Swiss-Belhotel to expand in Middle East

Expansion plans by Swiss-Belhotel are to include a mix of luxury and mid-market properties located throughout the Middle East.

A pipeline of new openings in the Middle East by Swiss-Belhotel International are to include a new two-star brand called Zest, according to Swiss-Belhotel chariman and president Gavin Faull.

The company plans to open two hotels in Riyadh, the capital of Saudi Arabia, and one property in the holy city of Makkah by the end of this year.

Next year, further openings are planned with a five-star hotel in Bahrain and a four-star property in Al Khobar, Saudi Arabia.

“Our pipeline of new openings also includes Iraq, Alexandria, Cairo, Amman, in addition to three or four more projects close to signing,” Faull told Hotelier Middle East.

“Demand is out there – especially in the mid-market. Our Zest hotel brand is two-star designer hotel developed in Indonesia, which we’re bringing to the Middle East to address this need.”

Speaking of the mid-market sector in this region, Faull said: “Mid-market hospitality has got huge potential, it’s the mid-range guests that are just starting to travel, especially from Asia and India – these are the only growth areas now, and they definitely do not want five-star accommodation.”

Swiss-Belhotel International currently operates properties in Sharjah, Bahrain, Kuwait, Qatar, Saudi Arabia and Turkey.

The latest expansion in the region will further grow a portfolio of 135 hotels and resorts operating in Asia-Pacific destinations such as Indonesia, Malaysia, Vietnam, China, Australia and New Zealand.