Dnata Holidays' new business strategy targets premium travellers

The makeover includes gradually phasing out the Axis Holidays wholesale brand, which will disappear completely when Dnata Holidays' new flagship brochure is launched at the end of the year, to complete the first phase of the strategy.

New websites will make it easier for travel agents and consumers to book Dnata Holidays' products, and the number of outlets in Dubai and the northern Emirates is set to grow from 50 to more than 100 during the next four years.

Nick Sheppard, Manager Dnata Holidays, said: "We have a new, sharply-focused approach to our business, designed to provide significant benefits and easier access for both our travel agent partners and consumers.

"Part of our strategy is to phase out Axis Holidays, which will enable us to fully leverage the strength of a single Dnata Holidays brand with a diverse portfolio of global travel products,"

he said.

Alongside Nick Sheppard in the new Dnata Holidays' management team are Product Development Manager Nathan Adams; Sales Manager Ian D'Nazareth; and Operations Manager Leanne Emery - all with extensive travel trade experience, both in the U.A.E. and the U.K.

"The new structure and direction of Dnata Holidays, together with the established quality of our holiday planners and consultants, gives us clear advantages in the marketplace in terms of expertise, product offerings and quality," said Nick Sheppard.

Dnata Holidays' clients typically enjoy staying at luxury locations and tend to take two or three leisure trips in a year; ranging from couples on short-haul weekend breaks to large families taking long-haul holidays for up to six weeks.

The new brochure for this customer base will target just 24 countries - Australia, Austria, Belgium, Egypt, France, Germany, India, Italy, Jordan, Malaysia, U.A.E., Maldives, Mauritius, Morocco, New Zealand, Oman, U.K., Seychelles, Singapore, South Africa, Sri Lanka, Switzerland, Thailand and Turkey. It will contain some of the world's finest hotels and resorts specifically selected for discerning travellers.

And the new Dnata Holidays websites are being designed with on-line booking facilities for flights, accommodation, transfers, car hire and insurance.

Dnata Holidays is the leisure travel arm of Dnata Agencies. Its portfolio of travel products is available at the popular Holiday Lounge in the Dnata Travel Centre on Dubai's Sheikh Zayed Road, and also through the entire network of Dnata Travel shops throughout Dubai and the northern Emirates; other reputable travel agencies throughout the U.A.E.; and Dnata Travel outlets in Kuwait and Saudi Arabia.