UAE's Rotana Hotels eyes major Centro brand push

UAE-based hotel operator Rotana plans to open 25 Centro brand properties across the Middle East and Africa by 2014 as part of a push into the mid-tier market.

The expansion plan was announced as the company opened its fifth Centro by Rotana hotel - Centro Capital Centre in Abu Dhabi.

The new hotel is located within the Capital Centre development in the UAE capital which also includes Abu Dhabi’s exhibition space ADNEC, a commercial zone, marina, restaurants, retail outlets and residences.

The district will see a total of three properties to be managed by Rotana with two more set to open in 2013 and 2014.

"The opening of the new property signals Rotana’s strong push into the burgeoning mid-tier market, with plans to open 25 Centro Hotels by Rotana properties across the Middle East & Africa by 2014," Rotana said in a statement.

With the opening of Centro Capital Centre, Rotana now operates 1,464 rooms under the Centro brand, taking the total rooms managed by Rotana by the end of 2012 to more than 14,000.

The opening of Centro Capital Centre Rotana brings the company’s total room inventory in Abu Dhabi to 3476.

Omer Kaddouri, executive vice president and chief operating officer, Rotana, said: “The demand for affordable accommodation that offers comfort, functionality and style has never been stronger in the region. In recent years, Rotana recognised the arrival of a new generation of travellers, guests that expect the elegance and finesse of a five-star hotel but not its corresponding cost at the end of their stay."

Centro Capital Centre offers 414 rooms, six meeting rooms, a swimming pool and gym and three F&B outlets.