Rotana Hotels announced its first foray into Turkey with the opening of the Tango Arjaan and Burgu Arjaan in Istanbul, which will increase its portfolio by a total of 410 rooms. Earlier this year, the brand opened the Al Ghurair Rayhaan & Al Ghurair Arjaan by Rotana in the heart of Deira, one of Dubai’s busiest tourism and commercial districts, taking the company’s total number of properties in Dubai to 15 – the highest of any operator in the city.
Selim El Zyr, president and CEO of Rotana said, “This ambitious growth will continue in 2013 when we will more than double our property openings as compared to 2012.”
This year will see the opening of the Majestic Arjaan by Rotana, Bahrain while it looks at new markets with hotel agreements signed in Turkey and Mauritania, West Africa as well as Salalah, scheduled to open doors in Quarter 2 2013.
“Rotana has grown to become the largest hospitality management company in the Middle East and Africa region (MEA) and our brands are not only widely recognised, but also much admired across the region,” said El Zyr.
The success of the Rotana brand lies in the diverse portfolio of hotels. From the ‘All Suites’ Arjaan Hotel Apartments by Rotana to Centro Hotels by Rotana, a modern, stylish and affordable business hotel brand designed to cater to this rapidly expanding market and Rayhaan Hotels & Resorts by Rotana, the alcohol free brand, we have a product for every kind of traveller.
“Our properties are powered by a consistency in ‘getting it right’ the first time, every time.
“What is considered a luxury today becomes a necessity tomorrow, so for us it is about understanding these expectations that are constantly evolving, said El Zyr.
“The niche luxury market forms about 10-12 per cent of all travel market today. What is luxury in Erbil today maybe a mid-range hotel elsewhere in the world.”
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The Al Ghurair Rayhaan and Al Ghurair Arjaan by Rotana will be the brand’s 15th hotel in Dubai, the highest by any operator in the city |
Needless to say, the brand’s is ahead of the game when it comes to opening new properties in these less developed countries including Sudan and Mauretania.
“We opened the Al Salam Rotana Hotel in Khartoum in 2007 and the Erbil Rotana in February 2011. I think we are extremely fortunate to be in these markets. There is a tremendous need for these markets to be developed and I am sure that the opportunities will be grabbed by the brands that know the market,” added El Zyr.
Rotana has also signed a recent management agreement for a new 220-room hotel in Suleimaniyah Iraq.
“Ultimately our focus has been to have a property located in every country in the MEA. Additionally India is a market we are keen to develop as it offers so much potential. India is very similar to the region in the way we think and yet very different in how we do business. With our office in India, we are trying to understand how we can fit each of our brands in different cities. I see great potential for the Centro brand in India, where we will position it as a four-star hotel and not a budget brand.
“Africa is another emerging market where are currently in negotiation with several developers. We are also looking to open hotels in markets like Turkey and Iran. ”
“Our strategy is to cater to every category of traveller out there. I think the market demands more affordable accommodation. Initially the budget brands targeted key cities but you are seeing this change. Even traditional resort destinations are keen to tap into this segment.
“After all travel is no longer a luxury but a necessity. There will always be demand for clean and economical accommodation from travellers. This is definitely the way forward for travel,” added El Zyr.
He concluded, “As a company, we will continue to pursue new openings and opportunities in new and existing markets and seek fresh challenges and partners who share the same goals and aspirations as we do.”