“Xtra value...Xtra happiness”

The opportunity to Participate in the Region’s Most Rewarding Hospitality Platform.


Dhiafa.com is a joint initiative of Encompass Marketing Services (eMs) based in Dubai and GHATT based in Riyadh. The two companies have developed a disruptive hospitality proposition that aligns consumer needs and hospitality operators’ goals better than any other platform available today.


While it is our ambition offering a wide variety of hospitality services in a large number of countries, our initial focus is on short term (up to 30 says) -and long term (beyond 30 days) stay accommodation (hotels, apartments, etc.) in Saudi Arabia and UAE.

Before arriving at our business proposition, we conducted six comprehensive studies:

Inbound Umrah (non-GCC): current offerings, distribution models, regulations, geographical segment potential.

Consumer short stay needs: a quantitative KANTAR/TNS consumer study KSA.

Long stay propositions: available on bayut, dubizzle and other platforms.

Travel potential for the coming 5 years: A quantitative market study including regional domestic, inbound, and outbound.

Operator’s challenges: seasonal fluctuations, revenue optimization, brand distinction, and consumer satisfaction.

Competitive benchmark: including all major online accommodation platforms in the GCC (e.g. Booking, Al Tayer, Flyin, etc.)

"StayXtra raises the consumer’s experience journey and operator’s value-added to an unprecedented new level."

Our launch marketing program is named StayXtra, offering short -and long stay accommodation at great value for money, unique service features, and a new level of transparency.

Consumer Target Segments

GCC countries

Citizens NRS social classes: A, B, C1.

FIT segments: HRL, VFR, personal, business, religious and pilgrimage.

Asian markets (e.g. India, China, Pakistan, Malaysia, Indonesia)

NRS social classes: A,B,C1.

FIT pilgrimage requiring an Umrah visa (destination KSA).

HRL, personal, business (destination UAE).

StayXtra Consumer’s Proposition

Today, many consumers are experiencing challenges when booking short and long term stay .

Booking multiple rooms/units for larger travel parties.

Booking stays beyond 6 nights.

Selecting preferred rooms or units serving specific wishes or requirements.

Clear and transparent service offering and pricing, booking conditions.

Extra seasonal discounts on top of best available market rates.

Unique room/unit selection for absolute choice.

Enhanced selection filters of properties, apartments and rooms.

Rich and transparent room and property presentation and information.

Ease of booking/reservation, increasing the consumer experience.

Consumer-friendly booking options, reducing chance of cancellations.

StayXtra guest services before, during and post experience.

StayXtra Operator’s Proposition

Most property operators are facing challenges as well.

Dealing effectively with seasonality, occupancy levels and yield optimization.

Cancellations and no shows.

Service-level deterioration due to short term commercial goals.

Distribution channel segmentation and prioritization.

Attractive and convincing presentation of properties and accommodation.

Genuine consumer understanding and retention.

Revenue growth due to higher occupancy rate and increased revenue per room.

Access to unique customer insights.

Exclusive marketing management support.

Attractive and differentiating property presentation.

Reduced cancellations.

Increased consumer interaction, insights, feedback and natural loyalty.

Last but not least, a structural competitive advantage within a geographical area due to our selective participation policy.

Our Operationalization Plan