Renaissance
The largest and most luxurious brand in the complex is the 234-room, 23-suite Renaissance, but this is taking a little longer to ‘take off’.
“Renaissance is one of our newest brands and its positioning has been reestablished by Marriott as a luxury-lifestyle brand. The group acquired Renaissance in the mid-90s and it has undergone a huge transformation which is only just being completed.
“We’re trying to appeal to a broad base of travellers with an interest linked to the local community rather than guests just coming in for business and leaving,” explains Northen.
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“In terms of performance, we see it ramping up a little slower than the Courtyard component. There are around 160 Renaissance-branded hotels around the world, very well spread, but it will take longer.”
Marriott has three Renaissance hotels in MEA totalling 845 rooms; in Doha, Sharm El Sheikh and Algeria.
The Doha hotel is already running at around 40%-50%. “We’re pleased so far, but we’ve got a way to go,” comments Northen.
Back to business
Around 80-85% of guests at the complex are business travellers; mostly from the GCC, with others from the US, UK and other parts of Europe.
He says many people come from Dubai for business and this will be spurred on by the recent opening of the Qatar National Convention Centre (QNCC). “QNCC is going to be a great partner for us,” he says. “We’ve already noticed a difference in business since the opening,” he explains.
“Then we have the exhibition centre under construction next door covering a space of around 45,000m² and due to open by the end of the year. This will complement the convention centre by offering a different type of product more for exhibitions and we’re the closest hotel to it,” he adds.
He also expects investments in infrastructure to continue positively impacting business among Doha’s hotels, alongside the launch of a new international airport later this year.
Standing out
But the Marriott Doha City Centre isn’t the only newcomer that will be competing for a slice of the conventions pie. Other newcomers include the St. Regis Doha, InterContinental Doha The City,and the Hilton Doha which opened on May 1.
In fact, according to TRI Hospitality Consulting, 2012 will see the largest increase in hotel rooms supply of 20%, with an additional 2100 rooms or more. But Northen hopes Marriott’s three-in-one offering will set it apart from competition.
“We’re the only multi-use property with serviced apartments, a four-star hotel, a five-star hotel and a mall attached – that is a unique facility and something we want to capitalise on,” he concludes.
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May 8, 2012 , Qatar
Will all the properties mentioned in the article have direct indoor links to the City Center Mall and the upcoming nearby exhibition center (possibly via sky bridges)?That would be very convenient to potential stakeholders which would use all of these facilities.