Balcik says the service element will be critical to differentiate the new brand as well, with staff trained to recognise the unique needs of the millennial generation.
With an average rate of AED 1200-1500 (US $327-408), it’s clear that while Venu will target the millennial generation, the brand isn’t aiming to fill any gaps in the mid-scale segment.
“In a competitive landscape, we would consider ourselves somewhere between a W and an Aloft. We would sit right in between,” Balcik says, referring to Starwood’s contemporary luxury brand W Hotels, set to enter Dubai in 2016, and its mid-scale brand Aloft, under which one property already operates in Abu Dhabi.
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At present, the team is working on the development of the brand identity and website for Venu Hotels, with the site expected to launch at some point in November.
“The brand is infused with the spirit of Dubai — not as an Arabian brand, but more infused with the spirit of that bold, ambitious, cosmopolitan nature. Almost like abstracting that and making it part of the international proposition,” he says.
And while the first Venu property will open in Dubai, Balcik reveals that offers are coming in thick and fast from other destinations — namely Asia Pacific — and the group is considering various destinations for future hotels.
“We have quite a few leads in the Middle East and we are also looking at several leads in Asia Pacific — China and Thailand would be the primary locations we are looking at.
“We might have opportunities in Mauritius too. Although it’s only been a month, but there’s a very robust, strong pipeline. The interest from the development community has been very promising,” he says, while confirming that no additional properties have been signed yet.
The group is also seeking out investors in these regions of interest, with overseas trips on the cards for Balcik to speak with prospective owners.
“We are going to Hong Kong mid-October, so Asia Pacific is a big part of our growth plan. And then let’s not forget Europe as well. So if there is the right opportunity in urban cities, gateway cities, then we will definitely entertain that possibility as well,” he asserts.
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