Middle East hotels must focus on non-room revenues as an alternative to meet targets as room rates start to plateau, according to an expert..

Hotels in the Middle East have seen positive yet limited growth in occupancy numbers during 2014, experiencing a 2.9 per cent increase in occupancy levels, but just a 0.7 per cent increase in average daily rate (ADR), said a report released by STR Global - a leading source of global hotel data.

Commenting on the results, Troy Simoni, CEO of SweetBeam - a marketing specialist focused exclusively on in-house guests - said: " Personalising communication with visitors can increase the numbers of guests who dine in the restaurants or visit the spas. Focusing on non-room revenue, which makes up as much as 45 per cent of a hotel’s business- and particularly on in-house guests who contribute between 35 and 75 per cent of that revenue, can boost profit significantly."

“During 2015, the regional hospitality market will be driven by guest engagement. Guests who experience and engage with a wide range of services are not only more likely to spend more time and money at the hotel premises, but also more likely to return to the property and recommend it to others,” he said. – TradeArabia News Service