Maybe it’s just
me, but I have the impression that tourism professionals and developers in
GCC are showing signs of revival. There is an increasing number of news hitting
my inbox every day on new campaigns, promotions, packages, destination events,
partnerships, new projects. We all remember the
years of new developments launched every week (obviously all of them intended
to be sold out off plan) and how that changed with the nose dip of 2008/2009. Perhaps now it is a good time to go back to
the basics in rethinking what is to come next.
Engage locals: there are
no better advocates for a destination that those who grew up there but also understand where are you -as a traveler- coming from and what are you
after. By the simple fact of having only
local taxi drivers, Oman has already achieved a huge differentiation in perception
from the rest of the region. That should be taken to the next level now.
The lessons of the “concept-fireworks” showcased during the
development race in GCC, (mainly in Dubai and Abu Dhabi) worth a reminder time and again. Having witnessed what was happening those days here’s what I would remind myself every morning
before stepping into a spacious corner office anywhere in the region, if I were
one of those decision makers.
Original originality is key: and I
don’t mean to hire the most expensive creatives in trying to build a kick ass brand for the water in your pool or the grass in the garden. I mean
do your homework in understanding what gives value to the destination,
brainstorm around those ideas and focus on a result that is easy to
differenciate. A concept that others – and not only you – think is
special. A good example is TheChedi. After so many years open, it still manages to remain a special
destination hotel in a pretty average location.
The good old service: hospitality and tourism is so much more about service
than anything else. And you don’t have to be an American to realized this. Service = people, it’s not about the glitzy
buidings or the adventure rides. It comes down to having the right people interacting with the travelers. They should be happy, motivated, genuin and
obviously enjoing what they do. You can only achive this if you put effort and
skills in selecting them, if you care about them, if you realize and also make
them understand that they are your service.
I often hear executives saying
„you cannot work with these people by positive feedback and
encouragement, they cannot be motivated, they only perform if they are kept
under constant pressure...” I completly
disagree. It migh be harder than in another cultural environment, where foreign
labour is not so dominant, but it’s possible. It just takes a bit of skills,
experience and above all engagement.
Be yourself: similar
to people, destinations can only have personality if they focus on their strengths not trying to mime others. I think Abu Dhabi for example has still not
figured out itself as something better than a toned down replica attempt of its
neighbour. China is making massive mistakes on this front, but that is a very
different story. Oman has natural attractions that nobody else has (or can replicate) in the
region, focusing on those should always be kept at the core of its offering.
Engage locals: there are
no better advocates for a destination that those who grew up there but also understand where are you -as a traveler- coming from and what are you
after. By the simple fact of having only
local taxi drivers, Oman has already achieved a huge differentiation in perception
from the rest of the region. That should be taken to the next level now.
And the list goes on… All in all, Oman seems to have obvious
advantages on the criteria above, hope these already are and will be better put
in practice.
Photo by shimertje. http://www.flickr.com/photos/shimmertje/
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