Doha resort is an oasis of wellness

Banana Island Resort Doha by Anantara will highlight its latest products at the ATM, besides promoting the resort as the first in the Middle East to provide Anantara’s Balance Wellness concept.

'The ATM is a special opportunity to participate in an international exhibition and showcase our brand; therefore, we believe that our presence is going to help build and sustain relationships, and will provide us with a platform to promote the entire resort and our unique offering,' says cluster general manager Thomas Fehlbier.

'We will provide a detailed overview on the property and its facilities – from a wide range of dining options to sea sports in addition to our Balance Wellness Centre, a first for a resort in the Middle East, as well as other activities that appeal to the family. We will also focus on promoting the first and only over water villas in Qatar, which enhances our appeal and adds value to our guests’ vacations,' he says.

DINING, DIVING

Second-time participant at the show, Banana Island will over the next few months be investing substantially to meet its brand standards and will position it as a key competitor in the region in the luxury resort segment. The property will present both couples and families with a high-end holiday offering all year round with access to some of the best dining and adventure sports options.

The resort also features a diving centre for guests to experience the beautiful underwater world near the island whilst diving and snorkelling. 'In the near future, we plan to invest in the development of the marine life and coral around the resort,' he says.

Since its official launch in January 2015, the resort’s aim has been to promote itself as a ‘family friendly environment that offers unique and fun experiences for each member to cherish.

The resort has lived up to this promise and has delivered as per expectations for all of its guests from Qatar and the GCC region, he says.

'We have in a very short span of time cemented our position as the leading family destination in the region. Our occupancy throughout 2015 exceeded all expectation and averaged at around 60 per cent and the same was for the first three months of 2016, and we can confidently forecast a very promising season ahead,' Fehlbier says.

Qatar is witnessing a huge growth in the number of visitors from the GCC and worldwide, and thanks the efforts of the Qatar Tourism Authority (QTA), the country is moving towards becoming the hub for both leisure and business tourism.

MARKETING PUSH

'We expect this trend to gain further momentum and we are working hand with the QTA to promote a more efficient tourism strategy, in line with the National Tourism Sector Strategy 2030, to support the planned economic diversification in Qatar and reduce its considerable reliance on energy resources.

'It will also help expand the economy, boost the contribution of the tourism sector to the GDP, grow the number of SMEs, encourage entrepreneurship and provide a greater role for the private sector in the economy.'

He says the resort engages in a full spectrum of marketing activities including trade shows, exhibitions, B2B events with airline operators, travel agents and other industry partners to contribute to Qatar’s development as a tourism hub. It had participated in regional and international events to 'reaffirm Qatar’s global position as a destination for leisure travellers that offers amazing experiences for the entire family'.

Fehlbier says the plan this year is to participate in more business-oriented events, and encourage the Mice (meetings, incentives, conferences and exhibitions) industry in the region to start looking at the resort for B2B events and large corporate networking activities. 'We are well prepared to manage such events and provide a perfect blend of business and leisure,' he adds.

Banana Island Resort Doha by Anantara recently launched a Balance Wellness Centre, which offers Anantara’s holistic relaxation programmes and alternative therapy. It also launched was the first resort in the Middle East to launch the HamacLand, a dedicated 13-sq-m space on water, a cross between a personal island and a private beach where families and friends can spend quality time together.

'In-house guests will meanwhile enjoy riding the velo-taxi as they explore the island. We have also worked on our brunch menu to provide the best experience, taking it to a whole new level,' he says.

On the global economic situation he says the tourism sector will see a bit of a downturn, but this should not be a cause for alarm. 'People will still travel, maybe not as frequently as before. Also business travel will not cease, so things will still happen. It’s the responsibility of hospitality providers to keep these factors in mind while developing pricing and promotion packages to encourage people to travel and explore the world. As a resort, we have little control over market conditions, but total control over how we conduct business and react to market variations,' he says.

TTN Staff Report