TravTalk India Online Magazine
One of the newest entrants in the India market, The Royal Commission for AlUla is already receiving great feedback from the travel trade and end travellers alike. Will the ancient Arabic oasis city located in Medina Province of Saudi Arabia, manage enough numbers by promoting itself as a sustainable and luxury destination despite its proximity?
Hazel Jain
A new chapter of AIUla’s story unfolds as it launches its first-ever global brand campaign titled ‘Forever Revitalising’. The campaign offers a fresh perspective on AIUla, showcasing its rich past, vibrant present, and promising future. The Royal Commission for AlUla, represented in India by Beautiful Planet, celebrated this occasion in Mumbai, along with key travel trade partners in the presence of Ansar Babu, Global Market Distribution Operations Director, The Royal Commission for AlUla.
Also present was Melanie De Souza, Destination Marketing Executive Director, The Royal Commission for AlUla. Excited about the potential India has to offer, she says, “We see India as a strategically important market. My expectation is that it will be one of the top three international source markets for this heritage, cultural and nature-based destination located in the North-West of Saudi Arabia, in the years to come. This is a compelling and brand-new destination in terms of offerings for the India market. I’m really heartened by early signs of bookings already made and the strong anecdotal feedback from both the trade and the customers directly about AlUla. India has been quick to respond to the destination. However, we are currently limited in terms of room inventory which is at 840 hotel rooms. Asia is 4 per cent of our business but I am expecting between India and China to see Asia and India numbers specifically go up.”
Deliberate brand positioning
The brand positioning, she says, is deliberate premised on its brand purpose. “As a destination, we are about sustainability, and our pledge is to curate those transformational journeys that customers from India will truly appreciate. We are not about mass tourism as a sustainable destination and have kept tourist numbers at two million by 2035. We are a boutique destination, and with hotels like Banyan group and Habitas, we are very much positioned as a luxury destination. As the room stock grows and we have more mainstream hotel brands such as Marriott and Hyatt, there will be a lot more affordable price points,” De Souza adds.
AlUla has two new hotels opening this year – Dar Tantora and Chedi. Four Seasons and four Aman properties are expected in the coming years. AlUla will also welcome Azulik AlUla Resort, Sharaan Resort & International Summit Centre – an architectural landmark designed by Jean Nouvel. The destination will double its room stock by next year, going to 5,500 rooms by 2030, and 8,500 rooms by 2035. Present in India since almost four years ago, it is now developing relationships with key people in the trade and airlines. “Other than hotels, we have lots of other infrastructure coming up including a 26-km cycling track already built. And with Maraya – our multipurpose entertainment and conference venue – we have a spectacular setting for the world’s top artists to perform here. We are also looking at smaller weddings and exclusive M!CE movements,” De Souza says.
