A face-to-face interview with Selim El Zyr, a professional hotelier and one of the driving forces behind Rotana Hotels who graduated from the prestigious L'Ecole Hôtelière de Lausanne in Switzerland and studied further at Cornell and Columbia Universities in the US with more than 35 years experience in the hospitality industry.

1. What percentage of your business is MICE and how has this grown over the past five years (figures would be good)

Dubai, Abu Dhabi, Sharm El Sheikh and recently Lebanon are the most popular destinations of corporate/MICE events for Rotana.

The MICE business is an increasing segment throughout Rotana properties and destinations in the Middle East. The approximate current percentage of MICE business is 8% in Abu Dhabi, 8% in Dubai, 9% in Lebanon and 11% in Egypt.

MICE Business relies not only on the property's offering but also on the destination itself. In Egypt, we are forecasting or in fact working on increasing the MICE business within the coming 2 years to 18%. Sharm El Sheikh is emerging as a conference paradise and our 5 star luxurious resorts, the Grand Rotana Resort & Spa boasts some of the most hi-tech modern facilities combined with the resort's exclusive services, making it the perfect place to host meetings providing both business acumen with rest and relaxation.

In Abu Dhabi, the increase will be very significant; up to 14% which is a growth of over 60%, and this is due to the initiatives taken by the Abu Dhabi Tourism Authority to promote the destination for MICE. Hosting important exhibitions such as GIBTM assists hugely in the overall tourism development taking place and plays a major role in nurturing further growth in this sector.

Rotana manages a leading property in Abu Dhabi; the Beach Rotana which is a city conference resort and indeed a great attraction to MICE, and just recently Park Rotana opened his door conveniently located on the outskirts of Abu Dhabi, next the exhibition centre ADNEC. In addition, Yas Island Rotana has been added to our portfolio of hotels for MICE back in October 2009 and is located in close proximity to the Abu Dhabi Airport, F1 Race Track, Marina and Links Golf Course.

In Dubai, Rotana has over 90 meeting / conference rooms with over 14,000.00 sqm2 of meeting space. This segment is increasing more so at this time due to the affordability and attractiveness of the destination, which is encouraging us to further focus on this segment. 

As for Lebanon, Rotana currently operates three properties in Beirut, the former ‘Pearl of the Middle East', Hazmieh Rotana, Gefinor Rotana and Raouché Arjaan by Rotana. Before the end of 2011, Rotana will operate its fourth property, Solidère Arjaan by Rotana, situated in the newly rebuilt historical city centre of Beirut. Lebanon has rebound and is again attracting the MICE business. From its souks to its palaces, it churches to its mosques, its mountains to it shores, Lebanon offers an unparalleled chance to glimpse a land between East and West, between Arab and European, between the past and the future.
 
2. Where has this growth come from?

Primarily local and regional, followed by the UK, Germany and the rest of Europe. We have been witnessing an increase in the number of inter regional meetings from Kuwait, Saudi Arabia to the United Arab Emirates and specifically to Abu Dhabi, Dubai and Fujairah.

3. What prospects are there for growth in your MICE business and what are you doing to develop those prospects?

Rotana offers a wide range of conference and banqueting facilities to suit every conference, meeting and incentive group. Many of the hotels have business centres and dedicated conference teams to help plan the perfect event.

Prices are certainly important but MICE Organizers look mainly at the whole "package" in terms of the destination and whether it's interesting and attractive so that participants can work and enjoy themselves at the same time. Standards and facilities are vital factors for both the participants and organizers. Customers are attracted and retained by the offer of a wide and increasing number of personal choices in terms of location, type, budget and style of property. Our employees are empowered and this is one of the most important values of our brand delivery.

This is of course a very important sector that we are focusing on through our outbound sales offices in Abu Dhabi, Dubai, Cairo, Kuwait, KSA, the UK and Germany, and the many road shows that we initiate in these countries. Furthermore and as mentioned earlier, MICE Business relies not only on the property's offering but also on the destination itself.

4. What do you hope to achieve by attending GIBTM?

We are very pleased with Abu Dhabi hosting an important exhibition such as GIBTM, which will hugely assist in developing the MICE tourism. We have always been very active with the promotion of our MICE properties all over the Middle East through our local and International sales offices and our participation at GIBTM have assisted us in further developing this sector and in the showcasing our products and offerings.

Taking into consideration the fact that Abu Dhabi is our home base, our participating in GIBTM comes as a support to Abu Dhabi's development and the Abu Dhabi's Tourism Authority's efforts in the promotion of Abu Dhabi. We hope to appeal to the MICE buyers and to promote Rotana properties and Abu Dhabi as a destination in the most adequate way.  

5. Who is your target market at GIBTM and why?

We are hoping to meet the right hosted buyers and of course generate promising leads.

6. How can travel agents work with you to maximize their MICE business/sales?

We provide the MICE Organisers with all the tools and selling points for each of our destinations and properties located within in order to facilitate the process. Furthermore, we tailor make packages to suit their specific requirements. Organizers prefer to deal with a team that is not only professional and experienced but with a team that cares. Our properties are geared to handle complex and demanding needs whist making the destination interesting enough.    

7. What agent incentives do you offer to stimulate them to book MICE business?

This is in line with the industry norms.

8. What is your advice for travel agents wishing to get more out of MICE/expand their MICE business?

Explore new and interesting destinations and work closer with the hotels to achieve the best results.

The Gulf Incentive, Business Travel & Meetings Exhibition is the dedicated international event for the business travel and meetings industry (otherwise known as MICE) in the Gulf and Middle East region. GIBTM offers an unrivalled opportunity for suppliers and buyers to meet, providing the perfect mix of business and pleasure.

March 29-31, 2010

www.gibtm.com