The Strategic Domination of Atlantis The Royal in the Luxury Hospitality Segment

In the fiercely competitive realm of luxury hospitality, few establishments manage to carve out a niche as indelibly as Atlantis The Royal. Through astute marketing, robust partnerships, and a steadfast commitment to sustainability, Atlantis The Royal has distinguished itself as a vanguard in the luxury hospitality market.

– Vartik Sethi

In a close interaction with Travel Trade Journal, Kyp Charalambous, Director of Sales, Atlantis The Royal, opens up about how Atlantis The Royal has not only cruised through the complexities of the global market but has also excelled in establishing a formidable presence. This article explores the key strategies that have propelled Atlantis The Royal to the forefront of luxury travel.

Primary Markets in India

Charalambous elucidated that their primary markets encompass major Indian metropolises such as Mumbai, Delhi NCR, and Ahmedabad, complemented by rapid growth in regions like Chandigarh, Ludhiana, Jaipur, and Pune. He attributed this expansive growth to the resort’s impressive presence and brand visibility across a plethora of communication platforms and social media channels. “Our media and influencer outreach, coupled with continuous branding efforts, have been vital for our success,” he asserted. Moreover, the facilitation of travel and the advent of new routes significantly enhanced travel decisions, strengthening accessibility.

The archetypal clientele at Atlantis The Royal comprises families with mature offspring and couples. The trend of multi-generational travel has gained considerable traction among Indian travellers, encompassing grandparents, parents, and grown-up children yearning for shared high-calibre experiences. The two properties – Atlantis The Palm and Atlantis The Royal, complement each other in offering a variety of experiences. Charalambous shared, “Families that previously visited Atlantis The Palm, where the children were younger and enjoyed the adventure-filled activities and attractions, may now choose Atlantis The Royal for a more indulgent and serene getaway.”

Strategic Sales and Marketing Approach

Atlantis The Royal is well-versed in a diverse array of sales channels, including Global Distribution Systems (GDS) and travel agents. The sales cadre, stationed in both Dubai and India, has been continuously cultivating close alliances with trade partners to ensure Atlantis has a strong mind recall. “The travel trade is a key channel that we can directly influence, strategise, and collaborate with to capitalise on long-term opportunities,” said Charalambous.

Digital marketing has exerted a strong influence on their stratagem, facilitating the reach to wider audiences and the precise targeting of specific demographics. Digital platforms allow for direct interactions with trade partners and end-consumers, affording invaluable feedback for their services. Charalambous noted, “The data-driven approach helps us understand customer behaviour and preferences, streamlining our marketing strategies.” Online Travel Agencies (OTAs) are also indispensable, offering convenience, choice, competitive pricing, and comprehensive support within the travel ecosystem.

Participation in trade events endows Atlantis The Royal with a competitive advantage by fortifying its market position and catalysing business growth. These events are instrumental in fostering relationships with industry partners, thereby unlocking avenues for collaborations and advocacy efforts beneficial to the enterprise. Charalambous highlighted, “Beyond networking, trade events allow us to build relationships with industry partners, which can open doors to partnerships, collaborations, and advocacy efforts that benefit the business in the long run.”

Seasonal Fluctuations and Travel Composition

Atlantis The Royal experiences pronounced spikes during major Indian holidays such as Holi, Easter, Eid, and Diwali. During quieter shoulder seasons, they adeptly adjust pricing while upholding exceptional service to ensure continued customer satisfaction. Charalambous stated, “Understanding the seasonal fluctuations helps us manage our resources effectively and continue to provide top-notch service.”

Atlantis The Royal predominantly caters to leisure travellers, including couples, friends, and families, who constitute approximately 95 per cent of its clientele. It also hosts social events, weddings, and corporate events, striking a harmonious balance to effectively serve all segments. Charalambous highlighted, “We accommodate weddings with up to 500 guests, ensuring each celebration receives the attention and facilities they require.”

Partnerships and Collaborations

Collaboration with travel agents and tour operators is integral to Atlantis The Royal’s strategy. Annually, they devise integrated marketing strategies with them. Charalambous underscored, “The Atlantis Resorts – Global Booking Rewards Programme is designed to show gratitude to our trusted partners for their continued loyalty in choosing Atlantis as their preferred resort destination.” The programme proffers substantial rewards, incentivising travel partners to enrol and optimise their benefits.

Prominent partnerships with illustrious brands such as Dolce & Gabbana, Louis Vuitton, Valentino, and Graff have significantly contributed to Atlantis The Royal’s efforts in enhancing the guest experience. Collaborations with globally renowned culinary icons like Gastón Acurio, José Andrés, and Nobu Matsuhisa further add to their bouquet of luxury experiences. Charalambous remarked, “These successful brand partnerships have enhanced overall brand equity by creating positive associations and memorable experiences for our guests.” The grand performance by the global icon Beyoncé in February 2023 underpinned 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 esteemed restaurant CARBONE, slated to debut in Q1 2025. Charalambous shared, “We continue to present our guests with the greatest collection of world-class restaurants and iconic dining experiences in one destination.”

In the luxury travel market, emergent trends such as personalised experiences, sustainability initiatives, and seamless technological integration have become increasingly prevalent. Atlantis The Royal has strategically poised itself to embrace these transformations, ensuring their offerings remain both luxurious and environmentally responsible. Charalambous added, “By leveraging advanced technology, we aim to provide seamless and personalised guest interactions, further enhancing our reputation as a leader in luxury hospitality.”

Trends in Travel Trade

Indian guests have been indispensable to Atlantis Dubai, contributing significantly to a myriad of offerings for the past 15 years. Atlantis The Royal maintains a consistent presence in the Indian market, focusing on both tier-one cities and emerging niches. Charalambous commented, “We collaborate with the Department of Economy and Tourism in Dubai (DET) to sustain long-term interest in Dubai.” The collaboration entails various campaigns aimed at perpetuating and augmenting the interest of Indian travellers in Dubai.