Skift Take
Kerzner is expanding, however declines to forget its ruthless pursuit of ultra-luxury requirements.
Josh Corder
The CEO of Kerzner International stated the brand name will never introduce a loyalty program. The factor? “High-end can not be traded for points.”
CEO Philippe Zuber was speaking Thursday at the Skift Global Online forum East conference in Dubai and stated Kerzner will constantly concentrate on its store feel, leisure stays, and never move its attention to mass corporate bookings.
Kerzner operates the Atlantis integrated resorts as well as the ultra-luxurious One & Only brands.
“We just do luxury, that’s our space,” Zuber stated. “We are purely leisure. We are not troubled by corporate business or offers. We do not have a commitment program, we never ever will. High-end can not be traded for points. If you desire our suite, you pay for it. You shouldn’t be burning points to get that suite.”
“You can’t trade feeling for points,” he included.
The technique bucks the industry trend of executives touting loyalty member numbers in the hundreds of millions. Even “cool brand” Ennismore has a form of “loyalty” with a membership model called Dis-Loyalty.
Slow Growth to Keep Quality
As part of this commitment to staying very luxe, Zuber said he has actually capped development to 35 One & Onlys all over the world. “Because you can not jeopardize the attention of my team,” he stated. Today, the brand name has around 15 resorts around the world, still offering it breathing space to double in size.
Earlier in December, Kerzner said it might sign up to 15 more hotels in the coming 3 years.
The Bahamas-born hotel group was created in 1993 and has focused on slow and consistent growth over three years with One & Just resorts around the world, two Atlantis mega-resorts and a single “Uncommon Finds” property in the Dubai desert.
Rare Finds was presented last year as Kerzner’s conversion brand name.
“Rare Finds has the objective to unlock locations,” said Zuber. “If individuals wish to concern Dubai, we desire them to ‘need’ to go to our Rare Discovers resort Bab Al Shams.”
Earlier at the Skift Global Forum East conference, Atlantis global president Tim Kelly said the mega-resort brand name is wanting to establish a presence on each continent.
“The form of Atlantis is wanted over lots of areas now,” Kelly said. “It’s big, it’s big for nations, it’s big for governments. There are a lot of jobs and dollars it gives a place. For us, our goal is to export Atlantis to every continent.”
“With Atlantis, the scale of tasks are so large, that the group is talking directly to nations’ federal governments about expansion instead of investors. Atlantis The Royal in Dubai expense near $2 billion to build.”