Interview with Tour Operator Praivit

After the rapid success of the sole trading business to one of the renowned medium sized companies in cooperation with UAE. Interview with Massimo Di Tommasi (35 years old), CEO of the travel operator Praivit in Cologne, specialist and expert for luxury holiday around the globe.

Mr. Di Tommasi how did you come to this name and establishment of Praivit?

Not long after my apprenticeship as a travel agent I sought to  create my own company which I realised in 2001. At the time I was just 26 years old. Of course I would have lied to use private as my company name – though at this time the name had already been registered. I remained fascinated by this term and looked at finding a solution to my dilemma. Then one day looking in the dictionary I saw the phonetic spelling for the word „praivit“ and was enticed by the idea of using the word for the name of my company. At the start of the establishment of my company I actually did not plan to sell luxury holidays but wanted to focus on vacations with VIP status.

In cooperation with European cities such as Milan, Paris and Barcelona I offered weekend bus trips for young people. Included in the package was transfer, overnight stay, city tour and visit to a VIP Club including admission and a free drink. The first trip was to Milan with admission to the popular disco Hollywood that famous models and designers frequently go to. Only selected guests are allowed to come here.
Because of my previous contacts as a dancer and singer I was able to convince the owners of these clubs of my business concept.
On the assumption that „appropriate guests“ were going to come they agreed to my proposal. The first trip to Milan was sold out within three days. This enabled be to establish the foundations for Praivit. The peak of this was New York with club guide and admission to six popular discos. Then the catastrophic events around the 11th of September took place and customers become very cautious when booking flights to the USA. In addition to this the organisation and realisation of bus tours was very demanding operating by yourself. I was seeking to find a market niche in the travel sector.

How did you establish your cooperation with the United Arab Emirates?

Fortune paid me a visit in form of an unexpected letter from the tourist agency in Dubai. The company was interested in establishing themselves in the German market and the offered me to procure the hotels. I was surprised as I had so far no dealings with this destination. I had seen some reports of Dubai on television. I was very impressed with the program about Burj Al Arab Hotel that had given itself seven stars. Actually the categories only go to five stars deluxe. The hotel was setting new standards for the hotel industry. I was fascinated by the futuristic architecture in the form of a sailing boat. I had a desire to get to know the country and its hotels and sent a fax back with the corresponding request. Within two weeks after this I flew to Dubai.

What were your expectations and first impressions of the country?

I actually had no expectations. I thought it would be like other Muslim countries such as Turkey or Maldives where I had already been. I was aware though of the fact that it had a more aspiring character based on the massive construction projects and investors from abroad. One could feel a magical energy and spirit of optimism which one was captivated by. A great emphasis was placed on immaculate service and feel good factor. I got a taste for this on my first visit to Dubai in 2001 when I was picked up in a grand limousine by a chauffeur and brought to the agency in Sharja. Here I was introduced to the Sheik Faisal Al Qasimi the owner of the agency. Surprising to me he welcomed me dressed in an elegant suit and not as I expected in a typical Dishdasha and offered me tea and dates. We spoke about the possibilities of our co-operation. He had a good impression of me and eventually he put down an agency agreement for me to sign. Afterwards there was a sightseeing tour of different hotels and a desert safari.

From the hotels that had been completed at that time I was particularly impressed by the Burj Al Arab. It was quite exciting to see it live and not only on the television. With its 321 metres the building appeared to be gigantic. The interior of the hotel was not less spectacular. Notable was the 40 metre fountain which is switched on when VIP guests arrive. The hotel manager told me that Boris Becker and Michael Schumacher had already been guests here.
The hotel is not only one of the major attractions but also the symbol of the city. Those though who are seeking the flair of Arabian nights may want to consider One & Only Mirage or Jumeirah Madinat Hotel. The Burj Al Arab is too modern to put it in this category. The desert safari was also a unique experience and can only be recommended. It is very well organised and is a lot of fun. Even though it is a tourist attraction one is able to feel the special atmosphere of this fascinating landscape. As a stranger you loose every sense of direction and discover the feeling of being lost.

What has changed since your first visit to Dubai?

Nearly everywhere one was surrounded by gigantic construction sites and there were only few buildings. Even the Dubai Marina had not been completed. Every year after returning I was able to find some new buildings. It was absolutely incredible with which speed the plans were being realised.
At the spice market and gold soak I saw a number of migrant workers from India, Sri Lanka and Mongolia that were busy building up their stalls. They made good business in the early years by selling replicas. The trade with such items has now been strictly forbidden by the government of the Emirates. Until today the old city centre has been able to retain its ancient flair and not changed that much.
What type of clientele travels to Dubai and what fascinated your customers in respect to this travel destination?

In the early year the media and lifestyle magazines very much focused on the lavish and luxurious life of the sheiks. One portrayed them as the proud owners of several luxury limousines matching any occasion. The world fascinated many of our customers and they wanted to experience something of this exhilarating flair. At the beginning the prices remained affordable for average income groups.
We had for example an offer for 999 Euros including the flight and three nights stay in the four star hotel Oasis Beach Hotel as well as a highlight the last night in the Burj Al Arab. Many customers flew to Dubai in order to test out the city. Visitor records were not dominated by Germans but it was mostly Russians and Brits. With these countries the demand for this destination skyrocketed. Furthermore these customers were courted more than Germans.

In Germany the demand increased slowly. Many holidaymakers were put off by the noise disturbances coming from the building sites. From 2003 the prices were raised considerably in some cases doubled. This changed clientele visiting Dubai. Now more prominent figures and business men seeking investment opportunities were booking with us.
Are the customers interested in the culture of Dubai?

This is a question that I ask my customers and usually I get the answer: „But there is no culture there “. In respect to this view I have to agree with my customers. Dubai is more a mix between New York and Las Vegas. It maybe has the culture of the superlative,- with the largest ski hall, shopping mall, the World etc.
Due to the large number of migrant workers the place is a melting pot for different cultures. Though you will not experience very much of Arab culture here. One mainly sees Western influences. Most of the existing attractions hast been copied from the West and built in greater dimensions. Everywhere you will see huge shopping malls and fast food chains. In the old centre you will still find a couple of inconspicuous Arab cafés which though seldom are visited by tourists.
What do you recommend to your customers in Dubai?

Dubai is a lovely place if you are interested in seeing the architecture of the skyscrapers and new projects or just want to experience huge shopping malls like the Dubai Mall or the Kempinski Mall of the Emirates with the ski complex. Those who would like to indulge in luxury and fantastic service of the hotel sector will be at home here.
Should though want to experience the culture of a country then I would send them to Abu Dhabi or suggest a totally different country. Compared to Dubai Abu Dhabi has more museums and sights as well as Arab flair.

What does your agency offer?

We could actually say that we have grown up with the Emirates. From the time when it was just a sole trading business the agency now has 22 employees. We don’t only offer holiday to the Emirates but around the globe to many dream destinations. All our employees have profound knowledge of the target areas meaning they have been there and have extensive knowledge of the hotels. We very much treat each customer individually and all are dealings are focused on pleasing them. We offer all customers detailed advice and seek to fulfil the most unusual and luxurious wishes. - „We try to realise dreams and we know of no limits “.

Our service includes a multilingual tour guide at the destination who is available round the clock and a selection of vehicles with chauffeurs that pick up our guests and are at their disposal should they want to go on a trip. Starting from the luxury limousine to a helicopter flight. We offer tailor made private trips, longer tours and events for special occasions.
What has so far been the highlight for you in respect to organisation?

A billionaire wanted to celebrate his 60th birthday with his family in Dubai and of course he expected something special. We picked him up from the airport with a luxury limousine and on arrival presented his wife a welcoming present with a bouquet of flowers with orange coloured bacara roses – which is the colour of his company logo. This pleased them very much. Then we drove them to the luxury desert resort Al Maha which we had rented from him and his family.
A three star Michelin cook then prepared for the guests an exclusive 11 course menu. As he was a great fan of blues music we booked a well known blues singer to provide entertainment for the course of the dinner. On the next day we asked all managers as well as the personnel from the Burj Al Arab to come to the underwater restaurant where they sang Happy Birthday and presented him with a huge birthday cake. A fiery flamenco group accompanied this special occasion. Later he told us it had been his best birthday so far and would always have found memories of this day.
Have you noticed in Dubai any impact of the current economic crises?

I have so far been nine times to Dubai and therefore I am able to draw comparisons. The number of visitors has dramatically declined. The four shopping centres that I visited last week are nearly deserted which I have never seen before. Even the dealers are now focusing on every visitor that comes by. At the gold market where normally one can find many tourists I mainly saw guest workers. The impact of the economic crises can particularly be seen on the drastic reduction of air fares by up to 50 %.
Presently we have offers for 80 Euros plus taxes. Hotel rooms that one could not get a year ago are now free and are offered like at a bazaar. The hotels currently only have an occupancy rate of merely 40 %. In addition to this many building projects have been halted. This is now a good time for customers with a smaller budget to explore this destination. On our homepage www. deluxetravel.tv we are also offering luxury vacations at reduced prices.