A survey conducted by SweetBeam, a leading marketing specialist focused exclusively on in-house guests, across Dubai’s five-star properties has revealed that hotels can capitalise on the influx of visitors this Eid Al-Adha by focusing on the non-room offerings.

According to the survey, hotel guests spending on non-room items such as restaurants and spas during this holiday is already on an upward trend, jumping 19.7 per cent from Dh291 per room per night in 2013 to Dh348 per room per night in 2014.

By strategically planning tailored in-house marketing, hotels can maximise non-room revenue from the surge of visitors, with the number of arrivals from Saudi Arabia expected to grow by over 10 per cent, up from the 1.3 million having visited the Emirates in 2014, according to the Dubai Festivals and Retail Establishments.

SweetBeam recommends the following marketing tactics to capture a significant share:

• Remind GCC guests of the variety of Eid goodies that are available from room service
• Remind GCC guests of all celebrations and activities happening within the hotel
• Make sure that all guests are aware about any special Eid brunches available; families should be aware that their children can eat on a complimentary basis
• Inform Western guests that they have access to an in room bar on Arafat Day

SweetBeam provides hotels and resorts with a full range of bespoke in-house guest communication services including marketing strategy and advisory, guest analytics and intelligence, staff coaching & ‘T3’ tailored marketing services. The services allow hoteliers to increase guest spending by +10 to +30 per cent on average, delivering a new, highly profitable revenue stream.

“There is a great opportunity for hoteliers to capitalise their in-house spending during Al Adha Eid holiday. Identifying the landscape of visitors and their needs offers a great insight for hoteliers to target their marketing to the needs of these visitors and to maximise in-house capture. Hoteliers must deliver the right messages at the right time to the right guest; on arrival, in the room, throughout the resort and in the outlets,” said Troy Simoni, CEO of SweetBeam. “SweetBeam offers a detailed view of guest decision-making and can ensure that all of guests enjoy the compelling experiences that hotels have to offer, and help drive enhanced guest engagement and of course revenue.”

As the leading marketing specialist focused exclusively on in-house guests in luxury hotels and resorts, SweetBeam partners with some of the world’s most prestigious luxury hotel brands to boost in-house revenue through intelligent and bespoke service offerings, such as strategy and advisory, guest analytics and intelligence, staff coaching & T3 tailored marketing services. SweetBeam’s Clients include Dorchester Collection, Four Seasons, Grand Hyatt, Park Hyatt, Fairmont, InterContinental, JW Marriott, Jumeirah, Kempinski, Le Méridien, Monte-Carlo SBM, Shangri-La, The Westin, and others. – TradeArabia News Service