7 Star Hotels and Marketing Strategies

Topics: Hotel, Dubai, Burj Al Arab Pages: 69 (11991 words) Published: September 21, 2012
Paul Russell

ID: UM3267BPM7972

Market Research Thesis Report
On the Hospitality Industry
In Dubai, UAE.

A Final Thesis Presented to
The Academic Department
Of The School of Business and Economics
In Partial Fulfilment of the Requirements
For The Masters Degree in Project Management

Atlantic International University
June 2008


My motivation for this report is driven by my passion for the Hospitality industry and its many facets. In producing this research report I had to rely on a lot of co-operation from many professionals within the industry and numerous tourism reports by the UAE government sectors.

Without the assistance of the numerous hospitality professionals that I have received the completion of this report for my Master’s Degree would not have been possible. I would also like to thank my wife who has to suffer my constant studying and complaining when I am struggling to compile information.


Table of Contents

1. Introduction

1.1 The Hospitality Industry in the Middle East
1.2 Construction Costs per Room
1.3 Over Capacity and Resourcing
1.4 Rising Ecological and Environmental Concerns and the Growing Regional Response


. 2.1 Luxury Hotels Supply and Demand Summary (2007)
2.2 Luxury Hotel Room Occupancy Indicators (2000-2006)
2.3 Luxury Hotel Bed Occupancy Indicators (2000-2006)
2.4 Luxury Hotel Average Room Rate Indicators (2000-2006) 2.5 Luxury Hotel RevPAR Indicators (2000-2006)
2.6 Luxury Hotel Revenue Indicators (2000-2006)


3.1 Competitive Set Overview
3.2 Competitive Set Room Mix and Sizes
3.3 Competitive Set Key Performance Indicator
3.4 Competitive Set Key Performance Indicators Evolution (2005-2007) 3.5 Competitive Set Seasonality Indicator (2006)
6. Competitive Set Rate Comparison



1. Luxury Hotel Supply Indicators (2000-2006)
2. Luxury Hotel Room Supply Indicators (2000-2006)
5.3Luxury Hotel Bed Supply Indicators (2000-2006)



1. Burj Al Arab
2. Jumeirah Beach Hotel
3. Madinat Jumeirah: Mina A’Salam
4. Madinat Jumeirah: Al Qasr
5. Madinat Jumeirah: Dar Al Masyaf
6. The One and Only Royal Mirage
7. 6.7 Ritz Carlton

General Information


Table 1-0 New Hotel Guest Rooms Supply by Country (Rooms)
Table 1-1 Dubai Hotels Supply and Demand Summary (Q1 & Q2 2007) Table 2-1 Competitive Set – Overview
Table 2-2 Competitive Set – Unit Types and Sizes
Table 2-3 Competitive Set – Unit Types Distribution
Table 2-4 Competitive Set – Key Performance Indicators (Jan-April 2007) Table 2-5 Competitive Set – Key Performance Indicators (2006) Table 2-6 Competitive Set BAR Comparison
Table 2-7 Competitive Set BAR Variance Analysis
Table 3-1 Competitive Set Suite Performance Summary (2007)
Table 4-1 Dubai Hotels Supply and Demand Summary (2006)


Figure 1-1 Five Star, Four Star and Other Hotel Room Occupancy (2000-2006) Figure 1-2 Five Star, Four Star and Other Hotel Bed Occupancy (2000-2006) Figure 1-3 Five Star, Four Star and Other Hotel ARRs (2000-2006) Figure 1-4 Five Star, Four Star and Other Hotel RevPAR Indicators (2000-2006) Figure 1-5 Luxury Hotel Revenues (2000-20006)

Figure 1-6 Five Star Hotel Revenue Indicators (2000-2006)
Figure 1-7 Four Star Hotel Revenue Indicators (2000-2006)
Figure 1-8 Total Revenues per Hotel (2000-2006)
Figure 2-1 Competitive Set...

Bibliography: Aleesie, L. (October 2007). Things Get Personnel in Dubai. HVS International, London.
Clarke, C. (May 2007). Middle East Hotel Industry Leads the World in Performance. Article 4Hoteliers.
Colliers International. Dubai Real Estate Overview. Market Research, Fourth Quarter. Economic Highlights (2007)
Department of Tourism & Commerce Marketing – various reports and press releases, 2006 – 2007
Goddard, P (2006). Ready for 30 Million Room Nights? TRI Hospitality Consulting.
HVS International (2007). Middle East Hotel Survey – Outlook, Market Trends and Opportunities, London.
Industry Experts Expect Blue Skies Ahead for Regional and Global Hospitality Sectors, Arabian Hotel Investment Conference (AHIC, May 2007), ‘Global Aspirations’ Madinat Jumeirah Conference Centre. Dubai UAE.
Leeman, S. & Younes, E. (November 2005). HVS International, The Dubai Hotel Market – Hot or Soon To Overheat?
Hotelier Middle East, June 2007 – June 2008
Hotel Investment Sector is Soaring But Still Room for Growth, Arabian Hotel Investment Conference (AHIC, May 2008), ‘Global Aspirations’ Madinat Jumeirah Conference Centre. Dubai UAE.
Middle East Review – Comprehensive Real Estate & Investment Management Expertise. Strong Market Forces for UAE Hotels. Jones Lang LaSalle. Volume 7, 2007
Real Estate & Investment Middle East
Steinmetz, T (21 May 2008). Dubai Bubble: About to Burst. Global Travel Industry News.
Figure 1-5 Luxury Hotel Total Revenues (2000-2006)
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