Rotana poised for record
What is Rotana planning?
Operating in highly competitive environments and to the highest international standards, Rotana Hotels has an inherent desire to deliver the best of Arabian hospitality.
Rotana’s vision is to be the leading and preferred hospitality management company operating hotels, suites and resorts, within the Middle East. This is achieved by constantly exceeding the expectations of Rotana’s guests, staff and owners through personalised care, combined with innovative and creative solutions.
Rotana’s strategic aim is to have a property located within every key city in the Middle East and this goal is being steadily achieved through careful long-term planning and timely action. Rotana has a portfolio of 30 hotels and manages currently 17 properties spread between the UAE, Lebanon, Egypt and Syria with a further 13 new properties to open by 2007.
Rotana Hotels has signed 13 new management agreements for major properties in Dubai, Beirut, Damascus, Doha and Kuwait, all to open before the end of 2007. The latest additions to Rotana’s growing family will not only increase its portfolio in Dubai and Lebanon but will also launch the company into new countries including Kuwait, Qatar and Syria.
The first property will be in Damascus, expected to open by the beginning of 2005 with the Kuwait property scheduled for launch in mid 2006. Rotana will be opening its third property in Lebanon, introducing its renowned “Rotana Suites” brand at a prime seafront location in the heart of Lebanese capital. This follows on from the successful opening of the Hazmieh Rotana Hotel in Beirut a few months ago.
With the continued growth in business and tourism Rotana will be entering the Doha market during the second half of 2006 while in the UAE; Rotana will strengthen its leadership position with six additional properties in Dubai. The first, due to open in September 2005, will be the Al Murooj Rotana Hotel & Suites. More properties are currently under development in Dubai with the worlds’ tallest 72 storey, all-suites property: Rose Rotana Suites, to be opened in 2006.
What’s the company’s strategy in the face of competition?
Rotana is a ‘local’ organisation managed by people who are able to understand and convey not only what the region has to offer, but also to create ‘packages’ that will reflect this far better than the international chains could hope to do.
The suites concept has been introduced to the Middle East by Rotana. We saw the potential and need for it. Rotana Suites are first-class services apartments, which have been developed for guests who will be staying in a city longer than the average traveller or for families who require a fully-equipped type of accommodation.
Rotana’s sales force is increasing to cover not only the Middle East but also Frankfurt with a team of 40 executives in addition to the existing UK sales office. With the addition of 13 properties expected to be completed before the end of 2007, the annual revenue of Rotana Hotels will jump to over the Dh1 billion mark which will Rotana to maintain its competitive edge in a challenging environment.
Is Rotana bullish about 2005? If yes, why?
Rotana is certainly very bullish about 2005. 2004 was a record year for the hospitality industry in the Middle East and for Rotana Hotels as well. All indications are that 2005 will be similar if not better than 2004. We are, therefore, very optimistic about the new year and with three new Rotana properties expected to open in 2005, we anticipate another record-breaking year as long as the region remains stable.
What can guests look forward to?
Customers can look forward to a continuous enhancement of our services and standards, new properties and new restaurants and more importantly a new Loyalty Programme that is expected to be unique.’’