Thursday 28 October 2021

Shafik Alaaeddine

Sharjah Collection by Mysk records solid revenue growth amid pandemic

SHARJAH, September 16, 2021

The Sharjah Collection by Mysk, a group of boutique hotels, eco-retreats and lodges situated in key locations throughout the northern emirate, has recorded solid growth at its retreats since the pandemic, said its top official.
These boutiques and retreats owned by Sharjah Investment and Development Authority (Shurooq) are being managed by Shaza Hotels.
Its key eco-retreats in Sharjah are Mysk Kingfisher, Mysk Al Badayer and Mysk Al Faya which have become popular destinations for heritage lovers, nature explorers, and adventure seekers who like to get away from the huff and puff of the city and relax in the charming deserts of Sharjah.
This continued success of Sharjah Collection by Mysk retreats has helped in boosting the position of Sharjah as an experiential travel destination in the UAE, that provides a beautiful medley of history, culture, conservation and adventure, remarked General Manager Shafik Alaaeddine.
A key team leader who has been instrumental in building the Mysk by Shaza brand, Alaaeddine was earlier with Shaza Hotels where he had spent several years in various capacities and countries across the Middle East and Africa region. 
Alaaeddine spoke to TTN on the performance of the retreats managed by Sharjah Collection by Mysk.
TTN: How has the market been this season and how do you rate yourself vis-a-vis RevPar?
Shafik Alaaeddine: The retreats have recorded the strongest Revenue per Available Room (RevPar) in the northern emirates since the pandemic, despite travel restrictions and lockdowns. This shows that hotel-goers who needed to find their escapes and adventures chose the Sharjah Collection by Mysk retreats as their preferred getaway, a trend that continued well into the pandemic.
It is also a testament to the fact that dry resorts can indeed compete with any other luxury properties or destinations, provided they feature tailored guest experiences. Our revenue and reputation indicators underline these facts.
TTN: What were the major challenges for the hospitality sector in the northern emirates and UAE in general in the last period and how did you overcome it?
SA: The high level of service, combined with the uniqueness of the resorts, each offering a different key-selling point, has earned Mysk Kingfisher Retreat and Mysk Al Faya Retreat, the Tripadvisor Travellers Choice Award in 2021, allowing these retreats to make it to the top 10% of the best resorts in the world.
TTN: What opportunities do you see in Sharjah and the UAE hospitality sector, and what are the new trends?
SA: Sharjah is an ever-evolving emirate with uniqueness in landscape and offering. Sharjah Collection by Mysk retreats are one of a kind in the UAE offering a beautiful blend of nature, culture and adventure. 
We have all seen how the Covid pandemic has changed customer behaviour and how many are now on the lookout for boutique properties, private pools, surrounded by nature and this is exactly what we offer.
TTN: Can you highlight changes in customer preferences and how Sharjah Collection Retreats by Mysk can meet this?
SA: As mentioned above, the tendency of guests is to look for properties that are less crowded and provide sufficient distancing and space while blending with nature and the environment.


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