Swiss-Belhotel targets 20 ME hotels by end of 2015

Swiss-Belhotel International is looking to build on the recent signing of its first UAE hotel with a phase of rapid expansion, with a target of 20 hotels in the Middle East by the end of 2015.

At present, the company operates four hotels in the region, with another three being developed and set to open by the end of next year.

In recent months, it has opened Swiss-Belhotel Seef in Bahrain and taken over the operation of the property formerly known as Cassells Ghantoot Hotel, with the latter being its first UAE hotel.

Speaking to Hotelier Middle East, Swiss-Belhotel International chairman and president Gavin Faull explained how the company would look to build on that progress.

“We will have signed deals and have projects on the books for at least 20 hotels by December 2015,” he said.

“I’m spending a week a month here [in Dubai] driving it. I’ve just been to Jordan and looked at some very interesting leads there.”

A large part of that growth is expected to come from a joint venture the company is working on with a local partner. Faull revealed the plans to Hotelier earlier this year and has confirmed that negotiations are now at an advanced stage.

Regarding the Swiss-Belresort Ghantoot, which was once a palace for the ruler of Abu Dhabi, he explained why the operator chose to take on the challenging 118-room property.

“It was an opportunity and it’s an interesting building, an interesting location. It needs a lot of help and it needs a lot of international management to develop its standards.

“It’s next door to the [Expo] 2020 trade fair site. It just needs some software and some good management, and that’s what we’re bringing to it.

Although Cassells Group had previously held the long lease on the hotel, it had most recently been managed by Five Continents Hospitality, a venture management firm which helps to support hotel owners and operators struggling with difficult operations.

“Obviously, with our international connections we have a strong sales and marketing force, we have a strong e-commerce force. So we’re going to go in and develop it and also bring some clarity to the product and the market,” said Faull.

“This is probably unique and exotic but we’ve developed lots of resorts in Bali. It’s a different product and we think we can really add value and we’re very excited about the opportunity.”