HILTON International will announce a record number of new openings in Middle East & Africa (MEA) in 2011. The company plans to open around 11 new hotels across the region, including in three new markets, Qatar, Jordan and Namibia as well as the launch of two new Hilton Worldwide brands – Doubletree by Hilton and Conrad. According to Rudi Jagersbacher, president, Hilton Worldwide, Middle East & Africa, the brand sees a number of conversion opportunities across the region and with a new development office in South Africa and hopes to sign more hotels.
“Our development pipeline consists of 28 hotels (9,025 rooms). Next year we will open our first DoubleTree by Hilton hotels and Conrad hotel in the region as well as new hotels in Qatar, Jordan and Namibia for the first time. Over the next few years, we’re expanding the Hilton Worldwide footprint in the Kingdom of Saudi Arabia with new hotels in Riyadh and Al Khobar and we also have new properties in Kuwait, the UAE, Egypt and Jordan to look forward to,” he added.
A lot of focus will be on the guest requirements. “We want to ensure that we remain the first choice for travellers – from the promotions we put in the market place, to the benefits we give the 26 million members of the HHonors loyalty programme and the value for money we provide each and every stay. During 2011 we’re going to work even harder to deliver what our guests want and remain their number one hotel brand.”
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While the company plans to tap into the luxury market with its Conrad and Waldorf Astoria brands, Jagersbacher says that the Middle East hotel market is also more and more interested in focused service brands like Hilton Garden Inn and DoubleTree by Hilton. “Bringing these brands into the market place opens the region up to a new set of travellers and gives our current visitors more choice.
Value for money is what our guests continue to tell us is important. This isn’t at the expense of quality though. Guests want a good quality produce at a fair price. Strong, targeted promotions, incentives and loyalty programmes are key to this – they are a must have now, not a nice to have,” he added.
2010 saw improved occupancies in the region, but Jagersbacher adds that the industry now needs to turn its focus to rate. “The Middle East hospitality industry is very dynamic and the region’s global aspirations mean we will continue to see the infrastructure and development projects that will drive travel and tourism here. We remain very confident in the long term future of the region and what it has to offer the hospitality industry.”