Sheraton Dubai Creek to Reopen after $10M Refit.

One of Dubai’s landmark hotels, the Creek Sheraton, is to re-open in the middle of October with a new name and a new, luxury image following a five month, $10 million facelift.

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By  David Cass Published  September 15, 2002

One of Dubai’s landmark hotels, the Creek Sheraton, is to re-open in the middle of October with a new name and a new, luxury image following a five month, $10 million facelift.

The 25 year old property is the only hotel actually bordering the Creek, and it’s new name will be The Sheraton, Dubai Creek Hotel and Towers. Announcing the change General Manager, James Munro denied that it was a steal from its recently opened competitor from the Hilton group. “This is the only hotel actually on the creek,” said Munro, “so it seems silly that we didn’t think of using it in the title before.”

Among the more dramatic changes that regular users will notice are the much enlarged entrance lobby and a far greater use of natural light. All of the existing restaurants, bars and shops have been retained so there will also be a familiarity about the refurbished interior.

Sales and Marketing Director, Ahmed Baki, reported that all existing contracts had been retained despite the five-month closure while the renovations were being carried out. He declined to quantify the loss of revenues during the building work and Munro added that, after a successful 25 years of trading, such a renovation was “absolutely necessary.”

Neither would be drawn on the issue of room rates, though they did admit to moving “into the luxury bracket”. Baki conceded, “We will be repositioning ourselves in the market to reflect our new profile as a luxury hotel.”

Another innovation is Dubai’s newest conference facility with three meeting rooms – the Deira, Dibba and Dhaid rooms – and a board room providing around 320 square metres of meeting space. The target market for conference activity will be the European Union and immediate Gulf Region. “Given Dubai’s ascending profile as an international ‘Meetings, Incentiver, Convention and Exhibitions (MICE) venue, this facility is expected to have widespread industry appeal,” said Munro.

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