E-marketing identified as key business driver for Al Sondos

Mariam has confirmed that the e-marketing campaign has already led to well over 1,150 room nights booked online - 6 per cent of the property's occupancy.

He said, "As part of a fully integrated marketing campaign, e-marketing gives hoteliers the flexibility to deal with day-to-day sales needs through an internal and completely personalised database.

"E-marketing can really drive product awareness in a market such as Arabia, where targeted consumer communications can work so well. The growth of online initiatives is essential to ensure continued success in the developing tourism and hospitality sector here in Arabia."

Mariam pointed out that knowing your customer and market is key to successful targeted marketing, and online communications is an excellent example. "One of our current key target markets is Turkey along with the existing local and GCC markets, and experience tells us that our guests appreciate receiving intelligent marketing communications such as newsletters and emails."

With the tourism and hospitality sector often accused of being slow to react to change, the developing use of e-marketing is a positive point, acknowledged Mariam. "We can act immediately on periods of slower occupancy, both for the hotel and for the outlets, with a response time that is near-instantaneous."

This e-marketing campaign has helped Al Sondos achieve excellent occupancy levels nudging 86 per cent over the summer months.

Located just five minutes' from Dubai International Airport in the Deira shopping and business district, Al Sondos Suites by Le Meridien offers accommodation ideally suited for the needs of GCC visitors and business sector, with 106 suites, all equipped with kitchen facilities as well as large-screen televisions, Internet access, inter-active games and 24-hour concierge and room service.

Its sister property, the 144-suite Dar Al Sondos Hotel Apartments by Le Meridien, is located in the busy Bur Dubai area of the city, providing a value-for-money alternative for executives and leisure travellers who seek accommodation in the heart of the action. The property was reflagged under the Le Meridien brand last year, following extensive refurbishment.