Have you seen an increase in activity as a result of the Arab Spring?

SCOTT BUTCHER Even though it was often a tragic series of events fueling the surge, the Arab Spring has been good for business in Dubai. When I first started working here, I was surprised by just how strong the local market could be with respect to Saudi Arabia and the GCC overall. It is still a growth market, and we have put in significant efforts to attract business through agents, representatives, and sales offices. Overall, we have been growing tremendously, due no doubt to the fact that we are new here. Our occupancy rates continue to rise in Saudi Arabia and the GCC. In terms of other markets, China is emerging strongly, and the CIS market is also on the up, though it takes a long time to develop. The CIS is now 10th in our geographic ranking as a source of business. We are working hard in that market because there are also many CIS visitors who come to Dubai for the climate, the beach, and the shopping, for example. We attend trade shows in Moscow every year in order to tap into the market as much as we can.

Opened in 2012, the Auris Plaza is the first five-star hotel in the Auris chain. How has it been received so far?

HATEM GASMI It has been challenging. However, keep in mind that in Dubai standards are set by the Dubai Department of Tourism and Commerce Marketing (DTCM). We comply with the regulator and our own set of standards. It is not difficult if you are committed, and want to be part of the five-star hotel family. As long as we dedicate ourselves to the idea, believe in our work, and maintain that level of commitment, we will succeed. At times it is not easy; however, we are here to overcome challenges as a management company and as a brand. The government is there to coach the hotels. We are happy to have a five-star hotel because of its ideal location next to Mall of the Emirates in al-Barsha, between Deira and Jebel Ali. The hotel caters to all types of clients. Although we haven’t been in operation for a full year, people have already noticed how well we are doing. Dubai does receive seasonal visitors, but there are also people who come all year round. We adjust our rates in light of the competition, which is good for any business. It is unwise to have a flat rate, because even the weather has seasonality, and businesses should as well.

What defining characteristics can you say about the GCC countries compared to other markets such as China?

SB With the Chinese market, business is all about distribution channels and agents. People generally don’t know so much about the hotel, and they basically do everything through an agent. Also in China, people are very conscious of how much they are spending. This is not the case with the GCC market, as much of the time they arrive through agencies. We adjust our business accordingly with the Chinese market through destination management companies (DMCs), for example. We have a sales office in Hong Kong, and will also be participating in the trade show in Shanghai.

What impact do Russian tourists have on your operations here?

HG All our guests are important to us, and we are happy to be well known in the Russian market. However, we are also successful in other markets. It goes without saying that the GCC is also one of our feeder markets, and we are also very proud to receive guests from South America, and to cooperate with all other Dubai destination players to open new markets.