The Langham Hotel, London, flagship property of 5-star luxury hotel group, Langham Hotels International (LHI), is to increase its marketing investment in Middle East tourism the company has announced.
The decision follows a 16% rise in inbound visitors from across the region during 2004 on top of a 23.6 % increase the previous year.
Formerly The Langham Hilton, it reverted to its original name when phase one of a GPB multi-million refurbishment culminated in the launch of its ultra-deluxe Infinity Suite in January. The suite features the SOK chromotherapy infinity bath. At the touch of a button the water moves through a spectrum of eight colours from relaxing to stimulating.
In line with LHI’s regional marketing strategy, the Infinity Suite will make its official international debut at Arabian Travel Market (ATM) supported by an extensive GCC-wide press and PR campaign.
The group is currently finalizing a range of promotions and services tailored specifically for Middle Eastern families and business travelers, which will also be unveiled at ATM.
“We’re delighted to say that the Langham Hotel, London has long been a favourite hotel for Middle Eastern visitors and we are eager to recognize and reward that loyalty,” said Diana Banks, Director of Sales and Marketing, LHI.
“A major proportion of our 2005 global marketing spend has been allocated to the region. We have evolved a highly sophisticated proposition, which can only appeal to the small, high-end sector of the world tourism market so the Middle East is the obvious choice,” she added.
According to recent figures from VisitBritain, Middle East tourists spend on average is three times that of other tourists, contributing around GBP 1700 (US $462) per capita, per visit.
Voted UKinbound (formerly the British Incoming Tour Operators Association) Hotel of the Year 2004, the Langham Hotel, London is the city’s first ‘Grand Hotel’ having opened in 1865.
