Developers should be looking at the wave of theme park development in the Middle East as an opportunity to capitalise on the lack of theme park hotels in the region, according to property consultancy Colliers International.
Colliers said that with the large number of theme parks currently under construction in the Middle East – with close to 45 attractions including
Legoland Dubai,
IMG Worlds of Adventure,
Bollywood Parks,
Motiongate,
Riffa and the
Mall of Dubai among others under development – it gives hoteliers the opportunity to capitalise and bring their brands to upcoming parks.
Colliers’ statistics show that theme parks generally enjoy higher occupancy rates (by 2-10 per cent) than city hotels, and those within theme parks also benefit from visitors staying longer and making more repeat trips.
“Globally, theme park hotels demand is primarily driven by leisure guests, especially families from domestic and regional markets. It is crucial to target them effectively,” said Colliers’ MENA regional head of hotels, Filippo Sona. “This means larger rooms and more of them, mid- and upscale hotels rather than luxury, the right mix of food and beverage outlets and facilities that cater to domestic tastes and preferences.
“There is a genuinely untapped opportunity and it is only a matter of time before we see a truly world class destination in this segment in the Middle East.”
The Colliers report also recommended four guidelines for theme park hotel operators –
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Proximity and access are key: As well as proximity to the theme park, accessibility to the city centre will also have a direct effect on the overall destination appeal.
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Avoid over-theming when unnecessary: It is important to be flexible and use ‘hard’ and ‘soft’ theming to manage costs while creating a destination’s signature experience.
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Don’t forget the MICE: Diversifying the segment mix broadens the destination’s appeal and can soften the impact of seasonality.
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Target regional tourists: Theme park demand is driven by domestic and regional tourists, and it is crucial to align the design, facilities and theme with Middle Eastern preferences.
