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Radisson SAS Deira positively impacted by rebranding
April 2007 326

Six months since Rezidor took over an existing property in the heart of Dubai’s business district to rebrand it the Radisson SAS Hotel Dubai Deira Creek, it has implemented fresh new service concepts that have positively impacted operations, Andreas Flückiger, general manager of the hotel told TTN.

The hotel is also set to be renovated, he said. “Being the first five-star hotel in Dubai, and managed by another operator for 31 years, it is important to bring out the fact that the Radisson SAS will enhance and strengthen a very special hotel that has unique features and that the charm of the hotel will remain. This is also the main message that we have been spreading since the conversion and we will also be building on that during ATM,” he said.
The property will be represented at Rezidor corporate stand and at the Dubai stand.  
The hotel’s management is working closely with the owners towards positioning the property as the city’s preferred hotel, he said. “Therefore eventually, hotel renovations are very much a part of the next steps and we have already seen some interior design plans and in discussion with the owning company, we will start by a phased refurbishment of the rooms in the near future.”
Since the takeover, the Radisson SAS has introduced fresh new service concepts for all its guests, he said. “We have introduced the Radisson SAS corporate service concepts of which our free broadband internet service in all rooms as well as WiFi accessibility in all public areas had a major positive impact on all our guests, as well as the introduction of Nespresso machines in our Royal Club rooms and complimentary tea and coffee facilities in standard rooms.”
The hotel’s Fitness Club has seen a soft refurbishment, including brand new massage rooms and new furnishings for the pool area. “We are currently looking at maximizing the potential of our outdoor leisure facilities in terms of F&B service focusing on the pool side terrace area, which is very unique by being a large sundeck area overlooking the creek, being a perfect venue for sundowners,” Flückiger said.
With a prime location in Dubai, located in the heart of the business and shopping district and being at walking distance from Dubai heritage sites and old souks, we will maintain our loyal guests and attract new guests and markets by also implementing the Radisson SAS Standards in the property and will be looking into long term potential of growth.
The Radisson SAS chain is globally active when it comes to promotional awareness. With hotels around the world, and specially in targeted main markets, certain synergies exist within the group’s portfolio. This is one of the most effective promotional tools for the business units, Flückiger pointed out.
The hotel’s main markets are the GCC and the wider Middle East, Europe (mainly Germany and the UK) and the subcontinent. The Scandinavian market is very much a new emerging market for the hotel, Flückiger said. “We did see an increase in European arrivals and comparing this to last year, the average increase for the European market is 15 per cent in arrival,” he added.
 “Guests staying with the Radisson SAS, whether they are loyal to the property or new guests will receive the ‘Yes I can’ attitude, which is a Radisson standard company behaviour that ensures 100 per cent guest satisfaction from all aspects,” Flückiger concluded.




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