Sales vice-president Kyp Charalambous tells Samantha Mayling the UK trade is a crucial part of the group’s strategy
UK agents have been described as a “crucial” part of Atlantis, The Palm’s sales strategy, as the upmarket Dubai resort taps into growth opportunities in the British holiday market.
The ocean-themed resort features the biggest waterpark in the world and offers 1,544 rooms and suites across 22 storeys.
Kyp Charalambous, sales vice-president for parent company Atlantis Dubai, said the UK market is “performing well”, adding: “With nearly 15,000 room nights so far this year, we aim to increase revenue from the UK by 8% compared to 2024.
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“Last year, the UK market accounted for 24% of wholesale revenue, marking a 3% increase from 2023. Our goal for 2025 is to maintain this momentum and achieve an additional 3% growth.”
Furthermore, 50% of UK business came from trade partners last year.
Charalambous said agents are “crucial for enhancing brand visibility and securing more bookings”, adding: “They understand the preferences and expectations of British travellers, which helps to tailor recommendations and increase bookings.
“Our strong partnership with UK agents fosters long-term relationships, encouraging repeat business, especially in a market where many consumers prefer booking through agencies.”
He continued: “We’ve seen more UK families opting for ‘kidcations’ – holidays centred around experiences for children – and our extensive kids’ programming caters to this trend.
“There is also a rise in multigenerational family trips and Atlantis, The Palm appeals to these with its variety of accommodation and activities for different age groups.
“Families are opting for longer stays and are increasingly choosing all-inclusive or full-board packages.”
On average, guests stay between five to seven nights, though more visitors are now extending their stays.
Twin-centre breaks
Many families pair their stay with other UAE destinations such as Abu Dhabi or Ras Al Khaimah, while others stop over in Dubai as part of a larger itinerary spanning destinations such as the Maldives or Mauritius.
“Dubai’s excellent connectivity makes it an ideal hub for multi-centre holidays,” added Charalambous.
Nevertheless, the resort has not been immune from the cost-of-living concerns in the UK.
“We’ve seen a slight impact on bookings. However, Atlantis, The Palm has several strategies to attract UK travellers, indicating a proactive approach to potential economic challenges,” said Charalambous.
“We have launched special offers and promotions such as the ‘Stay 5, Pay 4 on Extraordinary Experiences package’ with full-board meal plan and added benefits and activities worth AED 3,500 [about £750] per stay.
“Atlantis, The Palm is maintaining competitive pricing to appeal to a broad range of travellers without impacting the service. These efforts remain an attractive option for UK families, even amid economic uncertainties.”
Atlantis, The Palm also offers a global booking rewards programme to incentivise agents. It allows agents to earn points for each completed reservation, which can be redeemed as an Amazon voucher or a stay at Atlantis, The Palm.
Fam trips and educational stays help boost agent knowledge, as do tailored training sessions for agents and exclusive incentives via the Online Travel Training platform.
And there are plenty of sales opportunities thanks to partnerships with leading operators and airlines.
“Dubai is extremely well-connected to the UK, with multiple daily flights from London, Manchester, Birmingham and other key cities via Emirates, British Airways and other carriers,” added Charalambous.
He was also keen to dispel a myth that Atlantis, The Palm is only for families or thrill-seekers.
“We offer a diverse range of experiences, from serene adult-only areas and Michelin-starred dining to luxurious spa treatments and private beach escapes,” he said.
“Another misconception is that we’re exclusively ultra-luxury, but we have a variety of accommodation and packages to suit different budgets.”
Family preferences
Families tend to book between four months and a year in advance, particularly for peak seasons such as school holidays and Easter, he noted.
“The best time to visit depends on preferences,” added Charalambous.
“Winter (November to April) offers perfect weather, while summer (June to August) comes with great deals and indoor entertainment options.”
He highlighted how the resort “continuously” upgrades facilities, offers new attractions and introduces seasonal experiences “to keep Atlantis fresh and exciting for repeat and first‑time visitors”.
Atlantis Explorers Club, which can cater for up to 400 children, has been redesigned. Those aged up to three can use the Little Explorers soft play area, with a new parent-supervised play area. In all, there are 10 specialised areas, offering activities such as culinary workshops, a mini village, reading nook, gaming and arts and crafts.
Another recent development saw Swedish chef Björn Frantzén make his Middle East debut with the opening of Studio Frantzén, a modern European bistro, and FZN by Björn Frantzén – sibling to the three-Michelin-starred Frantzén in Stockholm and Zén in Singapore.
Selling tips
Asked about selling tips for UK agents, Charalambous advised: “They can emphasise unique family experiences – such as Aquaventure World, the Lost Chambers Aquarium and marine mammal activities – and customise packages to cater to different family sizes and ages.
“Atlantis Explorers Club is perfect for younger kids, while The Zone caters to teens with gaming, music and social spaces.
“Family suites or interconnecting rooms ensure families have space and privacy, and agents can highlight the dining flexibility and Atlantis Dubai as a culinary destination.”
The resort also caters for children with special needs, he continued.
Accessible rooms have features such as wider doorways, roll-in showers and grab bars, while services include wheelchair rental, accessible transportation arrangements and assistance with navigating the resort.
Staff are trained to help guests with special requirements and Atlantis Dubai has earned the Certified Autism Center (CAC) designation from the International Board of Credentialing and Continuing Education Standards.
Charalambous was also keen to highlight the resort’s sustainability initiatives, describing them as “of utmost importance”.
“Sustainability is something which our guests and agents often want to learn more about,” he said, noting how Atlantis Dubai – which comprises Atlantis, The Palm and Atlantis The Royal – has an on-site water bottling plant, food waste reduction technology in all buffet restaurants and 2,178 rooftop solar panels.
Additionally, the resort runs the Atlantis Atlas Project, which was launched to “do business in ways that are good for people and the planet”.
The ‘Atlantis Atlas Project 1 USD’ initiative has raised $386,000 since its inception in 2021. In the 12 months to May 2024, for every marine animal experience that a guest participated in, Atlantis Dubai contributed $1, resulting in a $126,000 fund, which supports ocean and environmental projects. Charalambous said the fund this year will continue to support six organisations from previous years, as well as two new organisations.
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