THE Centro Capital Centre which opened doors in October 2012 is Rotana’s fifth Centro by Rotana to open in the UAE (following Centro Yas Island, Abu Dhabi, Centro Barsha, Dubai, Centro Sharjah and Centro Al Manhal, Abu Dhabi).
The three-star budget friendly brand is now the fastest-growing brand for the group with 25 more properties set to launch across the Middle East and Africa by 2014.
According to general manager Dominique Hebert the feedback since opening has been fantastic looking at all the events that were taking place in the city like Formula 1 and the Abu Dhabi International Petroleum Exhibition and Conference (Adipec) which is one of the major exhibitions at Abu Dhabi National Exhibition Centre (Adnec).
“These events along with our opening promotions have positioned the hotel in a very strong place in the market since day one. And after almost three months of operations we have closed the year 2012 with double the numbers that we have expected,” he added.
The hotel witnesses a mixed source market and is not limited to specific countries.
“Every exhibition that takes place in Adnec brings new spectators from different counties and our offerings and the type of room configuration accommodates and satisfies all tastes. Also looking at the FIT business we have a big reach to the European market, for they are very much used to and favour budget hotels during their business trips,” he added.
The GCC market and the Arab expats travelling for business is also a key source market for the hotel.
The Centro brand is rapidly growing in the UAE market due to the huge demand for a mid-market budget brand while not compromising on quality.
“Our guests have a very clear idea of what the Centro brand is all about and they know what type of service and the quality they will get when they check in to any Centro property.”
The Centro Capital Centre with its location in the Capital Centre development largely target travellers for the exhibitions taking place in Adnec; nevertheless their location is also very ideal to the companies that are located in the industrial area.
“Having said that, we are looking to position our 414 rooms property among the top three-star hotel names in this area in specific and in Abu Dhabi in general for we believe that in this short period of time, the Centro brand has distinguished itself from other three-star properties by offering refined finesse and functionality and maintaining the reasonable rates,” added Hebert.
“Our strategy is to simply keep up with this tough market by keeping our rates competitive. Keeping our guests satisfied will also always be our major concern and focus and our long term strategy,” he said.
Looking ahead Hebert is keen to build wider awareness of the Centre Capital Centre in the market and among clients and guests. The hotel ran an opening promotion offering guests rooms for as low as Dh225 ($61), with an aim to reach out to guests and encourage them to experience the hotel.