The Business Impact
The new platform business model advanced Miral from an asset management company to a provider of digital experiences. In the first year, Miral generated $100m in new ticket sales with expected annual revenue growth to be circa 20% year over year for the next five years. The online channel has a much greater contribution, with 37% of ticket sales happening through Yas Connect.
Yas Connect is now home to 35 apps and it enables Miral to drive revenue by upselling add-ons, shape plans for future property development and optimize operational performance. Miral is seeing higher conversion of Abu Dhabi visitors as the company is now cross-selling Miral attractions to customers, culminating in AED 327M in sales. Miral is driving growth while exposing visitors to the wonder of Abu Dhabi.