Hospitality industry veteran and visionary Dr Sam Saker is confident his new hotel management group will quickly secure a niche in the market and then grow to be a worldwide phenomenon, despite the current challenging environment.
And early enthusiasm from experienced hotel investors indicates he is on the right track.
As Saker, president and CEO of Modern Century Hotels, says: “Economic and behavioral trends have begun to inadvertently affect the hospitality industry with a new rise in demand for high quality yet economically viable hotel concepts, including three, four and five-star hotels, growing steadily across the region.”
In order to exploit these opportunities, Saker draws from the strengths of his long established hospitality consultancy and recruitment service CHA International, which was established in 1998 and has grown to become the leading hotel consultancy and executive search group in the Middle East with 30 offices around the world.
Saker himself has 33 years of experience in hospitality, 20 of which were served in the US as the general manager for several international chains such as Hyatt, Marriott Hotels, Forte Hotels International and Holiday Corporation.
Modern Century plans to introduce three distinct brands: the revolutionary Agate Hotels concept; Modern Century Plaza Hotels, a full-service five-star concept, and Modern Century Court Hotels, a full-service four-star concept.
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Agate Hotels grew from Saker’s vision to establish a new niche in the market, based on a ‘health conscious hospitality’ concept which provides, encourages and advocates a healthy lifestyle, but nevertheless offers the height of luxury for its guests.
“There is nothing like the Agate concept anywhere else in the world,” says Saker. “We are not a spa or clinic but rather an exceptional property that goes beyond the usual five-star concept to deliver a unique environment that takes away the pressures of modern life and talks to the mind, body and soul of our guests. Agate Hotels are about more than just rooms – they’re a way of life.”
While the wellbeing of its guests takes priority at Agate Hotels, sustainable environmental and social development and, most importantly, renewable energy are also cornerstones of the vision. All Agate properties will be new builds and the owners and developers are being actively encouraged to use the latest sustainable and renewable energy technologies and building materials and follow Modern Century’s extensive, 12-point ‘policy on environmental and social sustainability’.
Saker is close to bringing several Agate properties to fruition. “We are speaking to seven investors, all of whom already have existing hotels under management with other groups, but are interested in our totally new concept. These people are highly successful investors who have bought into our vision and see a successful future in partnership with Modern Century Hotels and the Agate Hotels brand,’ he says.
Saker plans to meet the new demands of a rising niche market for comfortable, upscale accommodation and superb, comprehensive service that includes the top health facilities at affordable prices. In his own words: “A hassle-free, smoke-free, alcohol-free and pollution-free environment.”
Agate will offer yogic technologies, complementary therapies, personal consultations and medical services. Modern facilities will include outdoor ‘salas,’ a bathing pavilion, swimming pool, multi-level steam rooms, plunge pools and high tech air-conditioned gym, as well as top therapeutic facilities and consultation therapy rooms.
Following a two-year odyssey, Saker has selected a menu of ‘the best in breed’ of health and wellness treatments and equipment for Agate Hotels and will partner with world renowned experts and brands in delivering on these commitments.
Rooms will be classically elegant and simple with interiors incorporating feng shui energy applications and the option for personalisation on request.
Saker said: “Some hotels offer massage therapies in the privacy of the guest’s room – that is standard. But how many will offer to install a treadmill or other exercise equipment in the room? We do. It is just like ordering ‘room service!’ at MC’s Agate it is focused ‘health service’.
MC Court Hotels and MC Plaza Hotels will offer a more focused environmental conventional approach and will be a combination of new builds and refurbishments and re-branding of existing properties and even conversion of other buildings.
Negotiations for the conversion and branding of an existing office building as the first MC Court Hotel are progressing nicely, according to Saker.
“The owner sees a much better return from converting his property to an MC Court Hotel than he can achieve with the building he originally planned,” he said. “This is not a step to be taken lightly and that is where our expertise covering all aspects of hotel design and operations comes in to help him through the elements of redesign, fit-out and branding, and managing the property on his behalf.”