TEN years after luxury operator Four Seasons opened its first property in the Middle East with the Four Seasons Cairo, the brand has become synonymous with the modern Arab traveller for its luxury, anticipatory service and exceptional quality. “The Middle East and the Gulf in particular is an increasingly important market for our properties both within the region and outside,” said David Crowl, vice president Sales and Marketing Europe, Middle East and Africa.
“2010 saw significant improvement particularly in Europe and North America, but not to the same degree. Our nine hotels in the Middle East showed remarkable improvement from 2009 to 2010. Within the Middle East, we witnessed a healthy 65-80 per cent occupancy. We have been very fortunate with revpar, where we continued to maintain a leadership position wherever we opened.”
2010 also saw the opening of the Four Seasons Beirut, a much awaited addition for the company. Today hotels are witnessing a healthy inbound from its traditional markets including North America which account for 35-40 per cent of guests especially in the Egypt properties.
“What has also become very important for us is the inter-regional demand we have witnessed. That means that the regional market have an understanding of the brand values and is appreciated by a broad number of demographics within the region,” he added.
Four Seasons is set to continue establishing a new standard of service and quality in the region with a number of new projects in development. Middle East markets with Four Seasons properties in the pipeline include Oman (due to open in 2012-13), Abu Dhabi (at Sowwat Island in 2013), Egypt (Luxor, in 2013), and Qatar (a second Four Seasons property is due to open in Doha in 2013-14) while Four Seasons openings are also expected in Bahrain and Kuwait over the next five years. Further a field, the much anticipated opening of Four Seasons Hotel in Marrakech is due to take place in early 2011.
“At Four Seasons our service experience separates us from our competitors. We strive to create the best guest experience for every customer that stays with us. Our ability to consistently deliver this is paramount to reinforce our brand promise,” said Crowl.