Home / New Dubai Radisson steps up local awareness campaign

New Dubai Radisson steps up local awareness campaign

The new Radisson SAS Hotel, Dubai Deira Creek, formerly the InterContinental Dubai for 31 years, is stepping up its campaign to make the trade and consumers aware of the changeover, which officially took place from September 30 to October 1.

The new Radisson SAS Hotel, Dubai Deira Creek, formerly the InterContinental Dubai for 31 years, is stepping up its campaign to make the trade and consumers aware of the changeover, which officially took place from September 30 to October 1.

“A lot of information has gone out and now we’re stepping up our PR campaign. Now we’re in we can really start sending out official information and spreading the news to everybody,” said Andreas Flückiger, the property’s incoming general manager.

He said the Radisson SAS team had been busy visiting Dubai DMCs, existing corporate clients and some travel agents to make them aware of the management swap.

“We are also thinking of creating some initiative with the local taxi drivers, so that they are aware of the change, although that’s only at the idea stage right now,” Flückiger added.

Some of the major challenges associated with the takeover process include re-branding every element of the 287-room creek side property, from signage to in-room notepads, a process Flückiger was confident would run smoothly. But whether or not the property will be refurbished is currently up for discussion.

“Nothing has been finalised yet, but we will have to do some work, just to keep up with our competitors,” he said.

“[But] we will be adding a Radisson feel to the place. Obviously this is an old classic hotel, so you cannot make it into a modern, lifestyle property – it would not fit. But what we can do is give it a modern touch, without going to extremes.”

All 16 F&B outlets will remain, but one-by-one each will be reviewed and changed if it is deemed “outdated”, said Flückiger.

Many of the property’s staff have remained with the hotel, despite the management changeover, and one of Flückiger’s main challenges is to ensure they are trained in line with “Radisson brand standards”.

“What we will do at first is train them on [Radisson’s] ‘Yes I Can’ [principles], because that is not just a service concept, it is really the culture of Radisson SAS,” he explained.

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