TravTalk India Online Magazine
With the commitment to offer authentic Arabian hospitality to its customers, Jumeirah Emirates Towers Hotel is adapting numerous strategies to further enhance its business in the Indian market and aims to attract more travellers from India’s growing tier II and III cities to Dubai in the coming year.
Amita Pandey
Jumeirah, a global luxury hotel company operating 26 world-class hotels and resorts across the Middle East, Europe, and Asia, offers exceptional experiences, irresistible for travellers looking for a majestic stay. From the iconic Jumeirah Burj Al Arab in Dubai and the luxurious Arabian palaces at Madinat Jumeirah, to its contemporary Maldivian island paradise at Olhahali Island, the all-villa luxury resort in Bali, and the art-inspired Jumeirah Capri Palace in Italy, Jumeirah’s commitment to unparalleled guest experiences is evident in each property.
In an exclusive conversation with TRAVTALK, Kirti Anchan, General Manager, Jumeirah Emirates Towers Hotel, shared insights into the property’s growth trajectory, its varied offerings, their strategies to woo the Indian market, and explains what luxury means for
their customers.
Growth in 2024
Speaking about the continuous business growth, Anchan said, “Jumeirah had an exceptional growth in 2024 versus 2023. If you just talk about Dubai, it had 9 per cent growth in tourism in the first half of the year.” He believes this growth will continue for the rest of the quarter and they will complete the year with a better performance than the last year.
New branding
He informed that Jumeirah has completed 25 years since its establishment, but now the new branding idea is to focus on the goal for next 25 years. “It is just not about logo change or the name change. We want to make sure that it matches the international standards, where everybody from different cultures come together and connect,” he added. Diving into the brand’s uniqueness, he said that delivering authentic Arabian hospitality to its guests is something that makes Jumeirah distinctive.
Importance of Indian market
Reflecting on India’s importance as a source market, Anchan mentioned that India is pivotal for their business as 30 per cent population of Dubai consists of the Indian diaspora, leading to concomitant visits of Indian travellers. “In 2024, almost 900,000 Indians have come to Dubai. That is close to 10 per cent of the entire tourist population,” he said. The growth of tier II and III cities within India and increasing flight availability to Dubai from Indian cities, encourages Indian travellers, turning India into a potent market. “Right now, Indian travellers represent around 4 per cent of our business. Thus, for the last four years, we have repeatedly come to India to strengthen our relationship,” Anchan revealed.
Travel patterns from India
Highlighting the usual travel patterns witnessed by the brand from India, Anchan affirmed, “After COVID, the mindset of Indian travellers has changed. Now people want to travel more and they find a reason, whether it is a special occasion, a destination wedding or a corporate event. Dubai can cater to all these segments. I think that will continue to drive the market.” He added, “One segment that is growing continuosly is leisure. As we know Shah Rukh Khan (Bollywood actor) is the brand ambassador of Dubai, it is one more reason for Indians to explore Dubai and the leisure offered there,” he shared.
In terms of corporate clients, he said, Gulf Information Technology Exhibition (GITEX), held in Dubai, saw major participation from India. “So, whether it is conference or MICE, there is a continuous flow from India into Dubai, and with more flights coming into tier II and III cities, this potentially will just grow more,” he added.
Incentives for travel agents
While the new generation of customers mostly uses big Online Travel Agencies (OTAs) for bookings, many travellers are still dependent on travel agents. “Therefore, when it comes to promoting the brand among travel agents, we meet them every year to promote our property and invite them to experience our facilities.”
Unique features of the brand
- Loyalty Programme based on the spend, stay, points
- Exceptional experiences for top spending clients, such as a video shoot done on the helipad of Burj Al Arab, having afternoon tea at an opera in Madinat Jumeirah
