GM interview: Frederic Gitzner

Tell us about AccorHotels’ decision to add ibis One Central to its portfolio in Dubai.

Dubai’s central location in the middle of the world has resulted in it becoming a focus for most multi-national brands for sometime now. As a result, Dubai consistently evolves and grows from its roots as a small, local trading city into a regionalbusiness and tourism hub connecting the world. This has contributed to the increasing demand in recent years for economically-friendly hotels that do not sacrifice comfort and quality.

The decision to add ibis One Central to AccorHotel’s existing portfolio of offerings was a natural step towards increasing our market share in the region.Having already opened a number of properties amongst AccorHotels brands in the region, we knew about the economic potential the region has to offer, but we also realised the market was in need of an economy hotel for both business and leisure that could accommodate a larger capacity of guests at a given time.

Further, it is estimated that 25 million people are likely to visit the Expo 2020 over a six-month period, making the present day a prime time to open the largest ibis property in the GCC region, and start building rapport with current and prospective guests.

Lastly, this new ibis hotel reinforces our successful partnership with Dubai World Trade Centre and strengthens the ibis brand in the region. The hotel has an inventory of 588 rooms, and joins our two existing properties within the complex: Novotel World Trade Centre and ibis World Trade Centre. This new hotel brings the number of AccorHotels’ rooms in the Dubai Trade Centre district to 1,210.

What guided the decision to locate ibis One Central in Dubai’s financial and commercial district?

As budget-friendly hotels tend to attract a number of business travellers, the decision to open ibis One Central next to the Dubai World Trade Centre, the largest exhibition centre in the Middle East was a strategic one. We chose this location, as our key target audience is business travellers from across the globe, who visit Dubai for exhibitions.

Business travellers prefer staying in hotels where they have easy access to MICE facilities, WiFi, transport and good F&B outlets. Accessibility and convenience are key drivers for this segment of the market. At ibis One Central, we offer guests fantastic facilities and our location makes it convenient for them to walk to the exhibitions halls and the conference complex, therefore minimising the stress involved in long days and travelling for work.

We also have five fully-equipped meeting rooms that can cater for up to 200 people, and our staff of experts are also on hand to ensure delegates enjoy seamless meeting experiences. Equally, the hotel is also just five minutes away from Dubai World Trade Centre metro station offering travellers easy connectivity to the airport and Dubai’s tourist hotspots, which is appealing to both business and leisure travellers.

As the largest ibis property in the GCC,to what extent does the new ibis One Central reflect the demand within the region’s market for economy hotels?

The current development of the mid-market sector is helping to strengthen the region’s reputation as a dynamic hospitality market with a diverse portfolio of offerings to meet the needs of the changing market and guests. Although Dubai might be popularly considered as one of the most luxurious cities in the world, hotels entering the market and existing hotels need to cater to demand from the growing middle classes moving to Dubai from across the world. Furthermore shorter-stay passengers travelling through Dubai International Airport attracts new travellers from emerging countries in Africa and Asia as well as developed countries who may be classed as budget or mid-market guests.

The aforementioned segments of the market, in addition to business travellers, have further driven the need for a larger volume of economy hotels in Dubai. At the end of the day, Dubai has evolved and is becoming a major global city; as a result the need to cater to a variety of income levels is necessary. We are also finding that more and more guests no longer want to spend a fortune on a hotel room.

What are the biggest challenges in opening a new economy hotel in the UAE?

The UAE is known for its luxury accommodations promising some of the most exceptional levels of hospitality in the world. The competition is increasing everyday with standards perpetually rising in this region. This serves as a
big challenge when opening a new economy hotel.

It can also be a bit challenging to cater to both business and millennial travellers, another key segment for us, but with every challenge comes an opportunity and as a result, we are highlighting our strengths. Ibis is a highly regarded international brand with a reputation for exceeding the expectations of business guests, as well as those of budget-conscious leisure travellers. ibis One Central creates opportunities for both types of visitors to enjoy the highest standards of comfortable yet affordable accommodation within the commercial heart of a world-class city.

How will ibis One Central differentiate itself from the existing economy hotels in UAE?

Ibis One Central is dedicated to satisfying visitors’ needs quickly and efficiently, and is committed to the brand’s pioneering ‘15 Minute Satisfaction Guarantee’. Our teams are available 24/7 to look after guests’ every need and ensure that their requests are fulfilled within 15 minutes. Also, ensuring our guests enjoy a peaceful night’s sleep is one of our top priorities. After a good night’s sleep, our guests can enjoy breakfast from 4am at Wok & Co. This works well especially for those that have to catch a flight in the morning or attend meetings.

To enhance guests’ experience furtherwe offer a free and convenient shuttle bus service, taking visitors from the hotel to the beach and major shopping malls in the city. Guests also have access to an array of amenities including free WiFi, gym access and underground parking.

How important are food and beverage offerings to ibis guests in Dubai?

The F&B industry in Dubai is dynamic, fiercely competitive and continues to grow at an exponential rate. F&B offerings are important irrespective of whether you’re in Dubai for business or for leisure. Many of our guests have hectic schedules since they’re participating in various exhibitions at Dubai World Trade Centre, so for us it’s vital to provide them with tasty, nutritious and wholesome meals. With this is mind, our culinary team has crafted a range of innovative dishes to meet nutritional and dietary needs, whilst offering a selection of international gourmet options. Diners can choose from an array of food and beverage options at ibis One Central’s Wok & Co all-day dining restaurant, with a seating capacity of 297 people or CubanoLito Bar & Grill, the hotel’s Cuban-themed bar, set to open in Q2 2016, with a seating capacity of 130. The hotel offers a 24-hour room service menu too.

Looking ahead, how do you see the hospitality market developing in this region, and how will ibis One Central ensure high occupancy?

Regionally, the sector’s growth is expected to be driven by international tourist arrivals, especially from Asia and emerging markets, along with a stronger demand from the MICE segment, so we are keen to meet the unique needs of these travellers and already have a business model and offerings in place to do so.

Equally, catering to the millennial traveller is still important for 2016 and they also appreciate convenience and accessibility within a modern setting. Add-on value extras such as free Wi-Fi and free shuttle bus to nearby attractions will help ensure occupancy.

At our core, we are an economy hotel and strive to meet the needs of mid-market travellers, but we do not sacrifice quality as a result, which will help us secure occupancy across these segments of the market. Our properties feature in-room amenities with modern design and comfort, F&B offerings, a loyalty programme, competitive rates and friendly and courteous staff.

Additionally our properties are usually located near city centres, airports and other infrastructural hubs, making them both accessible and convenient; this will aid in ensuring high occupancy rates and more importantly, satisfied customers.