By Staff writer
The Ritz-Carlton, Dubai plans to reposition its brand image now building works at Dubai Marina are near completion.
The boutique property aims to make a subtle shift from â€œhighly sophisticatedâ€ to â€œcasually elegantâ€, explained Peter Mainguy, who recently took the reins as the hotelâ€™s general manager.
â€œWe are trying to get away from our stuffy image, but want to reinforce our intimacy in terms of the service levels we provide,â€ he told ATN.
â€œâ€˜New Dubaiâ€™ (Dubai Marina) empowers our intimacy.
Before building work took place you walked out [of the hotel] and there was nothing but desert.
Now we are in a new trendy area with shops, bars, restaurants and clubs and that enhances our offer, but we remain a boutique hotel on an exclusive beach. We are still a retreat.â€
Mainguy has already devised a new positioning statement, which reads: â€˜Reconnect on an exclusive beachfront island situated in the heart of new Dubai Marina.
The Ritz-Carlton is an intimate retreat for a generous lifestyle.â€™
In addition, â€œSmall finite itemsâ€ have also been tweaked to achieve casual elegance and products have been enhanced.
For example, 400-thread count bed linen has been introduced, espresso machines are now offered in rooms and subtle changes have been made to the dÃ©cor.
â€œThere is a modern twist, without detracting from the traditional service that you would expect at The Ritz-Carlton,â€ said Mainguy.
An advertising campaign using black-and-white â€œlifestyle imageryâ€ will be launched later this year to enforce the hotelâ€™s new vision.
All trade collateral will feature this imagery in a bid to inform agents and operators that the hotel should now be sold as an â€œintimate retreatâ€.
Fam trips for agents Middle East-wide are also in the pipeline.