Starwood Hotels & Resorts Worldwide has experienced solid growth in all areas of the Middle East region during 2008. For 2009, the group will continue to focus on all countries in the Middle East with increased efforts to expand the select service segment, said GUIDO DE WILDE, vice president and regional director, Middle East.
“On the development side, we will continue to focus on adding brand value and enhancing returns on investment, which are essential components of our development strategy. We are highly selective in our approach and pursue expansion opportunities which enhance the company’s strategic efforts in creating portfolio consistency,” he said.
Starwood will introduce two new brands to the region – W Doha, the first W property in the Middle East, scheduled to open in the first quarter of 2009, and the Aloft Abu Dhabi, which is expected to open its doors in the last quarter of 2009.
Regarding the global crisis, De Wilde said, “While the situation changes by the day, our view is that this slowdown will most likely persist through 2009.”
“In terms of occupancies, our hotels achieved 70 per cent this year as compared to 68 per cent in 2007.”
He said that the booking trends had changed and continue to do so. “Currently, the booking pickup is very last minute – this is a big change to a 30 to 60 day window we experienced same time last year’” said De Wilde.
Ten new hotels were signed in 2008 and include St Regis Saadiyat Island, Abu Dhabi (380 rooms), St Regis Business Bay, Dubai, Luxury Collection Ras Al Khaimah,W Amman, Westin Hotel, Golf & Spa, Abu Dhabi, Aloft Riyadh,
Element Abu Dhabi, Four Points by Sheraton Dhahran, Four Points by Sheraton Mall of Arabia, Jeddah, Le Meridien Towers Makkah.
While their main feeder markets for the Middle East are Germany, UK and the Middle East, new markets have emerged recently and are increasingly showing growth.
“The Russian market continues to grow year over year for the UAE, due to the general awareness and promotional campaigns carried out by the tourist authorities in the country. Emirates’ increased flights and new routes plus Eithad Airways’ new flight to Moscow are evidence of potential of this market for the UAE,” said de Wilde.