CITYMAX Hotels has enjoyed a busy year since ATM 2013. Now into its fourth year of operations as part of the multi-million dollar Landmark Group, Citymax Hotels currently operates three hotels with a total of more than 1,200 rooms in Dubai and Sharjah.
A home-grown mid-market brand, Citymax Hotels prides itself in offering services beyond those expected of a budget hotel group. With successful restaurant growth, introduction of a mobile responsive website, development of sports partnerships and catering to high demand for accommodation throughout the city, Citymax Hotels looks forward to a year of physical development and new business partnerships throughout the region.Much discussed in the UAE hospitality market since the announcement of Expo 2020, three-star hotel development is high on the agenda for government and private sector alike. Commenting on the growth of three-star hotels in the UAE, Praveen Bhatnagar, CEO, says, “The established Citymax Hotels business model is proving to be much sought after in the UAE and throughout the region with negotiations currently under way to head a consortium of reputed land owners and investment houses to manage a portfolio across the GCC, as well as developing individual Citymax Hotels and working with owners on management contract agreements. “Our business model and hotel design offers both spatial planning with a look and feel driven by functionality and operational efficiency, ensuring cost-effective construction and operation. Consistency of the Citymax Hotels design ensures guests quickly understand the function of each hotel thereby avoiding over complication and disorientation upon arrival. The design is contemporary, yet simple and without unnecessary luxury, exceeding guest expectations of a budget hotel.”With an eye on expansion beyond the UAE, Citymax Hotels has customised the ‘Manchise’ management model for application in the Middle East. Appealing specifically to owners in Saudi Arabia, this business model combines traditional hotel management and franchise operations into a tailor-made ‘Manchise Contract’. Offering professional Middle East hotel management expertise with traditional management contract concepts for the first three to five years, the agreement would then revert to a customised franchise-type arrangement customised for owners in the region for a further 15 years, thereby giving owners the opportunity to benefit from flexible terms and conditions.Citymax Hotels is currently building three new properties in the UAE, located in Al Barsha and Business Bay in Dubai and another in Ras Al Khaimah, all in varying stages of construction and scheduled for completion by 2016. This will bring the total inventory to around 2,000 rooms within the next three years, with further properties close to finalisation of lease agreements in Abu Dhabi and Fujairah.All new Citymax Hotels will feature the brand’s own restaurant concepts, with a focus on developing The Huddle Sports Bar & Grill, Sizzling Wok and an additional speciality restaurant. With the successful launch of the Lavazza Tierra Espresso Bar at Citymax Hotels Al Barsha, the group will be rolling out similar concepts throughout the chain. According to Russel Sharpe, COO Citymax Hotels, “Developing our own F&B operations has been a challenging but worthwhile strategy, as it has allowed Citymax to remain a fully home-grown brand with the flexibility of adapting outlets to the ever-changing needs or our guests. We have succeeded in growing these outlets into independent brands with identities so strong that they have become a household name in the local community.“By offering our guests the expected hotel facilities such as full concierge services, full buffet breakfasts, beach and city transfers, full gym facilities and swimming pools, plus a varied 4-star restaurant service, we exceed expectations and deliver beyond the perceived value of the rate given. This is a strategy and concept we will continue to build on, regardless of whether the hotel is owned, managed or franchised.”Citymax Hotels has enjoyed considerable recognition by consumers in 2013, with the Indian restaurant Claypot and the Asian restaurant Sizzling Wok both being shortlisted for a BBC Good Food Award 2013. The Huddle Sports Bar and Grill, and Maxx Music Bar and Grill enjoyed similar recognition, shortlisted for awards in the Time Out Nightlife Awards 2013, and Citymax Hotels has been nominated for the World Travel Awards “Middle East’s Leading Budget Hotel Brand” and a Mena Travel Award in the budget hotel category.Exhibiting at ATM 2014 with a new stand design in the same location as for 2013 (#HC5620), the Citymax Hotels team will be on hand to meet with travel and business partners as well as media representatives.