Marriott Hotels International reported strong increases in profit across the Middle East region last year, with loyal guests providing a strong foundation for the growth.
Marriott’s Middle East, Africa and Subcontinent Global Sales organisation recorded a 12% increase last year compared with 2005, driven by a 19% increase in leisure travellers and 4% increase in business and transient guests.
Worldwide, Marriott Reward member paid nights accounted for 50% of total nights sold in 2006.
Middle East Africa and Subcontinent Global Sales vice-president Samir Daqqaq said rewarding guests for their loyalty was an important factor to generating repeat business.
“You are giving Marriott the bulk share of your business, and we want to show that we recognise it: by treating you as a VIP customer, by giving priority to your reservations, and other things that thank you for your loyalty,” he said.
“That is something that is really very important.”
Daqqaq said the organisation worked very hard to nurture customers in the Middle East’s “emotional” business environment.
“The Middle East is a very emotional environment: people believe in show and tell and a lot of people wear their hearts on their sleeves, Daqqaq said.
“That’s why we need to build into our selling method, when we go to our customers, that we really care. Customers have a lot of hotels out there, a lot of really good hotels. It’s a matter of differentiating: how are you going to deliver that product at the right place and the right time as the right solution for the customer who is travelling.
“We need to be consistent so that this experience with Marriott the brand will not disappoint you, and it will be the same regardless of where you visit Marriott around the world.”
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