UK-based hotel operator Campbell Gray is set to launch a new midscale brand later this year.
The brand, code-named Baby Gray, is currently in the design phase and will be introduced to the market in about three months’ time, Campbell Gray founder and chairman Gordon Campbell Gray told Hotelier Middle East.
Describing the brand, he said: “It will have more limited service [and be] more youthful. For us design is very important, so it will be a very specific design and it will be quite a cool brand. It’s for a younger market so will have an affordable entry point.”
Gray also said the group is eyeing opportunities in Dubai for the new brand, citing the growing appetite for mid-market properties in the city.
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He commented: “There is a really strong desire in the budget sector. Years ago you thought of Dubai as purely deluxe and now it’s really changing. With all the studies I’ve been doing on Dubai, I’m very aware that there’s a big niche. Our hotels are boutique hotels, and I think Dubai is also very keen on them – I think it needs more boutique hotels and less big brands. I think the whole world is looking for more individuality and less roll outs.”
Campbell Gray also recently signed new hotels in Jordan, Malta, and Scotland. Le Gray hotel in Amman will open in early 2017 and comprise hotel rooms, residences, and offices.
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