NICHE operator Dnata Travel has recruited two key UK management staff to strengthen its marketing activity and reinforce the company’s position as a Dubai travel specialist.
Behind the move is new sales and marketing manager Trudy Redfern, formerly director of sales and marketing at Gold Medal Travel, and general manager for UK and Ireland Cris Rees, ex-sales and marketing manager of Amathus Holidays.
Part of the Dubai-based Emirates Group, Dnata is already a household travel name in the Middle East.
But in the UK, Redfern and Rees have an uphill job to put Dnata on the map as the company has done very little marketing since it launched here more than three years ago – unlike its high-profile sister operation Emirates airline.
Redfern said: “My job is to enhance the trade distribution, especially targeting the independent sector. We want to gain racking access and we can do overbranded brochures for independent groups, as well as handle individual tailor-made requests.
“There may also be joint marketing opportunities.”
Education of Dubai as a major travel and holiday destination will play a big part in Dnata’s planned UK development. Accordingly, it aims to run a series of agent fam trips later this year in conjunction with Dubai ground handlers, hotel partners and Emirates airline.
“Agents need to be educated, as there is still the myth that Dubai is a dry state, that it has no culture and has little to offer the tourist,” said Redfern.
“Besides the duty-free shopping, water sports and golf, you can take a city tour and see Dubai’s modern palaces and mosques and its old wind towers, built to cool the houses. Dnata also offers desert safaris in four-wheel-drive vehicles and dinner in the dunes.”
For clients who want to explore the outlying areas of Dubai, Dnata features a range of day trips that include visits to traditional markets, as well as excursions to lesser-known states of the United Arab Emirates.
For example, a half-day city tour of Sharjah, with its restored old town, costs £17, while a full-day east coast tour takes in the desert and rugged Hajar Mountains and costs £35.
Dubai twinned with neighbouring Oman, to see the old walled city of the capital Muscat and the ancient forts in the Hajar Mountains, is another option.
Four nights in Dubai followed by three nights in Muscat cost around £685, including flights with Emirates, four-star hotel accommodation, breakfast and transfers.
As much as 90% of Dnata’s business – including business and leisure bookings – is tailor-made.
Sales executive leisure Nick Sheppard said: “If someone wants to add on any extras to their holiday, we can do it.
“For example, we can arrange to fly someone out business class and back economy, arrange a helicopter tour, and add on three nights in Sri Lanka or the Maldives if required.”
Dnata and Kuoni are the only operators with dedicated Dubai brochures on the market, although the destination is now in the worldwide brochures of the big players like British Airways Holidays.
Redfern said: “Dubai and the United Arab Emirates is where our strength and focus is. We hope to position ourselves as the number one operator.
“We can arrange not only flights and accommodation, but also meet-and-greet services at the airport, as well as organise visas. Being based there, we can easily sort out any problems that may arise.”
Dnata is promoting shopping breaks in Dubai next month to coincide with the government-sponsored shopping festival which runs from March 1-31.
Key incentives are the duty-free jewellery, gold and electrical items, which are priced far cheaper than goods in Europe.
During the festival, there will be additional substantial discounts on goods, as well as prizes and giveaways.
Dnata is offering a three-night break in March at a four-star hotel for £468 per person. The price is based on two people sharing.
The package includes flights with Emirates from Gatwick, return transfers and breakfast.
Agents will get further support soon when they will be able to access product information and make bookings on a new Web site.
After entering their ABTA number, consultants will be able to make hotel and flight reservations and tailor-make packages.
Redfern said: “We are in the final testing stages of Internet bookings and it will revolutionise the way packages are sold.
“Within the next few months we will launch an electronic brochure too.”
dnata travel uk
Dnata Travel UK: set up three years ago. Sister company to Dnata in Dubai and Emirates airline.
Brochures:25-page Dubai, The Emirates, Oman brochure; five-page leaflet on golf; flyer on the Dubai World Cup horse race; 26-page brochure on Sri Lanka and the Maldives; 20-page brochure on India and Nepal.
Reservations: tel: 020-7932 9900.
E-mail: dnata@btinternet.com.
Retail outlet: 27 Grosvenor Gardens, London SW1.
Sales and administration office: 43 Grosvenor Gardens, London SW1.
Commission: from 10%.
Reservations staff:15.
Owned by: Dnata/Emirates Group.
Sample product:three-night package at Dubai’s five-star Jumeirah Beach hotel in May costs £624 per person, including flights with Qatar Airways from Heathrow. The price also includes return transfers and breakfast but not visa.