October was a busy month at The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), with several announcements made at the World Travel Market in London. Tourism partners from around the world gathered at the annual event, and DCT Abu Dhabi was pleased to have representatives on the ground to enable exciting developments that will make selling travel to Abu Dhabi easier and more enticing than ever. Here are some of the highlights:
Revamping Hotel Classifications
DCT Abu Dhabi is embarking on updating the Abu Dhabi Hotel Classification Manual. The project will reflect travel trends and deepen relationships with stakeholders by providing guidance on quality standards.The manual establishes clear standards in categories from housekeeping to soundproofing to safety, and is used to determine a hotel or resort’s star rating from one to five stars.
First produced in 2007, featuring mandatory minimum criteria and rating criteria, the manual was updated in 2018 to add a guest experience index, mystery shopping and product designators. The new edition is designed to build on this work and add further refinements, creating a global benchmark for hospitality excellence and guest experience.
The updated manual will have changes in three main areas. It will reflect current global best practices, expand category definitions to widen coverage to more hotels and resorts, and introduce accolades to recognise hotels that exceed expectations in specific areas.
Visitors, hotels and investors will all benefit from the update: visitors through elevated and more consistent hotel experiences, hotels through new opportunities to differentiate their offering via specialised classifications, and investors through streamlined infrastructure requirements that reinforce Abu Dhabi’s status as a premier destination.
Amadeus Partnership Continues
DCT Abu Dhabi announced the continuation and expansion of its successful partnership with Amadeus, a leading travel technology provider that powers the global travel and tourism industry.
This renewed collaboration through Amadeus Digital Media aims to significantly boost visitor numbers to Abu Dhabi, targeting over 60 percent growth through Amadeus’ platforms compared to the previous year. The new initiative will leverage cutting-edge AI-powered programmatic campaigns to target travellers who are actively seeking their next destination. A key focus is to engage new consumers who may not have previously considered Abu Dhabi as a travel destination, thereby expanding the emirate’s global appeal.
Qasr Al Watan, the newest cultural landmark in Abu Dhabi, has opened its doors to the public in an invitation to discover the legacy of knowledge and tradition that has shaped the journey of the nation, boosting cultural understanding of the United Arab Emirates. (Photo Credit: © Department of Culture and Tourism, Abu Dhabi)
Expanded Expedia Group Partnership
DCT Abu Dhabi and Expedia group signed an agreement to significantly expand the way they work together. The partnership will implement targeted consumer advertising campaigns and initiatives across 15 key source markets across Expedia Group brand sites and apps, including Expedia, Vrbo and Hotels.com. The partnership aims to significantly boost awareness and inspire global traveller interest in Abu Dhabi’s diverse and unique tourism offerings.
Building on the success of the Sunshine Pass campaign launched by DCT Abu Dhabi and Expedia earlier this year at Arabian Travel Market, this expanded collaboration will intensify promotional efforts, and further position Abu Dhabi as a premier year-round destination, encouraging deeper exploration of its rich cultural heritage, activities, and attractions.
WebBeds and DCT
In addition to the agreements with Amadeus and Expedia Group, DCT Abu Dhabi also met with WebBeds at WTM to renew their partnership. The agreement aims to empower travel trade professionals within WebBeds' network with enhanced knowledge and resources, enabling them to offer more informed and expertly guided travel experiences.
DCT Abu Dhabi will also develop and disseminate compelling content showcasing Abu Dhabi's diverse cultural and touristic offerings, including Al Ain Region and Al Dhafra Region, to raise awareness and drive bookings across WebBeds' extensive global distribution and travel agency networks.
“This partnership has been instrumental in delivering successful campaigns, from local activations to globally recognised initiatives, that showcase our unique cultural heritage and diverse attractions,” said HE Saleh Al Geziry, Director General of Tourism at DCT Abu Dhabi about the agreement. “The fourth renewal underscores our strong, shared commitment to driving sustained visitor growth and building a lasting tourism legacy for Abu Dhabi.”
Topics From This Article to Explore
