Domina launches brands, opens in Egypt

Italian hotel company, Domina Hotel Group is undergoing a period of rapid expansion that will see it introduce four new hotel brands, which will add up to 250 properties to its portfolio by 2015, including targeted growth in the region.

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By  Sarah Campbell Published  August 2, 2005

Italian hotel company, Domina Hotel Group is undergoing a period of rapid expansion that will see it introduce four new hotel brands, which will add up to 250 properties to its portfolio by 2015, including targeted growth in the region. The company has set out a new corporate identity for the holding Domina Hotel Group, whose CEO is ex-Middle East hotel veteran Francesco Borrello, as well as naming the four brands that relate to the four new types of hotel. The design process for the creation of the logos, the corporate identity and the materials for all the hotels is going ahead in partnership with Leo Burnett. The first brand, Domina Inn, will provide mid-tier functional hotels for business travellers. The Domina Hotels & Resorts brand is positioned one level up, and will provide what Domina claims will be a relaxed hotel offering, with no check-in or check-out formalities and rooms offering hi-tech facilities. Royal Media brand will be dedicated to business travel. Technology will be at the forefront of its accommodation offering, with clients able to link to a videoconferencing system in-room. The upper echelon of the Domina brand portfolio will be represented by the Richmond Grand brand. “This is the most ambitious challenge for Domina Hotels & Resorts Worldwide: the creation of a new philosophy of hospitality, offering the very highest levels of care and attention to its guests,” said Borrello. “This philosophy also extends to the choice of locations, which are consistent with the Richmond Grand values. Everything is based on the concept of caring: the attention that can only be provided by staff who are truly dedicated to the guest, dedicated to the point of being able to anticipate their every need, in a discreet and considerate manner,” he added. Meanwhile, Domina continues its regional expansion plans, following the opening of its third property in Egypt on July 12, the Domina Nuweiba Elaria Hotel & Resort in Nuweiba. Situated on the southern tip of Sinai, Domina Nuweiba Elaria Hotel & Resort is two hours drive from Sharm El Sheikh and 45 minutes drive from Taba. The new build hotel offers 128 guestrooms and eight suites. “We are proud to announce yet another Domina Hotel & Resort in Egypt,” said Jean Patrick Thiry, vice president area manager, Africa and Indian Ocean Division for Domina Hotel Group. “With Nuweiba we are offering a new destination to our incoming leisure market and adding capacity into our Egyptian property portfolio, which already has 1,454 room available. By the end of the 2005 we intend to open two more properties and reach a total of 2,444 rooms.” Domina Nuweiba Elaria Hotel & Resort belongs to Domina Hotels & Resorts brand. The brand currently has 24 hotels in 10 countries worldwide, including a Nile cruise, for a total room number of 4,496.

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