ACCOR has long been at the forefront of development in the Middle East region and the company plans to continue with the expansion of its regional network in 2011 with nine properties set to open.
These include five in Abu Dhabi – with the Novotel Al Bustan (361 rooms), Adagio Al Bustan (279 rooms), Novotel Abu Dhabi Gate (224 rooms), Ibis Abu Dhabi Gate (294 rooms) and Sofitel Abu Dhabi Capital Plaza (280 rooms) – the Pullman Dubai Jumeirah Lake Towers (354 rooms) in Dubai, the Ibis Bahrain Seef (304 rooms) and Sofitel Zallaq Beach & Resort (263 rooms) in Bahrain and the Novotel Dammam Business Park (158 rooms) in Saudi Arabia.
The group’s managing director, Christophe Landais, said: “Accor is a recognised leader in the hospitality industry and we intend to further strengthen our position in the region by developing our core brands.
“It was a tumultuous 2009, when different markets projected different results – Dubai saw a revpar drop of 35 per cent while Abu Dhabi witnessed an increase of 16 per cent and in 2010 Dubai saw an increase in visitors, but this was not the case in Abu Dhabi. Today in Dubai, we see higher volumes, but low ADR.
“Customers are getting more astute and want the best deal in the market. With the large number of new hotels that opened and continue to open in Dubai, we are very cautious with increasing our rates. Our hotels boast some of the best locations and we believe this will draw in our guests,” said Landais.
Ibis and Novotel have established themselves in the region with a major market share and the company plans to further strengthen their development.
It will also continue to develop the luxury brand Sofitel, which will open its next property on The Palm Jumeirah and has recently signed for two more, one in Dubai (next to Business Bay) and Abu Dhabi.
Pullman too was launched in the Middle East with the Pullman Mall of the Emirates in 2010 and 2011 will see the opening of the Pullman Jumeirah Lake Towers.
And Adagio is the latest brand Accor plans to bring to the region – a mid- and long-stay serviced apartment brand, targeted at the mid-scale segment of the market, it will have a presence in the Dubai and Abu Dhabi markets.