The luxury Dubai resort said the campaign, which begins on 2nd June, is crucial to communicating its offerings to UK travel advisors and their clients.
“Our evolution in the UK market depends on ensuring our trade partners are fully informed about the exclusive packages available,” Kyp Charalambous, vice-president of sales at Atlantis, told TTG Luxury.
Both Atlantis The Palm and Atlantis The Royal will offer £100 day packages of unlimited beverages from midday to midnight for guests who book the half-board or ‘extraordinary full-board’ for a minimum of five nights.
The brand also has its Imperial Club, which, at 3,500 AED per day (approximately £700) gives guests private beach access, and complimentary access to the Awaken fitness centre, as well as one complimentary access to the Atlantis Kids Club and The Zone teens’ club per day. They will also receive access to the Imperial Club Lounge, which serves daily breakfast, afternoon tea, light snacks and complimentary evening drinks.
When booking a standard guest room, you can usually add Imperial Club access as an optional add-on. For all Club Suites and Signature Suites, guests receive complimentary access to the Imperial Club.
“I’d love to get more messages out there on the value of the Imperial Club, which is something that can sit as a bolt-on on agents and give their clients an array of benefits across the resort,” Charalambous said.
To help agents better understand these offerings, Atlantis has invested in a dedicated trade portal that provides everything from suite layout plans, to detailed information on its restaurants. The platform also includes a training module called The Atlantis Expert, which rewards agents with a chance of winning in the monthly holiday giveaway of either Atlantis The Palm or Atlantis The Royal stays.
Charalambous said the business’s investment in trade support is paramount to its success, due to the “complex” nature of its properties. This is especially applicable to its partners in the UK, which has been the largest market for Atlantis since its 2008 opening, he added.
“One of our two sales teams is based in London,” he said, with Atlantis sending a dedicated sales mission from Dubai to the UK six times a year.
“We go all over the country hitting the main cities like London, Liverpool and Birmingham, as well focusing on hubs where there are Emirates flights to Dubai, such as Newcastle and Stansted.”
As well as visiting areas beyond London, Charalambous added he believes it’s important to meet with bespoke travel agencies with smaller client portfolios. “It’s not always about doing an event in a posh restaurant in the capital,” he said. “Sometimes, we just need to go to the rural places to meet someone who might have 10 clients, but who can give you as much revenue as someone with 100 clients.”
He added that Atlantis doesn’t limit itself to partnering with traditional agents, acknowledging changes in industry players over recent years: “When we look at the trade, we don’t just look at travel agents; we look at designers, organisations and clubs that have connections with clients who are HNWI. That is very much the market for Atlantis The Royal in particular.”
Atlantis Dubai will also elevate its profile in the UK this June with the launch of a new “city-focused brand campaign” in Piccadilly, Liverpool Street, and King’s Cross.
The “London takeover” comes just a few months before its September sales campaign, which has a target of securing at least 20% of 2026’s business. Having previously achieved just 13% during this month, Atlantis will be focusing on “value-added benefits and unique offerings” of both its hotels to reach this goal.
