Rotana aims to increase footprint in the region


The strategic objective and focus of Rotana Hotels for the next five years is to increase its footprint throughout the Middle East, strengthen and spread the Rotana brand further.

To ensure maximum market penetration within the UAE and GCC the sales staff was increased in Abu Dhabi and Dubai, from 25 to 68 persons. This increase coupled with extensive training programs will result in the most effective and capable sales effort and staff within the industry, says an official from the hotel group.

"This reconstructing and expansion have become very necessary due to Rotana's immense growth over the last year and to serve its growing markets more efficiently," says vice-president of marketing, Daniel Hajjar.

With the objective of having the most effective sales staff in place, Rotana Hotels have also expanded and restructured their international sales force and sales offices in London, Kuwait and Cairo. These offices are responsible for outbound business as well as the marketing of all Rotana properties as the "preferred choice" when travelling to the Middle East.

In an environment geared towards the international business and leisure traveller, Rotana's guestrooms and restaurants continue to enchant the most discerning traveller.

With a 40 per cent growth over the last 18 months, Rotana now manages 16 properties throughout the Middle East. With the Damascus Rotana Suites in Damascus, Syria scheduled for opening late summer 2003 and 10 other projects in Bahrain, Egypt, Saudi Arabia and Qatar currently under negotiation, Rotana Hotels is well on the way to achieving its goal of having a property in every major city throughout the region.

A further development of the group was the introduction of resorts to its portfolio, thereby assisting the local government with their vision to develop the Middle East as a leading leisure destination.

Fulfilling this vision Rotana has transcended into resort development with the two resorts in Egypt, the Coral Beach Tiran in Sharm El Sheikh and the Coral Beach Al Arish in Al Arish, as well as the recent expansion and extension of the city resort, Beach Rotana Hotel and Towers in Abu Dhabi. Negotiations are also under way for the development of resorts on the desirable Jumeirah Beach front in Dubai and Egypt.

"Development is an ongoing process, to maintain competitive advancement, one needs to work harder and smarter. We have opened new hotels in record time, now we have to consolidate, build and strengthen the brand further," president and CEO Selim El Zyr said.

"Our management systems are under constant evaluation and development. We are also investing in cutting edge technology. The tourism and travel market is dynamic and users are looking for faster, better and bigger websites with required information available at a click of a button."

With the increased demand for real time online and internet travel reservations, Rotana's soon to be launched real time online reservations, will allow both the individual and the travel executive the opportunity to manage their accommodation reservations at any Rotana property from the easy comfort of their desktop at the office or at home.