EXCLUSIVE: PR guru says Dubai needs 'softer image'

CITY VIEW: Global PR guru Max Clifford says Dubai needs to move away from its image of money, money, money to attract more tourists. (Getty Images)

Dubai needs to develop “a softer image” and become more cost effective to ensure its tourism industry continues to grow, according to global PR guru Max Clifford.

“It is very much money, concrete, vast hotels – everything is money, money, money. I think there needs to be a softer image than it has got,” Clifford told Arabian Business in an interview.

In order to stem the series of negative worldwide press the emirate has suffered, Clifford said he believes Dubai needs to offer more than its elaborate buildings and needs to counter the perception that it is "obsessed with money and wealth".

He also said Dubai had become overpriced, adding it needed to become better value for money.

“The big criticism I have always had is that it was very expensive. It is also very much about value. There are a lot of places much nearer to [the UK] where people can get much cheaper holidays to suit their various needs.

“If you are going to be successful you have to [attract] a much wider audience and social demographic,” he added.

Earlier this month, Dubai hoteliers were told to “start being realistic” and stop harking back to the days of Utopia when they could charge extortionate rates.

Arabian Adventures and Congress Solutions International senior vice president Frederic Bardin said Dubai was “still expensive compared to the rest of the world”, making it uncompetitive.

“Even though RevPARs and occupancies dropped this year, we still have some of the highest rates in the world – these hotels are still living in Utopia,” Bardin said.

Read the full interview with Max Clifford in a future issue of Arabian Business magazine.

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READERS' COMMENTS

OVERPRICED DUBAI
Posted by Buddhadeb Mookerjee, Dubai, UAE on Sunday 29 November 2009 at 11:15 UAE time


I cannot but agree with the observations of Max Clifford. But one should relise that Dubai has conscienciously and successfully created a brand that has generated world attention. Branding exercise invariably involves intangibles and putting a value to it that is usually found believable. To an extent it creates a snob appeal for a product through perceived glamour. Dubai has largely succeeded in its brand building exercise. But in the pace of brand creation has perhaps been too fast and hence the concept of the bubble. The PR and marketing advisors have to take its share of the blame for trying to create a brand far too soon and without much respect for the economic fundamentals.
They should not have gone by the same yard stick with which they create a brand like Coca Cola for a product like Dubai.
In the entire exercise valuation has been suspect and this is what needs urgent rectification.

Dubai must accept that it NEEDS to change
Posted by Henry, Dubai, UAE on Wednesday 25 November 2009 at 17:02 UAE time

Firstly, kudos to the AB guys for actually going ahead and publishing this, having lived here for almost 20 years, its very rare that you'd read something as candid as this.

Tom's got a great point. I feel everyone's on a run for more money and at the end of the day, its the revenue that is benchmarked not satisfaction, loyalty or the other.

where to concentrate
Posted by honest opinion on Wednesday 25 November 2009 at 16:52 UAE time


well, any countries back bone is middle calss and lowermiddle class people, one should concerntrate on that also,it is great to have billioners in our country but they are what they coz of these small time people work for them,and considering mejority,thats y supermarket and groceries are not been affected that much as compared to big malls.etc. i have been staying in this city since last 5 years and city has given me everything wht i have today,dont know y people complain and still prefer to stay in here,guys come on everyones aware that if u stay in this part of world once u can not stay anywere else.about Dubai being expensive i agree but we are also one of the reasons for wht it is today.get real.it takes people to built and destry.about HR guru's statement i partially agree its about money money money.. but people were ready to pay thats why hotels were expensive,and its up to indivisual's strategy whether to have an accupancy of 50 % on higher tariif or 75 % on lowere tariff.

Dubai Image
Posted by Tom Wilson, Dubai, UAE on Wednesday 25 November 2009 at 13:29 UAE time


This article is accurate and uncolored. Very sharp and accurate vision of what Dubai needs to do. The image he discussed is what real people have as a perception, in real currency terms.

The housing market is still over valued in comparison with world markets and what individuals actually receive in return for their investment or living wage. The real estate professionals in this market are still out of touch with reality and their employment of persons that are haughty, impersonal, possess a lack of commitment to the person making the decision to buy or lease and act as if they are above the normal person, have a lack of respect for the needs of the consumer with regard to parking, access and other means of just doing business. The automatic five percent is not realistic, due to the fact that the buyers generally are needing the help, but the realtors represent the seller, therefore creating a conflict. The seller needs to pay the five percent, not the buyer if the conflict is to be resolved. The issue about number of checks in a rental market is sadly elitist, for this creates a have and a have not environment, where the renter has to gain a loan, or use life savings to help a property owner pay his mortgage in advance to save interest and the fact that the renter receives no interest on money that is not used yet (monthly rental charges already paid in advance for a month not used yet) and etc. Clients and renters already are forced to pay a 5% for zero representation, as well as a security deposit, so why do they have to pay months in advance. This only creates a have and have not society. People need to cash flow. That is why now, you have good hard working people in so many situations, having to share rooms and homes, for they can't come up with the high amounts to pay these checks. Yet, the Emirate or the city depends on these individuals for the service industry and in some cases, management positions. To be fair here and making these changes, hurts no one, does not lower income from property, nor does it affiliate weakness or lower image either.

Until these issues are addressed and where real value is driven by real prices and real services, the Dubai market will continue to be perceived as the author articulated it so very clearly. What is sad, there is no real reason why the city and the Emirate and the Country can't quickly address these shortcomings.

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