Rotana launches innovative new hotel brand

An artist’s impression of Centro hotels … fresh approach

Rotana Hotels launched their exciting new brand of hotels, Centro.

Conceived by Rotana Hotels and designed by LWD, the brand signals the start of a bold new genre of hospitality.
Rotana, one of the most successful and applauded hotel groups in the region, developed Centro to meet the demands of the new generation of travellers, who seek both finesse and functionality at reasonable rates. Young and fresh in its approach, Centro is a contemporary concept that is original in its presentation yet dynamic in its offerings.
Selim El Zyr, president & CEO of Rotana Hotels, said: “Business travel and accommodation for the budget-conscious executive is an increasingly important market in the Middle East but remains grossly under-serviced. The Centro concept is specifically designed to cater to this rapidly expanding market. Appealing to large corporate entities, small and medium business owners, and even individual travellers, Centro is an ‘essential service’ hotel brand. We are redefining the conventional concept of economical comfort and offering affordable superior class accommodation and hospitality.”
Speaking of Rotana’s plans for the new brand, Nasser Al Nowais, chairman of Rotana Hotels, said: “Our first Centro property will open within two years and we have a five-year plan to open 25 properties across the Middle East. And as the name suggests, the location of choice for a Centro property is at the heart of a business or commercial district, primarily in the major cities across the region.”
Centro hotels will be highly distinctive, expressed through their contemporary architecture and unique living space. While dramatic exteriors will reflect Centro’s present-day style, its crisp and modern interiors provide essential requisites and advanced technologies.
Unique aspects of a typical Centro property include deli-style dining and takeaway service for in-house guests who prefer the privacy of their own living space, the latest in-room technology from wireless connectivity to entertainment and personal amenities. This is combined with the essential comforts of life, gymnasiums and swimming pools together with onsite business facilities such as private meeting rooms and business centres.
Every Centro property will have as its focal point a large lobby lounge, abuzz with activity yet designed to provide a number of informal zones for business gatherings and entertainment. Standard guest rooms at Centro hotels are approximately 22 sq m – great care has been taken to optimise room configurations and styles. Special features include the design, functionality and ergonomics of each item of furniture, innovatively-styled bathrooms and the strategic placement of room lighting and controls.