Atlantis Dubai hails 20% growth of UK market

Atlantis Dubai’s vice-president of sales has said business from the UK grew by 20% in 2024 compared with the year prior.

 

Kyp Charalambous said the majority of growth was driven by Atlantis The Royal (pictured), which launched in January 2023, joining sister property Atlantis The Palm on the crescent of Dubai’s Palm Jumeirah.

 

Speaking to Aspire, he said: “The UK has seen fantastic growth for Atlantis The Royal. Being our number one market for Atlantis The Palm over the last 15 years, the UK is entrenched in our DNA. When [we] introduce a new product like Atlantis The Royal, it takes time for a market that’s used to Atlantis The Palm to understand it. But the hotel is growing year on year.”

 

He added: “Atlantis The Royal does not encroach upon Atlantis The Palm at all. It’s 95% new business at Atlantis The Royal, so there is an opportunity to create a segment [among] UK consumers who are looking for that five-star luxury experience.”

 

Charalambous said the launch of Atlantis The Royal, which reportedly created 55 billion impressions online, had also helped boost business to Atlantis The Palm, with the family-focused property enjoying a “record year” in 2024.

 

“The launch of Atlantis The Royal got the name Atlantis out there. It’s been a record year for Atlantis The Palm and that’s across all areas – it’s in a really good place," he said.

 

Charalambous put the brand’s success in the UK down to its presence in the market, claiming regular visits to meet partners were bolstered by B2B and B2C activations, joint activities with tour operators, and training platforms for agents.

 

He added: “We’re fortunate to have a lot of new things going on at Atlantis so we try and push that to the front of what we sell in order to capture growth and create demand.”

 

In November, Atlantis The Palm unveiled two new culinary concepts – Studio Frantzén and FZN – both the result of a partnership with Swedish chef Björn Frantzén.

 

Charalambous said Studio Frantzén was more “playful”, featuring pan-Asian cuisine with a French twist, while 27-seat FZN replicates the three-hour tasting experience found at the chef’s three-Michelin-starred restaurant Frantzén in Stockholm.

 

“[Frantzén] hasn’t got any restaurants in the UAE at the moment, so it’s a wonderful collaboration,” Charalambous said.

 

In March, Atlantis The Royal will welcome an outpost of celebrity-loved New York Italian restaurant Carbone.

 

Following increased demand for upscale accommodation, the hotel has also converted a selection of rooms into suites, reducing its total key count from 795 to 760.

 

“Refinement” work took place over the course of six months last year, concluding in November.

 

“We’re finding families are also wanting connecting rooms, so we are tweaking configuration a little bit but it’s non-intrusive work that is happening [in the background],” Charalambous added.

 

In addition, Atlantis The Palm unveiled an enlarged and enhanced kids’ club in December. The 1,798-square-metre Atlantis Explorers Club now has capacity for up to 400 children, with 10 specialised areas tailored to various interests and age groups.

 

The brand hopes to build on the success of waterpark Atlantis Aquaventure, which enjoyed a “record” year in 2024, drawing more than 10,000 visitors a day at its peak.

 

Charalambous hinted that guests could see a more “collaborative” approach to children’s facilities and programming between Atlantis The Palm and Atlantis The Royal in the future.

 

“[On] the evolution of the Atlantis children’s facilities and programmes, I would say watch this space, because it’s one of those areas where, yes, you have an Atlantis The Palm guest and, yes, you have an Atlantis The Royal guest, but at the end of the day, children are children. Activities are accessible to everybody.

 

“[If] activities [are] on the beach, it doesn’t matter where the children are staying, they can come together. So [we’re] working towards a collaborative [offering between the resorts].”

 

With around 70% of Atlantis Dubai’s business coming through the trade, Charalambous said he was keen to “increase the opportunity to connect with partners” in 2025 and enhance technology to give agents and operators “maximum opportunity to have availability and pricing at all times throughout the year”.

 

He added: “We want to continue being trade friendly – we’ve got amazing tools and online resources for that, including a training platform [via Online Travel Training]. We have budgeted a similar number of complimentary nights as 2024 for 2025 and have very strong travel trade discount opportunities. There are many avenues to experience the property either on fam trips, personal trips, competitions or travel trade rates.”

 

Atlantis Dubai is currently in the midst of its turn-of-year campaign, which will run until February 7.

 

The brand has ambitions to bank between 25% and 35% of its annual sales during this period.

 

“Peaks is massively important for us. We’re going out with the best messages – kids go free, half-board, inclusions and resort credit,” Charalambous said.

 

“We’re going to have the best offerings available so this time until February 7 is the best time to book Atlantis Dubai.”