Summer has arrived in the UAE. The traffic on Sheikh Zayed Road is more manageable during peak hours, upscale eateries in Jumeirah require less waiting time, and the bustling city adopts a more relaxed pace.
With temperatures soaring into the 40s and schools going on break, many residents choose to take their families on holidays to their home countries or other parts of the world in search of cooler weather.
In research we conducted at Manara Global, we found that 7 in 10 UAE residents plan to travel abroad this summer, with 35 of these residents planning to take holidays lasting more than a month.
In a survey conducted by Gulf-based recruitment firm Robert Half, 93 per cent of the UAE’s senior finance executives reported a fluctuation in business volume during the summer months.
Businesses cannot just stop what they are doing and wait for the weather to turn and customers to return.
They must act now or risk losing significant revenue and market position. So what should they do?
Thinking outside the box to reach target audiences
Business owners in the UAE must think creatively and plan ahead to take advantage of the unique characteristics of the Gulf summer season.
Taking creative campaigns overseas
Targeted overseas campaigns are an excellent option for brands with a global presence.
According to a YouGov survey, 50 per cent of UAE residents plan to go on summer holiday in Asia, while 35 per cent plan to go to Europe.
In cities where many UAE residents relocate for the summer, organising overseas campaigns can do a great deal to enhance brand loyalty and drive sales.
A good example is Danube Properties, which teamed up with Bollywood stars Sanjay Dutt and Arshad Warsi last summer for a series of light-hearted, holiday-themed ads targeting the Indian market.
The developer also sponsored live concerts in Mumbai over the summer and offered customised holiday packages for investors interested in purchasing properties in Dubai.
This strategy isn’t limited to real estate. Bentley Middle East, for example, launched a summer pop-up design studio in London a few years ago.
Visitors to the studio could design and commission their new cars while receiving the same purchasing experience they would in their home countries.
Locally-focused creative campaigns
For locally focused businesses, seasonal shifts necessitate targeting their approach in different ways.
Our research finds that more than 70 per cent of expats who leave the UAE for summer holidays abroad are above the age of 35 – they are typically more established financially and able to afford longer summer holidays. Therefore, campaigns targeting this group may have limited impact this time of year.
Instead, campaigns may be more effective if they focus on younger demographics. This can be achieved through targeted social media marketing and seasonal product discounts.
An excellent example is F45 Jumeirah Park, an upmarket fitness studio located in a neighborhood popular with families and older expats. The studio has launched a summer-only discount, making membership more affordable for younger customers.
Strategies like this serve a second benefit, as they can help mitigate a potential seasonal dip in revenue while also attracting potential long-term customers.
Let’s not forget the shopping malls, which become the main public space for Gulf residents in the summer.
In-person marketing events at these malls, such as themed promotions, loyalty program drives, and special discount days, will also add value to the customer experience and attract a diverse crowd, boosting foot traffic and sales.
While many residents are packing their bags and heading for cooler climates, life for business owners cannot afford to remain idle.
By embracing innovative strategies and adapting to the unique demands of the Gulf summer, they can turn potential challenges into lucrative opportunities.
Those who fail to act risk falling behind when the pace of life picks up in September. The summer heat may be relentless, but with an adaptable and innovative approach, businesses in the UAE can stay cool and thrive all season long.
By Dawei Wang, Head of Insights and Editorial at Manara Global
