Rotana expanding in new market
Last year saw the opening of two Rotana properties in Syria with the company making this move as market demand grew for a chain like Rotana, offering Middle Eastern hospitality with International standards and services.
Currently the company manages the Queen Centre Arjaan by Rotana in Damascus located in the Mazze area and offering 110 elegant studios and suites all with kitchenettes and featuring an extensive range of in-room facilities.
Rotana also opened its first resort last year. Afamia Rotana Resort, Latakia, is located at the crossroads of the near East and offers exceptional beach front access. The property has 246 guest rooms including one, two, three and four-bedroom suites with stunning views of the beach in addition to beach cabins and a wide selection of food and beverage outlets.
In April 2008, Gardenia Real Estate Investment and Rotana also signed a partnership agreement for the management of a five-star hotel in Homs, Syria.
The property will feature 285 rooms and suites and is located in the northwestern section of the city.
Selim El Zyr, president and CEO of Rotana, said: “Business is booming in Syria with many projects in the pipeline which is mainly due to the political and economical situation. The currency is strong and Syria is now benefiting from an open market, allowing import and export, which has certainly worked to our benefit.
“This will automatically boost tourism in Syria as the offerings are there but they were never really used to the benefit of the country before.”
With its many historical sites, theatres, museums, ancient ruins, heritage tours, traditional souks, modern shopping malls and night life, Syria appeals to different segments of tourists.
“Taking into consideration this fact and the fact that Rotana is looking at managing more properties in the country, I believe that we will focus on attracting more tourists from Europe and the GCC through our outbound sales offices in the region, supported by an advertising campaign in specific countries,” added El Zyr.
“Furthermore, Rotana is playing a big role by promoting Syria as a touristic and business destination by taking part in national and international exhibitions and trade shows.”
In 2009 Bena Properties, Cham Holdings’ arm for real estate investment and development, and Rotana signed a management agreement for a five-star hotel in Damascus, Syria. The 334-room Yasmeen Rotana will be completed by the end of 2011.