The unique MICE and spa facilities offered at Mövenpick’s Jordan properties will be aggressively marketed to the GCC travel trade this year.
“We don’t get so much Middle East business, but my main target for 2007 is to promote what we have – particularly at our Dead Sea property – to the region,” said Karen Hardan, director of sales & marketing – Jordan, Mövenpick Hotels & Resorts.
“I am not sure why the Arabic market has not jumped on it yet (the Mövenpick Resort & Spa Dead Sea); maybe they think our spa products are not posh enough? But we have Thalgo products, which are popular with the Arab market, as well as the Dead Sea products, which the Europeans tend to go for.”
With business from European and US source markets booming, Hardan said her sales team would now “blitz” the Middle East market with glossy collateral promoting the Dead Sea property’s spa and MICE facilities, as well as the meetings offering at the Mövenpick Resort & Residence Aqaba.
The campaign will kick off with pre-ATM sales calls Gulf-wide, followed by strong representation at ATM. Fam trips for GCC agents are planned and a print and TV advertising campaign could also be in the pipeline.
Photography for the Mövenpick Resort & Spa Dead Sea collateral will be shot when the last phase of the property – the addition of 16 rooms and nine suites – is completed.
However, the hotel has also joined forces with its Dead Sea neighbours to create the Destination Dead Sea campaign. This alliance also involves the Marriott, Kempinski, and the King Hussein Bin Talal Convention Centre. The TV and brochure campaign promotes Jordan’s Dead Sea resorts, facilities and natural attributes, which include the Dead Sea’s healing properties and air quality.
“Also, because we are 400-metres below sea level, UV rays are filtered out so it is one of the safest places to sunbathe on earth,” explained Hardan.
Dead Sea treatments are one of the key features of the Mövenpick property’s 6000m² Zara Spa. Additional wellness features include four pools, a fitness room, activity studio, male and female solariums, and a therapy centre.
The 339-room five-star property, which has been built in the style of a traditional Jordanian village, also offers extensive MICE facilities including three conference rooms accommodating up to 980 people, five breakout rooms, an ampitheatre for 750 and an auditorium for up to 198.
More than 300-kms along the Dead Sea, Mövenpick’s Aqaba resort caters to smaller MICE parties with three rooms for up to 550 people.
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