Rotana poised for major Middle East expansion - New Hotels and Refurbishments

Rotana Hotels, Suites & Resorts is set to launch a major new phase of development in the Middle East, and is at the same time going ahead with significant refurbishments of existing properties in the region. 

Rotana, currently operating 18 Middle East properties, is in the process of finalising management agreements for nine new hotels, while three more new projects are under serious consideration. The new additions include resort hotels in Abu Dhabi and Dubai, a hotel suites development on Sheikh  Zayed Road in Dubai, four or five star hotels in Qatar, Bahrain, Kuwait and Fujairah in the UAE, and two hotels in Egypt.

Details will be announced by the company to the travel trade at next month’s Arabian Travel Market (ATM) in Dubai, while Rotana will also highlight its plans for hotel suppliers at The Hotel Show, also taking place in Dubai, later in May.

“The new hotels will all be opening in the next three years,” said Selim El-Zyr, President and CEO, Rotana Hotels, Suites & Resorts. “We are committed to increasing our presence in the Middle East, and in particular to maintaining growth in the UAE which is our stronghold in the region.

Refurbishments for the existing Rotana regional chain, consisting of 12 properties in the UAE, and two each in Lebanon, Syria and Egypt, will include work to rejuvenate some of the Dubai hotels in time for the  International Monetary Fund (IMF) and World Bank Annual Meeting in September, which will draw 10,000 visitors, including approximately 3,500 delegates.

The planned revamps are one of the reasons why the company will again be taking an exhibition stand at The Hotel Show, taking place at Airport Expo Dubai from May 19 – 21.

“We want to be first to check out the wide range of new products and services displayed by suppliers from around the world, and we’re particularly interested in the latest sound systems and IT products for  hotels,” said El-Zyr. “The exhibition also gives us a great opportunity to meet hotel owners, and their representatives, who will be there to seek suppliers for their existing hotels, and will also be in a position to discuss management of new properties planned.”

Despite the impact on tourism of the war in Iraq, El-Zyr says the hotel industry has already started to show signs of recovery, and he believes events like ATM and The Hotel Show can only accelerate the process.

He said: “Exhibitions in Dubai have a proven track record for attracting high quality visitors, and I think The Hotel Show, for instance, will be at least as good as last year’s. Added El-Zyr: “We’re sold out for ATM, and events postponed in March and April are now being confirmed for May and June. At the same time, we’ve been receiving calls from tour operators in the UK who want rates for our hotels in Dubai. It’s a great destination, and it’s inexpensive to get here.”

Rotana, like the other major hotel operators, sees major potential for future expansion into Iraq. “We believe that the development and reconstruction of the country will generate a great deal of business in this part of the world,” said El-Zyr.

Organised by event management and marketing specialists, Streamline Marketing, The Hotel Show, a “one-stop-shop” supplies opportunity for hotel owners, operators and developers, is held under the patronage of H.H. General Sheikh Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, UAE Minister of Defence, and Chairman of the Department of Tourism and Commerce Marketing.