GENERAL MANAGER, ST RAPHAEL RESORT, ELABORATES ON HOW THE CITY HAS TRANSFORMED OVER THE YEARS AND WHAT CAN BE DONE TO SHOWCASE THIS SHIFT TO EVEN MORE TRAVELLERS.
TRAVEL TRADE CYPRUS: How would you describe 2015 in terms of guest numbers and what are your expectations for this year?
DEMETRIS DEMETRIOU: In general, 2015 was a very unpredictable year. There was the dramatic drop in the value of the Russian Rouble that evoked predictions for a decline of over 35 percent from the Russian market, which fortunately did not materialise.
In general, the Russian market did show a drop, however, this was more of a magnitude of 18 – 20 percent. In addition, on the positive side was the fact that the UK market is in full swing due also to the strong British Pound, which mitigated the drop from Russia.
In general, the year was slightly above [2014], with an additional pick-up towards the end of the year due to the unfortunate event of the airplane crash in Sharm El Sheikh.
TRAVEL TRADE CYPRUS: Has Limassol been affected by the decline in demand from Russia?
DEMETRIS DEMETRIOU: Limassol has been severely hit by the acute drop from the Russian market, thanks to that many hotels solely rely on this segment.
On the positive side, however, we were able to reduce the impact of this market, given the excellent relation the hotels have with the tour operating partners in Russia, as well as the offers that they were able to put through the market.
The final drop of Russians was in the magnitude of 20 percent.
TRAVEL TRADE CYPRUS: What are the hotel’s priorities for the year? What markets are you focussing on and what steps are you taking to attract new visitors?
DEMETRIS DEMETRIOU: We will be focussing on geographically increasing the continental European and UK market share of the hotel. In addition we will be taking a closer look at online travel agencies and the MICE segment, to ensure that we receive our fair share from these segments as well.
We will be also looking at the local market, both at the individual as well as the corporate level, as we feel that the Cypriot market is getting out of the crisis and will be having more money to spend on events and functions.
Finally, we will get more active in the wedding segment in order to ensure that we achieve an increase.
TRAVEL TRADE CYPRUS: What are the challenges that Limassol has to overcome in order to attract a bigger share of arrivals?
DEMETRIS DEMETRIOU: Limassol is the best destination on the island. It is perfectly located, ideal for many different market segments, cosmopolitan, and with a wonderful beach front, it is also an all-year-round destination with many facilities and services on offer.
One of the biggest challenges that Limassol has to overcome is the tourism market oligopoly.
I feel that we are hooked on a dominant geographical region, and that we need to be able to add other markets [to the mix] in order to [mitigate] seasonality, as well as unpredictable events.
Moreover, I believe that there are additional tourism sectors, such as sports, golf, medical as well as conference tourism, that could be augmented or kick-started here in Limassol.
This would definitely reduce seasonality and increase occupancy during the shoulder and winter months. Furthermore we must invest in the area of weddings.
This is an important market segment that Limassol is just scratching the surface of, and it could generate a lot of income from high-spending guests.
TRAVEL TRADE CYPRUS: What is needed to enhance Limassol’s image?
DEMETRIS DEMETRIOU: Considering the fact that Limassol is an excellent destination, perhaps one of the best in the Mediterranean Basin, there is lack of awareness [of the city].
Limassol has positively transformed itself over the past five to 10 years and is still doing fabulous improvement works.
People who visited Limassol in the past 10 years will see a different destination now. This is the message that has to go out and this is the awareness that we will have to build.
