PART 1
How is your property positioned? USPs, comp set, guest profile
Fairmont Fujairah is positioned as an idyllic 5-star resort, ideal for families seeking a blend of luxury and leisure. Nestled in the hidden valleys of the majestic Al Hajar Mountains and situated along the pristine coast of Dibba, the second largest town in the emirate of Fujairah, the hotel offers an exceptional location that combines natural beauty with serene tranquility. The resort’s design is inspired by Arabesque art, skillfully merging traditional elements with contemporary touches, creating an atmosphere that is both culturally rich and modern.
The resort’s unique selling proposition (USP) lies in its harmonious blend of luxury and family-friendly amenities. Fairmont Fujairah stands out in the region by offering a picturesque setting where both adults and children can enjoy a memorable vacation.
The stunning pools, luxurious accommodations, and four distinctive dining establishments cater to guests’ desire for opulence and comfort. Additionally, the resort excels in providing a variety of water sports, cultural activities, and recreational programs, ensuring that there is something for everyone. This perfect balance of elegance and fun, set against a backdrop of breathtaking landscapes, makes Fairmont Fujairah a standout destination in the region.
To what extent you compete with other destinations in the U.A.E?
While we do compete with similar destinations offering a remote resort beach experience, we believe Fujairah stands out with its unique blend of natural beauty and adventure opportunities surrounding the hotel. Additionally, Fujairah is home to the UAE’s only oyster farm and Fairmont Fujairah pays homage to this with its Copper Lobster Restaurant. The restaurant offers a daily fresh catch menu of local seafood, making the hotel and region a must-visit destination for seafood enthusiasts.
Which are your key feed markets? Has the guest profile changed post pandemic?
Our key feeder markets are Russia, UAE, Germany, Kazakhstan, Belarus, UK, Ukraine, United States, France and Georgia.
Is luxury perceived differently?
At its core, luxury remains unchanged, still rooted in uncompromising quality and unique experiences. While new digital solutions have introduced different approaches to service and the COVID period altered the concept of interaction, our guests’ expectations have returned to seeking meaningful encounters, authentic engagements, and inspiring rituals.
How are your F&B and wellness offerings conceived?
Our food and beverage offerings showcase local seafood specialties, emphasizing the unique oyster farm and the local fishermen’s market. Our goal is to make our signature restaurant, “Copper Lobster,” a must-try experience in Fujairah due to the restaurants nod to the emirate’s seafaring history.
Additionally, our award-winning spa and wellness resort activities are designed to provide guests with a complete feeling of serenity ensuring the body, mind and soul are balanced. The spa offers 6 treatment rooms, a private relaxation room for ladies and gents, a couples relaxation lounge, wet facilities including a sauna, steam room, heated loungers, experience showers and a hammam for ladies to create a truly memorable experience.
Many luxury hotels in the most diverse destinations face staffing challenges. What has been your approach?
We prioritize our team’s well-being above all else, maintaining the highest standards to ensure their health, happiness, and job satisfaction. This commitment has been instrumental in reducing turnover rates and fostering a stable, experienced workforce. By valuing and investing in our employees, we not only enhance their professional growth and loyalty but also improve the overall guest experience, as our seasoned team delivers exceptional service and continuity. This dedication to our team’s well-being is a cornerstone of our success and a vital part of our organizational culture.
What about achieving and maintaining consistency in service?
Consistency is achieved through team stability and ongoing training and development. At Fairmont, we closely monitor guest feedback and continuously analyze our performance and reputation, taking proactive steps to make necessary improvements. This rigorous approach ensures that we maintain high standards and adapt to our guests’ evolving needs and expectations.
Our passionate and talented teams are the cornerstone of our success, dedicated to creating consistently engaging experiences for our guests. They bring genuine warmth and commitment to their roles, providing service from the heart that truly sets us apart. By fostering an environment of continuous learning and professional growth, we empower our staff to excel, ensuring that every guest enjoys a memorable and exceptional stay.
This dedication to excellence not only enhances guest satisfaction but also reinforces our reputation as a leading luxury destination, where every detail is thoughtfully considered and every experience is crafted with care.
Is there a recipe to balance desirability and value?
At Fairmont, our priority is to focus on our guests’ experiences, transforming every moment into a cherished memory. We believe this approach is the greatest value builder for our hotels and our brand. By consistently delivering exceptional service and creating unforgettable experiences, we foster loyalty and elevate our reputation as a premier luxury destination.
Which are your favorite off-the-beaten-track tips in Fujairah / UAE?
I have two favourite activities to enjoy in Fujairah outside of the hotel. First, I love snorkeling in the clear waters, where you can experience the beautiful underwater scenery and diverse wildlife. Second, hiking or cycling in Dibba Park is amazing, with trails that ascend cliffs and offer breathtaking views of the sea.
At Fairmont Fujairah, our concierge team excels in recommending and organizing a hassle-free experience for our guests. They are available to arrange a wide selection of activities, from desert safaris, water sports, and diving to visits to all nearby attractions, ensuring you make the most of your time in Fujairah.
What novelties shall we expect this year?
We have numerous plans aimed at enhancing the resort experience for our guests. We have already begun implementing a new well-being approach, including sunrise yoga and fitness sessions to rejuvenate both body and mind. Our culinary experience will reach new heights with our exclusive local seafood restaurant, Copper Lobster, where guests can savor the freshest flavors of the sea.
Families will also be able to delight in our extensive kids’ program, featuring both outdoor and indoor facilities, a kids’ splash pool, and engaging kids’ cooking classes. These initiatives are designed to ensure that every member of the family enjoys a memorable and enriching stay at our resort.
Elias Chakhtoura, Cluster General Manager, Fairmont Fujairah / Fairmont Ajman
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