HMH CEO Laurent A. Voivenel has revealed that 85% of the company’s hotel portfolio will undergo refurbishment by quarter one of 2015, in line with a corporate brand overhaul.
Speaking in an exclusive interview with Hotelier Middle East, Voivenel revealed that HMH’s new properties opening this year in Riyadh, Muscat, Dubai, Beirut and Sudan will operate under the new brand identity, while the hotels already in operation will be refurbished.
Voivenel commented: “The Coral Sharjah will be ongoing this year, a very nice refurbishment, and we’re doing a soft refurbishment of our Coral Deira. Al Khobar is still undergoing renovations, Al Ahsa is still undergoing renovations, Jubail is ongoing also.
“We have only one hotel where we are still negotiating with the owner, so 85% of our Coral portfolio will be totally brand new by the end of this year or by Q1 2015.”
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The rebranding project has seen a makeover of the HMH logo, and investment in new digital platforms to optimise consumer experience and attract Generation Y customers.
The new look will be introduced to consumers with a 360-degree campaign using print, digital and broadcast media as well as a series of road shows and on-site promotions.
Voivenel said: “Having been ten years in operation, we felt it was time to refresh the identity of Coral Hotels & Resorts because of the challenges and opportunities we see as we expand.
“The overhaul was driven by an acknowledgement that given the highly digital environment today, guests want to be more engaged.”
With a current portfolio of 20 operating hotels, HMH is opening six more hotels this year with budget brand Ecos in Dubai, Coral Muscat, Coral Beirut, Coral Riyadh and Two Ewa serviced apartments in Sudan.
Voivenel also expressed plans to double the company’s UAE portfolio from seven hotels to 14 by 2020.
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