Acting swiftly to counteract the downturn in global travel, Le Méridien in the Middle East and West Asia is focusing promotional budgets on a destination marketing strategy in full support of the on-going efforts of commerce and tourism boards in its host destinations, says Russel Sharpe, the luxury hotel group’s regional vice president sales.
As the countdown begins for the start of the region’s leading travel and tourism exhibition, Arabian Travel Market (ATM), scheduled to be held May 6-9, 2003, in Dubai, luxury hotel group, Le Méridien Hotels & Resorts, has pledged a multi-prong support strategy of the show by confirming a solid presence with at least eight destination pavilions.
Eleven Le Méridien hotels have pledged alliance with the governments of Cyprus, Dubai, Fujairah, India, Jordan, Mauritius, Seychelles and Thailand at a time when world travel has come under the hammer. This is particularly prevalent in the resort and city hotels represented in the destinations under Le Méridien’s ATM spotlight, according to a company press release.
Russel Sharpe, regional vice president, sales for Le Méridien in the Middle East and West Asia confirmed the move, saying he believes that destination marketing should be the backbone of any campaign managed by the hospitality industry at this time. He said he has urged his teams to show full support to the efforts of tourism offices and officials at ATM.
“Le Méridien’s brand name is firmly cemented in the region where we operate more than 22 hotels and have been present for more than 15 years. This presence has been endorsed by our annual role at ATM – this is our tenth year,” he said.
“However, reality is that the industry has been hit by the current climate. Business is down and we need to be nimble and creative in the implementation of innovative business and leisure marketing strategies remembering that the image management of Arabia, and other Le Méridien world destinations, is crucial.”
“To this end, we feel that our presence at this established exhibition is best felt this year alongside our governments. We have pledged our marketing funds in this direction, either by representation with tourism offices on their destination stands, or by other tactical means.”
Le Méridien is a global hotel group with a portfolio of more than 140 luxury and upscale hotels (38,000 rooms) in 55 countries worldwide. Properties are located throughout Europe, the Americas, Asia Pacific, Africa and the Middle East.
The company also enjoys a strategic alliance with JAL-owned Nikko Hotels, providing loyal guests access to an additional 42 properties around the world. Headquartered in London, Le Méridien Hotels & Resorts Ltd is owned by Nomura International Plc and managed by Terra Firma Capital Partners. — (menareport.com)
© 2003 Mena Report (www.menareport.com)
