Kempinski targets Middle East for expansion

Emirates Palace ... getting ready to open its doors

What is Kempinski’s plan for 2005?
Kempinski Hotels & Resorts is expanding into key markets all over the world, without compromising its reputation for operating unique, individual and profitable hotels in a distinctively European style.

A number of luxurious hotels and resorts throughout the world are set to join the Kempinski collection of individuals in the near future, and are currently either in their final phase of development or planning, or under construction.
After opening the spectacular Kempinski Hotel Amman last month, Ishtar Kempinski Jordan Valley Spa Resort Dead Sea is due to open towards the end of this year. It will offer three luxurious enclaves set amidst gardens, lagoons, winding rivers, waterfalls and private pools, providing guests with complete privacy in a serene and exclusive setting.
In the UAE, we are ready to open our second property after Ajman Kempinski Hotel & Resort, which celebrated its sixth anniversary in October 2004: Emirates Palace in Abu Dhabi, which is due to open soon. The Palace boasts 302 superior rooms and 92 magnificent suites each combining the ultimate in luxury with 22nd-century technology. The Palace Conference Centre will be the most luxurious and technologically advanced meeting facility in the region. Then there’s Kempinski Hotel Mall of the Emirates, which is due to open towards the end of the year. The project, located on Sheikh Zayed Road, will be part of the future complex of Dubai’s Mall of the Emirates, which will feature the Middle East’s first indoor ski resort. Then, in Egypt, we will open Kempinski Old Palace Hotel in Sahl Hasheesh in the end of 2006. 
Kempinski Hotels & Resorts is expanding into key markets worldwide, while continuing to retain its independence.

What’s the company’s strategy in the face of competition?
We focus on adding more luxury properties to our portfolio in key international destinations, while remaining a human-sized company. Our goal is to grow and consolidate our portfolio, by strengthening its international presence and continuously focusing on improving its performance.
We are not a hotel chain, but “a collection of individuals” that all adhere to the same uncompromising level of luxury service. The key to our success has been a blend of acknowledging a proud history while at the same time having the competence to adapt to a dynamic market place.

Is Kempinski bullish about 2005?  If yes, why?
For 2005 and the following years the Middle East is one of the main regions where Kempinski plans to expand. We are focusing on retaining and developing luxury five-star hotels and resorts to broaden Kempinski’s portfolio representation in Middle Eastern destinations that are favoured by our key feeder markets.
One of our main goals is to further develop awareness of the Kempinski group in the Middle East region. Our three existing hotels, the Ajman Kempinski Hotel & Resort in the U.A.E., the Kempinski Julai’a Hotel & Resort in Kuwait and the recently opened Kempinski Hotel Amman in Jordan already took the first steps to introduce the company in the Middle East over the last years. Strong brand awareness will not only be beneficial for our regional hotels and resorts, but also for our properties in Europe, Asia, Africa and South America.