WITH a Middle Eastern portfolio of nine hotels in operation, Best Western International heads into 2014 with a major expansion plan.
Focusing on key markets such as Saudi Arabia, where at least 15 new hotels will open between now and 2015, destinations include Makkah, Al Qissim, Al Ahsa, Riyadh and Jizan. The hotel company will also launch twin luxury Best Western Premier in Erbil, Iraq, the hotel’s first properties in the country. With a major new development deal in Qatar which will lead to the development of several hotels in the country, 2014 and beyond, looks busy.
Glenn de Souza, vice president International Operations Asia and Middle East outlines the upcoming regional strategy: “Best Western International is focused on delivering hotels that are in tune with the local market, and deliver internationally-branded quality experiences with strong local flavours. For example, in Saudi Arabia we are embarking on a multi-brand roll-out, comprising midscale Best Western, upscale Best Western Plus and luxury Best Western Premier hotels, with a range of large rooms capable of hosting families and other groups.”
Having recently been highlighted on the Middle East’s ‘Power 50’, de Souza admits their recent rapid development and rising reputation has contributed to the honour, commenting: “This is a joint effort between the entire team at Best Western International and has seen us develop a series of incredibly strong partnerships in the region.”
Looking back on 2013, despite internal problems in certain Middle Eastern countries, de Souza also attributes success to the fact that hotels have performed fairly well in 2013, saying:
“Across the region, both rates and occupancy are seeing single-digit growth, with some Gulf countries seeing double-digit gains. A rise in intra-regional travel is driving demand for hotels in the Middle East, including strong domestic growth in countries such as Saudi Arabia. We expect this to continue in the coming years.”
It is perhaps this trend that initiated the recent development agreement signed in Qatar. The deal with Sphinex Hotels and Resorts will enable them to significantly expand their portfolio in one of the world’s most exciting hotel markets, ahead of Qatar’s hosting of the World Cup in 2022. Other highlights of 2013, including the launch of the company’s debut property in Kuwait and their return to Bahrain.
Looking ahead, the next major project in the region is Iraq with the opening of two brand new hotels in the northern city of Erbil – Best Western Premier Erbil and Best Western Premier Erbil Airport. De Souza explains the strategy behind the decision: “While Iraq is recovering strongly from the recent troubles, it is worth noting that Erbil – and the entire northern Kurdistan region of the country – has been largely unaffected by the security issues experienced in other parts of Iraq. It is also a major oil producing area which has led to a surge in international travel and business activity in the city, including the launch of many new international air services.”
By Karen Osman