Synergized national, hospitality and tourism branding needed to sustain UAEs competitive edge amidst global downturn

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• Al Hana Hotels & Resorts implements new corporate branding strategy as it seeks to capitalise on estimated AED73 million Gulf spend on annual vacations

  
Al Hana Hotels & Resorts, a management and consultancy firm for hotels, resorts, furnished apartments, and restaurants on behalf of developers, investors and owners, has announced that it has recently implemented a rebranding program which has been conducted by BrandCentral to capitalize on the growing preference among Gulf residents to visit places within the region rather than other conventional international destinations. This initiative will complement efforts aimed at synchronizing national, hospitality and tourism branding in order to maintain the UAE’s strategic position in regional and global travel amidst the economic crisis.
 
Tourism statistics reveal that GCC countries spend an estimated AED73 million on annual vacations. The World Tourism Organisation reports that the UAE’s domestic tourism performed particularly well in the first half of 2009, improving 31 per cent from the previous year. The Emirates has been able to attract Arab families as well as other expatriates in the GCC and Middle East as a travel destination. BrandCentral, a consultancy providing turnkey solutions for brand development, corporate identity, and strategic design, has been entrusted by Al Hana to enhance its strategic position in the local and regional travel and tourism markets.
 
“The UAE already enjoys an advantage as an international tourist destination due to its stunning natural and manmade attractions, and rich cultural heritage. The regional shift
 
towards domestic tourism bodes well for the sustained growth of the local hospitality and tourism sectors. However, this trend also spells tighter competition. Industry players have to strategically position themselves so that they complement the national travel brand while creating a unique identity that can attract a solid customer base. This is easier than it sounds, and in most cases requires guidance from specialists that have a strong grasp of current market trends and consumer attitudes,” said Ibrahim Lahoud, Director of Strategy and Brand Communication, BrandCentral.
 
Operating in Abu Dhabi to service the Gulf, Middle East, and Africa, Al Hana is coordinating with BrandCentral to synergise existing management and consulting capabilities with the UAE’s image as a tourism hotspot. Al Hana was officially launched in Abu Dhabi last May of 2009 and aims to set new standards in hotel management services throughout the region by focusing on traditional Arabian hospitality and the joy of well being.
 
“The economic meltdown has perpetuated a myth within the hospitality trade that players offering the cheapest offerings will survive. This is not true; rather, those who are better branded will be the ultimate victors. Branding provides hospitality businesses with the visibility, recognition and uniqueness they need to attract a constant flow of customers and secure loyalty. Harmonizing with national promotional programs brings even more opportunities to the table as it creates a cooperative approach to development,” said Gloria Mattar, Business Director, BrandCentral.
 
“The strong influx of both regional and international visitors has made it imperative for the UAE’s hospitality and tourism trade to reinforce their branding programs to both differentiate themselves from the highly competitive market and sustain the UAE’s edge in regional travel. We intend to create a thoroughly positive impression for Al Hana that will also make vacationers appreciate how they can have a more meaningful and diverse leisure experience in the region through special hotel rates and packages, at a fraction of the cost of international travel,” concluded Mattar.
 

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