Advertising campaigns in Dubai are focusing more on budget and midscale hotels, and less on high priced hotel and glitzy shopping centers. Professor of Marketing at Zayed University in Dubai said about one recent television advertisement by Emirates Airline, “It is trying to highlight Dubai as a place for all segments of the market.” He explained that there is a movement now to brand Dubai away from the luxury segment only and more towards becoming a destination for the middle income traveler.
Dubai has spent years developing high end luxury hotels. However, in the last 18 months, the emirate has added budget Ibis properties, Premier Inns, and Holiday Inn Express Hotels. These hotels charge about Dh250 for one room (US$68). The UK hotel brand Premier Inn, which operates properties in Dubai Silicon Oasis and Dubai Investment Parks has cut its rates from Dh495 to Dh295 in response to market trends.
