Could you provide us with an overview of the year?
If we look at the nine villages across Europe, business has grown around 12-13% year on year. Considering these results, from the non-European long-haul markets to the end of September, we have witnessed a 43% increase from last year. The statistics for some of the key markets from the Middle East are Kuwait with 54% up, UAE – 42% and Saudi comprising 30%. All markets in this region are growing strongly. We have also seen strong growth from Qatar. Interestingly this year, we have seen that Egyptian spends are quite high. We have also seen an increase of Middle East tourists across our villages – Bicester, La Vallee’, Ingolstadt and Las Rozas.
What key developments / new initiatives could we look forward to in 2014?
We would look at new initiatives which include new partnerships with new airlines. In similar light, Emirates and Qatar have shown interest. We will also continue to develop our relationship with tour operators and a big focus on credit card companies. The credit card companies want to offer to package our outlet to their top level customers as well as banks. We also have a strong presence with Gulf Reps in Dubai who have also taken on an additional team member on the tourism sales side.
How do you see positioning the Chic Outlets as a tourism product?
First and foremost, we have always considered ourselves as a tourism destination rather than just a shopping destination. We focus on the experience along with the food and beverage. We have also focused on the entire experience. In a recent development, we have opened a tax refund outlet at the Bicester village. Here, customers can get their tax refunds on-site, which make it easier. The villages are not stand-alone product hence are packaged with other tourism products. Our aim is to focus on promoting a complete shopping and tourism package.
Do you see any new emerging markets in terms of visitor profiles?
The strongest growing market is South East Asia. This is a combination of Singapore, Malaysia, Thailand and Indonesia, which is booming. China has also seen strong growth. The next one, when it does happen would be India. This is due to the fact that the younger generation is more conscious about fashion and brands. So it is just a matter of time. As a source market for tourism, India is already very strong. In this regard, we are working with Jet Airways, Thomas Cook and Saltours.
What new developments do we foresee in the coming months?
Our focus is on China at the moment. Our first project opens in May. We have also just announced our second project which will be in Shanghai. This will be incorporated with Disney Shanghai. We think by the end of our China development, we will have four to five projects in the region. A similar structure to what we have in Europe but all in one country. China is going to take up a lot of our focus in the next four to five years. We are of the opinion that there is big opportunity in that region.
What are your expectations in terms of growth?
As a business, we are looking for double digit growth in 2014. We will be aggressive in keeping up our brand awareness and activities. There will also be new initiatives like a focus on MICE, which is not just leisure but also the business tourist.
Do we see any kind of refurbishments across the villages?
The one coming up next is La Roca Village in Barcelona. We are building phase three – a third section there. This should open somewhere around June 2014 which will showcase another 30 stores. The strategy for next year will also be making existing village bigger and better. Kildare will be our next focus. Our objective is to have bigger villages with better brands.
Which new focus areas would be considered to boost awareness of the product?
We are looking seriously at working with online travel agencies. In this regard, we are looking at working with Expedia. We are also doing a test with Trip Advisor. Our online portal will also showcase more packages and products in line of new hotels, car rentals as well different travel products. We want to see an increase of footfalls in our villages but in our view, it is necessary to target the right customers. These customers will generate the right spend percentage. Bearing this aspect in mind, our target footfalls into the region would be around a four to five percent growth. This ensures we focus on quality rather than quantity.
Face-2-Face with Ian Stazicker
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