Julia Schamne, general manager of Adagio Premium The Palm, talks to SAN about the brand’s presence in and plans for the UAE region.
• What are the key differences and similarities of the Adagio and Adagio Premium properties in Dubai in terms of product offer, guest demographic and length/purpose of stay?
“Adagio Premium The Palm is the second Adagio Premium in the world and is located on the prestigious Palm Jumeirah. Its positioning as a leisure destination is further supported by a rooftop pool, a trendy café and its private beach on the iconic Palm West Beach. As such Adagio Premium The Palm has a mix of leisure, business and extended stay guests who are both seeking the comfort of a home and the luxuries of a mini-resort. Another differential aspect is that we strive for premium service, sustainability and a focus on all guest touch points to deliver on the brand promise to stay, live and enjoy at ease. The strategic locations of the Adagios in Dubai allow guests to explore the city and its attractions or choose the Adagio as their home away from home. Similarly, the brand standards are equally applied to the Adagio and Adagio Premium and may only vary in the final selection of the OE&E or finishing.”
• Have the properties experienced significant Expo-related demand? What is the average length of stay for Expo guests?
“Located within the traditional trading hub and heritage centre of Dubai, the Adagio Deira Waterfront caters towards travellers trading at the souk as well as tourists visiting traditional sites with an average length of stay of 5 nights. Expo related demand for the hotel remains low to due to our distance from the Expo site. Adagio Premium The Palm is located on the trunk of the Palm and is only 25 minutes away from the Expo. Since the opening of the Expo the hotel hosted VIP groups as well as individual travellers. Expo 2020 has taken the initiative to launch a complimentary Expo shuttle bus from the hotel to the Expo at designated timings which is an added value option to our guests. The average length of a guest is five nights.”
• In a market which has a high concentration of luxury hospitality offers, what differentiates Adagio Premium from its competitors, and indeed other Accor brands, in the region?
“Set within a range of luxury resorts Adagio Premium The Palm offers a premium experience at an affordable price point. Its convenient location on the trunk of Palm Jumeirah make it an easy choice for long and short stay guests seeking the upscale address without the price tag.”
• What are Adagio’s growth plans for the MEA region, and which are your key new target markets?
“The product, features and the offering are appealing to a wider portfolio. The objective remains to have a premium clientele across diversified source markets and segmentation for short and extended stays.”
