Upmarket hotel brand set for Middle East

Rezidor SAS Hospitality's new upmarket hotel brand, Cerruti, is likely to enter the Middle East in the future.

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By  David Ingham Published  March 25, 2003

Rezidor SAS Hospitality, operator of the Radisson SAS brand, has joined forces with fashion house Cerruti to develop a new hotel brand called, simply, Cerruti.

According to a statement, the brand will aim to match the urbanite, internationalist, independent outlook of Cerruti lovers. Hotels will initially be developed in new and upcoming areas of dynamic European cities, followed by expansion into markets such as the Middle East.

They will be built from new or be located in historical converted buildings, will have distinctive architectural styles and will feature between 120 and 175 individually designed rooms.

“This is the fulfilment of one of my long-cherished dreams,” said Kurt Ritter, president & CEO of Rezidor SAS Hospitality. “Lifestyle hotels with a Mediterranean touch are not only very much to my personal taste, but also ideally enhance our brand portfolio.”

Rezidor SAS Hospitality has already signed the contract for the first Cerruti Hotel, opening in Brussels.

There are currently 14 Radisson SAS locations in the the Middle East and Africa, with Hurghada and Al Quesir under development and Turkey earmarked for three more.

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