90 hotels enrolled for the scheme during the ATM-2012

180 hotels representatives attended 12 dedicated workshops

Dubai, May 9, 2012:  

The Dubai Department of Tourism and Commerce Marketing (DTCM) has announced that there has been a huge response from the hotel establishments in the emirate for the new Hotel Classification Scheme with as many as 90 properties enrolling for the new system during the Arabian Travel Market (ATM-2012).

Mr. Majid Al Marri, DTCM Director of Classification, said senior representatives of about 180 hotels attended the 12 workshops that the department conducted during the four-day ATM-2012 in Dubai to update the hospitality industry professionals about the new hotel classification scheme designed to meet the expectations and needs of the tourism industry

He said the department will continue to host more workshops to help this important and vital sector get benefitted from the new programme designed to raise the quality standards of the hospitality establishments in the emirate.

He added:  "Dubai has experienced phenomenal growth in tourism product supply and visitors volume in its journey to become a leading global destination. The resulting increase in visitors' awareness and visitation has driven unprecedented development of Dubai's accommodation portfolio."

 DTCM launched a dedicated website www.classification.dubaitourism.ae for its new hotel classification programme launched at ATM-2012.

The new classification website was launched to provide information concerning the licensing and classification of guest establishments of all categories and ratings. Allowing easier access to information to investor and industry alike, the classification website will allow for direct submissions of all classification applications, completion of self-assessments and communication with DTCM

DTCM has also conducted a series of presentations to the hotel industry which provided details concerning the new draft of the Industry Manual, new criteria checklists, and an overview of the entire classification scheme.

Highlighting the presentations has been details concerning the new Accolade programme. This is a first of its kind in the region programme that reward the outstanding achievement of hotels and resorts by awarding a Gold and Platinum level to qualifying 5 star establishments. 

 The new Classification website will streamline the application process for industry, offering a wide range of e-services to the industry, and providing a dedicated "Partner Page" for each establishment.

The department said the New Classification Scheme highlights the quality of Guest Accommodation in the emirate, strives to satisfy all consumers and promote retention, diversified Guest Accommodation options develops new investment opportunities and opens new consumer markets, provides transparent and detailed requirements for Guest Accommodation, in line with international practices.

During this years ATM, DTCM announced the soft launch of the new Hotel Classification scheme, and released draft copies of the new Industry Manual and new Checklists for each category and rating of guest establishments. To support this soft launch and draft release, DTCM conducted 12 presentations for industry representatives and extended invitations to 180 representatives. The presentations covered the new Classification Scheme, Industry Manual, Checklists, the Implementation Plan, and preview of the new Classification Software. Due to heavy demand for information concerning the New Classification Scheme and full attendance during the presentations, DTCM will be announcing a schedule of further presentations to  better assist the industry with planning for the new Classification Scheme. DTCM looks forward to extending invitations to all industry representatives that were unable to attend presentations at ATM.
 
Of particular interest to the industry representatives on hand was the details provided on the new Accolade and Designator programmes. The Accolade programme is a first of its kind in the region offering for 5 star Hotels and Resorts. Qualifying establishments will be able to apply for a Gold and Platinum Accolade that will significantly increase their marketing opportunities and highlight their luxurious service standards. The Designator programme will allow all categories and ratings to directly market those establishments that cater to 1 or more specific markets (ie Desert location, Family friendly, Golf destination, etc). Establishments seeking details on the Accolade or Designator programmes are invited to download the new Industry Manual at classification.dubaitourism.ae for further details of these exciting programmes.
 
Mr. Majid Al Marri, Director, Hotel Classification, said:  The new Classification scheme is expected to help increase the quality of guest accommodation offerings in the Emirate of Dubai, support the tourism growth strategy, and allow better marketing opportunities for establishments.  DTCM was pleased with the industry response to the presentations, and the turnout at the DTCM stand. Continued Mr. Al MarriDTCM is excited to be offering the Accolade programme as a first of its kind in the region initiative to highlight the quality of 5 star hotels and resort. We are also very pleased with the introduction of environmentally friendly, and special needs  initiatives in the new checklists.  
 
DTCM   also announced the launch of the new Classification website at classification.dubaitourism.ae. The new website is currently hosting copies of the draft Industry Manual and Checklists for download and in future will be the web-based portal for industry to access their new Partner Page.  Said Mr. Al Marri: The new Partner Page will allow guest establishments secure, online access to a wide range of e-services, including submission and follow up of all classification related applications, self-assessments to better understand new criteria requirements, and an ability to view all establishment information on file with DTCM Licensing and Classification divisions. Other features include an ability to receive direct notifications from DTCM upon status change of applications and assessments, access to a document library of establishment-specific documents, access to a document library of key DTCM documents and circulars, and an image library of establishment-specific images to be shared with Definitely Dubai to better assist in marketing opportunities. 

-Ends-

Press Release 2012