Every part of the building has a different art piece, with each piece telling a story, according to the general manager. “Between the sculpture and the art, there is a story and it was very important for us to create and develop a story. The outside of the building is quite an artistic piece with the baguettes, and taking the imagery and feeling from the souk to create those fabrics. That’s where the colours and the shapes came from. And walking over water to get into the building. It’s a very artistic feel to the building.”
Both Ioannidis and Andrea Greybanks, director of marketing at the property, say that they hope to partner with the Louvre Abu Dhabi once it opens its doors. He says: “We want to be part of this community.”
Not only is the hotel team focusing on the cultural and artistic tourist, but on the GCC market, which is a prime focus for the property. The team has already conducted roadshows across the region to build knowledge about the offering.
Greybanks tells Hotelier: “We’ve undergone a seven city tour of the GCC, and then the US, UK, and Asia will be the key feeder markets for the hotel.”
Ioannidis is mindful of the competition in the market, but views it holistically. “There are a lot of great hotels in Abu Dhabi which creates a great desire to come to this location. And we hope through our presence here that we help to build the location as a destination.”
Greybanks says this played a role in the marketing strategy of the property. She says: “The first strategy for marketing the hotel was destination marketing. First of all, Abu Dhabi as a destination. We’re working closely with TCA to really capture the elements of Abu Dhabi that would be relevant to our future guests.
“The second element of the destination strategy is the Al Maryah Island destination. It’s relatively new so we’ve spent a lot of time positioning that location, and working closely with the stakeholders of Al Maryah Island, including the Abu Dhabi Global Market, Galleria Mall, Cleveland Clinic Abu Dhabi and the Financial Centre.”
Ioannidis also believes the location of the property will play a role in driving traffic to its rooms, which start at AED 1,100 (US $300) a night exclusive of taxes. “Al Maryah is the premier destination of Abu Dhabi and will eventually become the focal point of the city. We are in the heart of the financial district, attached to a mall and to the Cleveland Clinic, so as a destination we are closely tied in with all the activities.”
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