JS Anand, the CEO of LEVA Hotels & Resorts said that when it comes to independent brands, the cost of doing business is far higher than it would be for international brands. At the Hospitality leadership forum at The Hotel Show, Anand spoke on the challenges of positioning an independent brand in a competitive market.
Speaking about how new brands can strategise their offers for guests, Anand said: “The cost of doing business is far more for independent brands such as ours when compared to global brands. When it comes to promoting ourselves we must first of all look at the location.
"LEVA Mazaya Centre is strategically situated in close vicinity to some of Dubai’s biggest landmarks and attractions. We know our source markets and prominent among those are Saudi Arabia, Russia, France and Germany. Therefore, our marketing strategies are defined around growing those markets while tapping new ones," he added.
Touching upon how important social media is for young brands to tap in international guests, he said, “We have a lot happening on social media right now and we are also very well positioned on major OTAs such as booking.com. In addition, we are working very closely with strategic travel agents and DMCs in key markets.
"Is it a challenge for us to position ourselves? Absolutely, since we don’t have the colossal marketing budgets of international brands or the giant loyalty programmes. What is essential is to understand the consumer behaviour and what they want. Equally important is the online reputation management which has a direct impact on demand,” Anand said.