Nikki Beach Hotel Dubai reports 80% occupancy in first year

'Dubai is under saturated when it comes to exciting concepts,' says VP
Nikki Beach Hotel Dubai reports 80% occupancy in first year
Nikki Beach Hotel & Resort Dubai stretches across 52,000 sq m on the Pearl Jumeirah
By Lubna Hamdan
Tue 24 Apr 2018 10:22 AM

Nikki Beach Hotel & Resort Dubai has achieved almost 80% occupancy in its first year of operations since opening last year, according to Alexander Schneider, vice president Europe and Middle East.

The luxurious concept stretches across 52,000 sq m on the Pearl Jumeirah and is developed by Dubai-based Meraas Holding.

“We finished our first year of operations with almost 80% occupancy, which is very, very good and subdues the on-going conversation on whether we are in a bearish market in Dubai,” said Schneider, adding that the concept has managed to attract tourists to the city.

“We have proven that if you have a clear cut concept that talks to a defined target group, it can bring new travellers into town. Many of our guests who came to Dubai had never come to the city before, and came to try our brand,” he added.

Exciting concepts

Schneider went against common claims that the city is oversaturated with hotels, arguing that while it has a large supply of hotel rooms, it lacks in fresh, new concepts.

“Dubai is under saturated when it comes to exciting concepts. There is still a lot of room for other, cool brands to move in. We have tons of hotel brands, but they are all known to us. There is need for new, fresh brands,” he said.

Schneider said occupancy is more difficult to master when it comes to beach clubs, as competitors often choose to capitalise on weekends, spending a significant amount on celebrity entertainers.

“We wanted to concentrate on our quality and culinary offering instead, to create an environment where people can go any day of the week, with a steady amount of entertainment,” he said, adding that the hotel target group is slightly over the average seen in other beach clubs, attracting 35-45 year olds as opposed to 25 year olds.

The Dubai hotel boasts famous Miami concept Nikki Beach Club, which his among few of its kind that remains open seven days a week all year round.

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