Louise Oakley meets the regional leaders of Fairmont Hotels & Resorts in the UAE to find out why their success at establishing their hotels as food-and-beverage hubs will pave the way for the brand’s growth towards a total of six hotels in the Emirates
Since making its regional debut with the opening of The Fairmont Dubai in the UAE 10 years ago this month, Fairmont Hotels & Resorts has come a long way in the Middle East, establishing a strong brand presence and a loyal following.
Fairmont Dubai, now firmly embedded in the hearts of the community, has made waves with its culinary prowess and green credentials; Fairmont Bab Al Bahr in Abu Dhabi emulated the success of its Dubai sister while bringing a new leisure offer to the capital; while in Saudi Arabia, Makkah Royal Clock Tower, a Fairmont Hotel has been an overwhelming success since opening in 2010 — with 858 rooms online, there is still more inventory to come as the project is being extended in response to feedback and demand.
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There are three Fairmont hotels in Cairo too, but, as Henning Fries, regional vice president for Fairmont in the UAE and GM, Fairmont Bab Al Bahr tells Hotelier, regional growth is now being ramped up — and its impact will be felt this year.
Sat in The Exchange Grill at Fairmont Dubai, Fries says that maintaining the Middle East pipeline is one of the team’s priorities for 2012, with the launch of Fairmont Palm Jumeirah in quarter three tipped to be one of the group’s headline openings globally.
This will bring the brand’s UAE portfolio to three hotels, but this will be doubled in future years to six properties, as Fries explains.
“We have a project in Fujairah, which is going to be a smaller resort property, a gorgeous setting which we hope to have opened either towards the end of this year, early next year,” says Fries.
“And another one which we are just about finalised the opening dates and phasing of is in Ajman — a completely new market for us, but we are very excited because Ajman is not very well known to the local community but it is actually one of the closest emirates with some nice activities taking place and we’re going to be a catalyst in that as well.
“We have a prime location, beach front, it’s very close to the Ajman city centre, there are a lot of exciting plans there for the city to grow up and Fairmont will be right there in pole position,” he reveals.
“Another project that has been in our works for a while now is Abu Dhabi marina, our second property in Abu Dhabi. They are breaking ground during the first part of this year, that is quite a significant project again, connected with residences and all sorts of other services that we hopefully see in 2015 . It’s by Marina Mall and part of a redevelopment of that area — we are the prime hotel partner in that,” says Fries.
When I ask why the UAE needs six Fairmonts, Fries smiles as he explains the brand expansion strategy.
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