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serenity-issue-9

The document provides an overview of recent news and developments in the luxury tourism and incentives industry. Some key points include: - Bahrain will soon have its first One&Only resort, boosting the country's luxury hospitality portfolio. - Bani Yas Island in Abu Dhabi is promoting its wildlife and adventure activities to increase visitor length of stay and think outside the box for MICE activities. - Cyprus has launched a new hospitality package scheme for incentives groups that includes airport meet and greet services and delegate gifts/vouchers. - Fairmont Dubai has re-launched its popular "dining in the dark" concept for incentives groups. - Sofitel Legend Old Cataract Aswan

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1 • serenity incentives 2014 INCENTIVES EXPLORE: BEHOLD THE ARTISAN impressions A s e r e n e l e s s o n i n s e l l i n g l u x u r y t r a v e l i n t h e M i d d l e E a s t Dispelling the MythS Destination delights VENUES OF EXCELLENCE ISSUE9
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5 • Welcome and Credits 6 • Essential News What exciting news is currently rocking the luxury tourism industry? 10 • Explore: INCENTIVES We unpick the threads that weave the incentives niche together 14 • RENDEZVOUS Richard Branson talks risks and rewards with Emily Millett 16 • INSIGHTS An interview with the Manager of Meetings, Incentives and Events, Arabian Adventures 18 • Destination Delights The what, where, when and why of the region's top incentives offerings 22 • Venues of Excellence Explore our directory of outstanding incentives venues 24 • THE LUXURY GURU Words of wisdom from Lorre White 26 • Enrichment Zone Leading luxury agents give an insight into the international image of the Middle East 28 • Behold the Artisan Eric Walters, Director, Hud Hud Travels depicts the allure of luxury camping 30 • dispelling the myths Industry experts suggest that rumours should be taken with a pinch of salt 32 • Impressions Tried and tested reviews from the region's most luxurious hotels 38 • INNOVATIVE ITINERARIES An ideal high-end incentive itinerary tour by The Vision Destination Management 40 • MELTS UPDATE Latest news straight from MELTS' headquarters contents serenity incentives 2014 • 3
welcome he General Manager wants motivational team-building exercises; the Financial Officer wants a Return On his hefty Investment; the staff want to feel appreciated, rewarded and pampered. Everyone wants to learn something new, feel the authentic and experience the exotic and unknown. The team from Europe wants a conti- nental breakfast, the China office wants green tea during the coffee breaks, the Americans want ketchup with their lunch, and the nationals want the Halal option at dinner. That’s a lot of requests for one incentive group, but the luxury suppliers across the Middle East region are prepped and ready to deliver the goods, offering up a wealth of crea- tive ideas to ensure every need is met, and the ever-coveted ‘wow’ factor is achieved. Creating a balance between the multi- tude of requirements that undoubtedly arise when organising an incentives trip, is an art that the Middle East is quickly mastering. With its wealth of uniquely diverse activities, its excellent, top-qual- ity facilities and services, and its ability to cater to cultures hailing from all four corners of the globe, the region is swiftly becoming a force to be reckoned with on the incentives tourism scene. How about luxury desert camping on Oman’s secluded and untouched beach- es one day, and an exclusive group sea plane tour over the urban metropolis that is Dubai the next? Perhaps you would like a themed gala dinner on the banks of the Nile, or maybe an outdoor meeting in the inspiring surroundings of the desert? You name it and the Middle East can provide it, and you can guaran- tee it will be gift wrapped in the authen- tic packaging of genuinely warm Arabic hospitality. In this issue of Serenity, together with industry experts from within and out- side the region, we uncover some of the trends strutting down the incentives cat- walks this season and guide you through what this region can offer in terms of five-star facilities, venues, activities and services for incentives groups. So turn the page, enjoy the ride – and like any good journey – we hope you are inspired, educated, enriched and entertained. T The Middle East is prepped and ready to deliver the goods Emily Millett Communications Specialist General Manager – Events & Communications Alexandra North ANorth@ttgmena.com General Manager – Publishing & Sales Tony Fields TFields@ttgmena.com Creative Director Ioanna Pattichi IPattichi@ttgmena.com Communications Specialist Emily Millett EMillett@ttgmena.com Assistant Events Coordinator Bernhard Senkerik BSenkerik@ttgmena.com Account Manager Samer Alkhaldi SAlkhaldi@ttgmena.com International Partner Manager Elaine Hockley EHockley@ttgmena.com E-Commerce Manager Panayiotis Philippou PPhilippou@ttgmena.com E-Commerce Executive Constantinos Voniatis PA to the GM Publishing & Sales Marina Drakou UK Business Development Manager Christiana Drakou Chief Finance Officer Costas Miaoulis Chairman Andreas Drakou Contact Us Nietzsche Street Ria Court 9, 1st Floor CY6028 Larnaca, Cyprus T: +357 24803000 www.meltshow.com serenity incentives 2014 • 5
6 • serenity incentives 2014 essential news BOOSTING DESTINATION POTENTIAL Bahrain’s high-end luxury hospitality portfolio is about to get bigger and better with the upcoming introduction of the destination’s first One&Only resort in Seef, on the northwestern coast of the Gulf country. Developed and operated by Kerzner International Hold- ings and Sevens Holding, the new property is set to begin welcoming guests by 2016. The property will cater to both business and leisure guests, with some 150 luxuri- ous guest rooms and suites, as well as villas and estates, world-class dining and retail options, a One&Only Spa, an enviable private beachfront, extensive meeting facilities as well as easy accessibility to the airport. ir Bani Yas Island, located 100km southwest of Abu Dhabi, is set to see a boost in the promotion of its international leisure and MICE opportunities, as travel and tourism professionals claim the nature-based legacy destination can play a key role in increasing visitor lengths-of-stay for the emirate. The area’s wildlife, heritage and adventure experiences have been dubbed as powerful tools to lift awareness of the emirate’s diversity, while the activities and facilities available to incentives groups allow Abu Dhabi to think outside the box in relation to its MICE product, with the wild- life and adventure activities shedding new light on team-building options. Turkish Airlines has fur- ther expanded its network into Africa with the intro- duction of flights to As- mara in Eritrea. The new service operates three days a week from Istanbul and brings the airline’s portfo- lio in Africa up to 27. Dubai’s hotels welcomed more than 5.8 million tourists in the first half of 2014. The statis- tics, released by Dubai’s De- partment of Tourism and Com- merce Marketing (DTCM), show increases across key indicators including hotel establishment guests, hotel and hotel apart- ment room revenues, F&B rev- enue and average length of stay. Conrad Hotels & Resorts has added a new Conrad Meet- ings function to the Conrad Concierge mobile app. Meet- ing and event planners are now able to research hotel capabilities across all 23 Conrad properties worldwide from their smartphone or tablet. The app also provides a direct line to the in-house event manager. The long awaited Raffles Istan- bul officially opened its doors to guests on September 1. Of- fering 132 guestrooms and 49 suites, the hotel also provides a choice of F&B outlets, as well as a luxury spa and an inspi- rational choice of space for private, and business events. In brief... S DEFINING ULTRA LUXURY
In a bid to further build on the is- land’s success within the incentives sector, this year has seen the launch of a new hospitality package scheme for corporate conference and incen- tive trip organisers, by the Cyprus Tourism Organisation (CTO). As part of the new scheme, groups of up to 50 delegates will be greeted on arrival at the airport by the CTO airport offices’ ‘Meet & Assist Servic- es’. They will also receive a bespoke information pack containing essential travel information to be used during their stay on the island, as well as a locally-sourced gift. For groups of 50 or more, each delegate will also re- ceive a €25 hospitality voucher, to be redeemed on F&B throughout their stay in Cyprus. BUILDING ON SUCCESS As the incentives industry gets ever more creative in its attempts to guarantee memo- rable experiences, Fairmont Dubai has jumped on the band- wagon, re-launching its unique Noire at Fairmont dining in the dark concept. Following the success of the F&B offering last year, the hotel is now bringing back the pitch-black dining room and the waiters with night vision goggles, re-introducing the idea that by removing the abil- ity to see, the other senses will be heightened. The space can also be hired out for private events and exclusive incentives groups of up to 30 persons. DINING IN THE DARK Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi, has launched a Press Reader app to facilitate guest communication. Commenting on the develop- ment, Tamer Refaat, Director of Sales, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi, said: “Re- cently, we have launched the PressReader, a unique app that allows our guests to download their favourite international newspapers onto their smart phones and tablets, thus reduc- ing the need for printed copies to go to waste on a daily basis.” GETTING HIGH-TECH CREATING ADDED DRAMA Sofitel Legend Old Cataract As- wan has increased its allure as an incentives destination, with the launch of themed events for corporate groups. From chic to opulent, this wide variety of themes has been introduced in an attempt to make gala dinners or incentive events a fantastic and fanciful experience. “We created the new theme nights programme for Incen- tives in order to retain incentive business throughout the whole year,” said Lamia Assem, Director of Marketing, Sofitel Legend Old Cataract Aswan, Sofitel Winter Palace Luxor and Pavillon Winter Luxor. “Current trends, fashions and demands are themes like: Pharoahs night and Bedouin night. We are always looking for unique new things to offer to our clientele. Our clients are looking for the best of the best in service, rates and food and beverage.” serenity incentives 2014 • 7
8 • serenity incentives 2014 A modern day fleet makeover essential news Known for its affinity with Dubai’s vibrant contemporary art-scene, The Ritz- Carlton, Dubai International Financial Centre (DIFC) is now bringing some additional artistry to its MICE offerings, with a range of new and creative, art-inspired menus, as well as two new meetings spaces. Created by the luxury hotel’s Executive Banquet Chef and Executive Pastry Chef, the new menus – known as the ‘Artistry Collection’ – offer a choice of three creative menus for guests wishing to offer their clients and staff something over and above the traditional ‘coffee break’ during an incen- tive gathering, meeting or conference. All the food is crafted by hand, and presented in creative ways, designed to engage, inspire and wow. THE ARTISTRY OF INCENTIVES Having your head in the clouds may not be such a bad thing for incentives, as long as the clouds in question are those caressing the tips of the stunning Al Hajjar moun- tain range, the home of the Alila Jabal Akhdar hotel. Now providing guests with attractive corporate packages for boutique meetings and incentives, the property caters to the more intimate requirements. For the day delegate, Alila Jabal Akhdar serves a palate pleasing lunch, morning and afternoon refreshments, complimentary Wi-Fi and access to the state-of-the-art boardroom which seats up to 12 delegates. A separate offer has been designed for 24 hour stay delegates on a single and double occupancy basis. Guests are offered dinner, overnight accommodation in a Mountain View Suite, breakfast, lunch and refreshments, complimentary Wi-Fi and access to the boardroom. RAISE YOUR BOARD TO HIGHER LEVELS In line with a strategic plan to modernise its fleet of long-range aircraft, Royal Jordanian (RJ) has welcomed the first of five new Boe- ing 787 Dreamliners set to join the airline by the end of the year. The 787s will pave the way for RJ to step into a significant new era, and will push the national carrier forward in terms of onboard ser- vices and route network, enhancing its competitiveness at regional and international levels. The 787 offers more luxury and comfort on long-range flights, with larger windows, more legroom, LED mood lighting, bigger overhead bins, lower cabin altitude and en- hanced ventilation systems.
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10 • serenity incentives 2014 the incentives industry functions in a continuously flowing cycle; what goes out in investment, comes back in motivation, loyalty and performance. This balance keeps the niche turning, evolving and picking up pace on its path to success. By Emily Millett Harmony in balance explore
he art of incentives lies in creating the perfect balance — a balance between what clients want to achieve, and what participants want to experience; between satisfying diverse cultural tastes and requirements, as delegates from around the world come together under one roof; a balance between business and pleasure, education and indulgence, and safety and excitement. And as the use of social media descends on the industry with increas- ing speed, how can incentives providers create a balance between catering to the plugged-in technology addicts, and the collective craving to get back to basics. “From client testimonials that we receive, the most ef- fective incentives programmes have a powerful result, energising delegates, opening minds to new ways of seeing and doing, and forging new alliances,” said Janet Abrahams, Cluster Director of Sales, Marketing, Revenue and Reservations, Phoenicia Hotel Beirut. “Removing the environment and structure of a company, bringing teams face-to-face who communicate remotely, providing a chance to try new creative challenges, and step away from the office routine, gives the freedom and fun that promotes positive energy and results.” Figures from IPK International's annual World Travel Monitor review show that the incentives industry is on the rise, accounting for 61 percent of total MICE business in 2013. And as incentives groups help drive revenue and increase footfall across the Middle East, it seems that dedicating time and energy into this corner, is an idea worth investing in. The ROI is very favourable… Perhaps the first balancing act that incentives insiders need to perfect, is ensuring that while participants have an enjoyable and rewarding time, those approving the budget see a Return on Investment (ROI). Samir Tabbah, CEO, Desert Gate, explained: “An incentive is usually a large investment, so we need to make sure that the ROI is very favourable. Whether it is with our brand engagement, our new innovative experiences, our premium service levels or our negotiated benefits in ho- tels, we know that guests who have been on incentives to our region with Desert Gate will definitely go home more motivated and aligned with their companies.” According to Tabbah, Desert Gate is currently prepar- ing new excursions and products for the upcoming high season. With offices in the UAE and Qatar, the premium Destination Management Company is now also open- ing another hub in Oman, giving partners the option to experience an altogether different destination, while also responding to the growing request for twin- or multiple- destination incentives tours. Hold on to traditions, while being in touch with trends… The trend to visit multiple places is a trend that the Middle East can take great advantage of. With such a rich diversity of cultures and traditions co-ex- isting side by side, the region is in a position to supply an intriguing and unique balance between history and modernity. Pairing destinations such as Oman and Dubai encapsu- lates this concept. On one side, the vibrant fast-paced metropolis of Dubai shows off the Middle East’s contem- porary urban dynamism, and offers modern day pursuits such as shopping, nightlife or fine dining. In turn, the natural beauty and cautiously conscious development of Oman gives visitors an insight into real Arabia, showcas- ing ancient cultures, traditions and unspoilt landscapes. This trend also incorporates the quest for authentic trav- el experiences; for encountering the new, the exotic and the unknown. To fulfil this need, the incentives industry is continuously on the lookout for emerging destinations. “The MICE segment continues to strive to find new destinations that can guarantee the level of service and expertise expected, combined with fresh authentic experiences that spark the imagination for an innovative programme that ensures memorable experiences,” com- mented Abrahams. “Lebanon has an enviable position in the region as a first choice destination for MICE and over the last year we have seen a growth from new geograph- ic sources such as India. Our clients want to do more with their programme, such as holding events in outdoor venues. With the diversity of mountains and beaches and with a long summer Mediterranean climate, we are the ideal choice. They want a mixture of experiences, so the sophisticated luxury lifestyle with authentic traditional and historical venues ensures Phoenicia and Lebanon are a winning combination.” The search for an authentic experience has catapulted up the list of priorities for incentives groups, as the desire to genuinely feel a country shifts from tourist focused experiences, to more locally inspired feelings. “The incentive travel market is growing; and our well- The MICE segment continues to strive to find new destinations T serenity incentives 2014 • 11
12 • serenity incentives 2014 travelled incentive guests want to experience the cities they go to as locals,” said Tarek Mourad, General Man- ager, Raffles Istanbul. “Being real and authentic has significant impact on the success of the incentives sec- tor. Our location is an advantage too, as today’s travel- lers want to be a part of the city and instead of being tourists, they want to mingle with locals. It is of vital importance to hold on to the roots and traditions that bring out the authenticity while being contemporary and in touch with trends of the day." Another modern-day trend that is fast infiltrating the niche, is the use of social media and technology, with lo- gistical apps being introduced in the planning phase, and online sharing sites facilitating communication. “The growth of social media into the experience (onsite as well as within pre- and post-event communications) is one of the biggest developments in the incentives in- dustry,” commented Tabbah. “In fact, over 60 percent of planners are using social media in this fashion. About a third of planners reported integrating gaming techniques and virtual elements into their programmes as well.” Clients are looking for safety and excitement… The leaps and bounds with which social media is pro- gressing, is also helping to achieve a balance between the need to offer both safety and security, as well as adventure and excitement. While the region’s potential for luxury incentives with an added twist of excitement are plentiful, often what stands in the way is a lack of understanding on the safety of the area. Siting Egypt as an example of how technology and online platforms can help a destination distance itself from negative publicity, Lamia Assem, Director of Marketing, Sofitel Legend Old Cataract Aswan, Sofitel Winter Palace Luxor and Pavillon Winter Luxor, explained: “High tech- nology and online social bookings are developing every day, and as Egypt has been having a hard time in terms of travel and tourism for three years now, we need to start thinking outside the box in order to offer the most updated technology.” Providing possible solutions to the safety questions, Tab- beh continued: “The tourism boards and DMCs in the re- gion make great efforts to clarify this misconception. The region will be host to some major events like the World Expo and FIFA World Cup, and this will be very beneficial over the coming years, enhancing brand visibility and awareness in the build up to these events.” Elsewhere, the balance of safety and excitement can be demonstrated by particular activities which thrive on the adrenalin pumping potential of their offerings. Taking incentives groups out on hydro-plane city tours, Seawings relies on this desire for excitement, as Mithu Agarwal, Commercial Sales Manager, Seawings, ex- plained: “Clients are looking for safety and excitement. The balance of these two factors will bring more incen- tive guests to Dubai. Incentive guests search for destina- tions that offer safety, stability and unique experiences that cannot be enjoyed anywhere else. Seawings Sea- plane Tours responds perfectly to these requests, being the only seaplane tour operator in the region, and with a major focus on safety. The Seawings tour offers memo- rable, once-in-a-lifetime experiences that add the ‘wow’ factor to an incentive group itinerary. Taking off from water and seeing Dubai from the sky is not an experience everyone gets the opportunity to enjoy.” Even if your service already provides the coveted ‘wow’ factor, it is still imperative in this evolving industry to keep moving forward, presenting new and unique alter- natives to the adventure hungry marketplace. Having recently unveiled its latest MICE winter rates for tours and charter flights, especially designed to incen- tivise guests to book in advance and in larger quantities, Seawings will also be starting the new season with the launch of an exclusive new route to the World Islands. “Seawings' guests will be among the first to experience the World Islands and watch the state-of-the-art develop- ment first-hand. The World Islands are expected to be the new incentive venue,” commented Agarwal. explore International markets have a growing interest in the Gulf and are aware of the luxury on offer
Meetings, city tours and educational trips… The incentives market bases its success on the balance of business and pleasure. The ideal experience is one which rewards and motivates, but also teaches attendees some- thing new and conducive to better business. “Companies like to achieve a balance between rewarding their attendees as well as having them come out with educational information. To achieve this, we split the requests between meetings, city tours and educational trips,” said Chris El Khoury, Executive Assistant Manager, Sales and Marketing, Mövenpick Hotel Ibn Battuta Gate. “The focus is achieving the objectives, having fun, learn- ing something new, and conveying the organiser’s vision. We support incentive programmes to achieve these objectives by aiding them in organising trips, functions, visas and much more, such as themed healthy coffee breaks, and personalised menus.” According to El Khoury, Mövenpick Hotel Ibn Battuta Gate Dubai is a complete destination for incentive groups as the hotel is attached to Ibn Battuta Shopping Mall. It is also only 250m away from the Dubai Metro and has its own private beach club on the Palm Jumeirah where different activities are organised. With one of the big- gest lobbies in Dubai the hotel can accommodate gala dinners, activities, cocktail receptions and even meetings for up to 3,000 people. Also providing an ideal setting for both business and pleasure, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi offers a choice of lifestyle experiences and diverse meet- ing products, services and facilities such as a spa, five outdoor pools, a health club, a beach and the Souk. Tamer Refaat, Director of Sales, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi, commented: “The complex also boasts conference and meeting facilities and is ten-min- utes from the airport, five minutes from the golf course and ADNEC and 15 minutes from the city centre. The balance of educating and pampering is critical for acquir- ing the full focus of the guests during the incentive trip. Hence the aim of organising incentive programmes is to appreciate, motivate and increase team work.” High end incentives travellers today want the whole package. They want destinations, venues, activities and accommodation that can seamlessly provide a one stop shop, fulfilling all their needs in one fell swoop of ingenious incentives creativity. They want to be wowed, but they also want results. Offering the height of luxury, a wealth of unique and alternative activities, and boasting the facilities to cater to a variety of diverse business needs, the Middle East is exotic, exciting, safe, tradional, modern and culturally invigorating all at once. The region has what it takes to take incentive groups to the next level of motiva- tional, educational, rewarding success. The balance of educating and pampering is critical for acquiring the full focus of the guests serenity incentives 2014 • 13
14 • serenity incentives 2014 ou are known as Dr. Yes at Virgin. How has this mantra impacted the development of the brand? Life is a lot more fun if you say yes. At Virgin we are not afraid to say yes and have had tremendous successes taking on established companies in industries that needed shaking up. Risk and reward are attached at the hip so it is important to not be completely risk averse when starting a business. The key is to get good people around you who can help you work out the risks that are worth go- ing after and the ones that aren’t. The Virgin name has become ubiq- uitous in the travel industry. How important is good branding when it comes to luxury travel and why? A strong brand that differentiates you from the competition is very important in any competitive indus- try. The most important thing to get right is the product or service you are offering. Branding is important for attracting customers in the first place but the service you provide will determine whether they choose to use your company again. In a com- petitive industry like the luxury travel sector, customer retention is just as important as customer acquisition. If you offer your customers great value-for-money and a high quality service your company will grow and your brand will strengthen organical- ly. Your brand will become associated with great service and happy custom- ers will recommend your company to friends and family – free marketing! Social media is now a valuable tool to leverage brand awareness. As a high profile CEO who does his own tweets, posts and updates, how important is this medium for brand exposure, and what tips can you share with professionals looking to up their social media ante? Social media has changed the way we communicate with each other and the way brands communicate with customers. As customers are more mobile and digital, consuming content and buying products online, it is increasingly important to have a strong digital footprint. One of the most important elements to a suc- cessful digital voice is authenticity. You can’t force a great social media presence; it is something that grows naturally from posting frequent and honest content. Don’t try to be some- thing that you aren’t or it won’t work. How has the luxury travel market evolved over the past 10–20 years; how has Virgin Group adapted to new trends and developments? There are more exotic and adven- turous holidays available now than 10–20 years ago. Locations that were very isolated are now open to cus- tomers – you can even go to Antarc- tica now if you want! Virgin Holidays has partnered with Hip Hotels to Y Richard Branson, CEO, Virgin Group talks to emily millett about how taking risks and re- warding staff can propel tourism businesses to intergalactic realms of success. rendezvous
offer holidays to more unique loca- tions around the world. Virgin Lim- ited Edition has developed a portfolio in Africa, Morocco and Switzerland to compliment Necker Island. All of our properties try to be as environmen- tally friendly as possible. We gener- ate 75 percent of Necker Island’s energy from renewable sources. Virgin Group is leading the travel industry into space. What is the latest news from Virgin Galactic? Virgin Galactic is making great progress. I am so excited every time the team update me and inform me we are a step closer to commercial launch. I normally would say that starting a business isn’t rocket sci- ence but in Galactic’s case it is! Virgin Galactic will be a once in a life time trip that offers the chance to travel into space and back. The actual flight is around two and a half hours but the whole experience lasts five days including training and medical examinations. I think we are a while away from space hotels, but Virgin Galactic is the start of a new exciting industry – space tourism – that could one day see us taking people to the Moon or Mars for a holiday. Where did your famous philan- thropic streak originate from? I never went into business to make money. My first venture, Student magazine, was started to give young people a voice on issues they were passionate about such as the Viet- nam War. I have always believed that business can be a force for good and went into business to try and improve industries that were not offering what consumers wanted. You pride yourself on your ability to hire the right people. How impor- tant are Incentives in maintaining team spirit and staff motivation? It is very important to reward employ- ees for all of their hard work. I am a big advocate of the work hard, play hard philosophy and we are constant- ly putting on parties or outings for our people. One of my highlights each year is our Stars of the Year event. Each year, every Virgin company puts forward an employee who has been nominated as exceptional by his or her peers. At the end of the year, these Stars of the Year join my family and I for a very over the top party that is full of fun and excitement. Having been in business since the 1960’s, what has been your biggest challenge along the way? We have had many challenges at Virgin. One in particular comes to mind - Virgin Atlantic Airways. We started the business in 1984 and almost all my colleagues at Virgin said I was completely mad to go into the airline business. The newspapers said calling an airline Virgin was mad. The company is now worth over £2 billion, it has fantastic people working for it and every time I see a Virgin tail fin, I feel genuinely proud of the hard work we put in to change the airline business for the better. As an adventure enthusiast and a passionate traveller, what do you specifically look for or require from your travel experiences? I have been very fortunate to have visited some of the most beautiful places in the world and experienced both fantastic travel experiences and poor ones. People want to be treated like rock stars when they travel and experience something different and memorable. If you are in the busi- ness of organising travel experiences, a high quality of service is a must. Many operators offer travel to the same destinations so the experience in how your customers get there becomes very important. I always love visiting Virgin Limited Edition’s properties. The service they offer customers is exceptional and there is such a variety of unique travel experiences on offer. Do you still listen to Tubular Bells? Tubular Bells is an iconic song that is a major part of Virgin’s history. I still get goosebumps remembering Mike Oldfield perform at the Royal Albert Hall all those years ago. To this day it is one of the best concerts I have ever been to. Mike has made some fantastic songs but my all time favourite is Ommadawn! It is very important to reward employees for all of their hard work. I am a big advocate of the work hard, play hard philosophy serenity incentives 2014 • 15
16a • serenity incentives 2014 s thinking outside the box becomes more important, how are you staying ahead of the game? The incentives industry is driven by unique, tailor made individual experiences that will motivate and inspire. Every client has different objectives, budg- ets, demographics and travel history, which means that each incentive programme has to deliver a specific and exclusive experi- ence that is relevant to the company and the participants. We work closely with agencies to ensure that we have a strong sense of what the core objective of the incentive is, so we can offer something that is relevant but exciting to the clients. Most clients want to leave Dubai with a sense of the history and culture, and we try to achieve this in a very personalised way. We have a team that works on new products and ensures that we are well ahead with market innovations. We also have the ability to create and benchmark our own products. What kind of companies opt for the more adventurous incentives programmes, and who are your main feeder markets? We haven’t noticed specific industries opting for active and adventurous pro- grammes, it tends to be based more on nationality, and age. For example groups from Australia, South America and South Africa tend to choose programmes featur- ing activities in the desert, or at one of the many attractions here. As such, Arabian Ad- ventures has developed a full product range focusing on action and adventure. What are the benefits of alternative, out- side the boardroom incentives? Keeping incentives interesting and engaging is always a challenge, especially when there is a requirement to capture and experience as much of the destination as possible. In the past we have created ways for guests to meet in memorable venues, such as an open air boardroom in the middle of the desert, bringing the boardroom to a more motivating setting. To balance the meetings, Arabian Adventures has also organised a number of interesting team building experi- ences including a race around Dubai where the group was split into teams and had to work together to answer questions and solve puzzles and challenges. Companies want to get the most out of their incentives attendees when on a trip and maintaining a balance of fun and work is the best way to do this. It provides a perfect platform to work as a team, in an interactive way whilst learning about the destination. The key driving factor for most sales incen- tives is to motivate and inspire, and offering experiences that these guests cannot do in any other destination is key. A ORGANISING EVENTS FOR GROUPS OF ANYWHERE BETWEEN 10 TO 20,000 PEOPLE, JUSTINE THOMAS-BUTLER, MANAGER – MEETINGS, INCENTIVES AND EVENTS, ARABIAN ADVENTURES EXPLAINS THE CHALLENGES OF KEEPING INCENTIVES BOTH INTERESTING AND ENGAGING. TAILOR MADE EXPERIENCES insights Companies want to get the most out of their incentives attendees
16b • serenity incentives 2014 ORGANISING EVENTS FOR GROUPS OF ANYWHERE BETWEEN 10 TO 20,000 PEOPLE, JUSTINE THOMAS-BUTLER, MANAGER – MEETINGS, INCENTIVES AND EVENTS, ARABIAN ADVENTURES EXPLAINS THE CHALLENGES OF KEEPING INCENTIVES BOTH INTERESTING AND ENGAGING. TAILOR MADE EXPERIENCES insights Companies want to get the most out of their incentives attendees How does the planning and execution of incentives programmes differ depend- ing on the size of the group? The core foundation of event management for any group is in principle the same. You need to win the business, negotiate, con- tract, select, book and brief no matter what the size of the event is. Having recently completed an incentive for 14,500 guests, a lot more time was spent planning and preparing than it would have for a smaller group. The logictics of a group that size was a huge task, as well as putting contingency plans in place to ensure that the infrastructure and resources were in place to deliver the highest calibre of event. We are lucky in that Dubai has a seemingly endless selection of the biggest venues, ac- tivities, attractions and products that allows us to have the flexibility of choice when preparing itineraries, whether the group is for 10 or 20,000 guests, meaning there are no limits. What are your most favoured Dubai- based Arabian Adventure incentives and what you think makes them so popular? At Arabian Adventures each incentive pro- gramme is individually created for the cli- ent, finding the best activities for their spe- cific requirements. When requested, we do incorporate a range of cultural experiences which can include a visit to the Sheikh Mo- hammed Centre for Cultural Understanding where guests can learn about local Emirati culture, history, food and Islam. Another popular option is a visit to the Dubai Desert and Conservation Reserve, where Arabian Adventures operates four desert camps. This is a good way to gain a sense of how Dubai was, just a few years ago. Guests have the opportunity to learn about the Bedouin way of life, see an Ara- bian Oryx in its natural habitat and a range of local flora and fauna. Our drivers take guests through the dunes to see a desert sunset, ride a camel, have a henna tat- too, see a belly dance performance, hold a falcon, dine on Arabic cuisine and star gaze with an astronomer who can talk about how the Bedouins used to navigate through the desert using the stars. All of this in one evening is a truly memorable experience. How does Dubai stand out as a top incen- tives destination? Dubai has many redeeming features which helps it stand out as a top incentive desti- nation including accessibility thanks to the Emirates route network, year-round sun- shine, over 75,000 hotel and apartments, strong infrastructure making it easy to navigate and conduct business, interesting landmarks and attractions, including the largest building in the world and the largest shopping mall in the world and access to a significant range of pre and post holidays following the event.
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18 • serenity incentives 2014 destination delights Sitting in the eastern Mediterra- nean, Cyprus is the closest Euro- pean destination to the Middle East making it an ideal place to meet. A warm and moderate climate, natural beauty, legendary history, and splendid food and wine make Cyprus a perfect host for endless incentives activities. Local Diversity Nicosia – Let’s meet: The capital of Cyprus, Nicosia is a popular incen- tives choice that can offer many business-oriented properties, cos- mopolitan dining, good shopping and bustling nightlife. Larnaca – Relax: Larnaca is home to the main airport and the longest palm-lined seafront promenade on the island, with a choice of lively restaurants and cafes. The moun- tainous area around Larnaca is dot- ted with charming villages, where small incentives groups can stay in traditional houses. Limassol – Unfold: The country’s second city is changing quickly. There are many upgraded luxury hotels, excellent restaurants and lovely sea promenades. Limassol has a busy nightlife scene and is also the centre of winemaking in Cyprus. The foothills of the Troodos mountains lie north of the city, whilst to the west are many historic sites where prestigious events can be organised. Paphos (Pafos) – Explore: A popu- lar resort destination in western Cyprus, with an archaeological leg- acy that has placed the whole town on the UNESCO World Heritage List. Visitors to Paphos can enjoy the scenic harbour with its medi- eval castle. The area has numerous cultural and natural surprises that offer an abundance of options for incentives activities. Paphos also boasts four amazing golf courses. Ammochostos – Sand and sea: Agia Napa, the summer’s liveliest resort turns into a peaceful venue for meetings in shoulder months. A variety of team-building activi- ties can take place on the splendid white sandy beaches. Some of the island’s best snorkelling and diving areas can be found in the secluded coves and rocky outcrops of the eastern peninsula national forest park. Protaras also boasts some of the best golden sandy beaches on the island and is known for its many windmills. Unique Activities Events in ancient sites: Local sites of cultural and historical interest can be used to host unique events and activities. Cypriot cooking lessons: Groups can bond over Mediterranean gastronomy classes, and lessons in traditional Cypriot specialities. Grape picking for wine: Promote team spirit working collectively to create something together – this can be achieved through activities such as grape picking. Rose water distillation: Get to know your colleagues by sharing an educational experience like making traditional rose water. Sunset cruises: Reward your team with an indulgent luxury sunset cruise. Horse riding: Take your incentives group out of the boardroom and into a saddle with a horse riding tour. Cycling: For an active incentives idea, try a group cycling tour to benefit from the wonders of nature. Diving: Learning a new skill such as scuba diving can be a great way for a team to come together. Themed itineraries: Enjoy one of the island’s many themed itinerar- ies such as cultural, religious, rural, wine routes or nature trails, and many other activities based on the local everyday life. (The above have been recommended by Nicoletta Paphitou, Tourist Officer, Cyprus Tourism Organisation) Accommodation Elysium Cyprus: Enjoying uninter- rupted views of the Mediterranean Sea, this luxury five-star property has been designed in a palatial style, and boasts a plethora of pos- sibilities for incentives travellers, including an opulent spa and a num- ber of high-end dining options. Londa Beach Hotel: Its unique status as an ideal hotel for both business and leisure makes Londa Beach Hotel a great option for in- centives trips. The five-star service is based on a personal approach meaning that all manner of needs and requests can be met. Columbia Beach Resort Pissouri: This stunning venue provides the backdrop for a variety of differ- ent events and occasions includ- ing large and small stay corporate incentives groups. The Royal Apollonia: This newly renovated luxury five-star hotel nestles directly on a quiet beach in the cosmopolitan city of Limas- sol. The property has a number of spaces for incentives groups to host activities and workshops. PSCALE ACCOMMODATION, UNIQUE ACTIVITIES, BESPOKE experiences. WITH SUCH A WEALTH OF CHOICE, CREATING THE IDEAL LUXURY Incentive TRAVEL ITINERARY CAN BE ARDUOUS. HERE iS THE CREAM OF THE CROP TO HELP YOU ON YOUR WAY.U Capital: Nicosia Currency: Euro (EUR) National Carrier: Cyprus Airways Dialling Code: +357 CYPRUS
COUNTRY: Egypt Currency: Egyptian Pound (EGP) National Carrier: EGYPTAIR Dialling Code: +20 Located near the Eastern Desert south of the Sinai, Egypt’s Red Sea Riviera boasts a variety of incen- tives opportunities as rich and di- verse as the marine life that teems in the underwater world beneath its waves. The year-round sunshine makes the area an ideal destination for a multitude of outdoor activities such as diving, underwater fishing, snorkelling and camping. The desti- nation's popularity means there are now a plethora of high-end luxury hospitality options, many of which offer fully-equipped meeting, con- ference and incentives facilities. Local Diversity Sharm El Sheikh: One of the most popular and busier destinations on the Red Sea, Sharm El Sheikh offers an impressive number of high-end international hotels as well as a wide variety of extreme sports such as sky diving or parachuting from a helicopter. Hurghada: Home to the world’s largest aqua-culture museum, Hurghada is a sure choice for a wealth of diverse water-based activities. Its pleasant climate also makes it a popular option for group incentive camping trips. El Gouna: Located between a mountain range and crystal blue sea dotted with countless intercon- nected islands and beautiful tur- quoise lagoons, El Gouna is also a top location for golf incentives and boasts numerous luxurious beach- front resorts and an endless range of water activities. Marsa Alam: Since the opening of its own international airport in 2001, Marsa Alam has been gain- ing momentum as a rising star of the Red Sea Riviera, becoming a sought after destination for water sports. Boasting attractive coral, its diving sights are amongst the best in the area. Dahab: Less built up than some of its high-rise, neighbours, Dahab is a charming fishing village where visitors can connect with friendly lo- cals, and enjoy fantastic scuba and free diving opportunities. Soma Bay: A well-established luxury destination, Soma Bay has become known as a golfing mecca. Sahl Hasheesh: Located some 18km south of Hurghada Interna- tional Airport, the Sahl Hasheesh resort community is a 4,100 hectare year-round development. The area is attracting high-end luxury tour- ism and its beautiful beach is one the longest stretches of swimmable bays on the Egyptian Red Sea coast. Safaga: Said to be one of the best locations in the world for curing psoriasis, Safaga is a well-known therapeutic destination, becoming popular for its medical and wellness tourism offerings. Accommodation Baron Palace Resort Sahl Hasheesh: Ideally located in the heart of Sahl Hasheesh Bay, this luxury hotel offers premium con- ference facilities including a multi- purpose MICE complex with tailored programmes and catering facilities. Creative gastronomy combined with an idyllic location allows for a wide range of incentives possibilities. Meeting rooms cater for up to 700 guests with a professional team on hand to assist. Kempinski Hotel Soma Bay: Intro- ducing luxurious European service combined with Egyptian hospitality at one of the premier holiday des- tinations on Egypt’s Red Sea coast, this hotel offers a unique location to host business meetings, events or special incentives. Activities range from the comfortable and practical, to the luxurious and pampering. Rixos Sharm El Sheikh: Offering 695 rooms, ten restaurants, bars, a spa and numerous entertainment and sports facilities, meeting halls and more, Rixos Sharm El Sheikh provides excellent services for meetings, seminars, workshops and special events and organisations. Agora Meeting Hall has a capacity for 200 people and is equipped with cutting edge technology. La Résidence des Cascades Soma Bay: Located within the year-round resort destination of Soma Bay on Egypt’s Red Sea Riviera, La Rési- dence des Cascades has a number of exciting and unique activities to tempt the incentives tourist. These include a championship golf course, a high-end The Cascades Spa & Thalasso centre, and a plethora of water sports possibilities. InterContinental Taba Heights: Overlooking the Gulf of Aqaba, the resort offers a spectacular setting for a conference or incentives trip, and boasts the largest event space in the Taba area. The resort offers year-round water sports, golf, the largest spa in Taba Heights, ten- nis courts and a tempting range of restaurants and bars. Four Seasons Sham El Sheikh: On a hillside overlooking one of the warmest seas in the world, Four Seasons Resort Sharm El Sheikh is a top luxury hotel offering adven- turous outdoor incentives activi- ties such as snorkelling and scuba diving, gastronomic delights, as well as corporate facilities in a fully equipped business centre. Unique Activities Swim with dolphins: Dolphins live in large numbers along the coast, but the Samadai Reef near Hurgha- da is one of the best places to swim with these creatures in the wild. Kite Surfing: Some of the best places for this exhilerating sport are Soma Bay, Safaga and El Gouna. Visit the ancient city of Luxor: The many temples and historic monuments that make up this an- cient city are only a couple of hours drive inland from the Red Sea coast. Red Sea - Egypt serenity incentives 2014 • 19
COUNTRY: UAE Currency: Emirati Dirham (AED) AREA: 1,684m2 Dialling Code: +971 destination delights Ras Al Khaimah has a unique land- scape composed of desert, moun- tains and over 65km of natural coastline with crystal clear water and white sandy beaches. For this reason Ras Al Khaimah is an ideal environment for outdoor activities varying from outdoor sports, natu- ral reserve tours, gourmet culinary experiences to pampering spa treat- ments and beach activities. Unique Activities Water sports: Ras Al Khaimah offers the ideal location for scuba diving, snorkelling, sailing and water skiing. Kayaking in the mangroves is also among the unique experiences that Ras Al Khaimah offers. Al Hamra Marina & Royal Yacht Club is an ideal destination for all water sports enthusiasts. The Marina of- fers great fine dining experiences and charter boat trips. Royal Yacht Club in Al Hamra Marina is the meeting point of the marine lovers in Ras Al Khaimah. Desert: The desert of Ras Al Khaimah offers its visitors a day filled with excitement and adven- tures which can either be organised by private adventure companies or by the resorts concierge. The first Bedouin-style desert camp in Ras Al Khaimah, Bedouin Oasis Desert Camp offers its visitors a step back in time with authentic architecture made from goat hair. Bassata Desert Village offers the full desert experience with a variety of traditional Arabic activities such as belly dancers, falcon shows, henna painting and camel and horseback riding. Horseback riding: Ras Al Khaimah Country Club introduces the Arabic heritage of horseback riding with lessons available for both individual and incentives groups. History: Ras Al Khaimah National Museum was built during the emir- ate’s invasion by Persians in the 18th century, and was also the surrounding sand dunes and majes- tic Al Hajjar Mountains or sail the high seas of the Arabian Gulf. Hilton Ras Al Khaimah Resort & Spa: Located in the Al Maareedh area the hotel is surrounded by a number of facilities such as the Tower Links Golf Club, making it a great choice for golf based incen- tives. Also nearby is the RAK Free Trade Zone, and Ras Al Khaimah International Airport. Rixos Bab Al Bahr: This hotel is equipped with cutting edge tech- nologies, visual and audio equip- ment, Internet access and excellent services provided by expert teams for the most prestigious events and organisations. The ‘all-inclusive’ concept offers complete value for money where guests pay once and enjoy unlimited food and beverage services throughout their stay. Cove Rotana Resort: The tradition- al charm of The Cove Rotana Resort embraces the uniqueness of the Arabian culture. The hotel is located on an idyllic water inlet on the Ras Al Khaimah beachfront overlook- ing the Arabian Gulf with 600m of pristine beach. Transport Ras Al Khaimah's hotels have excel- lent concierge services that can tailor individual or group transport to each group’s need whether it is shuttle bus, limo, yacht or helicop- ter transfer. Seawings hydroplanes offer transfers from Dubai, as well as 45-minute aerial sightseeing tours to see some of the emirates’ most iconic landmarks. Prince of the Sea offers visitors a variety of sailing trips around the coast of Ras Al Khaimah. (The above have been recommended by Steven Rice, CEO, Ras Al Khaimah Tour- ism Development Authority) RAS AL KHAIMAH home to royal family until 1964. The museum includes a number of local ancient monuments and an intrigu- ing collection of archaeological and ethnological artefacts. Dhayah Fort was originally built as military castle back in the 16th century, on a mountain overlooking the Gulf. The Fort has a strategic location which provides outstanding views of Ras Al Khaimah. Jazirat Al Hamra Abandoned Coastal Village was occupied since the 16th century and abandoned nearly 40 years ago. In the Sky: Al Jazirah Aviation Club has a micro-light aircraft as well as powered parachutes for its visi- tors to enjoy scenic views of Ras Al Khaimah. Accommodation Waldorf Astoria Ras Al Khaimah: With its spectacular interior, spa- cious rooms, lavish amenities and fantastic views of the Arabian Sea, Waldorf Astoria Ras Al Khaimah is becoming a prime attraction for luxury seekers from the UAE, GCC and internationally. The hotel also offers six flexible meeting and events spaces. Banyan Tree Al Wadi: Amid stretches of desert sand in tranquil Wadi Khadeja, an oasis of peace awaits at Banyan Tree Al Wadi. The luxury desert resort offers one of the most diverse selec- tions of activities in the region, from breath taking adventures to exciting group events. A team of highly-experienced event planners, offering specially-tailored packages, strive to make any incentives event a memorable one. Banyan Tree Ras Al Khaimah Beach: Sun-kissed shores of pow- dery sands and cool azure waters, rush to greet you at the Banyan Tree Ras Al Khaimah Beach. This exclusive all-pool villa resort pos- sesses all the elements of an idyllic beach retreat, and offers a myriad of activities to ensure an incen- tives programme with a difference. Guests and groups can explore the 20 • serenity incentives 2014
Due to great emphasis being placed on the importance of preserving Oman’s cultural heritage, the des- tination now offers a distinct taste of traditional old Arabia, setting it apart from other hot spots in the region. This authentic character, combined with outstanding natural beauty lends itself to a variety of alternative incentives options, and indeed Oman’s incentives activities, services and facilities are amongst the most unique and rewarding in the region. Unique Activities Oman offers easy access to an abundance of different activities to meet the needs of a variety of diverse interests. Sea and sand lovers can avail of white sandy beaches and golden dunes. Hiking enthusiasts will be captivated by the mountainous regions, wadis and lagoons. Oman is also a rich desti- nation for cultural tourism and is home to a plethora of castles, forts and museums. Desert camping: Oman’s unique natural beauty makes it an ideal spot for exploring wild and remote landscapes, and a number of luxury camping providers such as Hud Hud Travels can create bespoke tailor- made group luxury camping trips. Water sports: With over 2,800km of coastline, Oman boasts a range of water sports opportunities from scuba diving and snorkelling, to sail- ing or windsurfing. Wadi bashing: Experience the thrill of riding through the wadis and dunes in a purpose built 4x4. Accommodation Shangri-La's Barr Al Jissah Resort and Spa: Made up of three different properties, the hotel has a wealth of amenities, services and F&B options to facilitate an incentives group. The conference and meeting facilities feature audio-visual equipment and light- Muscat showcases rich and diverse artistic creations from Oman, the region, and the world; provides a space for culture and socioeco- nomic development reflections and actions; inspires audiences and nurtures creativity with innovative programs; fosters cultural vitality and unleashes talent; promotes cultural tourism; and puts cultural diplomacy into practice. Bait Al Zubair Museum: Bait Al Zubair is a private museum that opened its wooden doors to the public in 1998. It is totally funded by its founders, the Zubair family and displays the family’s collec- tion of Omani artefacts, which is considered to be the finest that is privately owned. The museum can also cater to incentives groups looking for a unique location for an authentic gala dinner. Al Hoota Cave: Estimated to be over 2 million years old, Al Hoota Cave is located at the foot of Jabal Shams, in the Al Hamra district. It is the first and only show cave in the Gulf area, which is accessible to the general public. Following an incentives tour of the caves, groups can also enjoy the caves Zajal Restaurant, one of the most famous in the area, serving Leba- nese, Omani and International cui- sine, providing a relaxed and warm atmosphere with both indoor and outdoor unique sitting areas. Transport Muscat International Airport is the hub of all aviation activity in Oman and is also the home of the desti- nation’s national carrier Oman Air. Oman also recently soft opened its new airport in Muscat. This facility will be open by 2015. A new airport is also set to open in Salalah by the end of next year. OMAN ing support. The pillar-less Barr Al Jissah Ballroom seats 700 guests, and there are also seven additional meeting rooms. Al Bustan Palace, A Ritz-Carlton Hotel: Tucked away between the rugged Al Hajjar mountain range and the Sea of Oman, Al Bustan Palace, A Ritz-Carlton Hotel is a beachfront retreat that offers a pristine stretch of private beach, three distinctive restaurants, and a wealth of activities for incentives groups such as kayak safaris and group fitness activities. Alila Jabal Akhdar Oman: Jabal Akhdar is part of the Al Hajjar mountain range. Perched here 2,000m above sea level, Alila Jabal Akhdar is the perfect base for exploring the region’s magnificent landscape of rugged, untouched beauty while experiencing the height of sumptuous comfort. The premises offers alternative options such as mountain trekking. Salalah Rotana Resort: The five- star resort is set along the shores of the Indian Ocean with the famous Salalah Beach just in front of it. Offering 400 splendid rooms and suites that are built around lagoons, water features and manmade canals, the hotel also features a number of individual experiences tailored for groups to discover Sala- lah and the Dhofar region. InterContinental Muscat Hotel: Set in lush palm gardens, this five- star resort is located in the heart of the city's residential, government and diplomatic quarter. The hotel's Palm Beach Club offers six floodlit tennis courts, a 25m olympic size pool, a leisure pool, a fully equipped gym, sauna, Jacuzzi and easy ac- cess to the beach. Local sites of interest include the Grand Mosque and Amouage Perfume Factory. Inspiring Venues Royal Opera House Muscat: Royal Opera House Muscat is the leading arts and culture organisation in the Sultanate of Oman. The multidisci- plinary work of Royal Opera House Capital: Muscat Currency: Omani Rial (OMR) National Carrier: Oman Air Dialling Code: +968 serenity incentives 2014 • 21
23 • serenity incentives 2014 venues of excellence POINTING A SPOTLIGHT AT SOME OF THE MIDDLE EAST’S MOST OUTSTANDING VENUES OF EXCELLENCE FOR THE INCENTIVES TRAVELLER, SERENITY HAS COMBED THE REGION TO BRING YOU THIS SELECTION OF THE TOP ACCOMODATION OPTIONS, GUARaNTEED TO IMPRESS THE MOST ELITE AND DISCERNING OF GROUPS. 22 • serenity incentives 2014 LOCATION HOTEL contact details Overview Egypt JW Marriott Hotel Cairo marriott.com The award-winning JW Marriott Hotel Cairo Ring Road, Mirage City, provides a combination of relaxed elegance 11757 Heliopolis, Cairo, Egypt and personalised service. Located seven P.O. Box 427 minutes from Cairo International Airport, T: +20224115588 the hotel consists of 439 luxurious gues- trooms, a championship golf course, 12 international dining options and a spa. QATAR La Cigale Hotel lacigalehotel.com This striking high-design hotel offers a styl- 60 Suhaim Bin Hamad Street, ish yet relaxing haven. A member of The Al Sadd Area, Doha, Qatar, Leading Hotels of The World, the property P.O. Box 25555 has introduced a new level of luxury to the T: +97444288888 Qatari hospitality scene, and offers an en- gaging blend of contemporary style and a cosmopolitan ambiance. SAUDI Al Faisaliah Hotel, rosewoodhotels.com A fantastic combination of tradition and ARABIA A Rosewood Hotel King Fahad Road, Olaya, modern elegance, Al Faisaliah Hotel, A Riyadh 11491, Saudi Arabia, Rosewood Hotel redefines contemporary P.O. Box 4148 luxury. As one of the most sophisticated T: +966112732000 and modern hotels in Riyadh, Al Faisaliah Hotel, A Rosewood Hotel offers various function rooms fit for any occasion. ABU DHABI Yas Viceroy Abu Dhabi viceroyhotelsandresorts.com From spectacular views to indulgent luxuries Yas Island, Abu Dhabi, UAE, and well-appointed accommodation, Yas P.O. Box 131808 Viceroy Abu Dhabi offers exceptional experi- T: +97126560000 ences. Located at the epicentre of Yas Island, Yas Viceroy Abu Dhabi hotel offers front row views of Formula 1 races and direct access to Ferrari World theme park. Jordan InterContinental Amman ihg.com An oasis of modern luxury, this Amman ho- Islamic College Street, tel is located in the heart of the diplomatic Amman, 11180, Jordan district. All 440 newly renovated rooms and T: +96264641361 suites are equipped with stylish and con- venient amenities. Guests can enjoy indoor and outdoor pools, a full-service spa and six high-end international restaurants. Kuwait Jumeirah Messilah jumeirah.com Indulge your senses at this stunning beach Beach Hotel & Spa Al Ta’awun Street, hotel in Kuwait, guests can take a dip in the Kuwait open-air swimming pool, relax on Messilah T: +96522269600 Beach or rejuvenate at the tranquil Talise Spa. The resort offers eight restaurants and stylish lounges and also features extensive conference and banqueting facilities.
LOCATION HOTEL contact details Overview Bahrain The Gulf Hotel Bahrain gulfhotelbahrain.com This legendary five-star hotel in Bahrain Manama, Kingdom of Bahrain, offers quality hospitality and unrivalled P.O. Box 580 luxury facilities. Conveniently located in the T: +97317713000 vibrant and central Adliya district, overlook- ing the Grand Mosque and the Royal Palace, the property is only 15 minutes away from any main attraction, as well as the airport. Lebanon Le Royal Hotels leroyal.com/beirut Le Royal Hotels & Resorts - Beirut is & Resorts, Beirut Leisure Hills Complex- Dbayeh, perched on a hilltop overlooking the Medi- Beirut, Lebanon terranean Sea, 15km from the downtown T: 9614555555 area and the airport. The property is close to the magnificent Jeita Grotto, Casino du Liban, the historic city and souks of Byblos, ski resorts and upscale shopping districts. Turkey Mövenpick Hotel Istanbul moevenpick-hotels.com/Istanbul This five-star hotel in Istanbul combines Büyükdere Caddesi, 34330, contemporary style with flawless service. 4. Levent, Istanbul, Turkey Experience unique gastronomic highlights T: +902123192929 and the latest technology created with the discerning traveller in mind. The hotel is located in the heart of Istanbul’s modern business and chic shopping district. Ajman The Ajman Palace hmhhotelgroup.com The Ajman Palace Hotel & Resort is set Hotel & Resort Sheikh Humaid Bin Rashid on a private beach, with captivating views Al Nuaimi Street, of the Arabian Gulf. It offers 254 rooms, Ajman, UAE, suites and serviced residences, and a range P.O. Box 7176 of restaurants, lounges, meeting and event T: +97167018888 venues, including the largest ballroom in the Northern Emirates. Dubai Sofitel Dubai Downtown sofitel.com This striking new, five-star hotel by Burj Sheihk Zayed Road, Khalifa blends the dynamism of Dubai, Downtown Dubai, Dubai, UAE with colourful creativity and French flair. T: +971045036666 Tantalising aromas waft from fine-dining Asian and steakhouse restaurants, 24-hour open kitchens, and a cosmopolitan bar and patisserie. Qatar Four Seasons Doha fourseasons.com/doha This resort-like waterfront city hotel in The Corniche, Doha offers luxury touches that echo the Doha, Qatar, essence of what you want as a traveller: P.O. Box 24665 comfort, service and beauty for all five T: +97444948888 senses. Cool off in the grotto pools or host a Doha business meeting in a soaring out- door tent. Here, anything is possible. serenity incentives 2014 • 23
25 • serenity incentives 2014 voice of an expert s the keynote speaker for the Middle East Luxury Travel Show’s first edi- tion, to be held in Doha in February 2015, Lorre White is set to impart her wisdom and share her wealth of experience as a luxury marketing consultant with the event's elite participants. Her long-established and well-honed media persona is a perfect example of her expertise in the luxury mar- keting arena, and as a regular blog- ger and social media user, Lorre’s international status as The Luxury Guru is ever-widening. You are known as ‘the blogger to the super rich’. How and why did you start blogging? I started blogging in 2004/05 when I was on the team for a consulting project for NetJets/Marquis Jets, as the head of their global marketing and sales department for their Boe- ing Business Jet (BBJ) programme. At the time, their BBJ, which com- mercially seats 200, was configured for 18 people with three marble bathrooms and two bedrooms. I was looking after NetJets wealthiest cli- ents. Although they had great finan- cial resources, they often asked me where to go, where to stay, where to eat, which international events were the most fun, and where the hot par- ties were. Basically they wanted the inside scoop, as they do not like to travel as tourists. They need to know they will be on the right side of the velvet rope. These are people that can afford every luxury, and have an insatiable desire for more information regard- ing all aspects of the luxury sector. Luxury is fun, and these people can afford to live fully exhilarated lives. As a luxury marketing consultant, I get information about the newest luxury products and where to buy them first, so I just started blogging as a way to better serve my NetJets clients, and stay in touch with them after my project was completed. From there it just grew by word of mouth to their peers, and through my new consulting clients, and inter- national media work. As the global media became aware of who many of my blog followers were, they started wanting me to ap- pear on TV and radio to speak about different luxuries to their audiences. As this aspect of my media work grew, the networks needed a place to find information about items I covered in my posts, so I added this to my luxury blog. Each time I was at the network, it was on a different subject – yachts, perfumes, travel. Blogging and my other media work, gives me access to a worldwide plat- form from which to speak to a very powerful global group that are the shapers of the world. How does targeting the Ultra High Net Worth (UHNW) differ from at- tracting the main stream market? A HAVING ESTABLISHED A UNIQUE RELATIONSHIP WITH SOME OF THE WORLD'S MOST ULTRA HIGH NET WORTH INDIVIDUALS AS THEIR TRUSTED LUXURY LIFESTYLE GURU, LORRE WHITE KNOWS HOW TO REACH THIS TOP TIER NICHE. HERE SHE EXPLAINS THE IMPORTANCE OF A PERSONAL APPROACH TO LUXURY MARKETING. THE RIGHT SIDE OF THE VELVET ROPES 24 • serenity incentives 2014
Trust is a very important factor in reaching the UHNW. Many of them know me personally, or I was recom- mended by one of their peers. My consistency of blogging material has proven reliable. The trust factor really goes back to the time factor. They do not want to waste their time on travel, stay in a hotel, eat in a res- taurant or shop at stores that were recommended by someone whose perception of luxury may not match their own. I have worked extensively in the luxury sector for over two decades as an international luxury marketing expert. My followers trust me not to waste their time. Also, I have had several luxury brands recommend that their employees follow my work, as it serves as an educational source for them to learn from, and see what is relevant to their potential clients. I also share luxury industry articles from other sources that are of inter- est to my fan base. They know that I only post articles that actually have something relevant to say. This saves them time. Because of my luxury marketing training I know how to reach the UHNW and I have an in- depth knowledge of what they want, so it is not really surprising that it has grown organically. In luxury marketing it is about who your net- work consists of, not how many. One person that can afford your product or service is more valuable than a million that cannot. My content stays true to my specific demographic and has now for a decade. Can luxury companies hire you to introduce their product or service to your UHNW fan base? Yes, appropriate brands can pur- chase a feature story or interview. Not every business, product, service or person qualifies. I maintain a very exclusive fan base by never abusing their time. If a subject is not deemed of interest to my readers, a posting will not be made. As the only internationally recog- nised luxury media personality, my work is also followed by the global luxury media. Often my posts and feature articles get republished into luxury magazines globally. When Rolls-Royce chose me to do their first personal interview with their global CEO, Torsten Müller-Ötvös, it got republished in print and online, multiple times in many countries! When I wrote a feature on Steve Case, founder, AOL Virginia Winery, it got picked up and reprinted in a UK Luxury magazine giving the Virginia wine industry their first international media exposure. That is bang for your buck. I do not just have individ- uals that follow my work, but a whole host of global businesses and luxury media that does too; that gives me a very large exponential reach. Why is it important to court the rich travellers? According to Forbes, last year UH- NWs spent over $4 billion on adven- ture travel. This particular segment, which includes the private jet and super yacht travellers, has a much larger positive financial impact on the local economy. By some estimates the UHNW families have over $50 trillion in Net Worth which is about three times the amount of the US deficit. Simply put, they have the money to spend, and travel is one of the many ways they like to spend it. Luxuries that provide an educa- tional and emotional component are fast growing, and travel offers this. Destinations can increase incoming UHNW travel by promoting annual local events and creating new ones focusing on the areas of interest for this niche market, such as music, gastronomy, regattas, exotic cars, watches or prestigious sports such as polo or golf. The next step is to make sure that people who this UHNW group rec- ognise, and more importantly trust, promote and attend these events to give them faster credibility. It is the person making the recom- mendations who really is paramount when guiding sales to the UHNW. This small yet powerful niche are not as easily swayed as the mass market because they know their expectations are higher than most. Luxuries that provide an educational and emotional component are fast growing, and travel offers this serenity incentives 2014 • 25
26a • serenity incentives 2014 enrichment zone • What does the India- based incentive traveller want right now, and can the Middle East provide for these requirements? Today, Indians are mature travellers, with the money to travel in style. The Indian market is now combining business with leisure, and travelling to destinations such as Turkey, Jordan, Iran and Yemen to enjoy the various cultures. Creativity and person- alisation of service is very important for the Indian market. The Indian traveller wants club rooms, suites, spas, fine dining, bars, theatre and entertainment. • How much interest is there in the Middle East from In- dian incentives travellers and what luxury selling points attracts them? The Middle East is a chang- ing market and is already catering very well to the Indian markets. Certain countries are very popular such as Jordan, Turkey, Egypt, Lebanon, Iran, the UAE and Oman as they have excellent hotels for the high-end traveller, in fact some of the hotels in the Middle East are beyond imagination in terms of what venues and what kind of infrastructure they have. We have seen that the UAE, Oman, Qatar and Bahrain are proving to be popular destinations for long week- end incentives trips ranging from between three to four nights. Mostly these groups like to stay in luxury villas. • What do you think the Middle Eastern tourism industry could do to help you to overcome obsta- cles you face in selling these destinations? If airlines created packages together with high branded hotels for two or three nights it would add great value to the region for the Indian market. • What do In- dian incentives travellers look for in terms of business needs and leisure re- quirements? For business travel the Indian market need room service, a gym, Wi-Fi and complimentary break- fast. They also look out for special rates, upgrades or promotions such as, when you stay for three nights, the fourth night is free. Incentives trips are increas- ingly including family mem- bers, and when the family is with them, they look to pay a little extra to allow the children access to facilities such as airport lounges. They also look for add-ons that can help to increase the convenience of their incentives trip such as early check-in and late check-out or airport transfers. EEMAA MAKHIJA, MANAGING DI- RECTOR, TRAVEL VOYAGES ex- plains what is important to the wealthy travelling indian in- centives market and how the middle east can fulfill these requests. S JOE CHO, DIRECTOR, TM THAI MAR- KETING COMPANY REVEALS WHAT THE KOREAN MARKET WANTs AND HOW THE MIDDLE EAST CAN TARGET THIS LUCRATIVE MARKET. • What do your Incentives clients look for when they are booking incentives trips abroad, and what kind of activities do they want to partake in? The incentives tourists from Korea don’t like to change flights when they are travel- ling. They will always show a preference for direct routes without any connections, as opposed to destinations where they have to change flights. They are also really looking for new des- tinations they haven’t been to before as they don’t like to return to the same area. In terms of activities during the trip, usu- ally we do a welcome dinner and farewell dinner for the groups together with the ho- tels. We also organise excursions for them. We offer them a selection of around three various excursions and activities and they then have the opportunity to select and join whichever activity they want. The Korean market in particular is not in- terested in organising team building activi- ties. They prefer to relax individually, and go on excursions, and then have dinners together. Most Koreans like water sports such as boat trips, snorkelling, beaches and some adventure activities. Most of our incentives groups only use five-star ac- commodation. • How interested are your clients in the Middle East as a potential incentives tourism region and how can the various
26b • serenity incentives 2014 enrichment zone • What does the India- based incentive traveller want right now, and can the Middle East provide for these requirements? Today, Indians are mature travellers, with the money to travel in style. The Indian market is now combining business with leisure, and travelling to destinations such as Turkey, Jordan, Iran and Yemen to enjoy the various cultures. Creativity and person- alisation of service is very important for the Indian market. The Indian traveller wants club rooms, suites, spas, fine dining, bars, theatre and entertainment. • How much interest is there in the Middle East from In- dian incentives travellers and what luxury selling points attracts them? The Middle East is a chang- ing market and is already catering very well to the Indian markets. Certain countries are very popular such as Jordan, Turkey, Egypt, Lebanon, Iran, the UAE and Oman as they have excellent hotels for the high-end traveller, in fact some of the hotels in the Middle East are beyond imagination in terms of what venues and what kind of infrastructure they have. We have seen that the UAE, Oman, Qatar and Bahrain are proving to be popular destinations for long week- end incentives trips ranging from between three to four nights. Mostly these groups like to stay in luxury villas. • What do you think the Middle Eastern tourism industry could do to help you to overcome obsta- cles you face in selling these destinations? If airlines created packages together with high branded hotels for two or three nights it would add great value to the region for the Indian market. • What do In- dian incentives travellers look for in terms of business needs and leisure re- quirements? For business travel the Indian market need room service, a gym, Wi-Fi and complimentary break- fast. They also look out for special rates, upgrades or promotions such as, when you stay for three nights, the fourth night is free. Incentives trips are increas- ingly including family mem- bers, and when the family is with them, they look to pay a little extra to allow the children access to facilities such as airport lounges. They also look for add-ons that can help to increase the convenience of their incentives trip such as early check-in and late check-out or airport transfers. EEMAA MAKHIJA, MANAGING DI- RECTOR, TRAVEL VOYAGES ex- plains what is important to the wealthy travelling indian in- centives market and how the middle east can fulfill these requests. S destinations in the area further pro- mote their offerings to your market? Our clients are interested in the Middle East, but it hasn’t really been introduced to Korea yet as an incentives option. Now is a good time to start promoting the region because Korea is currently looking for new destinations, as the travelling pub- lic and incentives organisers are growing bored with the familiar ones. The Korean market likes the beach and so if there are good direct flights to the Middle East, the Koreans will come for this alone. However they need to be more edu- cated about this region as at the moment they don’t even know that the region has good beaches and they don’t know much about the beach resorts available. They think of the Middle East as solely a busi- ness destination with city hotels, or as a stopover destination. • Social media is becoming increasingly important in the incentives tourism in- dustry. Do you use these tools and how effective do you find them? We use social media a lot to market our partner hotels and destinations. The Asian market – and Korea especially – are influenced by celebrity culture so we introduce new properties and venues via popular figures. We send them to hotels or to new countries and they then promote their travels over their own networks. Similarly, Korea has a lot of entertainment shows on television which are really popu- lar throughout the country. When we show a new destination on these shows, after- wards these destinations become popular amongst Korean travellers.
• What can Abu Dhabi offer the luxury incentives seeker and what do clients specifically want to do in the destination? Luxury incentives in Abu Dhabi work well because the destination has the high-end facilities. Abu Dhabi is an ideal incentives destina- tion as everything the client may require is available to excellent high standards. We offer both conference and boardroom-style incentives, as well as activities and adventure incentives. We can also arrange incentives which follow different themes. Participants want to experiences something different such as sand dune driving, desert 4x4 safaris, yachting or sea fishing. Another popular activity is tented camps. This may not sound luxury but there are five-star tented hotels in the desert that are traditional Offering regional LUXURY INCENTIVES, JOHN KAILATH, MANAGER, VIP HOLIDAYS, OMEIR TRAVEL shares his EXPERTise on DESTINATION DIVERSITY. • What are the current trends, fashions and demands within the incentives market, and what influences these changes? The increase in the economy has opened up the demand for travel, networking, exhibitions, meetings and events to attract customers, in- crease market share, and showcase latest products and services. At BCD M&I, we are seeing an up- ward trend in the number of events and the average number of attend- ees per meeting over the last year. However we are also seeing a trend of shorter lead-time. There has been less and less talk about budget constraints, however, the increase in meeting sizes is resulting in an increase of prices. Hotels and conference centres are naturally holding their preferences for larger conferences bringing in greater revenues. Hence the need for greater lead time is becoming increasingly essential. From gathering attendee registra- tions to announcing programme agendas to collecting feedback surveys, meetings are becoming increasingly technology assisted. Mobile Apps have brought new dimension to meetings. Apps down- loaded on smart phones and iPads are helping reduce printed materi- als and making way for increased green meetings. We stay current with meeting tools in order to keep ahead with the increased adoption of technology in events. We respond to SANJAY GANDASI, OP- ERATIONS MANAGER – ASIA PACIFIC, BCD M&I, REVEALS HOW THE DE- MAND AND THE BUDGET FOR INCENTIVES TOUR- ISM IS GROWING FAST. KEI SATO, GLOBAL BUSINESS MANAGER, STAR HOLIDAY MART shows how luxury tourism and incen- tives tours can work hand in hand. serenity incentives 2014 • 27a • What luxuries are your incentives cli- ents currently requesting? Our clients specifically ask for luxury accom- modation in top five-star hotels, they also like to be treated to large-scale, prestigious gala dinners in interesting venues such as museums and parks. • Do luxury and incentives work togeth- er, and can the Middle East provide for the high-end incentives seeker? I think luxury can certainly be applied to the incentives niche as the participants want to experience something special. Our clients want their groups to feel rewarded and incentivised. The Middle East has what it takes. Dubai airport is now an international hub making it a convenient meeting place due to a large number of connections. Inter- nationally there is a feeling that the Middle East is a high-end destination. People see Dubai and Abu Dhabi and think everything is gorgeous and high-tech.
KEI SATO, GLOBAL BUSINESS MANAGER, STAR HOLIDAY MART shows how luxury tourism and incen- tives tours can work hand in hand. serenity incentives 2014 • 27b changes with strategic initiatives. Factors such as economy, innova- tion in the market place, growth of an organisation, change in market strategies, or even shorter lead- time influence the way meetings are operated. Growth has created tremendous competition in the market. In order to stay ahead, companies are giving significant importance to their marketing strategies and brand awareness. • Do your clients travel to the Middle East for incentives, and what are their top concerns? Generally the UAE is an emerging market for meetings and events in the Middle East, with Dubai taking the lead and Abu Dhabi being the second favourite. These destina- tions offer authentic experiences, interesting cultural traditions and state-of-the-art meeting infrastruc- ture. We anticipate the demand to host conferences and events in this region to increase substantially in upcoming years, driven by busi- ness, market expectations and participant demands. While some of the destinations in the region provide great flexibility and infrastructure for meetings, there are significant challenges if one wants to go off the beaten path. Negative events in parts of the region have affected some potential meeting destinations. In these challenging times a forum to discuss the opportunities in the region and to debate the direction the region takes to move forward is crucial. More and more industry trade shows/summits, showcasing travel friendly policies, infrastruc- ture and resource strength of the region, successful case studies and best practices applicable for the region would help clear the uncer- tainty in the mind of a participant. facilities offering a taste of authentic Abu Dhabi, and still main- tain the luxurious element. It is very important for our clients to get an authentic idea of the destination. We are seeing a trend for people becoming more creative with their packages. They want full itineraries with a wide variety of different options. • How popular is Abu Dhabi as an inbound destination from markets outside the Middle East? Abu Dhabi is a growing destination for this kind of tourism from markets coming from outside the Middle East. Our packages are attracting people from Europe and the US, as more and more clients see, and become aware of the sophistication of the destina- tion, as well as its status as a new and extremely organised and hyper-active city where you can find everything. Abu Dhabi has a very good international image as there are no restrictions; they are financially solid, modern and safe. • How aware are your clients of the Middle East and its incentives potential, and how can the region better its image? Our Asian clients do not ask us about the Middle East very often because we do not have an office or a network there yet. Some of the countries in the area are not safe and still have some political issues and this is confusing for our clients. Many of them only know about the Middle East through what they see and hear on the news. There are also some clients of ours who do not know much about the diversity of the region, and think of the area as just the UAE and nothing else. In order to market themselves better and educate international markets, the tourism boards should do road shows around Asia to further educate people on what else there is over and above the UAE. Show the region from the point of view of the tourist, show us what the countries have to offer, show us there is more then what we see in the news.
28a • serenity incentives 2014 Hud Hud Travels operates in an alternative niche of the incentives industry. In your experience, who is it that seeks this genre of incen- tives programme, and where do these groups come from? We find that it is normally brand-focused companies that are the most thoughtful in terms of designing their incentive trips, wanting to make sure that each trip is exceptional and not just another cut and paste from last year. Such companies are still primarily coming from Europe. Have you noticed a rise in outbound incentives tours, with companies moving away from home and taking delegates outside the country? We haven’t really noticed such a trend. It seems there are those who plan exceptional incentives and those that don’t. I don’t think it is a question of whether incentives take place in the home country or elsewhere, but more importantly how much thought has gone in to matching the agenda to those involved and the overall goal of the incentive trip. How aware do you think the international incentives buyers are about the potential of the Middle East in general, and Oman specifically? I imagine that the potential for incentive trips in the Middle East has not yet been realised internationally when compared to the likes of South Africa. The responsibility for raising the profile of a destination and its incentive potential should be shared by the national tourism office, agents selling the destination and operators in the destination. In particular, op- erators need to contextualise the potential and talk about specific oppor- tunities that can be easily understood by the market rather than talking platitudes about generic attributes. What do you think it is that draws incentives groups to Oman? The draw to Oman should be the vast and varied open spaces but it is only since Oman Air has expanded its network to include significant European and Asian routes that the logistical side of large incentives has been achievable in Oman. Hud Hud fits well into this by being able to facilitate events in the most remote parts of the country with an exceptional degree of luxury and an entirely customised programme. behold the artisan ERIC WALTERS, DIRECTOR, HUD HUD TRAVELS HOSTS LUXURY INCENTIVES in THE WILD AND REMOTE CORNERS OF OMAN’S STUN- NING and untouched LANDSCAPE. HERE, ERIC TELLS US WHY UNIQUE IDEAS WORK BETTER THAN COPY PASTE TOURS.
28b • serenity incentives 2014 behold the artisan ERIC WALTERS, DIRECTOR, HUD HUD TRAVELS HOSTS LUXURY INCENTIVES in THE WILD AND REMOTE CORNERS OF OMAN’S STUN- NING and untouched LANDSCAPE. HERE, ERIC TELLS US WHY UNIQUE IDEAS WORK BETTER THAN COPY PASTE TOURS. Hud Hud Travels manages to create a balance between pampering guests and also challenging and educating them. How importance is this balance to the success of the incentives market? To those that want to look after their guests or clients well but also make their incentives trip a memorable experience, the combination of a high level of comfort in an inhospitable environment is an enticing way of achieving this. For example, taking a group of executives from a Dutch oil and gas company into the desert, carrying out survival exercises led by military personnel and leading them to believe that this was the set up for the night was a great way of taking them out of their comfort zone. The night ended with them being led to a proper Hud Hud camp with excellent food and hot showers. This was totally unexpected, very much appreciated and unforgettable. What are the benefits of this outdoor, adventure-based incentives concept in comparison to the more traditional programmes? Arranging a trip that takes more organisation and thought than a pure hotel stay says a lot about our client and how they regard those for whom this is an incentive. Aside from being a great experience, it also shows that those for whom the incentive is organised are greatly appreciated. Can you give us an example of how a company has seen positive re- sults following a Hud Hud Travels incentives programme? It is very hard to quantify what is mostly a qualitative ‘feeling’ that the incentive was a success. It requires clear objectives of the incentive before it takes place to be able to look back and consider how successful it was. One example is of a two day trip that we organised a few years back for the local entity of a global bank. The heads of sections were invited by the CEO to spend a few days doing various energetic team-building exercises as a way of saying thank you for their performance, but also with the expressed objective of getting the teams to work more closely together across departments. I know that this was a resounding success because even though some of the participants have since moved on in their ca- reers, they still remember the experience warmly today.
33 • serenity incentives 2014
30 • serenity incentives 2014 dispelling the myths AS THE INCENTIVES NICHE GETS MORE AND MORE CREATIVE IN ITS OFFERINGS, MOVING ACTIVITIES OUT OF THE BOARDROOM AND INTO THE CITY OR EVEN THE WILDERNESS OF NATURE, THE MIDDLE EAST IS SEIZING ITS OPPORTUNITY TO SHOW OFF ITS PLETHORA OF ASSETS. HERE, INCENTIVES INSIDERS REVEAL SOME OF THE SECRETS OF THE INDUSTRY, AND UNPICK THE MISCONCEPTIONS THAT HOLD IT BACK. Group Spending Local incentives groups from companies within the Middle East region are usually made up of smaller groups of be- tween 30 – 40 people, however they tend to spend more money on their accommodation, transport and activities. On the other hand the Asian groups are bigger in numbers of partici- pants, but they usually have smaller budgets. Kei Sato, Global Business Manager, Star Holiday Mart Going Camping Destinations with flex- ibility to offer sporting, offsite or teambuilding options are more suc- cessful in today’s market than a conventional hotel offering only rooms and meeting spaces. Today’s meeting space is far from what a meeting space used to be five years ago. The focus is to provide greater networking and teambuilding opportuni- ties, and it is no surprise seeing delegates assem- bled around a campfire instead of a boardroom. Sanjay Gandasi, Op- erations Manager – Asia Pacific, BCD M&I Emphasising Safety International markets are showing a growing interest in the Gulf region, and are well aware of the luxury and opulence on offer. These travellers are curious to experience this level of hospitality. Clear understanding of how safe the destination is has to be emphasised, as unfortunately sometimes there is a lack of informa- tion that leads to hesi- tance to explore the area. The tourism boards and the DMCs in the region make great efforts to clarify this misconception. Samir Tabbah, CEO, Desert Gate Alternative Transport Seawings, a hydroplane, offers transfers from Dubai to Ras Al Khaimah as well as 45-minute aer- ial sightseeing tours to see some of the emirates’ most iconic landmarks in- cluding the Hajjar Moun- tains and coastal areas. Ras Al Khaimah hotels have excellent concierge services that are ready to tailor individual or group transport to each group's needs. This could be with a shuttle bus, limo, yacht or helicopter. Steven Rice, CEO, Ras Al Khaimah Tourism Devel- opment Authority East meets West We are looking at in- creasing our focus on the incentives market in the coming months. Cyprus is in a great posi- tion geographically to cater to large companies who have offices in both Europe and the Middle East as it is located right in between these two continents, so teams from both offices can come and meet in the middle in Cyprus. Demetris Rotsides, Operations Manager, The Royal Apollonia Investment Opportunities The Egyptian Ministry of Tourism is working on a number of projects as there is good demand for Egypt now that many countries have removed their warnings. Benefits of this include offering investment opportunities, return of charter flights to certain destinations and improving and creat- ing new destinations such as the North coast and Ein El Sokhna. Lamia Assem, Director of Marketing, Sofitel Legend Old Cataract Aswan, Sofi- tel Winter Palace Luxor, Pavillon Winter Luxor
32 • serenity incentives 2014 Georgios A Str., Potamos Germasogeias 4048, Limassol, 3608, Cyprus T: +357 25 50 88 00 theroyalapollonia.com impressions A soft breeze dances around the bottom of the white linen drapes, teasing me with fleeting glimpses of the sunbathed blue horizon where the sea gradually fades out to meet the sky. I’m lying back on the crispest of clean white sheets, head resting on pillows that are cloud-like in their per- fect softness. I can’t remember the last time I felt this luxuriously comfortable and relaxed. In fact, the whole ambience of this newly refurbished ho- tel is very much that of a high-end leisure beach resort, all elements working together in harmony to ensure rest, relaxation, pampering and indulgence. The plethora of facilities available at the hotel seduce visitors out of the hustle and bustle of their everyday reality, and lull them into a vacation-induced state of total repose. Downstairs aromatic scents waft up from the opulent Royal Spa where guests can indulge in an authentic Dead Sea simulation experience in The Royal Spa Cli- matological Dead Sea Room that reproduces the unique healing properties of the Dead Sea. Temptingly exotic treatments range from Thai massages, to Hot Candle therapies, and once guests are done being rubbed, pummelled, scrubbed and soaked, they can also enjoy a steam room, sauna and – for the more active visitor, a fully-equipped fitness centre. Tennis courts, a beautiful turquoise swimming pool complete with a swim-up pool bar and a selection of excellent F&B outlets round off the leisure options, yet while The Royal Apollonia is catering to this side of the industry with such proficiency, the property is also gearing up to increase its corporate quota. The business centre and conference rooms are sched- uled to soon become the last parts of the hotel to undergo renovation and as with everything else at the five-star hotel, I am sure that once complete, these facilities will provide not only practicality, but also style, comfort and luxury. Although my room at The Royal Apollonia was not designed for business guests – there is no desk so to speak, and the Wi-Fi is not complimentary – the clean, light, minimalist design reflected the simple yet com- forting hospitality of the Mediterranean, the bathroom included my very own Jacuzzi-style jet stream bath and rain shower, and I desperately wanted to take the beau- tifully blossoming bright pink orchids home with me. The Royal Apollonia Limassol Emily Millett
Khor Al Maqta, P.O. Box 128881, ABU DHABI, UAE T: +971 2 509 8888 shangri-la.com/abudhabi/shangrila brought to you by serenity Shangri-La Hotel, Qaryat Al Beri Tony Fields Although I was only staying at Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi for two nights, the luxury hotel, and its highly professional and genuinely friendly staff im- pressed me from the offset. The property has a huge selection of facilities available for both leisure and corporate guests. And while I rel- ished the chance to test the fully Technogym-equipped fitness centre, I would have loved to have also tried out the training pool, and savoured the exotic flavours at the many dining outlets. However, true to the brand’s ‘hospitality from the heart’ form, and displaying an almost intuitive knowledge of exactly what I needed from my stay, the staff at the hotel put me in a Horizon Room on the executive floor, which entitled me to full use of the Horizon Floor, where break- fast, drinks and snacks were available all day. This service was extremely convenient and made my stay even more stress-free. The staff working at the Horizon Club really went the extra mile to personalise the service, remem- bering my special green tea order every time I visited. This above and beyond style of hospitality made me feel special and is the true mark of a luxury supplier. Horizon Room guests can also avail of late check-out. While, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi offers conference and function rooms that are fully-equipped with the latest state-of-the-art audiovisual equipment and can cater to both small and medium-sized events, the overall feeling of the hotel is very much geared to- wards the high-end leisure market. A sprawling infinity pool overlooks Abu Dhabi’s creek, and offers magnificent views of The Sheikh Zayed Grand Mosque. Guests can also enjoy the long stretch of private beach, or indulge in one of the relaxing healing treat- ments at CHI, The Spa at Shangri-La. In keeping with the roots of the Shangri-La Hotel and Resorts brand, the Asian atmosphere that permeates throughout the hotel – in both its aesthetics and its per- sonnel – works harmoniously to create a very peaceful environment, conducive to business travel as well as rest and relaxation. Facilitating convenient movement throughout the emir- ate for both business and leisure guests, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi is located very close to the airport, and within easy driving distance to ADNEC, Yas Island and the Abu Dhabi Corniche. serenity incentives 2014 • 33
34 • serenity incentives 2014 The Ritz-Carlton Difc Tony Fields As you can imagine, being located in the Dubai International Financial Centre, this hotel is an excellent base for corporate visitors. In addition, the property benefits from easy access to Sheikh Zayed Road, as well as efficient metro and taxi services meaning that movement around the busy emirate is smooth and stress free. In true Ritz-Carlton style, everything in this hotel is done and presented with an undeniable touch of class, elegance and sophistication. The meetings and incentives dining menus are made into an artistic experience, the rooms cre- ate a perfect harmony between logisti- cal, practical work space and simple luxurious comfort, even the staff – who so effortlessly man the hotel with ease and grace – are referred to as Ladies and Gentlemen. Indeed these titles, which have long been rolled out across the entire brand portfolio, do reflect in the demeanour of the staff and their interaction with the guests. The service – which is al- ways carried out with a gracious smile – is refined and attentive, yet wholly discreet and understated. The room I was staying in was a Junior Suite which meant I had plenty of extra space in which to either relax or continue my work. The suite had a very large bathroom which was perfectly designed for two people, with two twin basins, a huge marble bath and a sepa- rate rain shower. In Dubai, where so many diverse dining concepts are available, unique and quality F&B outlets can be a real asset for a property. The Ritz-Carlton DIFC has made the most of this with a good variety of gastronomic options from a traditional steak house to a Belgian Café. The hotel also offers a chic and laid back lounge bar and a new tea room has also recently opened. Although the hotel does have a clear corporate target market, the use of modern art in the public areas gives a great relaxed feel, while the additional leisure facilities, as well as the proxim- ity to Dubai’s plethora of activities, means that holiday visitors will also find it convenient, comfortable and suited to their leisure needs. P.O. Box 482032, Gate Village, DIFC, Dubai, UAE T: +971 4 372 2222 ritzcarlton.com/en/Properties/DubaiIfc/Default.htm impressions
At fifty years of age, InterContinental Amman (Jor- dan) is a shining example of how a hospitality icon can indeed grow old with grace. The hotel exudes a sense of magnificence in the bustling capital that is Amman. Almost imposing, the solid structure stands tall, proud, and contemporary, yet manages to maintain a remnance of authentic Jordanian luxury. While sturdy, marble-like pillars provide a powerful framework in the lobby, it is the finer details that re- ally tell the story of this property. A well renowned hub to discuss business over coffee, the lobby area is alive no matter the time of day. But do not be deceived – this hotel is not only for corpo- rates, as its abundance of outstanding leisure facilities means that the lobby area is often peppered with a vibrant mix of guests, all of whom are here to relax, converse, and enjoy the ambience. My own trip was a combination of business and pleasure and so, with family in tow, the Club Suite provided an exceptional home for our stay. And when I say ‘home’, it really does have that rare quality that makes a traveller feel they are surrounded by the familiar – a place where we feel we have arrived home and can kick off our shoes and remove the business mask we so often wear. Needless to say, the suite was a true haven – all creature comforts and amenities you expect at this level were right at your fingertips. Undoubtedly, these newly renovated accommodation options can fulfil both a business traveller’s demands, and a mother requirement’s. brought to you by serenity InterContinental Amman Alexandra North ISLAMIC COLLEGE STREET, AMMAN, 11180, JORDAN T: +962 6 4641361 ihg.com serenity incentives 2014 • 35a
brought to you by serenity InterContinental Amman Alexandra North ISLAMIC COLLEGE STREET, AMMAN, 11180, JORDAN T: +962 6 4641361 ihg.com serenity incentives 2014 • 35b When I was in business mode, the Club Lounge made for a most conducive environment. Its inte- rior design was a classic example of how, despite its age, the property has stayed young, chic and stylish. Meetings were private and comfortable, the team on hand pre-empted my needs, and strong connectivity meant I could remain connected to my business at all times – and let’s not forget the all-important continu- al flow of delicious food and beverages that kept me truly satisfied. And when in family mode, the Atrium made for a refreshing start to the day, with a spread of interna- tional cuisine suitable for the fussiest of eaters. From there, it was straight to the pools – and quickly, you forgot you were in the heart of the country’s capital. Meanwhile, for busy parents or business travellers, the spa serves up a treatment menu that not only offers an escape but, with its local and natural resources, also acts as a true reminder of where you are, that is, the home of the wonder that is the Dead Sea. There are a number of charming dining options here and the hotel’s award-wining chefs excel in creating a culinary journey that will take you around the world, without even having to leave the hotel. Over the past fifty years, InterContinental Amman (Jordan) has become many things to many people: a business hub, an urban retreat, a special place for families, and a home. It has created different memo- ries for different reasons – I know what it means to me, the only question remains, what will it mean to you? Surely, there is only way to find out…
36 • serenity incentives 2014 Quality hotel F&B outlets are not hard to come by in Doha. All of the great properties, as well as some of the not- so-great ones, have at least one dining option for guests, and if the outlet is good enough, it will also act as an ex- tra revenue earner, by attracting local Doha residents as well. Trader Vic’s restaurant at Hilton Doha is one of those places. The unique Asian-Polynesian fusion cuisine and Tiki Bar concept ensures that the eatery not only stands out from the crowd, but also attracts it. This is a real plus for the hotel itself as it brings many non-residents to the property. Situated right next to the beach overlooking the West Bay, Trader Vic’s takes advantage of its location, by offering 360° uninterrupted views of the sea both from the main restaurant floor, and from the outdoor terrace. Visitors can either stay for dinner, or just enjoy the world famous cocktail menu (did you know Trader Vic’s was the home of the original Mai Tai?). The terrace also makes a super spot to watch the sunset over the water. Although the outlet caters for both lunch and dinner, the atmosphere at these separate times of day was com- pletely different. Making the most of the destination's popularity as a corporate hub, the res- taurant offers a special business lunch package for executives on a time frame. Diners are assured that the set menu will be delivered and cleared within 45 minutes – and it was. In the evening on the other hand, the place adopts more of a party atmos- phere, with people eating, drinking and enjoying the live music from the three piece Cuban band. The menu, while primarily Asian influ- enced, offers a great variety of differ- ent foods including some non-Asian staples such as steaks and chicken wings. Seafood enthusiasts will find plenty of options to choose from, and vegetarian diets are also catered for with soups, salads and curries. Lastly, and perhaps most importantly, the staff were extremely polite, helpful and friendly despite having to wear Hawaiian shirts into work every day! impressions Trader Vic’s at Hilton Doha Tony Fields DIPLOMATIC DISTRICT STREET WEST BAY, DOHA, QATAR T: +974 4 4233333, F: +974 4 4233000 www3.hilton.com
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38a • serenity incentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Dedicated airport staff will meet and greet the guests at the entrance of the terminal building, es- cort them through immigration, and hand them over to the waiting The Vision Destination Management Company (DMC) Assistant. Porterage will be provided, with luggage sent di- rectly to the hotel. Luxury cars will be waiting to transfer the guests to the iconic Emirates Palace Hotel. Cool towels and refreshments will be served en route to the hotel. Celebrated as the ultimate destination in Abu Dhabi, this palatial property is designed to reflect tradition- al Arabic architecture, and provides a truly unique and luxurious experience for the guests. An authentic Arabic style welcome will await the ladies upon arrival, with dates and traditional Arabic coffee served in a private lounge before all guests are escorted to their rooms. In the case of a late arrival, a delicious plate of light snacks will be delivered to the room. The Vision DMC Project Manager will be at the guests’ disposal throughout their stay. ARRIVAL AT ABU DHABI INTERNATIONAL AIRPORT
38b • serenity incentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Sumptuous breakfast followed by leisure time to explore the hotel facilities. Royal Hammam Ritual – Set in the stunning heated marble hammam at the hotel’s Anantara Spa, the treatment includes a full cleansing and exfoliating procedure followed by a detoxifying steam, a heated Jacuzzi and a relaxing massage. After the treatment the guests will enjoy the local flavours of a lemon- mint cocktail. A light fresh lunch will then be served in a private area at the pool. Luxury Coach Driven Guided City Tour – The vision of the nation’s founder, Sheikh Zayed and his vivid legacy into the 21st century will come alive along the Corniche. At the Central Market the guests will see local artefacts and experience the world of Arabic scents and Henna painting. Saadiyat Island will provide an insight into the future of the city, with a private tour at the Manarat al Saadiyat Museum, where the group will see models of the world re- nowned museums set to enter Abu Dhabi in the next three years such as Louvre, Guggenheim and Sheikh Zayed National Museum. Sunset Visit to Sheikh Zayed Grand Mosque – The ladies will receive their own traditional Arabic dress for the visit. In this light the Mosque’s beauty can be appreciated to the full, and the reflections in the pools surrounding the structure create amazing views. A The Vision DMC Tourist Guide will give a private tour with full insight into the history of the Mosque and of Islamic traditions in general. Dinner at Cipriani – Cipriani has his classy Abu Dhabi home at the Yas Marina. The ladies will be welcomed into a private room where a barman will give a lesson in the Bellini Cocktail preparation. This drink was in fact invented by the Cipriani family. Overnight at Emirates Palace ROYAL HAMMAM AND CITY TOUR
38c • serenity incentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Breakfast, followed by a signature Anantara Spa treatment or a mani-pedi. Sea Plane Tour – Mid-morning pick up by resort bug- gies and drive to the Emirates Palace Marina where private sea planes will be waiting to take the guests on an exciting bird’s eye view tour of the city and the desert. The flight will last around 40 minutes and end back at the marina where the crew of a private yacht will be waiting to escort the ladies on board. A sumptuous seafood lunch will be served while cruis- ing along the beautiful city skyline. Privately Guided Kayaking Adventure – This eco trip enables guests to encounter indigenous wildlife including Egrets, Herons, Crab Plovers, Sandpipers, Cormorants and flocks of Pink Flamingos. Dry bags for cameras or mobile phones will be provided. Saadiyat Beach Club – Back to the hotel in time to change before heading off in style with private stretch limousines to one of the most exclusive ad- dresses in town, the Saadiyat Beach Club located on Saadiyat Island, overlooking a beautiful stretch of protected beach which is also a breeding ground for sea turtles. The ladies will be welcomed by a traditional Ayala band leading the way to the entrance of the club. Music and dance acts will be performed by Arabic men in traditional costumes. Cocktails at the sea lounge overlooking the jetty and dinner in the stylish smart casual atmosphere of Le Deck restaurant. The eclectic Mediterranean cuisine is inspired by French and Italian flavours. Overnight at Emirates Palace. SEA PLANE TOUR
38d • serenity incentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Breakfast and check-out of Emirates Palace Hotel. Yas Island Formula 1 Experience – Luxury coach drive to Yas Island, home of Ferrari World Theme Park, Yas Link Golf Course, Yas Waterpark, Yas Shop- ping Mall and the world famous Formula 1 race track Yas Marina Circuit. All ladies will have the chance to experience the thrill of Formula 1 speed as co-pilots for an unforgettable experience. Snacks are served before driving off to the desert in a private 4x4 with refreshments on board. Jeep Caravan Desert Tour – Drive towards the western Al Gharbia Region at the edge of the Empty Quarter, the biggest uninterrupted desert in the world with dunes up to 300m high. Check-in to resort villas with private pools at Qasr Al Sarab Desert Resort by Anantara. This property embraces the epic adventures of this evocative landscape by providing a luxury oasis for discerning travellers. A lunch buffet will be served in a private area. Sunset Tour – In the afternoon a 4x4 drive through the dune landscape will allow the guests a wider sense of location. Guests will be able to watch the sunset from the top of the high dunes. An authentic Emirati dinner will be served at Al Falaj restaurant with belly dancers to entertain the guests and a Henna artist present to provide the ladies with temporary skin art souvenirs. Guest will be able to relax under a blanket of the stars before having a night cap at the hotel bar. Overnight in luxury accommodation at Qasr Al Sarab Desert Resort by Anantara. YAS ISLAND AND DESERT TOUR
38e • serenity incentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Invigorating private yoga session overlooking the endless desert landscape. Breakfast will be served outdoors followed by leisure time until check-out. Transfer to the airport in 4x4 land cruisers. Separate luggage van will be provided. Assisted check-in and porterage service at Abu Dhabi Airport. NOTE: The Vision DMC also suggests a room drop at Anantara Desert Resort & Spa in the form of a customised gift such as a coffee table book of Abu Dhabi or Arabic perfume. DEPARTURE
Corporate Driving Day Treat your employees or clients to an exciting and memorable day racing around the world-famous Formula One Bahrain International Circuit, which provides access to the most technologically advanced and architecturally stunning racetrack in the world. bahraingp.com/Corporate/CorporatePackages/Pages/Corporate-Driving.aspx Steering well clear of anything run of the mill or mundane, the world of luxury incentives in the Middle East can provide a plethora of experiences and rewards that are sure to induce the ever-coveted wow factor. These offerings will impress clients with their unique creativity. Something different Zero Gravity Experience In the absence of gravitational pull, the body feels completely free. This state of weightlessness is known as zero gravity and can be achieved by going into space, or by enjoying an S3 ZeroG flight. zerog.s-3.ch Magical Gala dinner at Little Petra Eight km from Petra lies 'Little Petra' where you can host evening programmes such as cocktails inside the caves, or a gourmet dinner! Rugs and tapestries dress the walls and ground, while candles illuminate the cave interiors and traditional music plays. jordanexperience.com Incentive Software Incentive is a social intranet solution that integrates a company’s formal knowledge with people’s informal knowledge. Incentive is a downloadable software with tools for social collaboration and communication to help companies waste less time and work smarter. incentivecorp.com The Happiness Blanket The Happiness Blanket visually shows the wellbeing of a passenger in real time by chang- ing colour to reflect their mood. A headband measures fluctuations in the brain, sending the information, every second, to fibre optic lights woven directly into the blanket. britishairways.com/en-gb/offers/partners/happiness-blanket Turtle Watching in Oman Thousands of sea turtles migrate annually from the shores of the Arabian Gulf, the Red Sea and Somalia to lay their eggs on Oman’s shores. The best time to witness this beau- tiful phenomenon is between July and October. tourismoman.com.au/turtle-watching-in-oman serenity incentives 2014 • 39
40 • serenity incentives 2014 melts update @ttgbernhard took the MELTS travel baton to Doha for more #melts2015 meetings. First job, check in to the luxury @AmariDoha! #Dubai’s hotels enjoy great success after having the busiest half year in history. @dubaitourism In the next issue: In the ever growing world of travel and tourism, the ability to be unique, and offer something altogether different, exclusive and distinctively removed from the cookie cutter formula, can be a major selling point amongst the discerning luxury travelling crowd. Whether it is boutique hotels, venues, destinations or activities, we are div- ing into this niche headfirst in the next issue of Serenity to explore this eclectic little corner, and uncover some of the tricks of the boutique trade. To contribute to this issue, to ensure your offering is positioned amongst the elite, or to gain heightened global exposure, please contact us: EMillett@ttgmena.com The Essential Instagram: The Essential Post: The Essential Tweet: Impressive picture @ttgtony of @ibnbattutagate It’s been busy at the MELTS headquarters recently, with a number of top luxury tourism professionals joining the ranks. Katara Hospitality was announced as Official Media Sponsor for MELTS™ 2015, as sponsors of the Media Zone. Hamad Abdulla Al Mulla, CEO and Board Member, Katara Hospitality, said: "We look forward to welcoming the world's media for this unique conference that will showcase the latest global trends in high-end travel experiences." In other news from the group, Christo- pher Knable, Chief Operating Officer, Katara Hospitality will be speaking in the opening panel session ‘The Essential Definition – defining luxury in the Middle East: today, tomorrow and beyond’ on Sunday 15th February. Meanwhile, InterContinental Doha the City signed an agreement to become Of- ficial Hosted Buyer Hotel Partner, provid- ing top class accommodation for a select group of hand-picked luxury buyers. Closer to home, Elaine Hockley, Interna- tional Partnership Manager, MELTS has been securing some top luxury spon- sors. Most recently, Mourjan Marinas has partnered up as an Official VIP Network- ing Partner, and will host an exclusive, invitation only evening network event on Sunday February 15.
50 • serenity incentives 2014
51 • serenity incentives 2014

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serenity-issue-9

  • 1.
    1 • serenityincentives 2014 INCENTIVES EXPLORE: BEHOLD THE ARTISAN impressions A s e r e n e l e s s o n i n s e l l i n g l u x u r y t r a v e l i n t h e M i d d l e E a s t Dispelling the MythS Destination delights VENUES OF EXCELLENCE ISSUE9
  • 2.
    2 • serenityincentives 2014
  • 3.
    5 • Welcomeand Credits 6 • Essential News What exciting news is currently rocking the luxury tourism industry? 10 • Explore: INCENTIVES We unpick the threads that weave the incentives niche together 14 • RENDEZVOUS Richard Branson talks risks and rewards with Emily Millett 16 • INSIGHTS An interview with the Manager of Meetings, Incentives and Events, Arabian Adventures 18 • Destination Delights The what, where, when and why of the region's top incentives offerings 22 • Venues of Excellence Explore our directory of outstanding incentives venues 24 • THE LUXURY GURU Words of wisdom from Lorre White 26 • Enrichment Zone Leading luxury agents give an insight into the international image of the Middle East 28 • Behold the Artisan Eric Walters, Director, Hud Hud Travels depicts the allure of luxury camping 30 • dispelling the myths Industry experts suggest that rumours should be taken with a pinch of salt 32 • Impressions Tried and tested reviews from the region's most luxurious hotels 38 • INNOVATIVE ITINERARIES An ideal high-end incentive itinerary tour by The Vision Destination Management 40 • MELTS UPDATE Latest news straight from MELTS' headquarters contents serenity incentives 2014 • 3
  • 5.
    welcome he General Manager wantsmotivational team-building exercises; the Financial Officer wants a Return On his hefty Investment; the staff want to feel appreciated, rewarded and pampered. Everyone wants to learn something new, feel the authentic and experience the exotic and unknown. The team from Europe wants a conti- nental breakfast, the China office wants green tea during the coffee breaks, the Americans want ketchup with their lunch, and the nationals want the Halal option at dinner. That’s a lot of requests for one incentive group, but the luxury suppliers across the Middle East region are prepped and ready to deliver the goods, offering up a wealth of crea- tive ideas to ensure every need is met, and the ever-coveted ‘wow’ factor is achieved. Creating a balance between the multi- tude of requirements that undoubtedly arise when organising an incentives trip, is an art that the Middle East is quickly mastering. With its wealth of uniquely diverse activities, its excellent, top-qual- ity facilities and services, and its ability to cater to cultures hailing from all four corners of the globe, the region is swiftly becoming a force to be reckoned with on the incentives tourism scene. How about luxury desert camping on Oman’s secluded and untouched beach- es one day, and an exclusive group sea plane tour over the urban metropolis that is Dubai the next? Perhaps you would like a themed gala dinner on the banks of the Nile, or maybe an outdoor meeting in the inspiring surroundings of the desert? You name it and the Middle East can provide it, and you can guaran- tee it will be gift wrapped in the authen- tic packaging of genuinely warm Arabic hospitality. In this issue of Serenity, together with industry experts from within and out- side the region, we uncover some of the trends strutting down the incentives cat- walks this season and guide you through what this region can offer in terms of five-star facilities, venues, activities and services for incentives groups. So turn the page, enjoy the ride – and like any good journey – we hope you are inspired, educated, enriched and entertained. T The Middle East is prepped and ready to deliver the goods Emily Millett Communications Specialist General Manager – Events & Communications Alexandra North ANorth@ttgmena.com General Manager – Publishing & Sales Tony Fields TFields@ttgmena.com Creative Director Ioanna Pattichi IPattichi@ttgmena.com Communications Specialist Emily Millett EMillett@ttgmena.com Assistant Events Coordinator Bernhard Senkerik BSenkerik@ttgmena.com Account Manager Samer Alkhaldi SAlkhaldi@ttgmena.com International Partner Manager Elaine Hockley EHockley@ttgmena.com E-Commerce Manager Panayiotis Philippou PPhilippou@ttgmena.com E-Commerce Executive Constantinos Voniatis PA to the GM Publishing & Sales Marina Drakou UK Business Development Manager Christiana Drakou Chief Finance Officer Costas Miaoulis Chairman Andreas Drakou Contact Us Nietzsche Street Ria Court 9, 1st Floor CY6028 Larnaca, Cyprus T: +357 24803000 www.meltshow.com serenity incentives 2014 • 5
  • 6.
    6 • serenityincentives 2014 essential news BOOSTING DESTINATION POTENTIAL Bahrain’s high-end luxury hospitality portfolio is about to get bigger and better with the upcoming introduction of the destination’s first One&Only resort in Seef, on the northwestern coast of the Gulf country. Developed and operated by Kerzner International Hold- ings and Sevens Holding, the new property is set to begin welcoming guests by 2016. The property will cater to both business and leisure guests, with some 150 luxuri- ous guest rooms and suites, as well as villas and estates, world-class dining and retail options, a One&Only Spa, an enviable private beachfront, extensive meeting facilities as well as easy accessibility to the airport. ir Bani Yas Island, located 100km southwest of Abu Dhabi, is set to see a boost in the promotion of its international leisure and MICE opportunities, as travel and tourism professionals claim the nature-based legacy destination can play a key role in increasing visitor lengths-of-stay for the emirate. The area’s wildlife, heritage and adventure experiences have been dubbed as powerful tools to lift awareness of the emirate’s diversity, while the activities and facilities available to incentives groups allow Abu Dhabi to think outside the box in relation to its MICE product, with the wild- life and adventure activities shedding new light on team-building options. Turkish Airlines has fur- ther expanded its network into Africa with the intro- duction of flights to As- mara in Eritrea. The new service operates three days a week from Istanbul and brings the airline’s portfo- lio in Africa up to 27. Dubai’s hotels welcomed more than 5.8 million tourists in the first half of 2014. The statis- tics, released by Dubai’s De- partment of Tourism and Com- merce Marketing (DTCM), show increases across key indicators including hotel establishment guests, hotel and hotel apart- ment room revenues, F&B rev- enue and average length of stay. Conrad Hotels & Resorts has added a new Conrad Meet- ings function to the Conrad Concierge mobile app. Meet- ing and event planners are now able to research hotel capabilities across all 23 Conrad properties worldwide from their smartphone or tablet. The app also provides a direct line to the in-house event manager. The long awaited Raffles Istan- bul officially opened its doors to guests on September 1. Of- fering 132 guestrooms and 49 suites, the hotel also provides a choice of F&B outlets, as well as a luxury spa and an inspi- rational choice of space for private, and business events. In brief... S DEFINING ULTRA LUXURY
  • 7.
    In a bidto further build on the is- land’s success within the incentives sector, this year has seen the launch of a new hospitality package scheme for corporate conference and incen- tive trip organisers, by the Cyprus Tourism Organisation (CTO). As part of the new scheme, groups of up to 50 delegates will be greeted on arrival at the airport by the CTO airport offices’ ‘Meet & Assist Servic- es’. They will also receive a bespoke information pack containing essential travel information to be used during their stay on the island, as well as a locally-sourced gift. For groups of 50 or more, each delegate will also re- ceive a €25 hospitality voucher, to be redeemed on F&B throughout their stay in Cyprus. BUILDING ON SUCCESS As the incentives industry gets ever more creative in its attempts to guarantee memo- rable experiences, Fairmont Dubai has jumped on the band- wagon, re-launching its unique Noire at Fairmont dining in the dark concept. Following the success of the F&B offering last year, the hotel is now bringing back the pitch-black dining room and the waiters with night vision goggles, re-introducing the idea that by removing the abil- ity to see, the other senses will be heightened. The space can also be hired out for private events and exclusive incentives groups of up to 30 persons. DINING IN THE DARK Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi, has launched a Press Reader app to facilitate guest communication. Commenting on the develop- ment, Tamer Refaat, Director of Sales, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi, said: “Re- cently, we have launched the PressReader, a unique app that allows our guests to download their favourite international newspapers onto their smart phones and tablets, thus reduc- ing the need for printed copies to go to waste on a daily basis.” GETTING HIGH-TECH CREATING ADDED DRAMA Sofitel Legend Old Cataract As- wan has increased its allure as an incentives destination, with the launch of themed events for corporate groups. From chic to opulent, this wide variety of themes has been introduced in an attempt to make gala dinners or incentive events a fantastic and fanciful experience. “We created the new theme nights programme for Incen- tives in order to retain incentive business throughout the whole year,” said Lamia Assem, Director of Marketing, Sofitel Legend Old Cataract Aswan, Sofitel Winter Palace Luxor and Pavillon Winter Luxor. “Current trends, fashions and demands are themes like: Pharoahs night and Bedouin night. We are always looking for unique new things to offer to our clientele. Our clients are looking for the best of the best in service, rates and food and beverage.” serenity incentives 2014 • 7
  • 8.
    8 • serenityincentives 2014 A modern day fleet makeover essential news Known for its affinity with Dubai’s vibrant contemporary art-scene, The Ritz- Carlton, Dubai International Financial Centre (DIFC) is now bringing some additional artistry to its MICE offerings, with a range of new and creative, art-inspired menus, as well as two new meetings spaces. Created by the luxury hotel’s Executive Banquet Chef and Executive Pastry Chef, the new menus – known as the ‘Artistry Collection’ – offer a choice of three creative menus for guests wishing to offer their clients and staff something over and above the traditional ‘coffee break’ during an incen- tive gathering, meeting or conference. All the food is crafted by hand, and presented in creative ways, designed to engage, inspire and wow. THE ARTISTRY OF INCENTIVES Having your head in the clouds may not be such a bad thing for incentives, as long as the clouds in question are those caressing the tips of the stunning Al Hajjar moun- tain range, the home of the Alila Jabal Akhdar hotel. Now providing guests with attractive corporate packages for boutique meetings and incentives, the property caters to the more intimate requirements. For the day delegate, Alila Jabal Akhdar serves a palate pleasing lunch, morning and afternoon refreshments, complimentary Wi-Fi and access to the state-of-the-art boardroom which seats up to 12 delegates. A separate offer has been designed for 24 hour stay delegates on a single and double occupancy basis. Guests are offered dinner, overnight accommodation in a Mountain View Suite, breakfast, lunch and refreshments, complimentary Wi-Fi and access to the boardroom. RAISE YOUR BOARD TO HIGHER LEVELS In line with a strategic plan to modernise its fleet of long-range aircraft, Royal Jordanian (RJ) has welcomed the first of five new Boe- ing 787 Dreamliners set to join the airline by the end of the year. The 787s will pave the way for RJ to step into a significant new era, and will push the national carrier forward in terms of onboard ser- vices and route network, enhancing its competitiveness at regional and international levels. The 787 offers more luxury and comfort on long-range flights, with larger windows, more legroom, LED mood lighting, bigger overhead bins, lower cabin altitude and en- hanced ventilation systems.
  • 9.
    9 • serenityincentives 2014
  • 10.
    10 • serenityincentives 2014 the incentives industry functions in a continuously flowing cycle; what goes out in investment, comes back in motivation, loyalty and performance. This balance keeps the niche turning, evolving and picking up pace on its path to success. By Emily Millett Harmony in balance explore
  • 11.
    he art ofincentives lies in creating the perfect balance — a balance between what clients want to achieve, and what participants want to experience; between satisfying diverse cultural tastes and requirements, as delegates from around the world come together under one roof; a balance between business and pleasure, education and indulgence, and safety and excitement. And as the use of social media descends on the industry with increas- ing speed, how can incentives providers create a balance between catering to the plugged-in technology addicts, and the collective craving to get back to basics. “From client testimonials that we receive, the most ef- fective incentives programmes have a powerful result, energising delegates, opening minds to new ways of seeing and doing, and forging new alliances,” said Janet Abrahams, Cluster Director of Sales, Marketing, Revenue and Reservations, Phoenicia Hotel Beirut. “Removing the environment and structure of a company, bringing teams face-to-face who communicate remotely, providing a chance to try new creative challenges, and step away from the office routine, gives the freedom and fun that promotes positive energy and results.” Figures from IPK International's annual World Travel Monitor review show that the incentives industry is on the rise, accounting for 61 percent of total MICE business in 2013. And as incentives groups help drive revenue and increase footfall across the Middle East, it seems that dedicating time and energy into this corner, is an idea worth investing in. The ROI is very favourable… Perhaps the first balancing act that incentives insiders need to perfect, is ensuring that while participants have an enjoyable and rewarding time, those approving the budget see a Return on Investment (ROI). Samir Tabbah, CEO, Desert Gate, explained: “An incentive is usually a large investment, so we need to make sure that the ROI is very favourable. Whether it is with our brand engagement, our new innovative experiences, our premium service levels or our negotiated benefits in ho- tels, we know that guests who have been on incentives to our region with Desert Gate will definitely go home more motivated and aligned with their companies.” According to Tabbah, Desert Gate is currently prepar- ing new excursions and products for the upcoming high season. With offices in the UAE and Qatar, the premium Destination Management Company is now also open- ing another hub in Oman, giving partners the option to experience an altogether different destination, while also responding to the growing request for twin- or multiple- destination incentives tours. Hold on to traditions, while being in touch with trends… The trend to visit multiple places is a trend that the Middle East can take great advantage of. With such a rich diversity of cultures and traditions co-ex- isting side by side, the region is in a position to supply an intriguing and unique balance between history and modernity. Pairing destinations such as Oman and Dubai encapsu- lates this concept. On one side, the vibrant fast-paced metropolis of Dubai shows off the Middle East’s contem- porary urban dynamism, and offers modern day pursuits such as shopping, nightlife or fine dining. In turn, the natural beauty and cautiously conscious development of Oman gives visitors an insight into real Arabia, showcas- ing ancient cultures, traditions and unspoilt landscapes. This trend also incorporates the quest for authentic trav- el experiences; for encountering the new, the exotic and the unknown. To fulfil this need, the incentives industry is continuously on the lookout for emerging destinations. “The MICE segment continues to strive to find new destinations that can guarantee the level of service and expertise expected, combined with fresh authentic experiences that spark the imagination for an innovative programme that ensures memorable experiences,” com- mented Abrahams. “Lebanon has an enviable position in the region as a first choice destination for MICE and over the last year we have seen a growth from new geograph- ic sources such as India. Our clients want to do more with their programme, such as holding events in outdoor venues. With the diversity of mountains and beaches and with a long summer Mediterranean climate, we are the ideal choice. They want a mixture of experiences, so the sophisticated luxury lifestyle with authentic traditional and historical venues ensures Phoenicia and Lebanon are a winning combination.” The search for an authentic experience has catapulted up the list of priorities for incentives groups, as the desire to genuinely feel a country shifts from tourist focused experiences, to more locally inspired feelings. “The incentive travel market is growing; and our well- The MICE segment continues to strive to find new destinations T serenity incentives 2014 • 11
  • 12.
    12 • serenityincentives 2014 travelled incentive guests want to experience the cities they go to as locals,” said Tarek Mourad, General Man- ager, Raffles Istanbul. “Being real and authentic has significant impact on the success of the incentives sec- tor. Our location is an advantage too, as today’s travel- lers want to be a part of the city and instead of being tourists, they want to mingle with locals. It is of vital importance to hold on to the roots and traditions that bring out the authenticity while being contemporary and in touch with trends of the day." Another modern-day trend that is fast infiltrating the niche, is the use of social media and technology, with lo- gistical apps being introduced in the planning phase, and online sharing sites facilitating communication. “The growth of social media into the experience (onsite as well as within pre- and post-event communications) is one of the biggest developments in the incentives in- dustry,” commented Tabbah. “In fact, over 60 percent of planners are using social media in this fashion. About a third of planners reported integrating gaming techniques and virtual elements into their programmes as well.” Clients are looking for safety and excitement… The leaps and bounds with which social media is pro- gressing, is also helping to achieve a balance between the need to offer both safety and security, as well as adventure and excitement. While the region’s potential for luxury incentives with an added twist of excitement are plentiful, often what stands in the way is a lack of understanding on the safety of the area. Siting Egypt as an example of how technology and online platforms can help a destination distance itself from negative publicity, Lamia Assem, Director of Marketing, Sofitel Legend Old Cataract Aswan, Sofitel Winter Palace Luxor and Pavillon Winter Luxor, explained: “High tech- nology and online social bookings are developing every day, and as Egypt has been having a hard time in terms of travel and tourism for three years now, we need to start thinking outside the box in order to offer the most updated technology.” Providing possible solutions to the safety questions, Tab- beh continued: “The tourism boards and DMCs in the re- gion make great efforts to clarify this misconception. The region will be host to some major events like the World Expo and FIFA World Cup, and this will be very beneficial over the coming years, enhancing brand visibility and awareness in the build up to these events.” Elsewhere, the balance of safety and excitement can be demonstrated by particular activities which thrive on the adrenalin pumping potential of their offerings. Taking incentives groups out on hydro-plane city tours, Seawings relies on this desire for excitement, as Mithu Agarwal, Commercial Sales Manager, Seawings, ex- plained: “Clients are looking for safety and excitement. The balance of these two factors will bring more incen- tive guests to Dubai. Incentive guests search for destina- tions that offer safety, stability and unique experiences that cannot be enjoyed anywhere else. Seawings Sea- plane Tours responds perfectly to these requests, being the only seaplane tour operator in the region, and with a major focus on safety. The Seawings tour offers memo- rable, once-in-a-lifetime experiences that add the ‘wow’ factor to an incentive group itinerary. Taking off from water and seeing Dubai from the sky is not an experience everyone gets the opportunity to enjoy.” Even if your service already provides the coveted ‘wow’ factor, it is still imperative in this evolving industry to keep moving forward, presenting new and unique alter- natives to the adventure hungry marketplace. Having recently unveiled its latest MICE winter rates for tours and charter flights, especially designed to incen- tivise guests to book in advance and in larger quantities, Seawings will also be starting the new season with the launch of an exclusive new route to the World Islands. “Seawings' guests will be among the first to experience the World Islands and watch the state-of-the-art develop- ment first-hand. The World Islands are expected to be the new incentive venue,” commented Agarwal. explore International markets have a growing interest in the Gulf and are aware of the luxury on offer
  • 13.
    Meetings, city toursand educational trips… The incentives market bases its success on the balance of business and pleasure. The ideal experience is one which rewards and motivates, but also teaches attendees some- thing new and conducive to better business. “Companies like to achieve a balance between rewarding their attendees as well as having them come out with educational information. To achieve this, we split the requests between meetings, city tours and educational trips,” said Chris El Khoury, Executive Assistant Manager, Sales and Marketing, Mövenpick Hotel Ibn Battuta Gate. “The focus is achieving the objectives, having fun, learn- ing something new, and conveying the organiser’s vision. We support incentive programmes to achieve these objectives by aiding them in organising trips, functions, visas and much more, such as themed healthy coffee breaks, and personalised menus.” According to El Khoury, Mövenpick Hotel Ibn Battuta Gate Dubai is a complete destination for incentive groups as the hotel is attached to Ibn Battuta Shopping Mall. It is also only 250m away from the Dubai Metro and has its own private beach club on the Palm Jumeirah where different activities are organised. With one of the big- gest lobbies in Dubai the hotel can accommodate gala dinners, activities, cocktail receptions and even meetings for up to 3,000 people. Also providing an ideal setting for both business and pleasure, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi offers a choice of lifestyle experiences and diverse meet- ing products, services and facilities such as a spa, five outdoor pools, a health club, a beach and the Souk. Tamer Refaat, Director of Sales, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi, commented: “The complex also boasts conference and meeting facilities and is ten-min- utes from the airport, five minutes from the golf course and ADNEC and 15 minutes from the city centre. The balance of educating and pampering is critical for acquir- ing the full focus of the guests during the incentive trip. Hence the aim of organising incentive programmes is to appreciate, motivate and increase team work.” High end incentives travellers today want the whole package. They want destinations, venues, activities and accommodation that can seamlessly provide a one stop shop, fulfilling all their needs in one fell swoop of ingenious incentives creativity. They want to be wowed, but they also want results. Offering the height of luxury, a wealth of unique and alternative activities, and boasting the facilities to cater to a variety of diverse business needs, the Middle East is exotic, exciting, safe, tradional, modern and culturally invigorating all at once. The region has what it takes to take incentive groups to the next level of motiva- tional, educational, rewarding success. The balance of educating and pampering is critical for acquiring the full focus of the guests serenity incentives 2014 • 13
  • 14.
    14 • serenityincentives 2014 ou are known as Dr. Yes at Virgin. How has this mantra impacted the development of the brand? Life is a lot more fun if you say yes. At Virgin we are not afraid to say yes and have had tremendous successes taking on established companies in industries that needed shaking up. Risk and reward are attached at the hip so it is important to not be completely risk averse when starting a business. The key is to get good people around you who can help you work out the risks that are worth go- ing after and the ones that aren’t. The Virgin name has become ubiq- uitous in the travel industry. How important is good branding when it comes to luxury travel and why? A strong brand that differentiates you from the competition is very important in any competitive indus- try. The most important thing to get right is the product or service you are offering. Branding is important for attracting customers in the first place but the service you provide will determine whether they choose to use your company again. In a com- petitive industry like the luxury travel sector, customer retention is just as important as customer acquisition. If you offer your customers great value-for-money and a high quality service your company will grow and your brand will strengthen organical- ly. Your brand will become associated with great service and happy custom- ers will recommend your company to friends and family – free marketing! Social media is now a valuable tool to leverage brand awareness. As a high profile CEO who does his own tweets, posts and updates, how important is this medium for brand exposure, and what tips can you share with professionals looking to up their social media ante? Social media has changed the way we communicate with each other and the way brands communicate with customers. As customers are more mobile and digital, consuming content and buying products online, it is increasingly important to have a strong digital footprint. One of the most important elements to a suc- cessful digital voice is authenticity. You can’t force a great social media presence; it is something that grows naturally from posting frequent and honest content. Don’t try to be some- thing that you aren’t or it won’t work. How has the luxury travel market evolved over the past 10–20 years; how has Virgin Group adapted to new trends and developments? There are more exotic and adven- turous holidays available now than 10–20 years ago. Locations that were very isolated are now open to cus- tomers – you can even go to Antarc- tica now if you want! Virgin Holidays has partnered with Hip Hotels to Y Richard Branson, CEO, Virgin Group talks to emily millett about how taking risks and re- warding staff can propel tourism businesses to intergalactic realms of success. rendezvous
  • 15.
    offer holidays tomore unique loca- tions around the world. Virgin Lim- ited Edition has developed a portfolio in Africa, Morocco and Switzerland to compliment Necker Island. All of our properties try to be as environmen- tally friendly as possible. We gener- ate 75 percent of Necker Island’s energy from renewable sources. Virgin Group is leading the travel industry into space. What is the latest news from Virgin Galactic? Virgin Galactic is making great progress. I am so excited every time the team update me and inform me we are a step closer to commercial launch. I normally would say that starting a business isn’t rocket sci- ence but in Galactic’s case it is! Virgin Galactic will be a once in a life time trip that offers the chance to travel into space and back. The actual flight is around two and a half hours but the whole experience lasts five days including training and medical examinations. I think we are a while away from space hotels, but Virgin Galactic is the start of a new exciting industry – space tourism – that could one day see us taking people to the Moon or Mars for a holiday. Where did your famous philan- thropic streak originate from? I never went into business to make money. My first venture, Student magazine, was started to give young people a voice on issues they were passionate about such as the Viet- nam War. I have always believed that business can be a force for good and went into business to try and improve industries that were not offering what consumers wanted. You pride yourself on your ability to hire the right people. How impor- tant are Incentives in maintaining team spirit and staff motivation? It is very important to reward employ- ees for all of their hard work. I am a big advocate of the work hard, play hard philosophy and we are constant- ly putting on parties or outings for our people. One of my highlights each year is our Stars of the Year event. Each year, every Virgin company puts forward an employee who has been nominated as exceptional by his or her peers. At the end of the year, these Stars of the Year join my family and I for a very over the top party that is full of fun and excitement. Having been in business since the 1960’s, what has been your biggest challenge along the way? We have had many challenges at Virgin. One in particular comes to mind - Virgin Atlantic Airways. We started the business in 1984 and almost all my colleagues at Virgin said I was completely mad to go into the airline business. The newspapers said calling an airline Virgin was mad. The company is now worth over £2 billion, it has fantastic people working for it and every time I see a Virgin tail fin, I feel genuinely proud of the hard work we put in to change the airline business for the better. As an adventure enthusiast and a passionate traveller, what do you specifically look for or require from your travel experiences? I have been very fortunate to have visited some of the most beautiful places in the world and experienced both fantastic travel experiences and poor ones. People want to be treated like rock stars when they travel and experience something different and memorable. If you are in the busi- ness of organising travel experiences, a high quality of service is a must. Many operators offer travel to the same destinations so the experience in how your customers get there becomes very important. I always love visiting Virgin Limited Edition’s properties. The service they offer customers is exceptional and there is such a variety of unique travel experiences on offer. Do you still listen to Tubular Bells? Tubular Bells is an iconic song that is a major part of Virgin’s history. I still get goosebumps remembering Mike Oldfield perform at the Royal Albert Hall all those years ago. To this day it is one of the best concerts I have ever been to. Mike has made some fantastic songs but my all time favourite is Ommadawn! It is very important to reward employees for all of their hard work. I am a big advocate of the work hard, play hard philosophy serenity incentives 2014 • 15
  • 16.
    16a • serenityincentives 2014 s thinking outside the box becomes more important, how are you staying ahead of the game? The incentives industry is driven by unique, tailor made individual experiences that will motivate and inspire. Every client has different objectives, budg- ets, demographics and travel history, which means that each incentive programme has to deliver a specific and exclusive experi- ence that is relevant to the company and the participants. We work closely with agencies to ensure that we have a strong sense of what the core objective of the incentive is, so we can offer something that is relevant but exciting to the clients. Most clients want to leave Dubai with a sense of the history and culture, and we try to achieve this in a very personalised way. We have a team that works on new products and ensures that we are well ahead with market innovations. We also have the ability to create and benchmark our own products. What kind of companies opt for the more adventurous incentives programmes, and who are your main feeder markets? We haven’t noticed specific industries opting for active and adventurous pro- grammes, it tends to be based more on nationality, and age. For example groups from Australia, South America and South Africa tend to choose programmes featur- ing activities in the desert, or at one of the many attractions here. As such, Arabian Ad- ventures has developed a full product range focusing on action and adventure. What are the benefits of alternative, out- side the boardroom incentives? Keeping incentives interesting and engaging is always a challenge, especially when there is a requirement to capture and experience as much of the destination as possible. In the past we have created ways for guests to meet in memorable venues, such as an open air boardroom in the middle of the desert, bringing the boardroom to a more motivating setting. To balance the meetings, Arabian Adventures has also organised a number of interesting team building experi- ences including a race around Dubai where the group was split into teams and had to work together to answer questions and solve puzzles and challenges. Companies want to get the most out of their incentives attendees when on a trip and maintaining a balance of fun and work is the best way to do this. It provides a perfect platform to work as a team, in an interactive way whilst learning about the destination. The key driving factor for most sales incen- tives is to motivate and inspire, and offering experiences that these guests cannot do in any other destination is key. A ORGANISING EVENTS FOR GROUPS OF ANYWHERE BETWEEN 10 TO 20,000 PEOPLE, JUSTINE THOMAS-BUTLER, MANAGER – MEETINGS, INCENTIVES AND EVENTS, ARABIAN ADVENTURES EXPLAINS THE CHALLENGES OF KEEPING INCENTIVES BOTH INTERESTING AND ENGAGING. TAILOR MADE EXPERIENCES insights Companies want to get the most out of their incentives attendees
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    16b • serenityincentives 2014 ORGANISING EVENTS FOR GROUPS OF ANYWHERE BETWEEN 10 TO 20,000 PEOPLE, JUSTINE THOMAS-BUTLER, MANAGER – MEETINGS, INCENTIVES AND EVENTS, ARABIAN ADVENTURES EXPLAINS THE CHALLENGES OF KEEPING INCENTIVES BOTH INTERESTING AND ENGAGING. TAILOR MADE EXPERIENCES insights Companies want to get the most out of their incentives attendees How does the planning and execution of incentives programmes differ depend- ing on the size of the group? The core foundation of event management for any group is in principle the same. You need to win the business, negotiate, con- tract, select, book and brief no matter what the size of the event is. Having recently completed an incentive for 14,500 guests, a lot more time was spent planning and preparing than it would have for a smaller group. The logictics of a group that size was a huge task, as well as putting contingency plans in place to ensure that the infrastructure and resources were in place to deliver the highest calibre of event. We are lucky in that Dubai has a seemingly endless selection of the biggest venues, ac- tivities, attractions and products that allows us to have the flexibility of choice when preparing itineraries, whether the group is for 10 or 20,000 guests, meaning there are no limits. What are your most favoured Dubai- based Arabian Adventure incentives and what you think makes them so popular? At Arabian Adventures each incentive pro- gramme is individually created for the cli- ent, finding the best activities for their spe- cific requirements. When requested, we do incorporate a range of cultural experiences which can include a visit to the Sheikh Mo- hammed Centre for Cultural Understanding where guests can learn about local Emirati culture, history, food and Islam. Another popular option is a visit to the Dubai Desert and Conservation Reserve, where Arabian Adventures operates four desert camps. This is a good way to gain a sense of how Dubai was, just a few years ago. Guests have the opportunity to learn about the Bedouin way of life, see an Ara- bian Oryx in its natural habitat and a range of local flora and fauna. Our drivers take guests through the dunes to see a desert sunset, ride a camel, have a henna tat- too, see a belly dance performance, hold a falcon, dine on Arabic cuisine and star gaze with an astronomer who can talk about how the Bedouins used to navigate through the desert using the stars. All of this in one evening is a truly memorable experience. How does Dubai stand out as a top incen- tives destination? Dubai has many redeeming features which helps it stand out as a top incentive desti- nation including accessibility thanks to the Emirates route network, year-round sun- shine, over 75,000 hotel and apartments, strong infrastructure making it easy to navigate and conduct business, interesting landmarks and attractions, including the largest building in the world and the largest shopping mall in the world and access to a significant range of pre and post holidays following the event.
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    18 • serenityincentives 2014 destination delights Sitting in the eastern Mediterra- nean, Cyprus is the closest Euro- pean destination to the Middle East making it an ideal place to meet. A warm and moderate climate, natural beauty, legendary history, and splendid food and wine make Cyprus a perfect host for endless incentives activities. Local Diversity Nicosia – Let’s meet: The capital of Cyprus, Nicosia is a popular incen- tives choice that can offer many business-oriented properties, cos- mopolitan dining, good shopping and bustling nightlife. Larnaca – Relax: Larnaca is home to the main airport and the longest palm-lined seafront promenade on the island, with a choice of lively restaurants and cafes. The moun- tainous area around Larnaca is dot- ted with charming villages, where small incentives groups can stay in traditional houses. Limassol – Unfold: The country’s second city is changing quickly. There are many upgraded luxury hotels, excellent restaurants and lovely sea promenades. Limassol has a busy nightlife scene and is also the centre of winemaking in Cyprus. The foothills of the Troodos mountains lie north of the city, whilst to the west are many historic sites where prestigious events can be organised. Paphos (Pafos) – Explore: A popu- lar resort destination in western Cyprus, with an archaeological leg- acy that has placed the whole town on the UNESCO World Heritage List. Visitors to Paphos can enjoy the scenic harbour with its medi- eval castle. The area has numerous cultural and natural surprises that offer an abundance of options for incentives activities. Paphos also boasts four amazing golf courses. Ammochostos – Sand and sea: Agia Napa, the summer’s liveliest resort turns into a peaceful venue for meetings in shoulder months. A variety of team-building activi- ties can take place on the splendid white sandy beaches. Some of the island’s best snorkelling and diving areas can be found in the secluded coves and rocky outcrops of the eastern peninsula national forest park. Protaras also boasts some of the best golden sandy beaches on the island and is known for its many windmills. Unique Activities Events in ancient sites: Local sites of cultural and historical interest can be used to host unique events and activities. Cypriot cooking lessons: Groups can bond over Mediterranean gastronomy classes, and lessons in traditional Cypriot specialities. Grape picking for wine: Promote team spirit working collectively to create something together – this can be achieved through activities such as grape picking. Rose water distillation: Get to know your colleagues by sharing an educational experience like making traditional rose water. Sunset cruises: Reward your team with an indulgent luxury sunset cruise. Horse riding: Take your incentives group out of the boardroom and into a saddle with a horse riding tour. Cycling: For an active incentives idea, try a group cycling tour to benefit from the wonders of nature. Diving: Learning a new skill such as scuba diving can be a great way for a team to come together. Themed itineraries: Enjoy one of the island’s many themed itinerar- ies such as cultural, religious, rural, wine routes or nature trails, and many other activities based on the local everyday life. (The above have been recommended by Nicoletta Paphitou, Tourist Officer, Cyprus Tourism Organisation) Accommodation Elysium Cyprus: Enjoying uninter- rupted views of the Mediterranean Sea, this luxury five-star property has been designed in a palatial style, and boasts a plethora of pos- sibilities for incentives travellers, including an opulent spa and a num- ber of high-end dining options. Londa Beach Hotel: Its unique status as an ideal hotel for both business and leisure makes Londa Beach Hotel a great option for in- centives trips. The five-star service is based on a personal approach meaning that all manner of needs and requests can be met. Columbia Beach Resort Pissouri: This stunning venue provides the backdrop for a variety of differ- ent events and occasions includ- ing large and small stay corporate incentives groups. The Royal Apollonia: This newly renovated luxury five-star hotel nestles directly on a quiet beach in the cosmopolitan city of Limas- sol. The property has a number of spaces for incentives groups to host activities and workshops. PSCALE ACCOMMODATION, UNIQUE ACTIVITIES, BESPOKE experiences. WITH SUCH A WEALTH OF CHOICE, CREATING THE IDEAL LUXURY Incentive TRAVEL ITINERARY CAN BE ARDUOUS. HERE iS THE CREAM OF THE CROP TO HELP YOU ON YOUR WAY.U Capital: Nicosia Currency: Euro (EUR) National Carrier: Cyprus Airways Dialling Code: +357 CYPRUS
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    COUNTRY: Egypt Currency: EgyptianPound (EGP) National Carrier: EGYPTAIR Dialling Code: +20 Located near the Eastern Desert south of the Sinai, Egypt’s Red Sea Riviera boasts a variety of incen- tives opportunities as rich and di- verse as the marine life that teems in the underwater world beneath its waves. The year-round sunshine makes the area an ideal destination for a multitude of outdoor activities such as diving, underwater fishing, snorkelling and camping. The desti- nation's popularity means there are now a plethora of high-end luxury hospitality options, many of which offer fully-equipped meeting, con- ference and incentives facilities. Local Diversity Sharm El Sheikh: One of the most popular and busier destinations on the Red Sea, Sharm El Sheikh offers an impressive number of high-end international hotels as well as a wide variety of extreme sports such as sky diving or parachuting from a helicopter. Hurghada: Home to the world’s largest aqua-culture museum, Hurghada is a sure choice for a wealth of diverse water-based activities. Its pleasant climate also makes it a popular option for group incentive camping trips. El Gouna: Located between a mountain range and crystal blue sea dotted with countless intercon- nected islands and beautiful tur- quoise lagoons, El Gouna is also a top location for golf incentives and boasts numerous luxurious beach- front resorts and an endless range of water activities. Marsa Alam: Since the opening of its own international airport in 2001, Marsa Alam has been gain- ing momentum as a rising star of the Red Sea Riviera, becoming a sought after destination for water sports. Boasting attractive coral, its diving sights are amongst the best in the area. Dahab: Less built up than some of its high-rise, neighbours, Dahab is a charming fishing village where visitors can connect with friendly lo- cals, and enjoy fantastic scuba and free diving opportunities. Soma Bay: A well-established luxury destination, Soma Bay has become known as a golfing mecca. Sahl Hasheesh: Located some 18km south of Hurghada Interna- tional Airport, the Sahl Hasheesh resort community is a 4,100 hectare year-round development. The area is attracting high-end luxury tour- ism and its beautiful beach is one the longest stretches of swimmable bays on the Egyptian Red Sea coast. Safaga: Said to be one of the best locations in the world for curing psoriasis, Safaga is a well-known therapeutic destination, becoming popular for its medical and wellness tourism offerings. Accommodation Baron Palace Resort Sahl Hasheesh: Ideally located in the heart of Sahl Hasheesh Bay, this luxury hotel offers premium con- ference facilities including a multi- purpose MICE complex with tailored programmes and catering facilities. Creative gastronomy combined with an idyllic location allows for a wide range of incentives possibilities. Meeting rooms cater for up to 700 guests with a professional team on hand to assist. Kempinski Hotel Soma Bay: Intro- ducing luxurious European service combined with Egyptian hospitality at one of the premier holiday des- tinations on Egypt’s Red Sea coast, this hotel offers a unique location to host business meetings, events or special incentives. Activities range from the comfortable and practical, to the luxurious and pampering. Rixos Sharm El Sheikh: Offering 695 rooms, ten restaurants, bars, a spa and numerous entertainment and sports facilities, meeting halls and more, Rixos Sharm El Sheikh provides excellent services for meetings, seminars, workshops and special events and organisations. Agora Meeting Hall has a capacity for 200 people and is equipped with cutting edge technology. La Résidence des Cascades Soma Bay: Located within the year-round resort destination of Soma Bay on Egypt’s Red Sea Riviera, La Rési- dence des Cascades has a number of exciting and unique activities to tempt the incentives tourist. These include a championship golf course, a high-end The Cascades Spa & Thalasso centre, and a plethora of water sports possibilities. InterContinental Taba Heights: Overlooking the Gulf of Aqaba, the resort offers a spectacular setting for a conference or incentives trip, and boasts the largest event space in the Taba area. The resort offers year-round water sports, golf, the largest spa in Taba Heights, ten- nis courts and a tempting range of restaurants and bars. Four Seasons Sham El Sheikh: On a hillside overlooking one of the warmest seas in the world, Four Seasons Resort Sharm El Sheikh is a top luxury hotel offering adven- turous outdoor incentives activi- ties such as snorkelling and scuba diving, gastronomic delights, as well as corporate facilities in a fully equipped business centre. Unique Activities Swim with dolphins: Dolphins live in large numbers along the coast, but the Samadai Reef near Hurgha- da is one of the best places to swim with these creatures in the wild. Kite Surfing: Some of the best places for this exhilerating sport are Soma Bay, Safaga and El Gouna. Visit the ancient city of Luxor: The many temples and historic monuments that make up this an- cient city are only a couple of hours drive inland from the Red Sea coast. Red Sea - Egypt serenity incentives 2014 • 19
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    COUNTRY: UAE Currency: EmiratiDirham (AED) AREA: 1,684m2 Dialling Code: +971 destination delights Ras Al Khaimah has a unique land- scape composed of desert, moun- tains and over 65km of natural coastline with crystal clear water and white sandy beaches. For this reason Ras Al Khaimah is an ideal environment for outdoor activities varying from outdoor sports, natu- ral reserve tours, gourmet culinary experiences to pampering spa treat- ments and beach activities. Unique Activities Water sports: Ras Al Khaimah offers the ideal location for scuba diving, snorkelling, sailing and water skiing. Kayaking in the mangroves is also among the unique experiences that Ras Al Khaimah offers. Al Hamra Marina & Royal Yacht Club is an ideal destination for all water sports enthusiasts. The Marina of- fers great fine dining experiences and charter boat trips. Royal Yacht Club in Al Hamra Marina is the meeting point of the marine lovers in Ras Al Khaimah. Desert: The desert of Ras Al Khaimah offers its visitors a day filled with excitement and adven- tures which can either be organised by private adventure companies or by the resorts concierge. The first Bedouin-style desert camp in Ras Al Khaimah, Bedouin Oasis Desert Camp offers its visitors a step back in time with authentic architecture made from goat hair. Bassata Desert Village offers the full desert experience with a variety of traditional Arabic activities such as belly dancers, falcon shows, henna painting and camel and horseback riding. Horseback riding: Ras Al Khaimah Country Club introduces the Arabic heritage of horseback riding with lessons available for both individual and incentives groups. History: Ras Al Khaimah National Museum was built during the emir- ate’s invasion by Persians in the 18th century, and was also the surrounding sand dunes and majes- tic Al Hajjar Mountains or sail the high seas of the Arabian Gulf. Hilton Ras Al Khaimah Resort & Spa: Located in the Al Maareedh area the hotel is surrounded by a number of facilities such as the Tower Links Golf Club, making it a great choice for golf based incen- tives. Also nearby is the RAK Free Trade Zone, and Ras Al Khaimah International Airport. Rixos Bab Al Bahr: This hotel is equipped with cutting edge tech- nologies, visual and audio equip- ment, Internet access and excellent services provided by expert teams for the most prestigious events and organisations. The ‘all-inclusive’ concept offers complete value for money where guests pay once and enjoy unlimited food and beverage services throughout their stay. Cove Rotana Resort: The tradition- al charm of The Cove Rotana Resort embraces the uniqueness of the Arabian culture. The hotel is located on an idyllic water inlet on the Ras Al Khaimah beachfront overlook- ing the Arabian Gulf with 600m of pristine beach. Transport Ras Al Khaimah's hotels have excel- lent concierge services that can tailor individual or group transport to each group’s need whether it is shuttle bus, limo, yacht or helicop- ter transfer. Seawings hydroplanes offer transfers from Dubai, as well as 45-minute aerial sightseeing tours to see some of the emirates’ most iconic landmarks. Prince of the Sea offers visitors a variety of sailing trips around the coast of Ras Al Khaimah. (The above have been recommended by Steven Rice, CEO, Ras Al Khaimah Tour- ism Development Authority) RAS AL KHAIMAH home to royal family until 1964. The museum includes a number of local ancient monuments and an intrigu- ing collection of archaeological and ethnological artefacts. Dhayah Fort was originally built as military castle back in the 16th century, on a mountain overlooking the Gulf. The Fort has a strategic location which provides outstanding views of Ras Al Khaimah. Jazirat Al Hamra Abandoned Coastal Village was occupied since the 16th century and abandoned nearly 40 years ago. In the Sky: Al Jazirah Aviation Club has a micro-light aircraft as well as powered parachutes for its visi- tors to enjoy scenic views of Ras Al Khaimah. Accommodation Waldorf Astoria Ras Al Khaimah: With its spectacular interior, spa- cious rooms, lavish amenities and fantastic views of the Arabian Sea, Waldorf Astoria Ras Al Khaimah is becoming a prime attraction for luxury seekers from the UAE, GCC and internationally. The hotel also offers six flexible meeting and events spaces. Banyan Tree Al Wadi: Amid stretches of desert sand in tranquil Wadi Khadeja, an oasis of peace awaits at Banyan Tree Al Wadi. The luxury desert resort offers one of the most diverse selec- tions of activities in the region, from breath taking adventures to exciting group events. A team of highly-experienced event planners, offering specially-tailored packages, strive to make any incentives event a memorable one. Banyan Tree Ras Al Khaimah Beach: Sun-kissed shores of pow- dery sands and cool azure waters, rush to greet you at the Banyan Tree Ras Al Khaimah Beach. This exclusive all-pool villa resort pos- sesses all the elements of an idyllic beach retreat, and offers a myriad of activities to ensure an incen- tives programme with a difference. Guests and groups can explore the 20 • serenity incentives 2014
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    Due to greatemphasis being placed on the importance of preserving Oman’s cultural heritage, the des- tination now offers a distinct taste of traditional old Arabia, setting it apart from other hot spots in the region. This authentic character, combined with outstanding natural beauty lends itself to a variety of alternative incentives options, and indeed Oman’s incentives activities, services and facilities are amongst the most unique and rewarding in the region. Unique Activities Oman offers easy access to an abundance of different activities to meet the needs of a variety of diverse interests. Sea and sand lovers can avail of white sandy beaches and golden dunes. Hiking enthusiasts will be captivated by the mountainous regions, wadis and lagoons. Oman is also a rich desti- nation for cultural tourism and is home to a plethora of castles, forts and museums. Desert camping: Oman’s unique natural beauty makes it an ideal spot for exploring wild and remote landscapes, and a number of luxury camping providers such as Hud Hud Travels can create bespoke tailor- made group luxury camping trips. Water sports: With over 2,800km of coastline, Oman boasts a range of water sports opportunities from scuba diving and snorkelling, to sail- ing or windsurfing. Wadi bashing: Experience the thrill of riding through the wadis and dunes in a purpose built 4x4. Accommodation Shangri-La's Barr Al Jissah Resort and Spa: Made up of three different properties, the hotel has a wealth of amenities, services and F&B options to facilitate an incentives group. The conference and meeting facilities feature audio-visual equipment and light- Muscat showcases rich and diverse artistic creations from Oman, the region, and the world; provides a space for culture and socioeco- nomic development reflections and actions; inspires audiences and nurtures creativity with innovative programs; fosters cultural vitality and unleashes talent; promotes cultural tourism; and puts cultural diplomacy into practice. Bait Al Zubair Museum: Bait Al Zubair is a private museum that opened its wooden doors to the public in 1998. It is totally funded by its founders, the Zubair family and displays the family’s collec- tion of Omani artefacts, which is considered to be the finest that is privately owned. The museum can also cater to incentives groups looking for a unique location for an authentic gala dinner. Al Hoota Cave: Estimated to be over 2 million years old, Al Hoota Cave is located at the foot of Jabal Shams, in the Al Hamra district. It is the first and only show cave in the Gulf area, which is accessible to the general public. Following an incentives tour of the caves, groups can also enjoy the caves Zajal Restaurant, one of the most famous in the area, serving Leba- nese, Omani and International cui- sine, providing a relaxed and warm atmosphere with both indoor and outdoor unique sitting areas. Transport Muscat International Airport is the hub of all aviation activity in Oman and is also the home of the desti- nation’s national carrier Oman Air. Oman also recently soft opened its new airport in Muscat. This facility will be open by 2015. A new airport is also set to open in Salalah by the end of next year. OMAN ing support. The pillar-less Barr Al Jissah Ballroom seats 700 guests, and there are also seven additional meeting rooms. Al Bustan Palace, A Ritz-Carlton Hotel: Tucked away between the rugged Al Hajjar mountain range and the Sea of Oman, Al Bustan Palace, A Ritz-Carlton Hotel is a beachfront retreat that offers a pristine stretch of private beach, three distinctive restaurants, and a wealth of activities for incentives groups such as kayak safaris and group fitness activities. Alila Jabal Akhdar Oman: Jabal Akhdar is part of the Al Hajjar mountain range. Perched here 2,000m above sea level, Alila Jabal Akhdar is the perfect base for exploring the region’s magnificent landscape of rugged, untouched beauty while experiencing the height of sumptuous comfort. The premises offers alternative options such as mountain trekking. Salalah Rotana Resort: The five- star resort is set along the shores of the Indian Ocean with the famous Salalah Beach just in front of it. Offering 400 splendid rooms and suites that are built around lagoons, water features and manmade canals, the hotel also features a number of individual experiences tailored for groups to discover Sala- lah and the Dhofar region. InterContinental Muscat Hotel: Set in lush palm gardens, this five- star resort is located in the heart of the city's residential, government and diplomatic quarter. The hotel's Palm Beach Club offers six floodlit tennis courts, a 25m olympic size pool, a leisure pool, a fully equipped gym, sauna, Jacuzzi and easy ac- cess to the beach. Local sites of interest include the Grand Mosque and Amouage Perfume Factory. Inspiring Venues Royal Opera House Muscat: Royal Opera House Muscat is the leading arts and culture organisation in the Sultanate of Oman. The multidisci- plinary work of Royal Opera House Capital: Muscat Currency: Omani Rial (OMR) National Carrier: Oman Air Dialling Code: +968 serenity incentives 2014 • 21
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    23 • serenityincentives 2014 venues of excellence POINTING A SPOTLIGHT AT SOME OF THE MIDDLE EAST’S MOST OUTSTANDING VENUES OF EXCELLENCE FOR THE INCENTIVES TRAVELLER, SERENITY HAS COMBED THE REGION TO BRING YOU THIS SELECTION OF THE TOP ACCOMODATION OPTIONS, GUARaNTEED TO IMPRESS THE MOST ELITE AND DISCERNING OF GROUPS. 22 • serenity incentives 2014 LOCATION HOTEL contact details Overview Egypt JW Marriott Hotel Cairo marriott.com The award-winning JW Marriott Hotel Cairo Ring Road, Mirage City, provides a combination of relaxed elegance 11757 Heliopolis, Cairo, Egypt and personalised service. Located seven P.O. Box 427 minutes from Cairo International Airport, T: +20224115588 the hotel consists of 439 luxurious gues- trooms, a championship golf course, 12 international dining options and a spa. QATAR La Cigale Hotel lacigalehotel.com This striking high-design hotel offers a styl- 60 Suhaim Bin Hamad Street, ish yet relaxing haven. A member of The Al Sadd Area, Doha, Qatar, Leading Hotels of The World, the property P.O. Box 25555 has introduced a new level of luxury to the T: +97444288888 Qatari hospitality scene, and offers an en- gaging blend of contemporary style and a cosmopolitan ambiance. SAUDI Al Faisaliah Hotel, rosewoodhotels.com A fantastic combination of tradition and ARABIA A Rosewood Hotel King Fahad Road, Olaya, modern elegance, Al Faisaliah Hotel, A Riyadh 11491, Saudi Arabia, Rosewood Hotel redefines contemporary P.O. Box 4148 luxury. As one of the most sophisticated T: +966112732000 and modern hotels in Riyadh, Al Faisaliah Hotel, A Rosewood Hotel offers various function rooms fit for any occasion. ABU DHABI Yas Viceroy Abu Dhabi viceroyhotelsandresorts.com From spectacular views to indulgent luxuries Yas Island, Abu Dhabi, UAE, and well-appointed accommodation, Yas P.O. Box 131808 Viceroy Abu Dhabi offers exceptional experi- T: +97126560000 ences. Located at the epicentre of Yas Island, Yas Viceroy Abu Dhabi hotel offers front row views of Formula 1 races and direct access to Ferrari World theme park. Jordan InterContinental Amman ihg.com An oasis of modern luxury, this Amman ho- Islamic College Street, tel is located in the heart of the diplomatic Amman, 11180, Jordan district. All 440 newly renovated rooms and T: +96264641361 suites are equipped with stylish and con- venient amenities. Guests can enjoy indoor and outdoor pools, a full-service spa and six high-end international restaurants. Kuwait Jumeirah Messilah jumeirah.com Indulge your senses at this stunning beach Beach Hotel & Spa Al Ta’awun Street, hotel in Kuwait, guests can take a dip in the Kuwait open-air swimming pool, relax on Messilah T: +96522269600 Beach or rejuvenate at the tranquil Talise Spa. The resort offers eight restaurants and stylish lounges and also features extensive conference and banqueting facilities.
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    LOCATION HOTEL contactdetails Overview Bahrain The Gulf Hotel Bahrain gulfhotelbahrain.com This legendary five-star hotel in Bahrain Manama, Kingdom of Bahrain, offers quality hospitality and unrivalled P.O. Box 580 luxury facilities. Conveniently located in the T: +97317713000 vibrant and central Adliya district, overlook- ing the Grand Mosque and the Royal Palace, the property is only 15 minutes away from any main attraction, as well as the airport. Lebanon Le Royal Hotels leroyal.com/beirut Le Royal Hotels & Resorts - Beirut is & Resorts, Beirut Leisure Hills Complex- Dbayeh, perched on a hilltop overlooking the Medi- Beirut, Lebanon terranean Sea, 15km from the downtown T: 9614555555 area and the airport. The property is close to the magnificent Jeita Grotto, Casino du Liban, the historic city and souks of Byblos, ski resorts and upscale shopping districts. Turkey Mövenpick Hotel Istanbul moevenpick-hotels.com/Istanbul This five-star hotel in Istanbul combines Büyükdere Caddesi, 34330, contemporary style with flawless service. 4. Levent, Istanbul, Turkey Experience unique gastronomic highlights T: +902123192929 and the latest technology created with the discerning traveller in mind. The hotel is located in the heart of Istanbul’s modern business and chic shopping district. Ajman The Ajman Palace hmhhotelgroup.com The Ajman Palace Hotel & Resort is set Hotel & Resort Sheikh Humaid Bin Rashid on a private beach, with captivating views Al Nuaimi Street, of the Arabian Gulf. It offers 254 rooms, Ajman, UAE, suites and serviced residences, and a range P.O. Box 7176 of restaurants, lounges, meeting and event T: +97167018888 venues, including the largest ballroom in the Northern Emirates. Dubai Sofitel Dubai Downtown sofitel.com This striking new, five-star hotel by Burj Sheihk Zayed Road, Khalifa blends the dynamism of Dubai, Downtown Dubai, Dubai, UAE with colourful creativity and French flair. T: +971045036666 Tantalising aromas waft from fine-dining Asian and steakhouse restaurants, 24-hour open kitchens, and a cosmopolitan bar and patisserie. Qatar Four Seasons Doha fourseasons.com/doha This resort-like waterfront city hotel in The Corniche, Doha offers luxury touches that echo the Doha, Qatar, essence of what you want as a traveller: P.O. Box 24665 comfort, service and beauty for all five T: +97444948888 senses. Cool off in the grotto pools or host a Doha business meeting in a soaring out- door tent. Here, anything is possible. serenity incentives 2014 • 23
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    25 • serenityincentives 2014 voice of an expert s the keynote speaker for the Middle East Luxury Travel Show’s first edi- tion, to be held in Doha in February 2015, Lorre White is set to impart her wisdom and share her wealth of experience as a luxury marketing consultant with the event's elite participants. Her long-established and well-honed media persona is a perfect example of her expertise in the luxury mar- keting arena, and as a regular blog- ger and social media user, Lorre’s international status as The Luxury Guru is ever-widening. You are known as ‘the blogger to the super rich’. How and why did you start blogging? I started blogging in 2004/05 when I was on the team for a consulting project for NetJets/Marquis Jets, as the head of their global marketing and sales department for their Boe- ing Business Jet (BBJ) programme. At the time, their BBJ, which com- mercially seats 200, was configured for 18 people with three marble bathrooms and two bedrooms. I was looking after NetJets wealthiest cli- ents. Although they had great finan- cial resources, they often asked me where to go, where to stay, where to eat, which international events were the most fun, and where the hot par- ties were. Basically they wanted the inside scoop, as they do not like to travel as tourists. They need to know they will be on the right side of the velvet rope. These are people that can afford every luxury, and have an insatiable desire for more information regard- ing all aspects of the luxury sector. Luxury is fun, and these people can afford to live fully exhilarated lives. As a luxury marketing consultant, I get information about the newest luxury products and where to buy them first, so I just started blogging as a way to better serve my NetJets clients, and stay in touch with them after my project was completed. From there it just grew by word of mouth to their peers, and through my new consulting clients, and inter- national media work. As the global media became aware of who many of my blog followers were, they started wanting me to ap- pear on TV and radio to speak about different luxuries to their audiences. As this aspect of my media work grew, the networks needed a place to find information about items I covered in my posts, so I added this to my luxury blog. Each time I was at the network, it was on a different subject – yachts, perfumes, travel. Blogging and my other media work, gives me access to a worldwide plat- form from which to speak to a very powerful global group that are the shapers of the world. How does targeting the Ultra High Net Worth (UHNW) differ from at- tracting the main stream market? A HAVING ESTABLISHED A UNIQUE RELATIONSHIP WITH SOME OF THE WORLD'S MOST ULTRA HIGH NET WORTH INDIVIDUALS AS THEIR TRUSTED LUXURY LIFESTYLE GURU, LORRE WHITE KNOWS HOW TO REACH THIS TOP TIER NICHE. HERE SHE EXPLAINS THE IMPORTANCE OF A PERSONAL APPROACH TO LUXURY MARKETING. THE RIGHT SIDE OF THE VELVET ROPES 24 • serenity incentives 2014
  • 26.
    Trust is avery important factor in reaching the UHNW. Many of them know me personally, or I was recom- mended by one of their peers. My consistency of blogging material has proven reliable. The trust factor really goes back to the time factor. They do not want to waste their time on travel, stay in a hotel, eat in a res- taurant or shop at stores that were recommended by someone whose perception of luxury may not match their own. I have worked extensively in the luxury sector for over two decades as an international luxury marketing expert. My followers trust me not to waste their time. Also, I have had several luxury brands recommend that their employees follow my work, as it serves as an educational source for them to learn from, and see what is relevant to their potential clients. I also share luxury industry articles from other sources that are of inter- est to my fan base. They know that I only post articles that actually have something relevant to say. This saves them time. Because of my luxury marketing training I know how to reach the UHNW and I have an in- depth knowledge of what they want, so it is not really surprising that it has grown organically. In luxury marketing it is about who your net- work consists of, not how many. One person that can afford your product or service is more valuable than a million that cannot. My content stays true to my specific demographic and has now for a decade. Can luxury companies hire you to introduce their product or service to your UHNW fan base? Yes, appropriate brands can pur- chase a feature story or interview. Not every business, product, service or person qualifies. I maintain a very exclusive fan base by never abusing their time. If a subject is not deemed of interest to my readers, a posting will not be made. As the only internationally recog- nised luxury media personality, my work is also followed by the global luxury media. Often my posts and feature articles get republished into luxury magazines globally. When Rolls-Royce chose me to do their first personal interview with their global CEO, Torsten Müller-Ötvös, it got republished in print and online, multiple times in many countries! When I wrote a feature on Steve Case, founder, AOL Virginia Winery, it got picked up and reprinted in a UK Luxury magazine giving the Virginia wine industry their first international media exposure. That is bang for your buck. I do not just have individ- uals that follow my work, but a whole host of global businesses and luxury media that does too; that gives me a very large exponential reach. Why is it important to court the rich travellers? According to Forbes, last year UH- NWs spent over $4 billion on adven- ture travel. This particular segment, which includes the private jet and super yacht travellers, has a much larger positive financial impact on the local economy. By some estimates the UHNW families have over $50 trillion in Net Worth which is about three times the amount of the US deficit. Simply put, they have the money to spend, and travel is one of the many ways they like to spend it. Luxuries that provide an educa- tional and emotional component are fast growing, and travel offers this. Destinations can increase incoming UHNW travel by promoting annual local events and creating new ones focusing on the areas of interest for this niche market, such as music, gastronomy, regattas, exotic cars, watches or prestigious sports such as polo or golf. The next step is to make sure that people who this UHNW group rec- ognise, and more importantly trust, promote and attend these events to give them faster credibility. It is the person making the recom- mendations who really is paramount when guiding sales to the UHNW. This small yet powerful niche are not as easily swayed as the mass market because they know their expectations are higher than most. Luxuries that provide an educational and emotional component are fast growing, and travel offers this serenity incentives 2014 • 25
  • 27.
    26a • serenityincentives 2014 enrichment zone • What does the India- based incentive traveller want right now, and can the Middle East provide for these requirements? Today, Indians are mature travellers, with the money to travel in style. The Indian market is now combining business with leisure, and travelling to destinations such as Turkey, Jordan, Iran and Yemen to enjoy the various cultures. Creativity and person- alisation of service is very important for the Indian market. The Indian traveller wants club rooms, suites, spas, fine dining, bars, theatre and entertainment. • How much interest is there in the Middle East from In- dian incentives travellers and what luxury selling points attracts them? The Middle East is a chang- ing market and is already catering very well to the Indian markets. Certain countries are very popular such as Jordan, Turkey, Egypt, Lebanon, Iran, the UAE and Oman as they have excellent hotels for the high-end traveller, in fact some of the hotels in the Middle East are beyond imagination in terms of what venues and what kind of infrastructure they have. We have seen that the UAE, Oman, Qatar and Bahrain are proving to be popular destinations for long week- end incentives trips ranging from between three to four nights. Mostly these groups like to stay in luxury villas. • What do you think the Middle Eastern tourism industry could do to help you to overcome obsta- cles you face in selling these destinations? If airlines created packages together with high branded hotels for two or three nights it would add great value to the region for the Indian market. • What do In- dian incentives travellers look for in terms of business needs and leisure re- quirements? For business travel the Indian market need room service, a gym, Wi-Fi and complimentary break- fast. They also look out for special rates, upgrades or promotions such as, when you stay for three nights, the fourth night is free. Incentives trips are increas- ingly including family mem- bers, and when the family is with them, they look to pay a little extra to allow the children access to facilities such as airport lounges. They also look for add-ons that can help to increase the convenience of their incentives trip such as early check-in and late check-out or airport transfers. EEMAA MAKHIJA, MANAGING DI- RECTOR, TRAVEL VOYAGES ex- plains what is important to the wealthy travelling indian in- centives market and how the middle east can fulfill these requests. S JOE CHO, DIRECTOR, TM THAI MAR- KETING COMPANY REVEALS WHAT THE KOREAN MARKET WANTs AND HOW THE MIDDLE EAST CAN TARGET THIS LUCRATIVE MARKET. • What do your Incentives clients look for when they are booking incentives trips abroad, and what kind of activities do they want to partake in? The incentives tourists from Korea don’t like to change flights when they are travel- ling. They will always show a preference for direct routes without any connections, as opposed to destinations where they have to change flights. They are also really looking for new des- tinations they haven’t been to before as they don’t like to return to the same area. In terms of activities during the trip, usu- ally we do a welcome dinner and farewell dinner for the groups together with the ho- tels. We also organise excursions for them. We offer them a selection of around three various excursions and activities and they then have the opportunity to select and join whichever activity they want. The Korean market in particular is not in- terested in organising team building activi- ties. They prefer to relax individually, and go on excursions, and then have dinners together. Most Koreans like water sports such as boat trips, snorkelling, beaches and some adventure activities. Most of our incentives groups only use five-star ac- commodation. • How interested are your clients in the Middle East as a potential incentives tourism region and how can the various
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    26b • serenityincentives 2014 enrichment zone • What does the India- based incentive traveller want right now, and can the Middle East provide for these requirements? Today, Indians are mature travellers, with the money to travel in style. The Indian market is now combining business with leisure, and travelling to destinations such as Turkey, Jordan, Iran and Yemen to enjoy the various cultures. Creativity and person- alisation of service is very important for the Indian market. The Indian traveller wants club rooms, suites, spas, fine dining, bars, theatre and entertainment. • How much interest is there in the Middle East from In- dian incentives travellers and what luxury selling points attracts them? The Middle East is a chang- ing market and is already catering very well to the Indian markets. Certain countries are very popular such as Jordan, Turkey, Egypt, Lebanon, Iran, the UAE and Oman as they have excellent hotels for the high-end traveller, in fact some of the hotels in the Middle East are beyond imagination in terms of what venues and what kind of infrastructure they have. We have seen that the UAE, Oman, Qatar and Bahrain are proving to be popular destinations for long week- end incentives trips ranging from between three to four nights. Mostly these groups like to stay in luxury villas. • What do you think the Middle Eastern tourism industry could do to help you to overcome obsta- cles you face in selling these destinations? If airlines created packages together with high branded hotels for two or three nights it would add great value to the region for the Indian market. • What do In- dian incentives travellers look for in terms of business needs and leisure re- quirements? For business travel the Indian market need room service, a gym, Wi-Fi and complimentary break- fast. They also look out for special rates, upgrades or promotions such as, when you stay for three nights, the fourth night is free. Incentives trips are increas- ingly including family mem- bers, and when the family is with them, they look to pay a little extra to allow the children access to facilities such as airport lounges. They also look for add-ons that can help to increase the convenience of their incentives trip such as early check-in and late check-out or airport transfers. EEMAA MAKHIJA, MANAGING DI- RECTOR, TRAVEL VOYAGES ex- plains what is important to the wealthy travelling indian in- centives market and how the middle east can fulfill these requests. S destinations in the area further pro- mote their offerings to your market? Our clients are interested in the Middle East, but it hasn’t really been introduced to Korea yet as an incentives option. Now is a good time to start promoting the region because Korea is currently looking for new destinations, as the travelling pub- lic and incentives organisers are growing bored with the familiar ones. The Korean market likes the beach and so if there are good direct flights to the Middle East, the Koreans will come for this alone. However they need to be more edu- cated about this region as at the moment they don’t even know that the region has good beaches and they don’t know much about the beach resorts available. They think of the Middle East as solely a busi- ness destination with city hotels, or as a stopover destination. • Social media is becoming increasingly important in the incentives tourism in- dustry. Do you use these tools and how effective do you find them? We use social media a lot to market our partner hotels and destinations. The Asian market – and Korea especially – are influenced by celebrity culture so we introduce new properties and venues via popular figures. We send them to hotels or to new countries and they then promote their travels over their own networks. Similarly, Korea has a lot of entertainment shows on television which are really popu- lar throughout the country. When we show a new destination on these shows, after- wards these destinations become popular amongst Korean travellers.
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    • What canAbu Dhabi offer the luxury incentives seeker and what do clients specifically want to do in the destination? Luxury incentives in Abu Dhabi work well because the destination has the high-end facilities. Abu Dhabi is an ideal incentives destina- tion as everything the client may require is available to excellent high standards. We offer both conference and boardroom-style incentives, as well as activities and adventure incentives. We can also arrange incentives which follow different themes. Participants want to experiences something different such as sand dune driving, desert 4x4 safaris, yachting or sea fishing. Another popular activity is tented camps. This may not sound luxury but there are five-star tented hotels in the desert that are traditional Offering regional LUXURY INCENTIVES, JOHN KAILATH, MANAGER, VIP HOLIDAYS, OMEIR TRAVEL shares his EXPERTise on DESTINATION DIVERSITY. • What are the current trends, fashions and demands within the incentives market, and what influences these changes? The increase in the economy has opened up the demand for travel, networking, exhibitions, meetings and events to attract customers, in- crease market share, and showcase latest products and services. At BCD M&I, we are seeing an up- ward trend in the number of events and the average number of attend- ees per meeting over the last year. However we are also seeing a trend of shorter lead-time. There has been less and less talk about budget constraints, however, the increase in meeting sizes is resulting in an increase of prices. Hotels and conference centres are naturally holding their preferences for larger conferences bringing in greater revenues. Hence the need for greater lead time is becoming increasingly essential. From gathering attendee registra- tions to announcing programme agendas to collecting feedback surveys, meetings are becoming increasingly technology assisted. Mobile Apps have brought new dimension to meetings. Apps down- loaded on smart phones and iPads are helping reduce printed materi- als and making way for increased green meetings. We stay current with meeting tools in order to keep ahead with the increased adoption of technology in events. We respond to SANJAY GANDASI, OP- ERATIONS MANAGER – ASIA PACIFIC, BCD M&I, REVEALS HOW THE DE- MAND AND THE BUDGET FOR INCENTIVES TOUR- ISM IS GROWING FAST. KEI SATO, GLOBAL BUSINESS MANAGER, STAR HOLIDAY MART shows how luxury tourism and incen- tives tours can work hand in hand. serenity incentives 2014 • 27a • What luxuries are your incentives cli- ents currently requesting? Our clients specifically ask for luxury accom- modation in top five-star hotels, they also like to be treated to large-scale, prestigious gala dinners in interesting venues such as museums and parks. • Do luxury and incentives work togeth- er, and can the Middle East provide for the high-end incentives seeker? I think luxury can certainly be applied to the incentives niche as the participants want to experience something special. Our clients want their groups to feel rewarded and incentivised. The Middle East has what it takes. Dubai airport is now an international hub making it a convenient meeting place due to a large number of connections. Inter- nationally there is a feeling that the Middle East is a high-end destination. People see Dubai and Abu Dhabi and think everything is gorgeous and high-tech.
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    KEI SATO, GLOBAL BUSINESSMANAGER, STAR HOLIDAY MART shows how luxury tourism and incen- tives tours can work hand in hand. serenity incentives 2014 • 27b changes with strategic initiatives. Factors such as economy, innova- tion in the market place, growth of an organisation, change in market strategies, or even shorter lead- time influence the way meetings are operated. Growth has created tremendous competition in the market. In order to stay ahead, companies are giving significant importance to their marketing strategies and brand awareness. • Do your clients travel to the Middle East for incentives, and what are their top concerns? Generally the UAE is an emerging market for meetings and events in the Middle East, with Dubai taking the lead and Abu Dhabi being the second favourite. These destina- tions offer authentic experiences, interesting cultural traditions and state-of-the-art meeting infrastruc- ture. We anticipate the demand to host conferences and events in this region to increase substantially in upcoming years, driven by busi- ness, market expectations and participant demands. While some of the destinations in the region provide great flexibility and infrastructure for meetings, there are significant challenges if one wants to go off the beaten path. Negative events in parts of the region have affected some potential meeting destinations. In these challenging times a forum to discuss the opportunities in the region and to debate the direction the region takes to move forward is crucial. More and more industry trade shows/summits, showcasing travel friendly policies, infrastruc- ture and resource strength of the region, successful case studies and best practices applicable for the region would help clear the uncer- tainty in the mind of a participant. facilities offering a taste of authentic Abu Dhabi, and still main- tain the luxurious element. It is very important for our clients to get an authentic idea of the destination. We are seeing a trend for people becoming more creative with their packages. They want full itineraries with a wide variety of different options. • How popular is Abu Dhabi as an inbound destination from markets outside the Middle East? Abu Dhabi is a growing destination for this kind of tourism from markets coming from outside the Middle East. Our packages are attracting people from Europe and the US, as more and more clients see, and become aware of the sophistication of the destina- tion, as well as its status as a new and extremely organised and hyper-active city where you can find everything. Abu Dhabi has a very good international image as there are no restrictions; they are financially solid, modern and safe. • How aware are your clients of the Middle East and its incentives potential, and how can the region better its image? Our Asian clients do not ask us about the Middle East very often because we do not have an office or a network there yet. Some of the countries in the area are not safe and still have some political issues and this is confusing for our clients. Many of them only know about the Middle East through what they see and hear on the news. There are also some clients of ours who do not know much about the diversity of the region, and think of the area as just the UAE and nothing else. In order to market themselves better and educate international markets, the tourism boards should do road shows around Asia to further educate people on what else there is over and above the UAE. Show the region from the point of view of the tourist, show us what the countries have to offer, show us there is more then what we see in the news.
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    28a • serenityincentives 2014 Hud Hud Travels operates in an alternative niche of the incentives industry. In your experience, who is it that seeks this genre of incen- tives programme, and where do these groups come from? We find that it is normally brand-focused companies that are the most thoughtful in terms of designing their incentive trips, wanting to make sure that each trip is exceptional and not just another cut and paste from last year. Such companies are still primarily coming from Europe. Have you noticed a rise in outbound incentives tours, with companies moving away from home and taking delegates outside the country? We haven’t really noticed such a trend. It seems there are those who plan exceptional incentives and those that don’t. I don’t think it is a question of whether incentives take place in the home country or elsewhere, but more importantly how much thought has gone in to matching the agenda to those involved and the overall goal of the incentive trip. How aware do you think the international incentives buyers are about the potential of the Middle East in general, and Oman specifically? I imagine that the potential for incentive trips in the Middle East has not yet been realised internationally when compared to the likes of South Africa. The responsibility for raising the profile of a destination and its incentive potential should be shared by the national tourism office, agents selling the destination and operators in the destination. In particular, op- erators need to contextualise the potential and talk about specific oppor- tunities that can be easily understood by the market rather than talking platitudes about generic attributes. What do you think it is that draws incentives groups to Oman? The draw to Oman should be the vast and varied open spaces but it is only since Oman Air has expanded its network to include significant European and Asian routes that the logistical side of large incentives has been achievable in Oman. Hud Hud fits well into this by being able to facilitate events in the most remote parts of the country with an exceptional degree of luxury and an entirely customised programme. behold the artisan ERIC WALTERS, DIRECTOR, HUD HUD TRAVELS HOSTS LUXURY INCENTIVES in THE WILD AND REMOTE CORNERS OF OMAN’S STUN- NING and untouched LANDSCAPE. HERE, ERIC TELLS US WHY UNIQUE IDEAS WORK BETTER THAN COPY PASTE TOURS.
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    28b • serenityincentives 2014 behold the artisan ERIC WALTERS, DIRECTOR, HUD HUD TRAVELS HOSTS LUXURY INCENTIVES in THE WILD AND REMOTE CORNERS OF OMAN’S STUN- NING and untouched LANDSCAPE. HERE, ERIC TELLS US WHY UNIQUE IDEAS WORK BETTER THAN COPY PASTE TOURS. Hud Hud Travels manages to create a balance between pampering guests and also challenging and educating them. How importance is this balance to the success of the incentives market? To those that want to look after their guests or clients well but also make their incentives trip a memorable experience, the combination of a high level of comfort in an inhospitable environment is an enticing way of achieving this. For example, taking a group of executives from a Dutch oil and gas company into the desert, carrying out survival exercises led by military personnel and leading them to believe that this was the set up for the night was a great way of taking them out of their comfort zone. The night ended with them being led to a proper Hud Hud camp with excellent food and hot showers. This was totally unexpected, very much appreciated and unforgettable. What are the benefits of this outdoor, adventure-based incentives concept in comparison to the more traditional programmes? Arranging a trip that takes more organisation and thought than a pure hotel stay says a lot about our client and how they regard those for whom this is an incentive. Aside from being a great experience, it also shows that those for whom the incentive is organised are greatly appreciated. Can you give us an example of how a company has seen positive re- sults following a Hud Hud Travels incentives programme? It is very hard to quantify what is mostly a qualitative ‘feeling’ that the incentive was a success. It requires clear objectives of the incentive before it takes place to be able to look back and consider how successful it was. One example is of a two day trip that we organised a few years back for the local entity of a global bank. The heads of sections were invited by the CEO to spend a few days doing various energetic team-building exercises as a way of saying thank you for their performance, but also with the expressed objective of getting the teams to work more closely together across departments. I know that this was a resounding success because even though some of the participants have since moved on in their ca- reers, they still remember the experience warmly today.
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    33 • serenityincentives 2014
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    30 • serenityincentives 2014 dispelling the myths AS THE INCENTIVES NICHE GETS MORE AND MORE CREATIVE IN ITS OFFERINGS, MOVING ACTIVITIES OUT OF THE BOARDROOM AND INTO THE CITY OR EVEN THE WILDERNESS OF NATURE, THE MIDDLE EAST IS SEIZING ITS OPPORTUNITY TO SHOW OFF ITS PLETHORA OF ASSETS. HERE, INCENTIVES INSIDERS REVEAL SOME OF THE SECRETS OF THE INDUSTRY, AND UNPICK THE MISCONCEPTIONS THAT HOLD IT BACK. Group Spending Local incentives groups from companies within the Middle East region are usually made up of smaller groups of be- tween 30 – 40 people, however they tend to spend more money on their accommodation, transport and activities. On the other hand the Asian groups are bigger in numbers of partici- pants, but they usually have smaller budgets. Kei Sato, Global Business Manager, Star Holiday Mart Going Camping Destinations with flex- ibility to offer sporting, offsite or teambuilding options are more suc- cessful in today’s market than a conventional hotel offering only rooms and meeting spaces. Today’s meeting space is far from what a meeting space used to be five years ago. The focus is to provide greater networking and teambuilding opportuni- ties, and it is no surprise seeing delegates assem- bled around a campfire instead of a boardroom. Sanjay Gandasi, Op- erations Manager – Asia Pacific, BCD M&I Emphasising Safety International markets are showing a growing interest in the Gulf region, and are well aware of the luxury and opulence on offer. These travellers are curious to experience this level of hospitality. Clear understanding of how safe the destination is has to be emphasised, as unfortunately sometimes there is a lack of informa- tion that leads to hesi- tance to explore the area. The tourism boards and the DMCs in the region make great efforts to clarify this misconception. Samir Tabbah, CEO, Desert Gate Alternative Transport Seawings, a hydroplane, offers transfers from Dubai to Ras Al Khaimah as well as 45-minute aer- ial sightseeing tours to see some of the emirates’ most iconic landmarks in- cluding the Hajjar Moun- tains and coastal areas. Ras Al Khaimah hotels have excellent concierge services that are ready to tailor individual or group transport to each group's needs. This could be with a shuttle bus, limo, yacht or helicopter. Steven Rice, CEO, Ras Al Khaimah Tourism Devel- opment Authority East meets West We are looking at in- creasing our focus on the incentives market in the coming months. Cyprus is in a great posi- tion geographically to cater to large companies who have offices in both Europe and the Middle East as it is located right in between these two continents, so teams from both offices can come and meet in the middle in Cyprus. Demetris Rotsides, Operations Manager, The Royal Apollonia Investment Opportunities The Egyptian Ministry of Tourism is working on a number of projects as there is good demand for Egypt now that many countries have removed their warnings. Benefits of this include offering investment opportunities, return of charter flights to certain destinations and improving and creat- ing new destinations such as the North coast and Ein El Sokhna. Lamia Assem, Director of Marketing, Sofitel Legend Old Cataract Aswan, Sofi- tel Winter Palace Luxor, Pavillon Winter Luxor
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    32 • serenityincentives 2014 Georgios A Str., Potamos Germasogeias 4048, Limassol, 3608, Cyprus T: +357 25 50 88 00 theroyalapollonia.com impressions A soft breeze dances around the bottom of the white linen drapes, teasing me with fleeting glimpses of the sunbathed blue horizon where the sea gradually fades out to meet the sky. I’m lying back on the crispest of clean white sheets, head resting on pillows that are cloud-like in their per- fect softness. I can’t remember the last time I felt this luxuriously comfortable and relaxed. In fact, the whole ambience of this newly refurbished ho- tel is very much that of a high-end leisure beach resort, all elements working together in harmony to ensure rest, relaxation, pampering and indulgence. The plethora of facilities available at the hotel seduce visitors out of the hustle and bustle of their everyday reality, and lull them into a vacation-induced state of total repose. Downstairs aromatic scents waft up from the opulent Royal Spa where guests can indulge in an authentic Dead Sea simulation experience in The Royal Spa Cli- matological Dead Sea Room that reproduces the unique healing properties of the Dead Sea. Temptingly exotic treatments range from Thai massages, to Hot Candle therapies, and once guests are done being rubbed, pummelled, scrubbed and soaked, they can also enjoy a steam room, sauna and – for the more active visitor, a fully-equipped fitness centre. Tennis courts, a beautiful turquoise swimming pool complete with a swim-up pool bar and a selection of excellent F&B outlets round off the leisure options, yet while The Royal Apollonia is catering to this side of the industry with such proficiency, the property is also gearing up to increase its corporate quota. The business centre and conference rooms are sched- uled to soon become the last parts of the hotel to undergo renovation and as with everything else at the five-star hotel, I am sure that once complete, these facilities will provide not only practicality, but also style, comfort and luxury. Although my room at The Royal Apollonia was not designed for business guests – there is no desk so to speak, and the Wi-Fi is not complimentary – the clean, light, minimalist design reflected the simple yet com- forting hospitality of the Mediterranean, the bathroom included my very own Jacuzzi-style jet stream bath and rain shower, and I desperately wanted to take the beau- tifully blossoming bright pink orchids home with me. The Royal Apollonia Limassol Emily Millett
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    Khor Al Maqta,P.O. Box 128881, ABU DHABI, UAE T: +971 2 509 8888 shangri-la.com/abudhabi/shangrila brought to you by serenity Shangri-La Hotel, Qaryat Al Beri Tony Fields Although I was only staying at Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi for two nights, the luxury hotel, and its highly professional and genuinely friendly staff im- pressed me from the offset. The property has a huge selection of facilities available for both leisure and corporate guests. And while I rel- ished the chance to test the fully Technogym-equipped fitness centre, I would have loved to have also tried out the training pool, and savoured the exotic flavours at the many dining outlets. However, true to the brand’s ‘hospitality from the heart’ form, and displaying an almost intuitive knowledge of exactly what I needed from my stay, the staff at the hotel put me in a Horizon Room on the executive floor, which entitled me to full use of the Horizon Floor, where break- fast, drinks and snacks were available all day. This service was extremely convenient and made my stay even more stress-free. The staff working at the Horizon Club really went the extra mile to personalise the service, remem- bering my special green tea order every time I visited. This above and beyond style of hospitality made me feel special and is the true mark of a luxury supplier. Horizon Room guests can also avail of late check-out. While, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi offers conference and function rooms that are fully-equipped with the latest state-of-the-art audiovisual equipment and can cater to both small and medium-sized events, the overall feeling of the hotel is very much geared to- wards the high-end leisure market. A sprawling infinity pool overlooks Abu Dhabi’s creek, and offers magnificent views of The Sheikh Zayed Grand Mosque. Guests can also enjoy the long stretch of private beach, or indulge in one of the relaxing healing treat- ments at CHI, The Spa at Shangri-La. In keeping with the roots of the Shangri-La Hotel and Resorts brand, the Asian atmosphere that permeates throughout the hotel – in both its aesthetics and its per- sonnel – works harmoniously to create a very peaceful environment, conducive to business travel as well as rest and relaxation. Facilitating convenient movement throughout the emir- ate for both business and leisure guests, Shangri-La Hotel, Qaryat Al Beri, Abu Dhabi is located very close to the airport, and within easy driving distance to ADNEC, Yas Island and the Abu Dhabi Corniche. serenity incentives 2014 • 33
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    34 • serenityincentives 2014 The Ritz-Carlton Difc Tony Fields As you can imagine, being located in the Dubai International Financial Centre, this hotel is an excellent base for corporate visitors. In addition, the property benefits from easy access to Sheikh Zayed Road, as well as efficient metro and taxi services meaning that movement around the busy emirate is smooth and stress free. In true Ritz-Carlton style, everything in this hotel is done and presented with an undeniable touch of class, elegance and sophistication. The meetings and incentives dining menus are made into an artistic experience, the rooms cre- ate a perfect harmony between logisti- cal, practical work space and simple luxurious comfort, even the staff – who so effortlessly man the hotel with ease and grace – are referred to as Ladies and Gentlemen. Indeed these titles, which have long been rolled out across the entire brand portfolio, do reflect in the demeanour of the staff and their interaction with the guests. The service – which is al- ways carried out with a gracious smile – is refined and attentive, yet wholly discreet and understated. The room I was staying in was a Junior Suite which meant I had plenty of extra space in which to either relax or continue my work. The suite had a very large bathroom which was perfectly designed for two people, with two twin basins, a huge marble bath and a sepa- rate rain shower. In Dubai, where so many diverse dining concepts are available, unique and quality F&B outlets can be a real asset for a property. The Ritz-Carlton DIFC has made the most of this with a good variety of gastronomic options from a traditional steak house to a Belgian Café. The hotel also offers a chic and laid back lounge bar and a new tea room has also recently opened. Although the hotel does have a clear corporate target market, the use of modern art in the public areas gives a great relaxed feel, while the additional leisure facilities, as well as the proxim- ity to Dubai’s plethora of activities, means that holiday visitors will also find it convenient, comfortable and suited to their leisure needs. P.O. Box 482032, Gate Village, DIFC, Dubai, UAE T: +971 4 372 2222 ritzcarlton.com/en/Properties/DubaiIfc/Default.htm impressions
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    At fifty yearsof age, InterContinental Amman (Jor- dan) is a shining example of how a hospitality icon can indeed grow old with grace. The hotel exudes a sense of magnificence in the bustling capital that is Amman. Almost imposing, the solid structure stands tall, proud, and contemporary, yet manages to maintain a remnance of authentic Jordanian luxury. While sturdy, marble-like pillars provide a powerful framework in the lobby, it is the finer details that re- ally tell the story of this property. A well renowned hub to discuss business over coffee, the lobby area is alive no matter the time of day. But do not be deceived – this hotel is not only for corpo- rates, as its abundance of outstanding leisure facilities means that the lobby area is often peppered with a vibrant mix of guests, all of whom are here to relax, converse, and enjoy the ambience. My own trip was a combination of business and pleasure and so, with family in tow, the Club Suite provided an exceptional home for our stay. And when I say ‘home’, it really does have that rare quality that makes a traveller feel they are surrounded by the familiar – a place where we feel we have arrived home and can kick off our shoes and remove the business mask we so often wear. Needless to say, the suite was a true haven – all creature comforts and amenities you expect at this level were right at your fingertips. Undoubtedly, these newly renovated accommodation options can fulfil both a business traveller’s demands, and a mother requirement’s. brought to you by serenity InterContinental Amman Alexandra North ISLAMIC COLLEGE STREET, AMMAN, 11180, JORDAN T: +962 6 4641361 ihg.com serenity incentives 2014 • 35a
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    brought to youby serenity InterContinental Amman Alexandra North ISLAMIC COLLEGE STREET, AMMAN, 11180, JORDAN T: +962 6 4641361 ihg.com serenity incentives 2014 • 35b When I was in business mode, the Club Lounge made for a most conducive environment. Its inte- rior design was a classic example of how, despite its age, the property has stayed young, chic and stylish. Meetings were private and comfortable, the team on hand pre-empted my needs, and strong connectivity meant I could remain connected to my business at all times – and let’s not forget the all-important continu- al flow of delicious food and beverages that kept me truly satisfied. And when in family mode, the Atrium made for a refreshing start to the day, with a spread of interna- tional cuisine suitable for the fussiest of eaters. From there, it was straight to the pools – and quickly, you forgot you were in the heart of the country’s capital. Meanwhile, for busy parents or business travellers, the spa serves up a treatment menu that not only offers an escape but, with its local and natural resources, also acts as a true reminder of where you are, that is, the home of the wonder that is the Dead Sea. There are a number of charming dining options here and the hotel’s award-wining chefs excel in creating a culinary journey that will take you around the world, without even having to leave the hotel. Over the past fifty years, InterContinental Amman (Jordan) has become many things to many people: a business hub, an urban retreat, a special place for families, and a home. It has created different memo- ries for different reasons – I know what it means to me, the only question remains, what will it mean to you? Surely, there is only way to find out…
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    36 • serenityincentives 2014 Quality hotel F&B outlets are not hard to come by in Doha. All of the great properties, as well as some of the not- so-great ones, have at least one dining option for guests, and if the outlet is good enough, it will also act as an ex- tra revenue earner, by attracting local Doha residents as well. Trader Vic’s restaurant at Hilton Doha is one of those places. The unique Asian-Polynesian fusion cuisine and Tiki Bar concept ensures that the eatery not only stands out from the crowd, but also attracts it. This is a real plus for the hotel itself as it brings many non-residents to the property. Situated right next to the beach overlooking the West Bay, Trader Vic’s takes advantage of its location, by offering 360° uninterrupted views of the sea both from the main restaurant floor, and from the outdoor terrace. Visitors can either stay for dinner, or just enjoy the world famous cocktail menu (did you know Trader Vic’s was the home of the original Mai Tai?). The terrace also makes a super spot to watch the sunset over the water. Although the outlet caters for both lunch and dinner, the atmosphere at these separate times of day was com- pletely different. Making the most of the destination's popularity as a corporate hub, the res- taurant offers a special business lunch package for executives on a time frame. Diners are assured that the set menu will be delivered and cleared within 45 minutes – and it was. In the evening on the other hand, the place adopts more of a party atmos- phere, with people eating, drinking and enjoying the live music from the three piece Cuban band. The menu, while primarily Asian influ- enced, offers a great variety of differ- ent foods including some non-Asian staples such as steaks and chicken wings. Seafood enthusiasts will find plenty of options to choose from, and vegetarian diets are also catered for with soups, salads and curries. Lastly, and perhaps most importantly, the staff were extremely polite, helpful and friendly despite having to wear Hawaiian shirts into work every day! impressions Trader Vic’s at Hilton Doha Tony Fields DIPLOMATIC DISTRICT STREET WEST BAY, DOHA, QATAR T: +974 4 4233333, F: +974 4 4233000 www3.hilton.com
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    38a • serenityincentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Dedicated airport staff will meet and greet the guests at the entrance of the terminal building, es- cort them through immigration, and hand them over to the waiting The Vision Destination Management Company (DMC) Assistant. Porterage will be provided, with luggage sent di- rectly to the hotel. Luxury cars will be waiting to transfer the guests to the iconic Emirates Palace Hotel. Cool towels and refreshments will be served en route to the hotel. Celebrated as the ultimate destination in Abu Dhabi, this palatial property is designed to reflect tradition- al Arabic architecture, and provides a truly unique and luxurious experience for the guests. An authentic Arabic style welcome will await the ladies upon arrival, with dates and traditional Arabic coffee served in a private lounge before all guests are escorted to their rooms. In the case of a late arrival, a delicious plate of light snacks will be delivered to the room. The Vision DMC Project Manager will be at the guests’ disposal throughout their stay. ARRIVAL AT ABU DHABI INTERNATIONAL AIRPORT
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    38b • serenityincentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Sumptuous breakfast followed by leisure time to explore the hotel facilities. Royal Hammam Ritual – Set in the stunning heated marble hammam at the hotel’s Anantara Spa, the treatment includes a full cleansing and exfoliating procedure followed by a detoxifying steam, a heated Jacuzzi and a relaxing massage. After the treatment the guests will enjoy the local flavours of a lemon- mint cocktail. A light fresh lunch will then be served in a private area at the pool. Luxury Coach Driven Guided City Tour – The vision of the nation’s founder, Sheikh Zayed and his vivid legacy into the 21st century will come alive along the Corniche. At the Central Market the guests will see local artefacts and experience the world of Arabic scents and Henna painting. Saadiyat Island will provide an insight into the future of the city, with a private tour at the Manarat al Saadiyat Museum, where the group will see models of the world re- nowned museums set to enter Abu Dhabi in the next three years such as Louvre, Guggenheim and Sheikh Zayed National Museum. Sunset Visit to Sheikh Zayed Grand Mosque – The ladies will receive their own traditional Arabic dress for the visit. In this light the Mosque’s beauty can be appreciated to the full, and the reflections in the pools surrounding the structure create amazing views. A The Vision DMC Tourist Guide will give a private tour with full insight into the history of the Mosque and of Islamic traditions in general. Dinner at Cipriani – Cipriani has his classy Abu Dhabi home at the Yas Marina. The ladies will be welcomed into a private room where a barman will give a lesson in the Bellini Cocktail preparation. This drink was in fact invented by the Cipriani family. Overnight at Emirates Palace ROYAL HAMMAM AND CITY TOUR
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    38c • serenityincentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Breakfast, followed by a signature Anantara Spa treatment or a mani-pedi. Sea Plane Tour – Mid-morning pick up by resort bug- gies and drive to the Emirates Palace Marina where private sea planes will be waiting to take the guests on an exciting bird’s eye view tour of the city and the desert. The flight will last around 40 minutes and end back at the marina where the crew of a private yacht will be waiting to escort the ladies on board. A sumptuous seafood lunch will be served while cruis- ing along the beautiful city skyline. Privately Guided Kayaking Adventure – This eco trip enables guests to encounter indigenous wildlife including Egrets, Herons, Crab Plovers, Sandpipers, Cormorants and flocks of Pink Flamingos. Dry bags for cameras or mobile phones will be provided. Saadiyat Beach Club – Back to the hotel in time to change before heading off in style with private stretch limousines to one of the most exclusive ad- dresses in town, the Saadiyat Beach Club located on Saadiyat Island, overlooking a beautiful stretch of protected beach which is also a breeding ground for sea turtles. The ladies will be welcomed by a traditional Ayala band leading the way to the entrance of the club. Music and dance acts will be performed by Arabic men in traditional costumes. Cocktails at the sea lounge overlooking the jetty and dinner in the stylish smart casual atmosphere of Le Deck restaurant. The eclectic Mediterranean cuisine is inspired by French and Italian flavours. Overnight at Emirates Palace. SEA PLANE TOUR
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    38d • serenityincentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Breakfast and check-out of Emirates Palace Hotel. Yas Island Formula 1 Experience – Luxury coach drive to Yas Island, home of Ferrari World Theme Park, Yas Link Golf Course, Yas Waterpark, Yas Shop- ping Mall and the world famous Formula 1 race track Yas Marina Circuit. All ladies will have the chance to experience the thrill of Formula 1 speed as co-pilots for an unforgettable experience. Snacks are served before driving off to the desert in a private 4x4 with refreshments on board. Jeep Caravan Desert Tour – Drive towards the western Al Gharbia Region at the edge of the Empty Quarter, the biggest uninterrupted desert in the world with dunes up to 300m high. Check-in to resort villas with private pools at Qasr Al Sarab Desert Resort by Anantara. This property embraces the epic adventures of this evocative landscape by providing a luxury oasis for discerning travellers. A lunch buffet will be served in a private area. Sunset Tour – In the afternoon a 4x4 drive through the dune landscape will allow the guests a wider sense of location. Guests will be able to watch the sunset from the top of the high dunes. An authentic Emirati dinner will be served at Al Falaj restaurant with belly dancers to entertain the guests and a Henna artist present to provide the ladies with temporary skin art souvenirs. Guest will be able to relax under a blanket of the stars before having a night cap at the hotel bar. Overnight in luxury accommodation at Qasr Al Sarab Desert Resort by Anantara. YAS ISLAND AND DESERT TOUR
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    38e • serenityincentives 2014 innovative itineraries DAY 5 DAY 4 DAY 3 DAY 2 DAY 1 S CENARIO: 25 WOMEN ARE TRAVELLING TO ABU DHABI FOR THE ULTIMATE IN EXTRAVAGANT INCENTIVES TRIPS. ENSURING THESE LADIES EXPERIENCE ONLY THE BEST, THE VISION DESTINATION MANAGEMENT COMPANY HAS EXPERTLY CRAFTED THIS INDULGENT ITINERARY PACKAGE. Invigorating private yoga session overlooking the endless desert landscape. Breakfast will be served outdoors followed by leisure time until check-out. Transfer to the airport in 4x4 land cruisers. Separate luggage van will be provided. Assisted check-in and porterage service at Abu Dhabi Airport. NOTE: The Vision DMC also suggests a room drop at Anantara Desert Resort & Spa in the form of a customised gift such as a coffee table book of Abu Dhabi or Arabic perfume. DEPARTURE
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    Corporate Driving Day Treatyour employees or clients to an exciting and memorable day racing around the world-famous Formula One Bahrain International Circuit, which provides access to the most technologically advanced and architecturally stunning racetrack in the world. bahraingp.com/Corporate/CorporatePackages/Pages/Corporate-Driving.aspx Steering well clear of anything run of the mill or mundane, the world of luxury incentives in the Middle East can provide a plethora of experiences and rewards that are sure to induce the ever-coveted wow factor. These offerings will impress clients with their unique creativity. Something different Zero Gravity Experience In the absence of gravitational pull, the body feels completely free. This state of weightlessness is known as zero gravity and can be achieved by going into space, or by enjoying an S3 ZeroG flight. zerog.s-3.ch Magical Gala dinner at Little Petra Eight km from Petra lies 'Little Petra' where you can host evening programmes such as cocktails inside the caves, or a gourmet dinner! Rugs and tapestries dress the walls and ground, while candles illuminate the cave interiors and traditional music plays. jordanexperience.com Incentive Software Incentive is a social intranet solution that integrates a company’s formal knowledge with people’s informal knowledge. Incentive is a downloadable software with tools for social collaboration and communication to help companies waste less time and work smarter. incentivecorp.com The Happiness Blanket The Happiness Blanket visually shows the wellbeing of a passenger in real time by chang- ing colour to reflect their mood. A headband measures fluctuations in the brain, sending the information, every second, to fibre optic lights woven directly into the blanket. britishairways.com/en-gb/offers/partners/happiness-blanket Turtle Watching in Oman Thousands of sea turtles migrate annually from the shores of the Arabian Gulf, the Red Sea and Somalia to lay their eggs on Oman’s shores. The best time to witness this beau- tiful phenomenon is between July and October. tourismoman.com.au/turtle-watching-in-oman serenity incentives 2014 • 39
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    40 • serenityincentives 2014 melts update @ttgbernhard took the MELTS travel baton to Doha for more #melts2015 meetings. First job, check in to the luxury @AmariDoha! #Dubai’s hotels enjoy great success after having the busiest half year in history. @dubaitourism In the next issue: In the ever growing world of travel and tourism, the ability to be unique, and offer something altogether different, exclusive and distinctively removed from the cookie cutter formula, can be a major selling point amongst the discerning luxury travelling crowd. Whether it is boutique hotels, venues, destinations or activities, we are div- ing into this niche headfirst in the next issue of Serenity to explore this eclectic little corner, and uncover some of the tricks of the boutique trade. To contribute to this issue, to ensure your offering is positioned amongst the elite, or to gain heightened global exposure, please contact us: EMillett@ttgmena.com The Essential Instagram: The Essential Post: The Essential Tweet: Impressive picture @ttgtony of @ibnbattutagate It’s been busy at the MELTS headquarters recently, with a number of top luxury tourism professionals joining the ranks. Katara Hospitality was announced as Official Media Sponsor for MELTS™ 2015, as sponsors of the Media Zone. Hamad Abdulla Al Mulla, CEO and Board Member, Katara Hospitality, said: "We look forward to welcoming the world's media for this unique conference that will showcase the latest global trends in high-end travel experiences." In other news from the group, Christo- pher Knable, Chief Operating Officer, Katara Hospitality will be speaking in the opening panel session ‘The Essential Definition – defining luxury in the Middle East: today, tomorrow and beyond’ on Sunday 15th February. Meanwhile, InterContinental Doha the City signed an agreement to become Of- ficial Hosted Buyer Hotel Partner, provid- ing top class accommodation for a select group of hand-picked luxury buyers. Closer to home, Elaine Hockley, Interna- tional Partnership Manager, MELTS has been securing some top luxury spon- sors. Most recently, Mourjan Marinas has partnered up as an Official VIP Network- ing Partner, and will host an exclusive, invitation only evening network event on Sunday February 15.
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