TravTalk Middle East Online Magazine
Managing a diverse portfolio with unique destinations and experiences, Miral Destination’s strategy is to work with the travel trade, which is an integral part for the destinations. In an exclusive interview with TRAVTALK, Liam Findlay, CEO, Miral Destinations shared their programmes, especially curated for the travel trade.
Shehara Rizly
What initiatives are you taking to get the trade agents to drive more business to both Yas Island and Saadiyat Island?
We manage a diverse portfolio of world-class destinations and experiences, and a core part of our success has always been building solid relationships with like-minded partners. The travel trade market is a central pillar of our corporate strategy, and we work closely with our B2B partners to drive consistent interest and package sales for our destinations. At present, we have dedicated sales teams stationed in India, the UK, Russia, and China to help facilitate efforts on the ground in key target markets. We are also planning to add Kingdom of Saudi Arabia (KSA) to that list soon. As such, our growth formula relies on showcasing attractive offerings that appeal to a wide set of audience and the latter has helped us retain and sustain our partnerships with every trade agent. We also provide our agents with regular FAM trip opportunities and reward programs as well as effective educational and marketing tools in order to further position both the islands as destinations of choice.
Do you have a specialization program for the B2B agents, and if so, how do they enter the same?
It is our mandate to ensure that our partners and colleagues are equipped with the latest training programs to stay ahead of the curve. To this end, we introduced ‘Yas Expert’, our B2B online training platform designed for travel professionals. The program provides them with the right tools and skills to offer their clients a one of a kind experience as certified Yas Experts. Agents who had enrolled in the program can learn and their knowledge will be tested, and earn valuable rewards along the way. As they become in-market destination experts, they get to grow their own product offerings and study at their own pace. Yas Experts can also join the incentive program, which includes FAM trips, gift vouchers, exclusive events, and Yas Expert discounts.
How often do you engage with trade partners and trade media to update new features in the two areas?
Yas Island and Saadiyat Island encompass a diverse spectrum of world-class leisure and entertainment attractions that attract visitors and adventure-seekers from all over the world. Much of this demand derives from regular engagement with our partners and media representatives in the United Kingdom, Europe, Russia, and China. As we also look to widen the horizon of our activities with offices in the GCC, it is pertinent to our expansion to communicate daily with our partners in each office. This can be displayed by our ongoing presence in tier-I international trade events, by organizing seasonal FAM trips and providing the right training support to ensure consistency across all our operating offices.
Which global trade events will you participate in this year?
As with every year, we target leading trade events where we can grow and sustain our connections with the international travel industry. This year, we will be on ground at the ITB Berlin, the Arabian Travel Market (ATM), the World Travel Market (WTM) and ILTM Cannes, where we can ensure that our presence across these leading events resonate with the B2B and B2C travel market. Our aim resides in connecting with international travelers to position Yas Island and Saadiyat Island as must visit destinations.
Before COVID, you used to cover Yas Island. Will Saadiyat Island be covered in 2023?
Yas Island has matured over the years as a leading destination for leisure and entertainment. So, we are working diligently with our sales teams to reinforce Saadiyat Island’s position on the global map of culture and tourism. Its landscape, pristine beaches, hospitality and cultural offerings make it an unbeatable offering for leisure seekers. Our partners have begun addressing travel requests from various markets. We will soon be hosting our first FAM trip to the island and we are looking forward to welcoming many more in the near future.
