(MENAFN- Gulf Times) Â Sofitel Luxury Hotels sees a bright outlook for the hospitality sector in the region and considers the UAE and Saudi Arabia as strong growth markets for the group, its top executive said.
The luxury hotel chain, managed by the Accor Group, plans to strengthen its position in the region by opening six new properties by 2015.
The company looks set to launch two major developments in the UAE including a five-star flagship resort on Palm Jumeirah this summer.
"We are planning to inaugurate two properties in Dubai - Sofitel The Palm, which is a flagship resort in the region and announced for the summer 2013; and Sofitel Burj Downtown, an exceptional corporate hotel by the end of the year," Sami Nasser, senior vice-president for Sofitel Africa and Middle East including Turkey and the Indian Ocean, told Khaleej Times during an interview.
Sofitel The Palm Dubai, a sophisticated Polynesian-themed resort is located on the iconic Palm Jumeirah. The hotel boasts 361 island chic-inspired guest rooms and suites, as well as 182 fully-serviced apartments. It is expected to open its doors to guests as per schedule in the summer this year.
Sharing recent successful projects in the region, Nasser said Sofitel has opened hotels in Bahrain, Cairo, Al Khobar, Abu Dhabi, Dubai and Mauritius in the last two years.
About the key upcoming properties, he said Sofitel will open two properties in Saudi Arabia by 2015.
"We signed a strategic contract in November 2012 for a new hotel in Riyadh, scheduled to be operational in 2015. In the same year, we will also open another hotel in Makkah, as we believe in the high potential of the Saudi market," he said.
Sharing his expansion plan for Africa, he said Sofitel plans to launch two properties in the potential growth market for the group.
"In Africa, we have two key upcoming launches. In Morocco, Sofitel has a very strong presence and success. This is why we are opening in 2014 a new property in Tamuda Bay, a strategic touristic place in the north of the country," he said, and adding that another project is ready to roll out in the Ivory Coast (Abidjan) this year.
Positive outlook
Nasser is positive about the hospitality sector's outlook in the region and said Dubai will continue to grow while Abu Dhabi is likely to gain more market share due to its aggressive marketing strategy.
"We are looking the hospitality sector and especially the luxury segment with a great optimism. For Sofitel Luxury Hotels in the GCC, we recorded a tremendous growth during the first quarter of 2013, compared to the same period last year. This trend will continue and even improve."
"Business on books for all Sofitel hotels is stronger than last year for the upcoming summer season," he added. About the group's business growth strategy, he said development is the key for Sofitel. "By opening new luxury properties in the key cities in the region, we'll consolidate our positioning and ensure a good business increase," he said.
"Dubai will continue to grow, particularly with our two new coming openings in the Palm and Downtown. Abu Dhabi will soon catch market share this year with an aggressive marketing approach. Bahrain and Al Khobar properties are very strong in their respective markets," he added.
To a question regarding the average daily rates and revenues, he said: "We are looking at more than €200." He said 2012 was a good year for Sofitel in the region, with an average occupancy rate of 58 per cent, improving by eight points.
In reply to a question about upgrading facilities at the existing properties, he said the group is working on new innovative products to facilitate guests.
"Since the brand's repositioning in the luxury segment in 2007, all Sofitel properties in the world have upgraded their facilities to enhance our guests experience at all levels. In terms of comfort and relaxation, we are working on new innovative products. But we can't unveil the project at this stage," he said.
About Emiratisation in Sofitel, he said the Accor Group, to which Sofitel belongs, is involved in the programme.
"We give support to initiatives of local authorities like the DTCM [Dubai Department of Tourism and Commerce Marketing], ADTCA [Abu Dhabi Tourism and Culture Authority], job fairs and school relations. We believe in a qualitative approach rather than a quantitative one," Nasser said.
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