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Hotel revenue set to soar as temperature drops in Dubai

Research by SweetBeam reveals that Dubai hotel revenue is set to soar even further during November and December 2014 when weather reaches the optimum temperature of 25.9 degrees with 55.1 per cent humidity*. Using data analytics of hotel guest spending patterns, SweetBeam's study reveals that hotels can boost in-house guest spending by 37 per cent during prime weather conditions by personalizing their communications to individual guests.

The data, released by hotel revenue experts SweetBeam, reveals that spending by in-house guests across Dubai's luxury hotels will rise by 37 percent at beachfront and poolside outlets when the weather hits optimum thresholds.

In contrast, Dubai guest spending drops by almost 40 percent at the same outlets during hot weather days in the same period when the temperature exceeds 34 degrees.

By targeting guests with individually relevant information through SweetBeam's personalised marketing services, hotels inspire in-house guests to remain and spend in hotels' own outlets, rather than explore entertainment options outside the property. This helps hotels increase engagement and in turn, customer spending levels.

"November and December is one of the peak seasons for tourist arrivals in Dubai, with GCC residents visiting, Europeans seeking the winter sun and UAE residents on staycations," said Troy Simoni, CEO of SweetBeam. "SweetBeam helps capitalize on prime weather conditions by sharing tailored messages about hotels' outdoor and pool outlets to further boost spending from in-house guests."

"When the weather is good, guests are not just more likely to visit a pool or beach outlet, but they stay longer, take more meals and enjoy more activities. These are all opportunities to boost guest engagement and of course, generate more revenue."

SweetBeam offers hotels its top tips to boost spending even further during this period:

1. Use targeted messages to inform guests about weather conditions and the variety of outdoor outlets available at your hotel

2. Boost activation at beach and pool outlets by bringing more staff on-ground to ensure they can take and fulfil orders

3. Remind guests that outdoor essentials such as suntan lotion are available at the hotel gift shop so they do not have to leave the premises in search of such items

4. Offer guests pre-planned itineraries and share recommendations on entertainment and dining options available at the hotel

SweetBeam is the leading marketing expert focused exclusively on the in-house guests at luxury hotels and resorts. Partnering with some of the world's most prestigious luxury hotel brands, SweetBeam boosts in-house revenue through intelligent and bespoke service offerings such as guest behaviour intelligence, targeted guest marketing and staff coaching. Clients include Dorchester, Grand Hyatt, Park Hyatt, Fairmont, InterContinental Hotel Group, JW Marriott, Jumeriah, Kempinski, Le Méridien, Monte-Carlo SBM, Shangri-La, The Westin, and others.

*Research Methodology

- Survey conducted over a three-month period to identify the ten peak and trough revenue days at outdoor and beachfront outlets

- Period: September - November 2013

- Figures include in-house guest spending on hotel outlets and do not include guest spending on accommodation or spending from external visitors

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