Refad showcases brands at ATM

Refad Hotels & Resorts, a newly established international hospitality chain with a primary focus on the Middle East, will be showcasing its portfolio of five brands at the Arabian Travel Market (ATM). The company aims to reflect the global trend towards specialisation of hospitality products, so each brand is tailored for a specific clientele.

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By  Robbie Greenfield Published  May 3, 2005

Refad Hotels & Resorts, a newly established international hospitality chain with a primary focus on the Middle East, will be showcasing its portfolio of five brands at the Arabian Travel Market (ATM). The company aims to reflect the global trend towards specialisation of hospitality products, so each brand is tailored for a specific clientele. The Monarch represents the group’s luxury offering, The Square has a business focus, and Refad Resorts, as the brand name suggests, comprises of resort-style properties. The Four Stars aims to build on the growing need for mid-tier properties in the region and The Rester, whose subsidiary brands are The Palace and The Residence, offers residential products for extended stays. “ATM has proven to be the best hotel and travel related exhibition in the Middle East, and this is the reason why we have chosen to launch our newly established chain at this time,” says David Boulos, director of sales & marketing, Refad Hotels & Resorts. The chain has four properties currently in operation, The Monarch Hotel & Spa in Munich, Germany, The Rester Palace and The Rester Residence in Kuwait and The Four Stars Hotel & Beach Club in Lebanon. “Our main goal for this year is to add no less than five new properties to our portfolio by offering a reduced fee structure to hotel owners joining the chain,” says Antoine Yazbek, president, Refad Hotels & Resorts. “We will encourage them by taking advantage of this unique opportunity through frequent management consultation and consideration of their goals, financing plans, market requirements, appointment of key personnel at the hotel, and the support offered by Refad Worldwide offices in France, England, Germany, Beirut and Kuwait,” he adds. ATM will provide the stage for the launch of an aggressive marketing campaign for the group’s forthcoming projects, all centred in the Middle East and scheduled to double the number of operating Refad properties in the next few years. Kuwait will see the addition of The Monarch, The Square and Refad Resort & Spa hotels, whilst the company has also earmarked the continent of Australia on Dubai’s ambitious The World project for a five-star resort with spa. “There is a lot of room for growth in the Middle East travel market and another tourism boom looks likely here. We plan to become regular exhibitors at ATM for that reason,” says Boulos. Refad will be promoting more than just its portfolio of brands at the show. The chain also plans to offer hotel owners assistance in feasibility studies, technical project assistance, project managements and leases. “Refad aims to elevate the concept of hospitality to new levels and to establish new precedents within the field,” says a company statement.

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