Qatar’s skyline keeps growing. Qatar’s skyline keeps growing.

“When we arrived here and analysed the market, we found that Doha’s one-bedroom apartment inventory was not enough. We are very lucky because one-third of our inventory is one bedroom. The trend is that companies are now looking for single people, or married couples with no children. When you extrapolate those trends, you realise the next step is to offer single or couple accommodation, but keep it lighter than a full aparthotel [for a bigger family].”

In light of this, AccorHotels is working on several projects in the pipeline for the Doha market, with the aim of servicing all market ranges: from luxury to budget. In terms of aparthotels, an Ibis & Adagio project is currently under construction near the C-Ring Road in Doha, which will offer 300 keys in total.

Edouard says the mid-scale market is growing. “Right now, 80% of travellers are looking at mid-scale. So when you develop, you need to take this into consideration. If everyone wants to have a five-star, we cut ourselves off from 80% of the potential leisure market.”

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He says there is a worrying trend in the region in general where upscale and luxury hotels are dropping rates to a mid-market range, which affects both the profitability of the five-star hotel and crowds mid-market properties out of the market. But, he concludes: “We will have an adjustment — and we really need to offer the mid-scale market the possibility to come to Doha.”

CSR

Adagio Aparthotel Premium West Bay Doha sales and marketing executive Tounes Amlaz is heavily involved in increasing the level of CSR activities the aparthotel conducts. In January 2016, the property made a donation to Qatar Charity, and soon after donated a range of items such as sheets, towels and mattresses to the Red Crescent. Throughout Ramadan, it will also donate 50 meals daily to the Red Crescent organisation.

Adagio Aparthotel Premium West Bay Doha general manager Jules-Henri Edouard says: “We are very fortunate to have Tounes joining the team three months ago. For me, a company has to be incorporated in the society and we have a duty to participate in the life of the community at all levels.”

While this was always something Edouard believed in, he says Amlaz’s arrival has signalled a more pro-active and in-depth programme when it comes to CSR. He concludes: “We have to play our part as a responsible company in the society.”