Rezidor unveils multi-brand Middle East strategy

Rezidor SAS Hospitality has laid out its plans to introduce the company’s multi-brand portfolio throughout the Middle East.

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By  Sarah Gain Published  June 18, 2006

Rezidor SAS Hospitality has laid out its plans to introduce the company’s multi-brand portfolio throughout the Middle East. The expansion will see the development of 14 additional properties in the region by 2008 across Rezidor’s four brands: Radisson SAS, Park Inn, Missoni and Regent. In Aqaba, Jordan, the Radisson SAS Tala Bay Resort will form part of a real estate community on the Red Sea. The Tala Bay development features several hotels, residential complexes, a marina and leisure activities, and an aqua park on a two-kilometre beach strip on the banks of the Red Sea. The Radisson hotel is scheduled for completion in mid June next year and will include 323 rooms, a rooftop bar and two restaurants. “We’re focusing on increasing our penetration on the Red Sea as part of our strategy to develop more resort properties in the Middle East,” said Jean-Marc Busato, vice president Middle East, Rezidor SAS Hospitality. “This is also a further commitment to assist the development of Jordan’s tourism industry,” he added. Another focus area for Rezidor SAS is the emerging market of Oman where the company will introduce its mid market hotel brand, Park Inn. Currently, Rezidor SAS operates more than 60 Park Inn hotels in Europe and Africa and is now gearing up to grow the brand to 100 properties following its Middle East debut. “Oman’s tourism industry is on the rise and will see visitors from across the world looking for a diverse holiday destination. This will result in an increase of travellers with different requirements and financial resources,” explained Busato. Due for completion by 2008, the Park Inn, Muscat will have 200 rooms, a restaurant and bar, meeting facilities, a business centre and health club. It will be in the heart of Muscat, minutes from the beachfront and shopping malls, as well as the embassy district. “Park Inn is ideal for this market as it has a fresh, exciting and practical approach, and is focused on what really matters: a good, comfortable sleep in a fresh and clean environment,” Busato said. In Dubai, the company has just unveiled plans to operate its first apartment project. The Radisson SAS Residence, Pier 24, will be situated in the Dubai Marina residential area, close to the Dubai Media City and Dubai Internet City business parks. Scheduled to open at the beginning of 2008, the development will have 142 apartments, a restaurant and health club and three retail areas. “This will be our second apartment venture in the region and our strategy is to ensure that all new brands have very distinctive and individual identities, and to let the new generation of properties coming through define each of the brands,” said Busato. Rezidor SAS is also set to introduce its new lifestyle brand Missoni and luxury Regent Hotels to the region. The first Missoni hotel is due to open in Kuwait in 2007 and a second will open on the crescent of Dubai’s Palm Jumeirah in 2009. Kuwait will also be the home of the Middle East’s first Regent Hotel, a US $171 million beachfront property with 310 rooms, 84 apartments and 12 chalets.

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