Hotel Industry in the Middle East: Trends, Policies and Prospects
Executive Summary
The Hotel industry in the Middle East is growing in a rapid phase. The Hotel industry is considered as one of the fastest growing and income-generating industries in some countries in the Middle East. There are different factors that led to this growth. The growth of the hotel industry is primarily caused by the thriving tourism in the region. More and more countries are also opening their economies and the governments are implementing new policies. This paper aims to analyze the hotel industry as a whole - the life cycle stage of the industry and the various factors that affect its growth. The paper will also present an in-depth analysis and study of some major hotels in the region.
This report summarizes the current situation of the hotel industry in the Middle East. The report aims to discuss the different strategies that hotels in the Middle East are employing as well as the innovation and the market structure of each hotels and how these affects the hotels’ positions in the market. Three hotels have been selected. These are Ritz-Carlton in Doha, Qatar, The Al Bustan Palace in Oman and The Banyan Tree Desert Spa and Resort Al Areen in Bahrain. These hotels are operating under International Hotel Chains. Ritz-Carlton is managed by Ritz-Carlton Hotel Company. Albustan Palace is managed by the Intercontinental Hotel Groups while Banyan Tree Al Areen operates under Banyan Hotels and Resorts Group. A hotel chain is a group of hotels that operate and function in different locations around the world. Hotel chains use franchising to penetrate markets quickly and to expand, particularly abroad. Their international reputation guarantees franchisees a ready-made market. In addition, franchisers often sell a management contact to provide the expertise to run the hotel. Support is provided regionally with advice from franchise service managers, face-to-face professional assistance in marketing and training in hotel operations (Jafari 2000).
Introduction
The tourism and hospitality industry in the Middle East has experienced a positive growth in the last years. The World Trade Organization (WTO) expects global tourism to triple in size by 2020, with the Middle East region poised for spectacular growth (Wells 2004). Figures from The World Travel Market Global Report 2004-2005, reveal that all regions of the world are benefiting from the growth of global tourism. The Middle East region experienced a rise of 3 per cent with growth levels of 24 per cent to total 23 million arrivals (Wells 2004).
Along with the growth of the tourism industry, the hospitality industry is also thriving. The United Arab Emirates (UAE), recorded a rise in revenue per available room (RevPar) due to the dynamism of Dubai. Saudi Arabia, the best perceived regional destination in terms of security, is seeing its hotel results remain on a growing trend. Religious tourism continues to flourish and the authorities are extending the pilgrimage periods towards the holy cities of Mecca and Medina (Wells 2004).
Research Method
Secondary Research
The researcher conducted a secondary research in order to gather information about the topic. The research conducted on the hotel industry in the Middle East and the other resource materials such as books, magazines, journal articles and internet resources were used to form the report. Using the said resources, the researcher was able to form an idea regarding the current state of the hotel industry in the Middle East as well as the future prospects of the industry. The researcher gathered information from the following resources:
Search Engines
The internet played a vital role in the research. The researcher used the internet to gather information about the hotel industry in the Middle East, the different hotels and the strategies that each chain group employs. The researcher made used of the following search engines wwww.google.com, www. msn.com and www.yahoo.com. Wikipedia, an online encyclopedia was also consulted.
Published Materials
The researcher also used a wide range of research materials. The materials used were books, journals, magazines and newspapers. These resources have helped the researcher in accomplishing the paper.
Group Discussion
In addition to the different resources that have been used, the researchers also conducted a brain storming in order to discuss the issues and developments in the hotel industry in the Middle East.
Hotel Industry in the Middle East
Life Cycle Stage
The hotel industry in the Middle East is one of the rapidly growing industry in the region today. The increasing market size, greater demand and more open political and economic policies have all contributed to the growth of the industry. However, we can say that the hotel industry in the Middle East, while rapidly growing, is still in the emerging stage of the life cycle. The hotel industry in the Middle East has experienced different changes such as technological innovations, emergence of new consumer needs, economic shifts and political and sociological changes. These changes has caused a ‘reformation’ of the industry that has been stagnant in the late 70s to mid 80s.
Market Structure
In order to analyze the current state of the hotel industry in the Middle East, it is important to discuss the market structure – the way businesses compete in a given market. The term market structure deals with the number of firms in an industry is. It is the way an industry is organized. The main feature used to separate one market structure from another is the degree of competition that exists is an industry (O’Connor and Faille 2000). There are four types of market structure. These are perfect competition, monopolistic competition, oligopoly and monopoly. Perfect competition is a model market structure in which thousands of firms, acting independently, produce an identical good to sell to consumers. Monopolistic competition is a type of market structure in which many firms produce differentiated products. Differentiated products are goods or services that are similar, but not identical. Oligopoly is a type of market structure in which a smaller number of firms produce most of the industry’s output. Monopoly is a type of market structure in which one firm produces virtually all the industry’s output (O’Connor and Faille 2000).
Porter 5 Forces Model
The industry mapping process, developed by Michael Porter is also referred to as Porter 5 Forces Model. This model is used to analyze the competitive environment in which the organization operates. It aids in the identification of the strength of the competitive forces that affect the industry. Porter’s 5 Forces Model identifies five industry forces that directly influence an organization. These forces are:
1. Competition among existing firms – this is the natural competitive rivalry, which exists between the various business operating within the industry market place.
2. Threat of new entrants – this is the potential likelihood of, and ease of, entry for new firm into the market.
3. Threat of substitute products or services – this is where a product or service, perhaps produced through a different technology, enters the market.
4. Bargaining power of suppliers – this examines the relationship between businesses in the industry and the suppliers to those businesses. Where the suppliers have a unique or restricted availability product they can exert a strong influence over process and conditions of supply, therefore potentially putting pressures on the businesses purchasing their product/services.
5. Bargaining power of buyers – this examines the relationship between businesses in the industry and the customers of those businesses. The purpose is to identify the relative strength of the business in the customer relationship (Elkin 1998).
Hotels in the Middle East
Ritz-Carlton Hotel Company
The Ritz-Carlton Hotel Company is one of the world’s leading hospitality organizations. The company has received numerous awards particularly in service excellence. The company currently manages more than 60 hotels and resorts worldwide. The Ritz-Carlton brand is famous for its legendary service and its ability to make an exceptional experience for guests in different parts of the world (Marriot International Annual Report 2005).
Strategies
The Ritz-Carlton Hotel Company is committed to service excellence. The company owns luxury different luxury hotels in different parts of the world, all of which received superior ratings from the major travel guides. The company has won the Malcolm Baldrige National Quality Award in 1992 and 1999 in the service category (Baldrige National Qulaity Program 2000). The company aims to the best provider of hospitality products and services in the world. The company employs strategies that will enhance its organizational process. In order to maintain the quality of service and hospitality products the company established a standard that must be adhered to by all its hotels around the word. The company has a rigorous training and development programs for all its employees, most especially for new employees. The company also focuses on the customers. The company has instituted a customer customization strategy in order to keep track of the developments in the customers’ decision-making process, attitudes and behaviors. The customization strategy uses data-gathering through different information technology.
Quality
Ritz-Carlton Doha is committed to offering quality service to its guests. Ritz-Carlton Doha is managed by Ritz-Carlton Hotel Company. The Ritz-Carlton Hotel Company has a wide portfolio of hotels catering to different consumers. Quality of service, facilities, and technologies are the main focus of the company. Ritz-Carlton Hotel Company is one of the world’s most renowned deluxe hotel groups.
Innovation
Ritz-Carlton is renowned for revolutionizing the hospitality industry. It was among the first hotels to create luxury in a hotel setting. Ritz-Carlton was among the first to put private bath in each guest room. The hotel also introduced innovation by using lighter fabrics in the guest room to allow for more thorough washing. The hotel was also the first to use fresh flowers throughout the public areas and one of the pioneers of a la carte dining (Ritz-Carlton History 2008).
Ritz Carlton Doha (Qatar)
Ritz Carlton Doha is among the luxurious hotels in the Middle East. The hotel boasts its grand and elegant designs with a touch of traditional Arabian welcome. The hotel is situated on its own island resort overlooking the Arabian Gulf. The room designs combine elegance, opulence and comfort.
Porter 5 Forces Model
1. Competition among existing firms – the growing hotel industry in the Middle East presents a fierce competition among the existing firms in the region. Ritz Carlton faces competition among other hotels both locally and regionally. In the hotel industry gaining and maintaining customer loyalty is very hard. There are a lot of choices and a consumer can switch brands quickly. Moreover, every hotel offers enticing packages and promos making strong positioning harder for every hotel.
2. Threat of new entrants – The fierce competition among existing hotels is further intensified by the entrance of new players. Joint ventures, mergers and collaborations are common. Many small hotels are joining bigger hotels to become stronger and bigger. Doha is a growing market. There are new hotels that are opening in Doha. However, Ritz-Carlton is still expected to retain its number one spot.
3. Threat of substitute products or services – many facilities, services and technologies are being introduced. There are also different themed hotels that are entering the market. One example is the birth of the boutique hotels in the Middle East. The number of boutique hotels are rising and it is expected that this type of hotels will attract many customers in the future. In order to keep pace and to remain competitive, the hotel makes it a point that they have the best when it comes to facilities and technologies. The hotel also develops its services in order to satisfy the varied and changing customer needs and wants.
4. Bargaining power of suppliers – the hotel was able to develop a strong relationship with its suppliers. The hotel collaborates with different suppliers.
5. Bargaining power of buyers – the guests are offered with a wide selection of rooms and services. There are different services and amenities in the hotel to choose from.
InterContinental Hotels Group
InterContinental Hotels Group is a multinational company that owns and manages different hotel brands around the world. The group primarily manages hotels owned by other parties. The group also franchises the InterContinental brand. Through franchising, the group sells its expertise in areas such as hotel management, marketing and promotion. Included in the InterContinental portfolio are Holliday Inn, Crowne Plaza and Hotel Indigo.
Strategies
One of the group’s strategies is to build a strong brand. Differentiation is accomplished by building a strong brand that creates brand equity. Brand equity produces value to the customer. Brand equity causes brand loyalty among customers. The hotel has been in the business for a long time. The hotel was able to develop a strong brand that serves as one of its competitive advantages. Because of the strong brand, the hotel is able to keep its customers. The service providers – all the staff are trained in order to maintain the quality of service. InterContinental Hotels Group obliges every staff to adhere to the standards in service, product quality, design, construction and operation. The management ensures that opportunities for training, development and continuous learning is available for everyone.
Quality
To ensure quality, the management and staff pay close attention to details. The hotel offers comfort, style and a pleasant and relaxing environment for the guests. One of the things that the guests love about Al Bustan is the excellent service rendered by every employee.
Innovation
The Al Bustan is the first five star hotel in Oman and one of the first in the region. The hotel features spectacular blend of Islamic architecture and contemporary state of the art technology. The hotel offers Arabic-inspired rooms. Al Bustan is part of the broad hotel portfolio of the InterContinental Hotels Group. InterContinental Hotels Group is the second largest hotel chain in the world. It owns famous and respected hotel brands such as InterContinental, Crowne Plaza and Holiday Inn. InterContinental Hotels Group is one of the innovators in the hotel industry. It was the first to offer the customers with online reservations. The hotel has a long line of innovations in the hotel industry. Among these was the introduction of loyalty programs. InterContinental also introduced online travel bookings. The group was also the first to offer fully functional websites in seven languages (www.hospitalitynet.org). The hotel was first to use the power of the Internet to reach its customers and guests. This strategy has been successful. InterContinental is now among the biggest hotel groups and the world and one of the most diverse in terms of hotel brands.
Today, the group is among the industry leader in terms of innovative technologies. The group’s website is considered to be the most functional. It is among the most visited hotel sites. The hotel builds alliances with several groups in the travel industry. The reservations system, the industry’s first is also the most technologically advanced today. In addition, the Guest Satisfaction Tracking System helps the group to constantly innovate and develop its services based on the needs and wants of the guests (www.ichotelsgroup.com).
Al Bustan Palace – Oman
The Al Bustan Palace Intercontinental Muscat hotel is dubbed as one of the finest hotel in the world. It opened in 1985; it is identified as the Jewel of the Oman Sultanate (www.destoman.com). The amenities and activities offered by the ‘palatial hotel’ are its private beach, outdoor swimming pool, gym, windsurfing, kayaking, scuba diving, sailing, tennis and mini-golf. The hotel offer traditional amenities and services. Unlike many new hotels in the Middle East, the Al-Bustan Palace Hotel is traditional and conventional.
Porter’s Five Forces
1. Competition among existing firms – Al Bustan is one of the pioneer deluxe hotels in the Middle East. The hotel has gone through different developments and restructuring, the latest being its renovation that was completed in 2001. The hotel is faced with stiff competition from other hotels. The increasing number of innovative high-end hotels that offer virtually the same services and amenities as Al Bustan is a serious threat. Keeping customers is now difficult.
2. Threat of new entrants – new entrants also pose serious threats to one of the regions oldest hotels. New entrants are having difficulties penetrating the Middle Eastern market. However, large hotel groups such as Hilton, Ritz Carlton and Hyatt are venturing in new businesses and opening new hotels and lodges in the region.
3. Threat of substitute products or services – rival hotel groups always make it a point to offer new services and products in order to maintain their strong status in the region. New hotel and service concepts are increasing.
4. Bargaining power of suppliers – the hotel was able to develop a strong relationship with its suppliers. The hotel collaborates with different suppliers.
5. Bargaining power of buyers – the guests are offered with a wide selection of rooms and services. There are different services and amenities in the hotel to choose from.
Banyan Hotels and Resorts Group
Banyan Hotels and Resorts is famous for its innovative luxury resorts and spas. Banyan Hotels and Resorts offer unique services, amenities and facilities. The theme is different from other hotels in the region. The group positions itself as a sanctuary for romance and intimacy. The group offers luxurious villas and distinctive native settings that create memorable holiday experiences for the guests. The service staff are well-trained in serving the guests. The hotel offers personalized service, making every service encounter memorable.
Strategies
Effective branding and positioning have been useful to the hotel and resort group. Banyan Tree aims to position itself as the prime destination for relaxation, well-being and romance. The group offers a brand promise of romance and intimacy to couples. The group develops a strong position in the market trough its active promotional and marketing activities. This is done by implementing direct marketing. The group aims to attract wealthy guests. The advertisements were primarily placed on high-end travel magazines targeting wealthy consumers. The brand reputation is also enhanced by the numerous awards and excellent reviews.
Innovation
The concept of boutique hotel is quite innovative in the Middle East. One of the innovations of the hotel is the personalized services. Guests are served in such a way that appeal to senses. The service experience is different from other leading hotels in the region. The group was also the first to introduce to concept of tropical spas and Asian therapeutic massages. The overall service experience at Banyan Tree can be considered as innovative. Banyan Tree All Areen’s main advantage is the innovative concept, theme and services that it offers.
Banyan Tree Desert Spa and Resort Al Areen – Bahrain
The Banyan Tree Desert Spa and Resort (Banyan Tree Al Areen) is the first Middle East property of the world renowned Banyan Tree Hotels and Resorts. The Banyan Tree Desert Spa and Resort, found in the Kingdom of Bahrain is one of the most luxurious and expensive spa resorts in the world. The Boutique hotel boasts its 78 lush Villas; 56 single-bedroom Desert Poll Villas and a 22 two-bedroom Royal Pool Villas. Banyan Tree Al Areen offers deluxe amenities such as international restaurants, fitness and wellness center, tennis courts, squash court and gyms. The boutique hotel also houses a library with a wide selection of reading materials (www.gourmetnetwork.de).
The opening of the Banyan Tree Al Areen in Bahrain marks the Bahraini government’s aim to increase the tourism income to double. The government’s strategy is to build Bahrain’s reputation as the ‘boutique’ destination in the Middle East (Global Future and Foresight 2007).
Porter’s Five Forces
1. Competition among existing firms – Banyan Tree is an established hotel group. However, the Banyan Tree boutique hotel concept is quite new in the Middle East region. The existing hotels in the region are a big threat to Banyan Al Areen.
2. Threat of new entrants – the boutique hotel concept is increasing in terms of number in the Middle East. Several hotel groups are now venturing in the boutique hotel concept. There is an expected rise in number of boutique hotels in the coming years.
3. Threat of substitute products or services – the boutique hotel concept is threatened by medical spas that are also growing in the region. Moreover, more and more hotel groups are aiming to offer similar services offered by the Banyan Tree group.
4. Bargaining power of suppliers – there is no known threat in the relationship of Banyan Tree with its suppliers.
5. Bargaining power of buyers – Banyan Tree primarily caters to wealthy couples. The hotel is aiming to increase Banyan Tree brand recognition among this market group.
Factors and Policies that Affect the Industry
Developments of International Airports
Almost every country in the Middle East is aiming to improve their air travel. The governments of the Middle East have set aside more than 40 billion dollars of funds for airport development. The established airlines remain competitive and new ones are starting to make their presence felt. Emirates continue to soar with its newly constructed terminal at Dubai Airport. Gulf Air is developing a two-hub strategy. Qatar Airways is set to open what it claims is the world’s first dedicated business class terminal at Doha Airport (Wells 2007).
Developing Partnerships with Other Countries
Every government in the Gulf recognizes the rapid expansion of the Chinese and Indian economies. Countries such as Bangladesh, the Philippines and Vietnam are expected to be among the top 20 economies by 2050. These developments are opening new opportunities for the Arab countries. The Gulf governments are starting to develop trading relationships, new opportunities and new target markets for inbound visitors and investors (Global Future and Foresight 2007).
Increased Government Support
Arab countries are seeing the benefits and potentials of an active investment in the tourism industry. The Arab governments are making determined efforts to make the Middle East tourism and hospitality competitive. The governments are seeking to attract visitors through product development, enhanced funds and vigorous marketing and promotional activities. The governments in the Middle East are creating programs in investment and development in order to increase capacity, improve infrastructures and grow tourist numbers and revenues (Global Futures and Foresight 2007). The Bahraini governments is developing projects in order to enhance the image of Bahrain among tourists and investors. The government of Oman remains committed to tourism development and continues to fund different programs to enliven the industry. The government of Qatar is promoting the country as a leading meeting and incentive destination. The government has taken active promotional and marketing activities in order to attract tourists and investors. The government of Saudi Arabia continues to push tourism projects that will enhance tourists destinations such as Mecca and Madinah. The government aims to attract foreign tourists by relaxing its visa regulations (Younes and Forster 2004).
Policies on Foreign Investment
The Kuwaiti government is offering a ten-year tax exemption to foreign investors in order to encourage investments (Younes and Forster 2004). The government of Qatar on the other hand is planning to allow international investors to obtain a full equity in various industries such as health, education and tourism (Younes and Forster 2004). Many countries in the Middle East are making advancements in liberalizing foreign investment regulations. Further liberalization is expected due to the worldwide processes of globalization and integration as well as requirements that might be imposed by the World Trade Organization (WTO).
Economic Reforms
To boost the level of business activity in Doha, the government of Qatar plans to develop an economic free zone in the said city. As part of Saudi Arabia’s program to diversify the economy, the government is promoting religious tourism. The government is relaxing its rules on religious tourism and allowing pilgrim visas to be issued for seven-and-a-half months of the year. United Arab Emirates, particularly Dubai continues to have the most diversified and open economy in the Middle East. The government of UAE continues to invest on the tourism industry (Global Futures and Foresight 2007).
Prospects of the Industry
The tourism industry in the Middle East is expected to experience continuous growth in the next five years or so. The industry will continue to flourish and the competition will start to get more intense as more and more hotels, especially deluxe, are opening.
In the following years, we can see majority of hotel developments will still focus on deluxe hotels. The Banyan Tree Al Areen is expected, with government support and backing, to attract considerable numbers of health tourist market. However, Banyan Tree Al Areen, like many boutique hotels face different challenges. In the Middle East, we see different deluxe hotels being developed. Boutique hotels run the risk of being not able to keep with the ever-changing trends in the hotel industry. As what Vickers (2004) say ‘boutique hotels become victims of their own success’. What used to be trendy may no longer be so fashionable tomorrow. Boutique hotels are subject to changes in fashion and it is difficult to be fashionable over a period of time. The changing consumer demands, the rapid development of innovative technology and the intensifying competition in the Hotel Industry in the Middle East may have a negative impact on Banyan Tree Al Areen.
The opening up of the Arab economies has led to numerous foreign direct investment flows to the region. Many business organizations are setting up operations in the Middle East. Competition is becoming more intense. Along with the establishment of new deluxe hotels, is the introduction of innovative technologies, amenities and services. The increasing number of ‘high-tech’ hotels in the region is a threat for traditional hotels such as the Al Bustan Palace Intercontinental Muscat. The development of “Palatial” hotels in the region took away the differentiation value of the Al Bustan Palace. The Al Bustan Palace is threatened by new hotels that offer the same services, amenities and attractions with other added features such as the newly opened Emirates Palace in the United Arab Emirates.
I think that the Ritz-Carlton Doha, with its magnificent architecture and design, topped with innovative technology, services and amenities will remain competitive in the next five years. The Middle East continues to attract leisure tourists with a steady growth of business tourist numbers in the previous years. The business tourism is expected to grow in the following years. If the hotel can keep pace with the trends in the industry, it will remain a strong player in the market.
Conclusion
If the governments across the region continue to introduce innovative programs to ensure the competitiveness of the tourism industry, the hotel industry will continue to grow.
The tourism industry in the Middle East is experiencing tremendous growth. This has led to the development of the Hotel industry. Almost every nation in the Middle East is starting to realize the economic benefits brought about by global tourism. Along with the progress in politics, economy, technology, infrastructure and society is the advancement of the Hotel industry in the region. The region is now home to different deluxe hotels and resorts, offering wide array of attractions, amenities and services. The liberalization the Arabian economy brought about by globalization encouraged and attracted many foreign and local investors and businesses to set up businesses in the region. Now, the region is among the top earners in tourism. Many hotels are opening, various innovations are introduced, attractions are being developed. Governments are in constant search for programs and projects to increase their competitiveness and attractiveness. The hotels studied in this report are the Ritz-Carlton in Doha, Qatar, The Al Bustan Palace of Oman and the Banyan Tree Desert Spa and Resort of Bahrain. These hotels cater to different niche markets and have different strategies. Ritz-Carlton is considered as one of the region’s premiere hotels. The Al Bustan Palace is considered as one of the pioneering deluxe hotel in the region. It is identified as the Jewel of the Oman Sultanate and dubbed as the “Palatial” hotel. One of the newer hotel concepts that were introduced in the region is the boutique type of hotels. It is considered as one of the most luxurious and expensive spa resorts in the world. The boutique hotel attracts health and well-being enthusiasts. The intensification of competition among countries, states and hotel organizations pose a challenge for those that cannot keep pace. The hotel industry is proving to be a fast-changing industry as more and more innovations on technology, services and concepts are being introduced. Governments play a significant role in the progress of the hotel industry.
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