In the fiercely competitive luxury hospitality industry, few establishments have carved out a more solid niche than Atlantis The Royal. Through savvy marketing, strong partnerships and an unwavering commitment to sustainability, Atlantis The Royal has distinguished itself as a pioneer in the luxury hospitality market.
– Vartik Sethi
In an intimate interaction with Travel Trade Journal, Kyp Charalambous, Sales Director at Atlantis The Royal, shares how Atlantis The Royal has not only navigated the complexities of the global market but also managed to establish a strong presence. In this article, we explore the key strategies that have propelled Atlantis The Royal to the forefront of luxury travel.
India’s main market
Charalambos explained that the key markets are in India’s major metros such as Mumbai, Delhi NCR and Ahmedabad, with rapid growth also in areas such as Chandigarh, Ludhiana, Jaipur and Pune. He attributes this rapid growth to the resort’s impressive presence and brand awareness through numerous communication platforms and social media channels. “Media and influencer outreach and continuous branding activities have been crucial to the success of our resort,” he asserted. Moreover, travel convenience and the emergence of new routes have significantly improved travel decisions and enhanced accessibility.
Atlantis The Royal’s typical clientele are families and couples with grown children. The trend of multi-generational travel, including grandparents, parents and grown children eager to share quality experiences, is gaining considerable traction among Indian travellers. The two properties, Atlantis The Palm and Atlantis The Royal, complement each other by offering different experiences. “Families who previously visited Atlantis The Palm when their children were small and enjoyed the adventurous activities and attractions can now choose Atlantis The Royal for a more luxurious and tranquil getaway,” said Charalambos.
Strategic Sales and Marketing Approach
Atlantis The Royal is well versed in various sales channels, including Global Distribution Systems (GDS) and travel agents. The sales staff, based in both Dubai and India, continually builds close working relationships with trade partners to ensure Atlantis has strong mind recall. “The travel industry is a key channel through which we can directly influence, strategize and collaborate to leverage long-term opportunities,” said Charalambouz.
Digital marketing is having a strong impact on their strategies, facilitating the reach of wider audiences and precise targeting of specific demographics. Digital platforms allow them to directly interact with counterparts and end consumers, providing valuable feedback on their services. Charalambous says, “A data-driven approach helps understand customer behavior and preferences, and streamlines marketing strategies.” Online travel agencies (OTAs) are also essential within the travel ecosystem as they offer convenience, choice, competitive pricing, and comprehensive support.
Participation in trade events provides Atlantis The Royal with a competitive advantage by strengthening its market position and facilitating business growth. These events play a key role in fostering relationships with industry partners, paving the way for collaborations and outreach activities that are beneficial to the company. Charalambous emphasized that “beyond networking, trade events can build relationships with industry partners, opening the door to partnerships, collaborations and outreach activities that will benefit the business in the long run.”
Seasonal changes and travel mix
Atlantis The Royal experiences notable spikes during major Indian holidays such as Holi, Easter, Eid and Diwali. During slow periods, the hotel carefully adjusts pricing while maintaining excellent service and ensuring customer satisfaction. “Understanding seasonal fluctuations helps us manage our resources effectively and continue to provide the best possible service,” says Charalambos.
Atlantis The Royal caters primarily to leisure travelers – couples, friends and families – who make up around 95% of its clientele. It also hosts social events, weddings and corporate events, striking a harmonious balance to effectively serve all demographics. Charalambos highlighted, “We cater for weddings with up to 500 guests, ensuring that each celebration receives the necessary attention and facilities.”
Partnerships and collaborations
Collaboration with travel agents and tour operators is an integral part of Atlantis The Royal’s strategy. The company works with them to develop an integrated marketing strategy each year. Charalambous emphasized that “The Atlantis Resorts – Global Booking Rewards Program is designed to thank our trusted partners for their continued patronage in choosing Atlantis as their resort destination.” The program offers great rewards for travel partners to sign up and make the most of the benefits.
High-profile partnerships with renowned brands such as Dolce & Gabbana, Louis Vuitton, Valentino and Graff have contributed greatly to Atlantis The Royal’s efforts to enhance the guest experience. Collaborations with world-renowned culinary icons such as Gaston Acurio, José Andrés and Nobuyuki Matsuhisa have further added to the bouquet of luxury experiences. Charalambos stated, “These successful brand partnerships have enhanced overall brand equity by creating positive associations and memorable experiences for our guests.” A spectacular performance by global icon Beyoncé in February 2023 supported their brand positioning and left a lasting impression on Atlantis The Royal’s global audience.
Future prospects and developments
Atlantis The Royal envisions partnerships with several global luminaries, including the renowned CARBONE restaurant, scheduled to open in the first quarter of 2025. “We will continue to offer our guests the best collection of world-class restaurants and iconic dining experiences in one destination,” Charalambos said.
Emerging trends such as personalized experiences, sustainability initiatives and seamless technology integration are becoming increasingly prevalent in the luxury travel market. Atlantis The Royal strategically embraces these changes and strives to ensure its offerings are luxurious yet environmentally conscious. Charalambos added, “By leveraging advanced technology, we aim to provide seamless and personalized guest interactions to further enhance our reputation as a leader in luxury hospitality.”
Travel Industry Trends
Indian guests have been an integral part of Atlantis Dubai and have contributed significantly to a range of offerings over the past 15 years. Atlantis The Royal has maintained a consistent presence in the Indian market, focusing on both top tier cities and emerging niches. Charalambouz commented, “We are collaborating with the Dubai Department of Economy and Tourism (DET) to sustain their long-term interest in Dubai. This collaboration will include various campaigns aimed at perpetuating and increasing Indian travellers’ interest in Dubai.”
