In conversation with Kirti Anchan, General Manager, Jumeirah Emirates Towers (Exclusive Interview)

Tell us more about the positioning of Jumeirah Emirates Towers? What are our Unique Selling Points (USPs), guest profile, and competitors?

Jumeirah Emirates Towers holds a premier position in Dubai’s landscape, strategically located in the heart of the Dubai International Financial Centre (DIFC). Our USPs set us apart: direct access to Dubai Metro and Museum of the Future, an unrivaled selection of indoor and outdoor event venues, and an exceptional F&B offering with over 10 restaurants, bars, and lounges. Our guest profile primarily comprises corporate clientele seeking a seamless blend of business and leisure experiences. Competitors in our space include other luxury hotels in the vicinity, each vying for excellence in service and offerings

Has the guest profile changed post-pandemic? Which are our key feeder markets?

Post-pandemic, our guest profile has slightly evolved. While maintaining our corporate clientele base, we’ve observed a growing interest in leisure experiences. Our culinary and leisure offerings – such as Museum of the Future access, theatrical dinners at Mi Amie, and wellness classes like outdoor yoga – cater to this shift. Key feeder markets include the UK, UAE, USA, and KSA, reflecting a diverse range of local and international guests.

With several new recent openings, is the Dubai luxury hotel sector saturated?

Not at all. Despite several recent openings, Dubai’s luxury hotel sector continues to thrive. The city has experienced a steady increase in visitors, and these new openings have effectively met rising demand, contributing to a dynamic and competitive hospitality landscape.

Is there an impact generated by the two wars?

No, the ongoing conflicts have not impacted our operations or market resilience. Dubai’s status as a global hub remains robust, with tourism and business travel continuing steadily.

How do you see the evolution of rates?

We’ve maintained a healthy Average Daily Rate (ADR) over the past few years, reflecting sustainable growth in demand and market supply. Our approach emphasizes maintaining competitive rates while delivering exceptional value and experiences to our guests.

Luxury hotels in the most diverse destinations are still challenged by staffing shortages. What has been our approach?

Adaptability and proactive talent management are central to our staffing approach. While staffing shortages pose challenges, our recruitment strategy remains flexible, allowing us to attract and retain top talent. Many of our colleagues have served with us for over 20 years, underscoring our commitment to fostering a supportive and rewarding work environment.

Is there a formula to achieve and maintain high customer service?

Consistency and genuine service are paramount. We prioritize service standards through daily energizers with our colleagues, fostering a culture of excellence and attentiveness. Our recent stellar audit scores affirm the effectiveness of this approach in delivering exceptional customer service.

What about relevance and reliability?

Relevance and reliability are maintained through consistent delivery of authentic service. We’ve cultivated deep relationships with returning guests, reflecting our commitment to reliability and relevance in meeting their evolving needs and preferences.

Do we plan any novelties in 2024?

Yes, we have exciting plans for 2024. Following the success of our Ramadan Majlis and Ramadan District night market, we’re gearing up to launch a Euro 2024 Fan Zone activation and a stunning Festive Market. Additionally, we’re considering enhancements to further elevate the guest experience. We look forward to sharing exciting details in due course.

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