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Monarch to auction Dubai hotel rooms and spa treatments

Monarch is launching an unprecedented online auction of its Dubai hotel rooms, meals and spa treatments in an innovative effort to stand out from the crowd of "cost-cutting" hotels and leaving the customers to decide what price they should pay.

Monarch to auction Dubai hotel rooms and spa treatments

The ultra-luxurious Monarch brand is launching an unprecedented online auction of its Dubai hotel rooms, meals and spa treatments as an innovative way of attracting guests to choose their resort when considering Dubai holidays. With its prime location at the heart of the city, The Monarch Dubai is planning to soon launch the so-called "name your price for luxury" auction next month as a tool for driving interest from prospective guests when considering where to stay during their Dubai holiday. The hotel's main intention with this new marketing strategy is to draw potential customers' attention to this premier resort and make it stand out from the already vast selection of Dubai hotels in the area. It aims to attract even those segments of the market that hadn't considered it before for terms of budget or adequacy (such as families with young children). "Give it a try," says Arshad Hussain, the director of business development at the Monarch. "Someone can try for a lower rate and who knows, it might be accepted."

The first of Dubai hotels to introduce this novel tactic at a crucial time when most other Dubai hotels are struggling to keep rates down amidst tumultuous times of global economic downturn, Monarch's move sets them apart from the competition and avoids them entering a price war with other Dubai hotel rivals "The auction model is a very smart move on the part of the hotel. Firstly it helps them stand out from the crowd when most others are focused more on cost cutting" said Rohit Talwar, the chief executive of industry consultants Fast Future Research.

Customers will even be able to auction for the hotel's ultimate ultra-luxury suite, the Monarch Suite which has hosted famous guests such as Paris Hilton who recently stayed at this lavish Dubai hotel during her time in the Gulf for her TV programme. The exclusive suite which normally carries a price tag of DH 49, 000 a night could be grabbed for an even lower price than standard by a lucky winning bidder...who knows?

As new Dubai hotels continue to open and many are currently under construction the increase in the supply of rooms is rising above demand which ultimately makes it harder for hotels to compete in the UAE arena which is saturated with some of the world's luxurious hotels and the highest standards of service.

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