Dnata Holidays opts for big and beautiful

There are plenty of selling tools including a world map, early bird and business and first class air travel offers, as well as property and destination suggestions according to customer categories spanning families, honeymoons, spas and city stays. There is one obvious omission though – the prices. But this is intentional according to Nick Sheppard, manager Dnata Holidays and product development, who emphasised the top-end nature of the product showcased by “hero shots” of properties and locations throughout the brochure.

“If you were buying a Ferrari you wouldn’t expect to see a price in the brochure,” he said.

“Generally, at this level of the market, the price is not the driving point. We wanted people to experience the hotel [portrayed by the glossy photos] to generate interest.”

Nathan Adams, product development manager, Dnata Holidays, stressed that for each hotel featured, there were three different images printed to ensure the amenities offered at each were emphasised.

“We have labeled photos wherever possible, particularly where room types are concerned as there is nothing worse than a customer booking a standard room and expecting to stay in a suite that was pictured in the brochure,” he explained. “We want to ensure we deliver on our promises.”

Dnata Holidays’ visual marketing approach, and its brochure tagline – “Unforgettable luxury holidays, just for you” – clearly appeals to women, who, according to anecdotal evidence, are the ultimate decision makers when it comes to booking a holiday.

The tour operator therefore printed a “teaser” mini brochure and distributed this with
OK!

magazine when the programme was launched mid-March.

Sheppard emphasised that prices were available on Dnata Holidays’ revamped trade and consumer web sites (
www.dnataholidaysagents.com

and
www.dnataholidays.com

respectively).

Both sites feature more products covering the four- and five-star categories and additional information on brochured hotels, resorts and destinations. The new Dnata Holidays reservations number is +971 800 8118.

Properties brought to this market exclusively by Dnata Holidays include three London properties – Claridge’s, The Berkley and Brown’s Hotel; Bvlgari in Milan; Hotel Cipriani in Venice; and in The Maldives, Island Hideaway at Dhonakulhi Spa Resort & Marina and Angsana Velararu. Far East exclusives are Amanpuri in Thailand and Pangkor Laut Resort in Malaysia.

Sheppard said the brochure’s “endless choice of specialised options” set Dnata Holidays apart from other tour operators and also provided “an important tool for the travel trade”.

More than 30,000 Dnata Holidays brochures have been printed and distributed to Dnata Holidays staff and “selected travel agents” across the UAE and there are plans to send copies to Dnata staff in KSA and Kuwait.

“We have been selective about how we distribute. We don’t want the product to be sold the wrong way,” said Sheppard.

Dnata Holidays staff have already been sent on fam trips to Paris, Switzerland and London, and further trips are planned to ensure their product knowledge is sufficient.

“We have also been fairly rigorous with our recruitment, choosing some people with the right background and experience, and others with the right personality that can be trained,” Sheppard explained.

The Dnata Holiday Lounge has also been upgraded to include wireless internet and at least one more such outlet will be opened in Dubai in 2008 or 2009.