GOSTELOW REPORT—“Without exception, everyone who sees our Ski Dubai slope for the first time says ‘wow,’ and it certainly attracts business,” says Slim Zaiane, general manager of the 392-room Kempinski Hotel Mall of the Emirates, Dubai, UAE.
Ski Dubai, which has three 1,200-foot slopes open from 10 a.m. to midnight, is actually part of the hotel — 15 of its 20 Aspen Suites look right into the snow.
“We get masses of requests from influencers, who then post during and after a stay. We asked Indian star Muoni Roy to focus on the current hygiene measures, shopping and the chalets. The engagement was immediate, and she got over 525,500 likes,” explained Zaiane.
Social media by numerous celebrities contribute greatly to marketing the property (this is especially important in the UAE, where the sometimes-conservative locals do not appreciate paparazzi photographers).
The hotel has little need for additional marketing — typically, average stay is three nights, year-round about 75% occupancy, including 5% from the USA. Chalet stays average 3.5 nights, rising to more than 5 if the guests are from Kenya, Nigeria and South Africa, and chalet repeat factor is 40% to 45%. Chalets, which add 15% to total room income, are one or two floors, one to three bedrooms and can sleep up to six adults and five kids.
“I wish we had far more chalets,” admitted Zaiane, who arrived at the hotel as manager in 2014, just in time for an extensive renovation that included theming the chalets. Accordingly, Aspen Chalet interiors have alpine woodwork and log-look fires. Although chalet guests have the option of using the hotel’s club lounge, many prefer to go for in-room dining, which has a bespoke menu offering such items as raclette and mulled wine. Guests find ski boots waiting for them. Butlers escort them on the six-minute walk to the slopes (an elevator will cut journey time to 30 seconds). You go straight to the front of wait lines: Chalet guests ski free.
The hotel’s owner, MAF, also owns the integral Mall of the Emirates, and personal shoppers help chalet guests maximize time, and money spent, in over 700 shops, mostly brand names. Mall and Ski Dubai work together on sustainability: Overall waste water, for instance, is re-routed to an evaporative condenser tower, reducing snow consumption by 40% at Ski Dubai, where increased snow-gun efficiency has achieved 17% water saving.
MAF sees the hotel as value-added for the entire complex. Stores want to accommodate highest-end customers, and the hotel hosts events and designer shows for some brands.
Slim Zaiane’s paternal family were hoteliers, and with a gregarious Italian mother, hospitality was a natural choice. After Glion and an MBA at Oxford Brookes, he spent many years with Hilton and Red Carnation before coming to the UAE. Now, as GM since 2017, he admits that what keeps him awake at night is constantly driving engagement.
“This is a people industry, and I am always asking myself what can be done differently. I want to drive engagement further, both with guests and with my 450-strong team, drawn from 61 nationalities.”
Zaiane stresses the need, especially today, to adapt. “But my greatest joy never wavers. People are happy when they arrive, and when they are smiling at check-out, that is success.”