Rezidor clocks up 15 openings in two months

Scandinavia chain continues its integrated brand expansion plans across the Middle East

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By  Sarah Gain Published  March 12, 2006

Rezidor SAS Hospitality opened 15 new hotels across Europe and the Middle East in December and January, and continues to diversify its hospitality portfolio with a growing number of integrated brands. The European hotel company added nine new Park Inns and six new Radisson SAS Hotels & Resorts, and now boasts a portfolio of 267 properties in operation or under development with 39,000 rooms under Radisson SAS Hotels & Resorts and 8,600 rooms under the Park Inn brand, and a presence in 49 countries. “Our business is our brands. The essence of our robust growth lies in our ability to offer a selected portfolio of pure brands that suit the market demand and trends. We have been able to optimise on the growth opportunities by being at the right markets at the right time with the right brand,” said Kurt Ritter, president and CEO, Rezidor SAS Hospitality. In 2005, Rezidor SAS took over the management of nine new Park Inn hotels in the UK. The group also opened its first Park Inn in Azerbaijan (Baku) on January 1. The growth of the Park Inn brand extends out to the Middle East, with Rezidor readying itself to introduce its mid-market Park Inn brand into primary and secondary cities in the region. The first two Park Inn hotels are scheduled to open in 2007 in Riyadh and Al Khobar in Saudi Arabia. Further expansion planned in the Kingdom will also see another Radisson SAS property in the holy city of Al Madinah, set to open by end of 2007. The Middle East also saw two new resort openings. Egyptian Red Sea property, the Radisson SAS Hotel in El Quseir features an Ayurvedic Spa, Wellness Centre. Radisson SAS Hotel, Dubai Media City was the first to open within the Media City and marks Radisson SAS’ return to the emirate. The first tower of the Radisson SAS Hotel, Dubai Media City has opened with 121 rooms. The second tower is set to open later this year and will feature an additional 125 rooms including five suites, 10 meeting rooms, executive lounge, business centre, and additional restaurants. Other goals for the region include expansion within the UAE. In addition to its two existing properties in Sharjah and Dubai Media City, Rezidor SAS plans to manage two properties on the Palm Island Jumeirah. The company is also exploring opportunities in Abu Dhabi and Umm al Qaiwain. Rezidor plans to add two more properties in Kuwait by 2008. The Diplomat Residences at the Diplomat hotel in Bahrain will also open later this year, featuring 121 furnished, full-service apartments. The Regent brand and Hotel Missoni will soon follow as part of the company’s multi-brand strategy. “Opportunities for hotels and residences, through management agreements, are also being explored in Lebanon, and the relatively new markets of Qatar and Libya,” said Esther van Bemmelen, regional PR & communications manager for Rezidor SAS.

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