Nehme Imad Darwiche, president and chairman of Darwiche Worldwide Legacy, and CEO of Jannah Hotels and Resorts
Darwiche Worldwide Legacy, the company behind home grown UAE group Jannah Hotel and Resorts, will launch a new budget hotel brand, aimed at the millennial market.
Speaking to Hotelier Middle East, Jannah Hotels and Resorts CEO Nehme Imad Darwiche revealed that the group is currently working on a new hotel brand, to be called BedoInn.
The name combines Darwiche’s focus on modern Bedouin hospitality, which he considers core to his hotels’ service values, while providing a modern and accessible traveller experience. The budget travel brand will be aimed at millennial travellers, aged 25 years and under.
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Darwiche’s plans to appeal to this group will include prioritising locations that have good access to public transport links, as well as prioritising ethical and sustainable policies within the hotel.
Millennial travellers, Darwiche told Hotelier Middle East, “want to decide on the best deal, but you know how they decide? If there is a hotel that is giving away money to Greenpeace, the millennial will stay in that hotel. BedoInn will represent everything that is ethical. One of its values will be that we do what is good for the world. From amenities, to hiring, to how we engage with the world.”
Ethical policies at BedoInn, Darwiche has said, will include bathroom amenities made by German brand Ada, which are organic and use biodegradable packaging. Staff at BedoInn will also be required to sign up for membership to charitable groups such as Greenpeace or Red Cross on joining the hotel, which Darwiche says will create the right spirit among his team members.
The new hotel brand will also do away with traditional room categories, offering instead ‘pods’ designed to cater for fitness (with a treadmill in the room), or to cater for gaming enthusiasts (with computer equipment in the room).
At this stage, Darwiche has not confirmed where and when the first BedoInn will open, stating that the UAE, the US and Europe are all potential markets for the debut BedoInn property.
Read the full interview with Nehme Imad Darwiche in the March issue of Hotelier Middle East.
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