Worldhotels eyes further expansion in the Middle East
WORLDHOTELS targets further expansion in the Middle East and joins more than 600 senior hotel investors, developers, operators and advisors at the Arabian Hotel Investment Conference (Ahic), taking place from May 4 to 5 in Dubai, UAE.The global group for independent upscale hotels announces a significant year-on-year growth for the Middle East region. In the first quarter of 2014, total revenue for its 10 properties in the UAE, Bahrain, Kuwait, Jordan and Saudi Arabia increased by 37 per cent, compared to the first quarter of 2013, while room nights were also up by 32 per cent. To further expand within this highly attractive inbound and outbound market, Worldhotels plans to add another 10 hotels in key destinations such as Dubai, Abu Dhabi, Qatar and Oman. The group also sees great potential for the growth of its innovative branding solution in the region. Worldhotels’ full licence branding model is an ideal alternative to standard franchise contracts and offers hotel operators and management companies the freedom to fit out and operate hotels to their own strategies, while enjoying the exposure, commercial strength and know-how of a global hotel group. Of the group’s portfolio of almost 500 hotels worldwide, 20 are already fully branded under the Worldhotels identity.“Growing our brand in the Middle East is an essential part of our long-term expansion strategy”, says Sven Doliwa, vice president sales & business development Europe, the Middle East and Africa at Worldhotels. “With the non-standardised upscale hotel segment gaining appeal amongst owners and hotel operators in this region, we see an increasing demand for our unique branding solution. Our full licence branding model offers hotel owners and operators the opportunity to remain independent, while benefitting from high return on investment, a global sales network of more than 30 sales offices worldwide, a loyalty programme and quality brand recognition.”During the Ahic, Worldhotels will also introduce its brand-new loyalty programme, Worldhotels Peakpoints, which launched on April 24. Available at all of the group’s almost 500 hotels in 65 countries worldwide, Worldhotels Peakpoints is one of the first all-virtual global loyalty programmes in the hospitality industry, and offers its’ members 2 points for every Euro spent on eligible room rates. Members of the programme can follow their transactions, manage their personal profile and customise their virtual membership card either via the Peakpoints website, or the “Travel Guide by Worldhotels” app. In addition, they benefit from three elite levels, allowing them to accelerate their earning power: Members of the Silver level receive an additional 10 per cent in points, Gold members increase to 25 per cent more points, and Navigator members receive 50 per cent more points. Guests can enrol into the programme at worldhotels-peakpoints.com.Earlier this year, the group also welcomed its first Middle Eastern frequent flyer partner: Qatar Airways Privilege Club. As part of the partnership, members of the Qatar Airways Privilege Club frequent flyer programme can now earn 500 miles for qualifying stays at any of Worldhotels’ almost 500 hotels worldwide. The group now offers guests a selection of 26 different airline partnerships. A list of all of all Worldhotels frequent flyer partners is available on worldhotels.com/our-airline-partners.