How to increase the market share of Russia, Ukraine and the CIS countries from 35% on a monthly basis, if your hotel is well known for a long time in the market
In November 2020, Nikki Beach Resort & Spa Dubai requested SEA Company to develop a strategy which helps to increase the market share of Russia, Ukraine and the CIS countries guests at the resort.
Nikki Beach Resort & Spa Dubai, a luxury lifestyle hotel where nature and fashion collide. It is a place where guests can take the best of both worlds and enjoy the perfect harmony of music, gastronomy, entertainment, fashion, film and art. The resort with 52 000 sq. meters territory offers 4 swimming pools and 450-m pristine private beach located on the Arabian Gulf cost at Pearl Jumeirah, what allow guests to enjoy stunning sea views and fantastic Dubai City Center landscape. Nikki Beach Resort & Spa Dubai is a place for those who set the trend, full of passion and creative. The resort offers 117 rooms and suites, 15 villas with private pools which completely equipped with everything what the most demanded guest needs. Nikki Beach Dubai is not only the first and original luxury beach club concept in the world, but also a successfully established iconic destination for those who is seeking luxury and fun in a relaxing and stylish ambience.
BRIEF
The hotel is already well known in Russia, Ukraine & CIS countries, but due to the fast-growing competition in Dubai and absence of the hotel representation, the income from these markets was minimal. The hotel tried to increase the market share by them own, but it did not bring the estimated results for several reasons:
- the duration of the season in Dubai is 9 months a year and is accompanied by a constant flow of tourists, work with incoming requests from existing partners and clients, which makes finding new contacts, working out cold calls an extremely difficult task due to the lack of free time and limited staff of the sales department;
- not enough expertise and knowledges of the market specifics, new tendencies and trends made it difficult to communicate and build relationships;
- partners who serve high-ended clients prefer to work only with reliable suppliers who can offer a wider choice of services than 1 individual hotel;
- inability of personal presence at regular offline events hamper the business development, and one-time meetings at the industry trade fairs do not bring the desired results.
PROJECT TEAM
Education – management, Financial University under the Government of the Russian Federation. Experience in hospitality and the luxury segment more than 8 years.
In 2008, Vitalii began his professional career at Alfa-Bank as an operational business support manager, and then headed the corporate customer service department. In 2013, he continued his career at VTB Bank in the corporate business department. In 2015, Vitalii joined SEA Company as a Business Assistant to the Managing Partner and a year later moved to the PR and Advertising Department, which he headed in 2017. In November 2019, Vitalii was appointed to the Executive Director of SEA Company. Now his area of responsibility includes the optimization of the company's business processes and control over the fulfillment of obligations to clients in all blocks (sales, PR and advertising, internet marketing, events).
Education – Tourism and hotel business management, Russian International Academy of Tourism. Experience in hospitality and sales & marketing since 2006.
In 2006, Natalya began her professional career at the Radisson Slavyanskaya Hotel as a receptionist, later becoming a shift supervisor. In 2008 she participated in the project of the development company Mirax Group and the Sungate Port Royal Hotel, Kemer Turkey to promote the hotel on the Russian market. In 2009, she continued her career at the IBIS Paveletskaya 3 * hotel as a sales manager, and in 2011 she became part of the sales and marketing team of the Golden Apple Boutique Hotel Moscow 5 *, which she headed in 2017 as the Director of Sales and Marketing. In 2018, the decision was made to join the hotel to the international Hilton chain. Natalya joined the project team for re-branding and introducing Hilton standards at the new Chekhoff Hotel Moscow (the first hotel in the Curio Collection by Hilton collection in Russia), which she successfully launched in May 2019. Extensive operational experience together with strategic planning of hotel sales gave a confident start to a new project, which in less than 3 months took a confident position in Moscow hotel business.
Education – Hospitality and the restaurant management, The Russian Presidential Academy of National Economy and Public Administration. Experience in hospitality – more than 5 years.
In 2016, Anastasia began her professional career at the Hilton Leningradskaya 5 * hotel in F&B department. In 2017, she worked at the Sretenskaya 4 * Hotel at the reception desk, performing the functions of receptionist, reservation agent and concierge. In 2018, she continued her hotel career in the sales department of the five-star design hotel "StandArt". In 2019, she joined SEA Company as a Junior Sales Manager. Anastasia is responsible for attracting new business for SEA Company clients, building long-term relationships with potential / existing partners. Anastasia has high-valued experience in representing luxury DMCs, premium and luxury hotels from Europe, Asia and Middle, as well as properties from Moscow and Russia.
SOLUTION
To solve the challenge of increasing market share from Russia, Ukraine and the CIS countries, Nikki Beach Resort & Spa Dubai has chosen:
- Package «Sales representation»
- Design and translation services for marketing materials, such as presentations and brief information about the resort, professionally laid out and adapted by our team to the specifics of the Russian and CIS market.
- Package «Sales representation»
- Design and translation services for marketing materials, such as presentations and brief information about the resort, professionally laid out and adapted by our team to the specifics of the Russian and CIS market.
Implemented steps
- Analytical work was carried out to select a pool of suitable B2B partners from Russia and the CIS countries, recommendations were given on the formation of effective booking conditions to strengthen the resort's position in the market, and a number of direct contracts were concluded between the resort and partners from Russia and the CIS countries.
- The analysis of seasonality for all CIS markets was carried out and a plan of activities for each of them was prepared.
- The necessary marketing materials have been created and updated with a focus on the specifics of providing information for the markets of Russia and the CIS countries.
- Monthly presentations and training webinars are organized for new and potential B2B partners from the pool of the SEA Company contact base.
- Regular communication with the resort's current B2B partners has been restored, including updated information and photos about the resort, as well regular educational webinars and competitions for agents have been established.
- A list of necessary events, exhibitions and roadshows for the resort's participation has been prepared, as well as fully organized participation and cost-effectiveness reporting.
- The business transformation process has begun, with a focus on high-yield clients and the sale of villas with a wide range of additional services.
RESULTS
As part of the package of services, the SEA Company sales department carried out in-depth analytical work and highly dynamic activity. The results were:
1
Already in the first three months of cooperation, the total number of guests from Russia and the CIS countries amounted to 45% of the total number of guests in the 12 months of pre-covid 2019.
2
The monthly increase in bookings from Russia, Ukraine and the CIS countries ranged from 35% to a record 245%.
3
Signed direct contracts help to increase the hotel's ADR on a monthly basis.
4
Organized one-time PR articles help increase awareness of the resort among the target audience and, as a result, market share.
DO YOU WANT TO KNOW HOW YOUR HOTEL CAN GET MORE CLIENTS
FROM RUSSIA AND CIS?
GET A FREE CONSULTATION!
LET'S ARRANGE AN ONLINE MEETING AND DISCUSS IT!
FROM RUSSIA AND CIS?
GET A FREE CONSULTATION!
LET'S ARRANGE AN ONLINE MEETING AND DISCUSS IT!
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