Hospitality ON Awards

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HOTEL MARKETING

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING

OVERVIEW

A. TARGET MARKETDescribe the target markets for the hotel in order of importance. Indicate the percentage for each demographic group such as

Business/tourist/other. Explain briefly your strategy for marketing to each of your main demographic groups.

WITH YEAR-ROUND SUNSHINE, INTRIGUING DESERTS,

BEAUTIFUL BEACHES, SHOPPING MALLS & FASCINATING

ATTRACTIONS, DUBAI RECEIVES MILLIONS OF LEISURE AND

BUSINESS TRAVELERS EACH YEAR FROM AROUND THE

WORLD.

The latest jewel to adorn Dubai’s luxury lifestyle scene, Palazzo Versace Dubai

stands as the centerpiece of the upcoming Culture Village district in the heart

of Dubai. Exuding European grandeur and urban glamour, Palazzo Versace

Dubai pays homage to the Versace brand and features signature elements such

as gold ceilings, marble floors and Roman columns. Located less than 15

minutes away from the airport, beaches, Downtown Dubai and Burj Khalifa,

Palazzo Versace Dubai is seen primarily by leisure travelers as an attractive

urban resort option for their getaway in Dubai.

There are several reasons why leisure travelers see us as an ideal destination

and which is why almost 89% of our guests comprise of leisure travelers. They

find us as an ideal spot to:

• Celebrate with loved ones, either family, groups of friends or their partners

• Relax and renew themselves with our choice of leisure facilities including

the spa, outdoor pools, and dining options

• Get away from the mundane as our hotel is a destination in itself

• Enjoy something unique as we are the only Versace-designed hotel in the

Middle East and second in the world

• Shop and indulge themselves as we are located in close proximity to some

of Dubai’s most well-known malls including the Dubai Mall and also have

our own Versace boutiques for clothes, home furnishings and jewelry

In order to create a more impactful and targeted strategy, we further segment

the market by geo-location. As the GCC market (comprising of Saudi Arabia,

UAE, Oman, Kuwait, Bahrain) has shown the most interest since the hotel

opened in November 2015, we have focused our marketing efforts in this

region and also created separate strategies to attract traveler from other

international markets, as buyer behavior differs by market and holiday seasons

in these markets.

89%

5%6%

Target Market

Leisure Business Groups/Other

48%

13%

8%

8%2%

4%4%

5%3%4% 1%

Market Mix

GCC China Europe UKJapan India Rest of the World AmericasAustralia CIS countries Rest of Asia

A. TARGET MARKETDescribe the target markets for the hotel in order of importance. Indicate the percentage for each demographic group such as

Business/tourist/other. Explain briefly your strategy for marketing to each of your main demographic groups.

KEY TARGET MARKETS

(in order of importance)

LEISURE TRAVELERS

MICE

F&B

CORPORATE

WEDDINGS

SPA

LEISURE TRAVELERS

We mainly attract leisure travelers with the creation of attractive packages, that mostly consist of either experiences or incentives and promote these during their peak travel periods (e.g. summer/winter holidays, national/public holidays) and using a combination of paid, owned, earned and social channels.

All our offers can be viewed here: http://www.palazzoversace.ae/en/specialoffers.html

MICE/CORPORATE

In order to attract the groups/corporate market, we work with the Sales team in creating special group packages, early bird discount offers, and producing corporate gift items for them to present to clients while on road shows. We then produce the necessary collateral for them to promote these, through e-direct mailers, e-signature banners, ads in tour operator brochures, developing our presence at global travel markets, etc.

F&B

We have different strategies in place for each restaurant and bar in the hotel. The peak periods for F&B is usually from September till April. During the low season (mostly in June/July when Ramadan is ongoing) we promote iftar and suhoor and run other discounts.

We usually promote the dining venues through social media, radio, print, PR, online advertising and partnerships with key airlines/banks.

WEDDINGS

To promote the hotel as a wedding destination we work on hosting bridal events and editors of wedding publications to visit and experience the hotel first hand so they can promote it to their clientele/readers.

We also rely on social media to promote the event spaces and advertise on wedding-related websites.

During the low season (usually in the summer) we offer incentivized packages.

SPA

The SPA attracts a large amount of local guests and hosting community events with local bloggers/social influencers who can write about the spa experience.

We also promote the spa by including it as part of room packages so that guests are enticed to book it. For example we created a special offer called the STAY & RELAX offer to attract the market for spa treatments. These offers are then promoted through paid, owned, earned and social media.

A. TARGET MARKET

Explain to what extent your hotel’s business is affected seasonally, and the marketing steps to use to increase client volume off-season

STEPS WE USE TO INCREASE CLIENT VOLUME OFF-SEASON

We use a holistic step-by-step approach while communicating to our target

markets (leisure travelers/corporate travelers/groups/diners/spa

enthusiasts/wedding planners).

1. We identify which are the lean demand periods for the target market

2. We then create packages/offers with a unique selling proposition for each

market (mostly through offering value-adds or incentives)

3. Once the offer has been created, we then work on the marketing plan to

launch the offer in the market. While working on the plan we study the

competition, key channels being used by the target market and booking

patterns of the target market.

4. The marketing plan comprises a mix of earned, owned, paid and social

campaigns with customized creatives and copy to suit the market.

5. The campaign is then launched for a specific period of time, mostly

beginning a few weeks prior to the demand period so as to allow enough

time for awareness and desire to be created for the market.

6. Results are reviewed during and at the end of the campaign to cross check

with actual bookings and revenue

A. TARGET MARKET

What marketing does the hotel take to maintain long-term customer loyalty?

SINCE WE ARE A NEW HOTEL WITHOUT THE BACKING OF A

CORPORATE HEAD OFFICE ALREADY POSSESSING YEARS OF

GUESTS DATA, CLIENT LOYALTY AND RETENTION IS OF KEY

IMPORTANCE TO US.

There are a few initiatives we take to ensure we remain at the top of our

previous guests minds.

• Dedicated CRM system where we can create customized email messages to

send to specific target markets (previous guests of hotel, previous guests of

restaurants, current in-house guests, etc.). An example of such an email can

be seen to your right.

• Partnerships with various airlines and banks to tap into their client network

of high net worth individuals.

• iPrefer loyalty programme by Preferred Hotels Group, the global hotel

network company that we partner with.

• Post-stay emails following up on guests experience at our hotel after they

check out.

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING

OVERVIEW

B. GENERAL MARKETING

Supply examples of below the line marketing for the hotel. Include brochures, direct mail, corporate gifts, samples of clothing, etc.

Hotel Fact Sheet Hotel Post Card

eDirect Mailers for Sales team to

promote special offers

Hotel Gift Certificates

B. GENERAL MARKETING

Supply examples of below the line marketing for the hotel. Include brochures, direct mail, corporate gifts, samples of clothing, etc.

Flyers distributed in the hotel to promote various dining offers

Samples of uniforms

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING

OVERVIEW

C. PRESS/TV/VIDEO MARKETING

Present a selection of advertisements; include any advertising campaigns

WE LAUNCHED OUR WINTER HOLIDAY CAMPAIGN IN OCTOBER 2016 WITH THE AIM OF

INCREASING ROOM BOOKINGS FROM VARIOUS MARKETS. WE OFFERED A 30% OFF OUR BEST

AVAILALABLE RATE TO THE BOOKER. A 360 DEGREE INTEGRATED MARKETING CAMPAIGN

WAS LAUNCHED COMBINING PR, DIGITAL AND PRINT TO PROMOTE THE OFFER.

Markets: GCC (UAE, KSA, Qatar, Kuwait), Europe (UK, Germany, Switzerland), India, Australia, China,

Russia.

• Pay-per-click ads: targeted text-based ads based on user search queries on search engines• Online display ads in different languages with different messages for each market and across relevant

travel and leisure websites using contextual targeting• Social Media: targeted ads to all markets on Facebook, Instagram and Twitter• eDirect Mailers to targeted databases (previous guests included)• Print ads in key publications in the target markets• Articles and press coverage in key publications

eDirect Mailer

TripAdvisor Business Listing Print Ads

C. PRESS/TV/VIDEO MARKETING

Include details of media coverage gained from launch parties and events held at the hotel.

Grazia, Middle East Front Row, Mail Online and Daily Mail

IN NOVEMBER 2016, A YEAR AFTER THE HOTEL

OPENED, WE HOSTED OUR GRAND OPENING TO

GREAT FANFARE, WITH DONATELLA VERSACE

HERSELF PRESENT ALONG WITH AN ENTOURAGE OF

SUPERMODELS. HERE ARE SOME SNAPSHOTS OF SOME

OF THE MEDIA COVERAGE WE RECEIVED.

Vogue

Elle RussiaHarper’s Bazaar

The Telegraph

C. PRESS/TV/VIDEO MARKETING

Include details of media coverage gained from launch parties and events held at the hotel.

IN NOVEMBER 2016, A YEAR AFTER THE HOTEL

OPENED, WE HOSTED OUR GRAND OPENING TO

GREAT FANFARE, WITH DONATELLA VERSACE

HERSELF PRESENT ALONG WITH AN ENTOURAGE OF

SUPERMODELS. HERE ARE SOME SNAPSHOTS OF SOME

OF THE MEDIA COVERAGE WE RECEIVED.

www.thetelegraph.co.uk

Enigma in Hotelier Middle East

Enigma Restaurant in Conde

Nast RussiaQ’s Bar and Lounge in Gulf News

CEO Middle EastVogue Ukraine

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING

OVERVIEW

D. PUBLIC RELATIONS

Present a selection of up to 5 published articles in newspapers, magazines or online

Russian Emirates

Architectural Digest Middle EastDaily Design News

D. PUBLIC RELATIONS

Present a selection of up to 5 published articles in newspapers, magazines or online

Modern Weekly/China

Architectural Digest Middle East

Harper’s Bazaar Bride, India

D. PUBLIC RELATIONS

Present a selection of up to 5 published articles in newspapers, magazines or online

Conde Nast Traveler Magazine

Citizen K ArabiaFinancial Times

Paris Social Diary Elle Russia

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING

OVERVIEW

E. E-MARKETINGProvide your web address for scrutiny and highlight in writing any features you want to draw the judges’ attention to. If you have used e-

marketing to attract additional business, please supply details.

www.palazzoversace.ae

BESIDES GUEST ENGAGEMENT AND RETENTION, ONE

OF OUR KEY MARKETING OBJECTIVES IS TO GENERATE

REVENUE FOR THE HOTEL. AS SUCH, MOST OF OUR

ACTIVITIES ARE DONE WITH THE PURPOSE OF

DRIVING TRAFFIC TO OUR WEBSITE IN ORDER TO

INCREASE DIRECT BOOKINGS AND RELY LESS ON

THIRD-PARTY WEBSITES FOR ROOM BOOKINGS.

Key features of the website:• Four languages – English, Arabic, Chinese and Russian• Social Media aggregator highlighting guests posts on Instagram• An AWARDS section highlighting all the awards won till date• MEDIA LIBRARY where visitors can download high and low

resolution images of the hotel, logos, fact sheets and videos• CALENDAR that features all the current and upcoming events that

guests can enjoy in Dubai• Share button options on all pages• SPECIAL OFFERS section that highlights all the ongoing promotions

guest can take advantage of• eNewsletter subscription area

Online display banners to promote the

Winter Holiday Offer on websites most

relevant to the target audience >

Social Media ads across

Facebook, Twitter and

Instagram promoting the

Winter Holiday offer based on

interests of target market:

travel, luxury goods, etc. >

TARGET MARKET

GENERAL MARKETING

PRESS/TV/VIDEO MARKETING

PUBLIC RELATIONS

E-MARKETING

MARKETING

OVERVIEW

F. MARKETINGIn your opinion why do you think this hotel should win an award in this category? If your hotel has a unique selling point, please start your

statement with your USP.

PALAZZO VERSACE DUBAI IS AN URBAN RESORT

LOCATED IN THE HEART OF THE METROPOLIS OF

DUBAI. BECAUSE OF ITS ICONIC NATURE BEING THE

FIRST VERSACE-DESIGNED HOTEL IN THE MIDDLE

EAST, AND THE VARIETY OF FACILITIES AVAILABLE,

THE HOTEL CATERS TO THE NEEDS OF DIFFERENT

TRAVELERS, BE IT LEISURE OR BUSINESS.

Those looking for a resort-like hotel located in the city center love our hotel for its location and it’s beach-side resort feel, because of the waterfront views and outdoor pools, offering them a good balance between business and leisure. The presence of The SPA and Nail Studio offers leisure travelers a rejuvenating stay option, while business travelers can get a quick fix before they start their hectic day.

The hotel is also ideal for couples, whether they’re celebrating a

honeymoon or just a romantic getaway. Candlelight courtyard dinners,

special bath menus, high-end couples spa treatments, a hidden oasis-like

feel. make it ideal for these travelers.

Families find the variety of facilities and quaint nature of the hotel very

refreshing. Our family-friendly pool and brunch, kids club and its

various activities, variety of suites and residences, make it attractive for

this group of travelers.

Our marketing efforts over the last year in promoting the hotel, its

grand opening, facilities, offers, etc. has resulted in us achieving our

marketing objectives in the first year of opening, namely:

• Brand Awareness in our key source markets which can be seen in

the phenomenal PR value we have generated in 2016

• Engagement and Retention of potential and previous guests, which

can be seen with the growth in our social footprint

• Revenue Generation

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TOTAL PR VALUE: 54,219,518 AED

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Facebook Instagram Twitter

TOTAL FACEBOOK FANS: 60,040TOTAL INSTAGRAM FOLLOWERS: 44,782TOTAL TWITTER FOLLOWERS: 8548

Thank you