UAE shopping destinations demand as much ‘guests’ as customers

Some of the most successful destinations elevate their offerings in local languages, catering to their specific communities, while also offering world-class options across categories. These destinations curate local roles, offering local brands, a foothold in the market and the opportunity to grow within established retail destinations.

At the same time, they attract the masses through comprehensive international retail offerings and world-class entertainment facilities such as water parks, aquariums, concert halls, art galleries and other attractions. To create rich destinations, many are also taking advantage of their interconnectivity with other assets such as luxury hotels and office buildings, enhancing their appeal and convenience among demographic groups.

In North America, New York’s Hudson Yards and Canada’s West Edmonton Mall did particularly well. In the UK, Westfield London and Covent Garden offer unique UK experiences as well as international favourites, while China’s New Century Global Centre and Thailand’s Central World Mall play a similar role in the Asian market.

This “glocal” approach caters to guests’ desire to support local communities while enjoying the convenience, benefits and reputation of international brands and experiences. The UAE has established itself as a benchmark in this space, with the right balance of top destinations in Dubai and Abu Dhabi, both as a platform for local businesses to flourish and for leading international brands to build and maintain a strong presence in the growing Middle East. destination market.

An unforgettable and memorable guest experience remains a determining factor in the success of every destination. Today’s guest experience is about every direct or indirect interaction a guest may have through any channel. Walt Disney brought this visitor-centric philosophy to the forefront of his theme parks in the mid-1950s, and destinations around the world have been trying to incorporate it ever since.

A true guest-centric philosophy permeates every aspect of the destination and business, from pre-opening elements such as location and design, to evolving aspects such as the retail mix, entertainment and foodservice. Even on a local scale, this proven insight can create competitive advantages and points of differentiation.

For example, most of Dubai’s foot traffic is made up of tourists, so specific aspects of the product cater to this demographic. These typically include enhanced connectivity to public transport terminals, labyrinthine layouts and single-visit attractions. All of these encourage exploration, relationships and extended stays.

Instead, popular destinations in Abu Dhabi attract a large number of residents and thus become part of the daily activities of the community. For example, entertainment needs to cater to this and provide guests with activities that can be a weekly pastime rather than a one-time experience.

Ease of access and convenience also become key factors for this demographic, as minor friction points can become a source of frustration and inconvenience over time, which can negatively impact repeat visits.

As guest priorities change, enhanced integration between digital and physical environments becomes an absolute necessity. Retail destinations are preparing to further integrate and accommodate developments such as cryptocurrencies, augmented reality, virtual reality, artificial intelligence, and curate new experiences as new technologies evolve.

These technologies will continue to transform the industry, and in addition to ensuring basic elements such as quality of service, diverse offerings and a pleasant environment, new advancements will revolutionize the way we live and will be key to ensuring long-term guest satisfaction.

There are many recipes for success, but the only decisive factor in shopping malls making their mark these days is a willingness to be fully and truly customer-centric and to embrace change based on actionable customer insights.

This is why the experience is so important, as creating positive connections and an elevated experience, in turn, encourages guests to engage and re-engage with the destination. If it serves your guests, it enhances the guest experience and ultimately drives the business forward.