Vision Behind Miral's Rebranding: Going Behind the Scenes at a Leading Experience Brand

In our first episode of Crafting the Experience: Behind the Scenes at Miral, we take a deep dive into the “Vision Behind Miral’s Rebranding” with Taghrid AlSaeed, Executive Director | Marketing, Communications & Events at Miral. We get a behind-the-scenes look at Miral's headquarters, where we get a deeper understanding of how Miral operates and the people and projects that drive this pioneering company forward

Miral, the leading creator of immersive destinations and experiences, specialises in creating iconic leisure, entertainment and hospitality experiences, supporting Abu Dhabi's economic diversification with landmark projects.

Taghrid sits down with us to discuss the importance for Miral to build a sense of community, drawing people together through shared experiences and a commitment to shared values. Indeed, this is part of the core values which sit at the heart of Miral's vision: people, community and the environment.

These values reflect Miral's dedication to harnessing the human connection in every decision taken on the island. Whether it's through vibrant art and cultural initiatives, sustainable practices or animal welfare programmes, like The Yas SeaWorld Research and Rescue Center, Yas Island, Abu Dhabi, Miral encourages active participation from its people to adopt a creative way of thinking.

Connectivity Within a Destination

A major focus of the last few years has been enhancing visitor experiences on Yas Island, considered the region's leading tourism development project. It is fast becoming one of the top MICE destinations regionally, with everything from state-of-the-art meeting venues to world-class amenities and leisure activities.

A priority for Yas Island, and something that Miral has been working on over the past few years, is connectivity. Everything from attractions, shopping malls and conference venues are all near each other, ultimately creating a truly ideal experience for visitors.

Partnership for Shared Goals

It's worth noting that Yas Island's rise as a MICE destination hasn't been a solo effort. It's a nod to the power of partnerships, with Miral at the forefront. As someone passionate about the future of Miral, Taghrid also talks about the power of collaboration between Miral and the Department of Culture & Tourism (DCT). The synergies between the two organisations make them collaborate as if they were one team, aligned with the same goal of creating one of the leading one-stop MICE experiences for both business and leisure globally.

When it comes to creating a leading MICE destination, Abu Dhabi has already established its reputation as a front-runner. The partnership between Miral and DCT, however, is exemplary, as it goes beyond operational efficiency and creates an offer which is truly competitive as a one-of-a-kind partnership. It fosters continuous improvement, from frequent feedback loops in the day-to-day working process, through to joint fam trips with prospective event planners and media, to direct engagement with groups which allows Miral and DCT to continually refine their offering, tailoring them to the evolving needs of business travellers. The agile approach used in this unique partnership ensures that AbuDhabi remains at the cutting edge of the MICE sector, consistently exceeding expectations and setting new benchmarks.

The benefits extend far beyond Abu Dhabi's borders, as it serves as an example for the entire MICE sector worldwide. It demonstrates how close collaboration between stakeholders, experienced designers, tourism boards and event organisers can unlock unprecedented levels of success. Miral and DCT's partnership paves the way for a future, where MICE destinations become immersive, interconnected ecosystems that cater to the holistic needs of event attendees.

Using Technology as an Enabler on Yas Island

Technology can serve as a catalyst to enhance a destination's products and make the visitor experience more seamless. This is a lesson for other MICE destinations, where the need to invest in the most innovative technologies forms a key part of what business guests are looking for in terms of convenience and the overall experience. This is part of what makes Miral's offer on Yas Island so competitive.

Miral’s visionary approach is shaping MICE events on Yas Island, with one of the most innovative uses of technology introduced in the destination being FacePass. Taghrid explains the process of implementing the world's first use of this technology on a larger scale and the impact it has on the visitor. This technology is currently used at Yas Island’stheme parks, with bigger plans to integrate this across all of Yas Island's assets in the future. Taghrid also explains how FacePass eliminates barriers of physical tickets and queues and will allow guests to navigate the island smoothly once fully implemented.

Miral's vision is about understanding guests on a deeper level, leveraging data analytics to anticipate their needs and desires before they even know them. This translates to a streamlined process, such as accelerated entry through facial recognition technology, eliminating friction points and freeing guests to fully immerse themselves in the experience.

Miral's Green Commitments Shaping the Future of Yas Island

Towards the end of the interview, Taghrid shares a glimpse of Miral's sustainability plans inaction. Thanks to the company's impressive commitment to sustainability and its partnership with Masdar, the actions being put into place feel like a genuine game changer and not just a gimmick. The commitment to ensuring that renewable energy powers the island, while the hospitality sector adheres to strict sustainability guidelines, is one that is being actively implemented but is also a key consideration when designing new infrastructure and experiences on Yas Island. Miral is actively using conferences and events as platforms to raise awareness and educate the community, both business and leisure, on the importance of environmental stewardship.

These actions are visible throughout the island. Taghrid proudly shares figures on annual consumption through renewable energy - 40% for Warner Bros.?? World and The Yas SeaWorld Research and Rescue Center, Yas Island, Abu Dhabi - thanks to installations, such as solar panels on both of their rooftops.

Another important focus is on Miral's commitment to marine research and conservation at The Yas SeaWorld Research and Rescue Center, Yas Island, Abu Dhabi. Such initiatives provide both socially responsible changes, but also raise visitors’ awareness of the importance of environmental stewardship and the actions we can all take to support this. The focus on sustainability is not just a box to tick, it's a core value of Miral's vision and plays a pivotal role in helping to shape Yas Island's future.

Key Takeaways

It is clear from speaking with Taghrid why Yas Island has seen so much success, in no small part thanks to Miral. Creating a destination where leisure and business thrive side by side, using the most innovative technologies to keep it competitive, whilst, at the same time, prioritising environmental stewardship as a fundamental responsibility, has been a key part of its phenomenal achievements to date.

Seamless connectivity is the new standard for MICE destinations - Yas Island has been designed to prioritise convenience. This isn't just about physical proximity, it's about removing friction points and focusing on enjoyment. It is a reminder that convenience is crucial to creating exceptional visitor experiences.

Sustainability as a priority - Destinations have a responsibility to raise awareness of sustainability issues and encourage visitors to support the actions being taken. This not only benefits the environment, but it sets a new standard for responsible tourism, demonstrating that sustainability can be an integral part of any destination's identity, attracting conscious travellers and fostering long-term success.

Partnerships showcase the transformative power of collaboration - Miral's partnership with DCT redefines the MICE experience on Yas Island. It sets a new standard for the industry, proving that shared goals can drive a destination’s transformation.