theme park, Yas Island (2018) Six Flags at Dubai Parks & Resorts (2019) SeaWorld Abu Dhabi (2022) Formula 1 themed park, Motor City, Dubai (TBC)

AN INTERNATIONAL PLAYGROUND The UAE’s existing and new-generation theme parks will attract more than 19 million admissions a year by 2020 if current trends continue, according to the Theme Park Tourism report by Colliers International, which was released ahead of this year’s Arabian Travel Market. The prediction was calculated using existing admissions and arrivals data for Ferrari World Abu Dhabi, Yas Waterworld, Aquaventure and Wild Wadi, as well as a sample of the new and upcoming theme parks. DPR, Yas Island and Ferrari World Abu Dhabi are all exhibiting at this year’s ATM. The growing importance and impact of theme parks to the regional tourism landscape will be explored as part of ATM’s seminar programme. Typically, a theme park can expect to attract a visitor mix that is approximately 70 percent domestic, up to 20 percent regional and 10 percent international. Simon Press, Senior Exhibition director, Arabian Travel Market, says the UAE has a “unique chance to replicate the success witnessed in markets such as Orlando, Singapore and Tokyo”.

ATM PREVIEW 2017

THEME PARKS

Bollywood Dubai at Dubai Parks & Resorts

The destination’s new theme parks will not only attract new arrivals, but also “capture a share of both the stopover and direct tourism markets”, he adds. During its first year of operation, DPR predicts 6.7 million ticketed visitors. However, PWC’s ‘The UAE’s transformation into a world-class Leisure & Entertainment destination’ report, which looks at the bigger picture, estimates the country’s total leisure and entertainment market potential will almost double to 45 million visitors by 2021. International tourists will account for around 30 million of that total, says PWC, while residents and VFR traffic will contribute the remaining 15 million. The UAE’s theme parks alone will attract 18 million visits by 2021, the report estimates. “The UAE has come a long way to realise its global ambition of becoming a Leisure & Entertainment hub to rival Orlando, which is the current market leader,” says PwC partner Philip Shepherd. “The country has recognised that it needs to continue investment and focus on the quality of attractions it offers, as well as appealing to a diverse visitor base from across the world.” Shepherd says the UAE compares well to Orlando in terms of scale, transport links and its Food & Beverage offering. In addition, its central location, within an eight-hour flying time of

six billion people, provides an unrivalled advantage to further transform the industry. He estimates that around 11 million of the 83plus million passengers travelling through Dubai International stay at least one night in the city, “so there is an enormous opportunity to develop ‘must visit’ attractions to encourage more stopovers”. THE FULL PACKAGE To fully leverage passenger traffic and convert stopovers into longer stay leisure guests the UAE’s tourism industry must take a holistic and collaborative approach stresses Shepherd. “The key to a consistently successful destination is enabling visitors to enjoy multiple attractions,” he says. “Offering multi-park tickets, all-inclusive packages and coordinated visitor management, from booking through inbound and local transportation, hotels and attractions will be crucial,” he adds. DPR has been quick to establish partnerships with leading travel firms locally and globally with a view to distribution, promotion and including its tickets as part of a holiday package. It has teamed up with corporate and leisure travel specialist dnata, part of the Emirates Group,as well as GTA Middle East, in a bid to engage the travel trade. Julien Munoz, Vice President — sales for DPR, says the multi-themed attraction is looking to

“WE ARE COMMITTED TO BRINGING THE BOLDEST, MOST DYNAMIC ATTRACTIONS TO DUBAI, COMBINING INNOVATIVE RIDES WITH VALUE ENTERTAINMENT FOR THE WHOLE FAMILY

ATM PREVIEW 2017

Dubai’s traditional international source markets for growth, particularly the UK, and is in talks with several major tour operators, travel firms, and consolidators with a view to promoting holiday packages that include park tickets. “We don’t expect people to visit Dubai just for the theme parks at first, but it will change their behaviour while they visit — it will definitely encourage visitors to extend their length of stay for a few nights,” he says Other than the UK, the destination’s biggest source markets are countries within a five-hour flight time of Dubai, such as the GCC (particularly Saudi Arabia and Kuwait), as well as India, because there is “no other proposition like this within that radius”, says Munoz. “This has been a long-anticipated attraction for Emiratis, Saudis and Indians,” he adds. HOTEL GAINS Dubai’s hoteliers have also demonstrated a “strong appetite” for partnerships says Munoz. They include JA Resorts & Hotels, which is one of the theme park destination’s ‘preferred partners’. It offers guests preferential ticket rates and availability, as well as a daily complimentary return shuttle bus service from the park to JA Jebel Ali Golf Resort, its flagship family-friendly resort, which is just 10 minutes by road from DPR. “The parks appeal to our key source markets — UK, Germany and the GCC — and will grow newer feeder markets like India and China,” confirms the hotel group’s COO, David Thomson. The Colliers report says the closer a hotel is to a theme park, the stronger its performance will be in terms of occupancy, Average Daily Rate (ADR) and RevPAR, the decade after opening. Hotels located in the “inner circle” of a theme park development can expect to achieve occupancy levels between

UAE THEME PARKS IN NUMBERS

18M VISITS BY 2021

66% INTERNATIONAL VISITORS

Lapita, the first theme park hotel in the region

two and 10 percentage points higher than properties in the outer circle and city. Shepherd believes the UAE’s projected hotel supply will be enough to meet growing tourist demand as more theme parks open. “However, there is a need for more mid-market and budget hotels as much of the growth in tourism numbers will be driven by price-sensitive families and customer segments that cannot afford five-star hotels,” he stresses. “The theme parks will be addressing some of the demand with the development of their own-site hotels.” Emaar Hospitality Group, part of Emaar Properties, has recognised the potential of Dubai’s burgeoning theme park industry and has earmarked a plot adjacent to Dubai Parks & Resorts in Jebel Ali where it will build a new hotel under its midmarket brand, Rove. The 458-room ‘Rove At The Park’ will not only offer much-needed affordable accommodation, but cater to large family groups, with 30 percent of rooms interconnected. More hotel developments located near DPR, which is also close to the Expo 2020 Dubai site and Al Maktoum International Airport, are expectedsoon. In Abu Dhabi, Farah Experiences, which operates Ferrari World Abu Dhabi and Yas Waterworld, is working closely with hoteliers to develop tactical packages that include entry to its attractions. The company has also appointed Rotana as its ‘Preferred Hotel Partner’ which sees Rotana and Farah Experiences “actively promoting each other’s brands by offering an attractive package of discounts, savings and privileges. Rotana COO Guy Hutchinson says: “The good news is that the list of attractions continues to grow bigger and better,” he adds.

ATM PREVIEW 2017

RESPONSIBLE TOURISM

RESPONSIBLE TOURISM IN THE SPOTLIGHT As the UN declares 2017 the International Year of Sustainable Tourism for Development, responsible tourism plays an important part at ATM 2017

ast year the United Nations General Assembly declared 2017 the International Year of Sustainable Tourism for Development, highlighting the potential of tourism to advance the UN’s universal 2030 Agenda for Sustainable Development and its 17 Sustainable Development Goals (SDGs). The objective is to promote a change in policies, business practices and consumer behaviour, with UNWTO secretary general Taleb Rifai pitching the year as “a unique opportunity to build a more responsible and committed tourism sector that can capitalise its immense potential in terms of economic prosperity, social inclusion, peace and understanding, cultural and environmental preservation”. Central to the plan is the tourism industry. Accounting for 7 percent of worldwide exports, one in 11 jobs and 10 percent of the world’s GDP, the tourism sector, if well managed can foster “inclusive economic growth, social inclusiveness and the protection of cultural and natural assets”, claims the UNWTO. THE BUSINESS CASE The good news is that responsible tourism is becoming more mainstream. “More travel businesses and destinations realise that protecting natural and cultural assets gives them a competitive edge,” says responsible tourism expert, Dr Harold Goodwin, Managing Director of the Responsible Tourism Partnership and International Centre for Responsible Tourism. “The sector is becoming increasingly dependent on the quality of experiences it offers and either maintaining or improving those,” he explains. Goodwin, who is also responsible tourism advisor for Arabian Travel Market (ATM) and its sister show,

ATM PREVIEW 2017

World Travel Market (WTM), cites research from Harvard economists Pine and Gilmore revealing how “over the last 15 years there has been a marked shift towards the experience economy with travellers demanding authenticity. “Travellers are seeking “higher quality and more intense experiences of the natural environment and the cultural heritage of the places and people they visit,” Goodwin says. “Inevitably they discover more about the places they visit and they want their experiences to be provided responsibly. Increasingly they expect the sector to make the travel experience economically, socially and environmentally more responsible.” He adds: “Competing on price alone “reduces margins and profitability. We should also not forget that taking responsibility for reducing water and energy consumption is good for both the environment and the bottom line.” This year’s ATM will feature three responsible tourism themed seminars, one of which will focus on travel firms that pursue a responsible tourism approach as part of their business strategy. “It is an opportunity to find out what they do and why it makes business sense,” explains Goodwin. Another session will consider how tourists seek meaningful engagement with local cultures to create memorable experiences. “We will look at examples of the ways in which tourism benefits from cultural heritage and contributes to its maintenance,” adds Goodwin. Over the next three years, ATM also plans to run show panel sessions that tackle sustainability challenges within the region’s tourism industry, particularly in the context of Expo 2020 Dubai, an event expected to attract 25 million visitors. “In 2021 as the expo closes, we want to celebrate what will have been achieved in

creating collaboration and partnership amongst the international community to seek collective solutions for a better future,” Goodwin adds. Sustainability is the expo’s core theme, according to Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation and director general, Expo 2020 Dubai. “We are focusing on the global community — creating a platform for public education as well as continuing to engage with government and private sector participants in our drive to build a sustainable future,” she says. In line with the UAE Vision 2021, which calls for 24 percent of the nation’s energy to be derived from clean energy sources by 2021, expo organisers have committed to producing half of the energy required to power the six-month event from renewable sources. Expo 2020 aims to create “a range of long-lasting positive impacts”, says Hashimy, from economic prosperity and commercial opportunities to idea exchange, knowledge creation, and a change in global perceptions and attitudes.

The Dubai Turtle Rehabilitation Project

TIME Hotels’ Urban Garden project

DUBAI’S HOTEL-LED PLAN Dubai, the UAE’s largest tourism economy, with 20 million visitors anticipated by 2020, is taking responsible tourism seriously. Given the city’s hotel inventory crossed the 100,000 mark in 2016, Dubai Tourism has turned to the hospitality industry to champion sustainability measures. Last year it launched The Dubai Sustainable Tourism Initiative (DSTI), which aims to “introduce carbon emission reduction strategies, and share innovative solutions to improve sustainability”, explains the entity’s executive director for tourism development and investments, Yousuf Lootah. In September, Dubai Tourism kick-started the DSTI campaign by signing a Memorandum of Understanding (MoU) with four locally-based

“THE SECTOR IS BECOMING INCREASINGLY DEPENDENT ON THE QUALITY OF EXPERIENCES IT OFFERS Nathan Outlaw at Al Mahara, Burj Al Arab

ATM PREVIEW 2017

RESPONSIBLE TOURISM

10% 24% 50% TOURISM’S CONTRIBUTION TO GLOBAL GDP

CLEAN ENERGY IN UAE BY 2021

environmental entities — Etihad ESCO, Dubai Carbon, Emirates Environmental Group and Emirates Wildlife Society-WWF, with a view to supporting more sustainable hospitality industry practices, including training. Two months later, Dubai Tourism and Emirates Wildlife Society-WWF hosted the ‘Hospitality Sustainability Board Game’, using gamification to help hoteliers understand their role in achieving sustainability goals. Working in teams, hotel professionals measured consumption baselines and identified opportunities to reduce these. The innovative game marked a “very significant step” towards creating a clear understanding of how hoteliers are essential in bringing about change says Lootah. Already with solid sustainable strategies in place,

OF EXPO ENERGY FROM RENEWABLE SOURCES

several local and international hotel groups already stand out as pioneers of best practice in the sphere. They include UAE-based TIME Hotels and the Jumeirah Group, as well as international operators such as Mövenpick Hotels & Resorts and Ramada, part of Wyndham Hotels Group. Elsewhere, when it comes to earning impressive environmental credentials, TIME Hotels is Green Globe certified and has been part of the Dubai Chamber’s CSR Label programme since 2015. The company is the trailblazer of an awardwinning carbon-offsetting programme and has rolled out several innovative CSR initiatives including its unique digital platform, Tomorrow’s World, which provides guests with updates on ways to make a difference to the social and environmental landscape in Dubai and beyond.

BEHIND THE SCENES AT BURJ AL ARAB JUMEIRAH In 2016, Burj Al Arab Jumeirah aquarium was long-listed as a potential World Responsible Tourism Awards winner. Warren Baverstock, Operations Manager of The Aquarium & Dubai Turtle Rehabilitation Project, explains why “The Burj Al Arab Jumeirah aquariums, which can be viewed in the hotel lobby or inside the Nathan Outlaw at Al Mahara restaurant, appear calm, beautiful and peaceful from the guest side, but behind the scenes, there is a team of dedicated aquarists and marine biologists working tirelessly. In addition to looking after the several exhibits and quarantine facilities, we run the Dubai Turtle Rehabilitation Project at the facility too. Since it was established in 2004, we have rescued, rehabilitated and released more than 1,000 turtles back into the wild that otherwise may not have survived. We have a purpose built and dedicated outdoor rehabilitation lagoon at Jumeirah Al Naseem Hotel, which is our public interface for the

ATM PREVIEW 2017

project. Throughout the year we run educational visits for school children, public feedings for the community and guests, and when the turtles are ready, we release them back into the wild. We are the first specialist rehabilitation project in the region and the first to link the hospitality industry, conservation and education while directly involving our guests and the community. Highlighting the threats to sea turtles encourages residents and guests alike to think twice about their actions with regards to energy consumption and discarding waste. Moving forward I hope the good work people are doing in the region will be highlighted and perceptions will change; luxury does not have to be synonymous with wastage.

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