Jordan is now back in business
2006 proves to be a lucrative year for the Four Seasons Hotel Amman
The Four Seasons Hotel Amman is enjoying a record year as the market leader, according to the hotel’s general manager and vice president of Four Seasons Middle East, Andrew Humphries.
“[This year has been] significantly stronger. It has been a great year for the hotel and the city in general. The Jordanian economy continues to power ahead and our occupancy has regularly peaked at well over 80% in many months this year,” Humphries told Hotelier Middle East.
“We have continued to consolidate our position at the top of the market and stretch our lead in terms of our financial performance from the other hotels in the city,” he said.
“It is really the loyalty of our guests to Four Seasons and to our hotel that has allowed us to claim this position in the market.”
Recent hostilities in neighbouring Lebanon have affected tourism in Jordan, but Humphries believed the impact would be short lived, especially now that the conflict is over and Lebanon is starting to rebuild.
“It is inevitable that regional tensions do affect the way people perceive the region and peoples’ personal safety is always the number one factor in deciding on a leisure destination,” he said.
“[However], the region’s natural resilience will come to the fore and I believe that life will return to normal very quickly.”
Saudi Arabia is the main market for Four Seasons Amman, closely followed by the UAE. The hotel also markets to the UK and US, and works closely with the Four Seasons corporate sales office in Dubai.
“[The sales office] has proved to be of great benefit to us and our Gulf clients are delighted with this very positive addition. Of course, we also personally visit these markets to ensure that we remain very current with the booking trends and the requirements of out guests and maintain the close personal relationships we have developed,” Humphries said.
In addition, Humphries is now hoping to attract the MICE market, as businesses look for alternative locations for incentives.
“Travellers have become used to, and more educated about, the reality of travelling within the region. [They know] it is as safe as any other destination in the world and has a tremendous amount to offer in terms of culture, scenery and history. [Therefore] interest from the group business and incentive market has begun to pick up,” he explained.
“This is certainly early days but we are hopeful that in the medium term, this market segment will consolidate and grow, as it deserves to.”
While only four years old, the 15-storey hotel is already refreshing some of its areas of operations in order to maintain its number one position. The Foyer Lounge terrace has been extended and a pool grill has been added to the pool deck.