THE Middle East has long remained a key development market for the Accor Group and the company plans to continue this expansion in 2011 with nine new properties.
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 (354 rooms) in Dubai; the Ibis Bahrain Seef (304 rooms) and Sofitel Zallaq Beach & Resort (263 rooms) both in Bahrain; and the Novotel Dammam Business Park (158 rooms) in Saudi Arabia.
Group managing director Christophe Landais explains: “Accor is a recognised leader in the industry and we intend to further strengthen our position in the region by developing our core brands. 2009 was a tumultuous year, when different markets projected different results. While Dubai was affected with a revpar drop of 35 per cent, Abu Dhabi witnessed an increase of 16 per cent in revpar. At the same time, 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 and does not hesitate to look for the best rate. With the large number of new hotels that opened and continue to open in the region, 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,” he says.
While brands like the Ibis and Novotel have established itself in the region and have a major market share, Accor plans to further strengthen the development of these two core brands to keep up with the demand.
The company will also continue to develop their luxury brand Sofitel, which will open its next property on The Palm Jumeirah and have signed on two more – one in Dubai (next to Business Bay) and another in Abu Dhabi. The Sofitel Zallaq Beach in Bahrain is also set to open its doors later this month.
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.
Adagio is the latest brand that Accor plans to bring to the Middle East from its global portfolio. This mid- and long-stay serviced apartment brand, targeted at the mid-scale segment of the market, will have a presence in Dubai and Abu Dhabi markets.