Rotana is establishing its presence in the region’s luxury market by developing a brand that has both meaning and heart
AS the Middle East’s homegrown Rotana brand continues to pursue its ambitious expansion plans, the group has moved into the luxury sector with its upmarket properties, the Beach Rotana, Abu Dhabi, The Cove Rotana Resort, Ras Al Khaimah, and the Grand Rotana Resort & Spa, Sharm El Sheikh, Egypt.
“I strongly believe that luxury is relative to one’s personal experience,” says Rotana president and CEO Selim El Zyr. “For some, luxury is about a brand which is an emotional bond established over time between a product or service and the consumer as a result of a promise made and continuously kept.”
 |
|
Grand Rotana Villa bedroom and Beach Rotana, Abu Dhabi (above) |
He continues: “At Rotana, we genuinely value that relationship. Rotana’s purpose is to create a meaningful difference – to be different from our competitors, but always relevant to our consumer. That brand purpose inspires us and drives all of our communication. Just as with any friendship between two people, the Rotana brand must keep its promises to its audience. Over time this builds a brand with meaning and heart.
“For others, luxury is about the materialistic matters or about space, views, product offerings and so on. For Rotana, luxury means ensuring surpassing our guests’ expectations and letting them live an experience beyond their aspirations, whether they are staying with us on business or leisure.”
Since the Rotana group’s inception in 1993, it has concentrated on building a spotless reputation within the five-star segment. But with the addition of new brands and properties this is now being taken to the next level with a range of luxury offerings previously unseen in the portfolio.
 |
The Beach Rotana, Abu Dhabi is a magnificent structure symbolising the warmth of traditional Arabian hospitality. The splendid grand lobby epitomises the style and opulence that is the theme throughout the hotel. Intimate corridors usher the guest to 413 sea-facing rooms including 47 elegant suites, eight dedicated Club Rotana floors and two royal suites, which provide business travellers with exclusive privileges.
The property includes more than 3,700 sq m of indoor and outdoor conference space and seafront outdoor function space. The Al Thuraya Grand Ballroom with its 1,250 sq m area can accommodate up to 1,500 guests and the elegantly marbled pre-function area, along with seven meeting rooms, defines the hotel as the ultimate conference and banqueting destination.
The hotel offers 10 world-class food and beverage venues including the renowned French Polynesian ambience of Trader Vic’s, the Brauhaus German restaurant and terrace, Prego’s where the diner will find an authentic Italian experience, the award-winning steak house Rodeo Grill, Benihana offering American-Japanese specialties, Indigo for Indian fusion cuisine and Finz the venue for mouthwatering seafood.
 |
|
Zen the Spa at Rotana and The Cove Rotana (above) |
Nothing compares to the exclusivity of the Beach Club featuring a temperature-controlled swimming pool and kids’ pool, 120-m private beach, a fully equipped Bodylines Health & Fitness Club, two group fitness studios, three floodlit all-weather tennis courts and two squash courts, covered kids outdoor play area and supervised kids crèche, a wide range of water sports, sauna, steam, Jacuzzi and two massage rooms along with the Bay View restaurant and pool and beach bars.
And for pampering, Zen the Spa at Rotana features exquisitely designed treatment rooms and soothing relaxation areas offering holistic therapies from around the world and signature treatments for the body.
In neighbouring Ras Al Khaimah, The Cove Rotana Resort is located at the entrance to the emirate on an idyllic water inlet at Arqoob beach overlooking the Arabian Gulf.
Offering the pleasures of graceful living and boastng more than 600 m of beach, stunning waters and a multitude of activities, the property includes a well-appointed leisure and fitness centre and an excellent choice of restaurants.
Rooms, suites and villas combine intimacy, comfort and exclusivity with the personalised service and attention to detail that are the hallmarks of Rotana and design touches invoking Arabian splendours which give every room a distinct sense of place.
The resort offers the discerning traveller 202 rooms and 76 one-, two- and three-bedroom villas ideal for families or groups. With a Nubian touch in their design most of the rooms offer breathtaking views of the Indian Ocean from private balconies or terraces; while the two- and three-bedroom villas are also equipped with private plunge pools.
 |
|
Grand Rotana Resort & Spa |
The Cove Rotana Resort is home to a range of culinary options including Basilico the Mediterranean restaurant where skilled chefs have been brought in to add passion and talent celebrating the essential character and nature of the many traditional and modern dishes.
And for the business minded the property also boasts facilities for mid-sized meetings of up to 150 delegates.
Among its Egyptian properties is the group’s most up-market offering, the Grand Rotana Resort & Spa which is situated on the picturesque coastline of Sharm El Sheikh, embraced by spectacular land and seascapes and providing 526 luxurious rooms and suites, including 24 Club Rotana executive rooms and suites and nine stunningly designed duplex four- or five-bedrooms Royal Villas.
Whether you want to take a stroll on your own private stretch of beach, or relax by the stunning 3,600-sq-m pool, you’ll find serenity and privacy at this property which is surrounded by 2,000 palm trees.The villas are exquisitely designed with contemporary décor and private rooftop space offering 360-degree views.They are fitted throughout with beautiful paintings and furnished to cater to the most discerning of luxury-oriented travellers.
A spacious living area and elegant dining room provide the perfect place to entertain. Bedrooms open out into a private garden and pool and each of the marble bathrooms has a deep soaking bathtub, separate shower and vanity with two basins and superior amenity supplies.The resort boasts a 450-m private beach as well as the Zen the Spa at Rotana and sports, health and indoor and outdoor conference and function facilities.
There are also endless dining options with nine different restaurants and bars, catering to every taste.
Ramses, the main restaurant serves breakfast, lunch and dinner buffet with views of the Red Sea. Mezzaluna offers contemporary Italian cuisine in colourful surroundings, Silk Road is the place where Eastern cooking compliments Western cuisine, for barbecue. The Palms cannot be beaten and the Sky Lounge offers drinks and sheesha late into the night while Pulse promises a unique experience unrivalled by any other bar or club.
Speaking about the company’s future development, El Zyr says: “We are very positive about the future. Ours has been an organic growth. There was ambition. From the beginning, we aimed at building 20 to 25 hotels. When you look at what is happening in the world today, a 100-hotel company is attainable. It was a dream, perhaps, when we first started our business. Given our size and capabilities today, Rotana will have 100 hotels very soon. Nineteen years ago, we were filled with confidence, yet, we could never have imagined the speed at which our hopes, dreams and aspirations would be realised. From a mere 400 employees in 1993, we are over 10,150 employees today and by 2014 our family will grow to 17,000.
“Rotana’s success is based on a key element, the human factor… this coupled with years of dedication and hard work, while knowing who we are and what we are capable of, is what has made us who we are today. Our product offering is exceptionally strong. Our properties are in the right locations and our level of service, much sought after. We have gradually reached the hearts of our customers and the desired market recognition and our repeat guests are a major proof of that.
“Our vision is to be the leading and most dynamic hospitality management company in the Middle East and Africa operating a comprehensive range of products and brands that aim to meet all the requirements of our guests.”