Industry

Bin Majid Group operates multiple hospitality and lifestyle businesses in Ras Al Khaimah, including resorts, luxury glamping, dining concepts, and experiential offerings. The portfolio required commercial reinvention amid unprecedented market disruption.

The Challenge

The hospitality sector faced severe demand shocks during the COVID period, with international travel collapsing and traditional revenue channels no longer viable. Several business units lacked strong domestic positioning, clear differentiation, and demand-driving digital infrastructure.

Hospitality & Leisure

Overview

A revenue-first transformation strategy was deployed across the portfolio:

• Repositioned key assets to target domestic and regional staycation demand

• Developed experience-led branding and storytelling for underutilized properties

• Activated integrated digital, PR, and performance campaigns to stimulate short-term demand

• Introduced flexible pricing, packaging, and seasonal offers to maximize occupancy

• Aligned marketing, revenue management, and operations to support rapid execution

The Approach

The objective was to stabilize revenue, pivot demand to domestic audiences, and unlock new commercial opportunities, quickly

Results Snapshot

The strategy balanced scale with sustainability, ensuring growth did not compromise efficiency.

23.2M

AED in revenue generated during the pandemic period

4th

highest room nights across Ras Al Khaimah during COVID

13.2 M

in revenue achieved in six months for Longbeach Campground

Award-winning

repositioning, securing Best Staycation Experience (UAE)

With international travel paused, the strategy focused on capturing local and regional demand through staycation positioning, experience-led offers, and targeted media activation.

How We Drove Impact

Domestic Demand Activation

Brand Repositioning & Experience Design

Longbeach Campground was repositioned as a premium glamping destination, combining experiential branding with performance-driven demand generation.

Commercial & Revenue Alignment

Marketing execution was tightly aligned with pricing strategy, inventory planning, and operational readiness to ensure demand translated directly into revenue.

Outcome

Bin Majid Group emerged from a period of disruption with stronger brand equity, diversified demand sources, and record-breaking seasonal revenue, establishing a playbook for resilience-driven growth in hospitality.

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