Anantara's Desert Islands Resort and Spa general manager Andre Erasmus tells Hotelier Middle East about the Thai brand's first venture in the region - and why it is set to go straight to the top.
How long have you been on the Anantara team, and what attracted you to this particular role?
I was appointed as general manager for the property in October 2007. I have always had the highest regard for Anantara and what the brand represents and this was a fantastic opportunity to spearhead the group's venture into the Middle East.
What was the appeal of this particular location for the project?
Having established itself as the market leader in luxury accommodation and spa services in South East Asia, it was a natural progression for Anantara to expand into one of the most dynamic tourism destinations on the planet.
Tell us about the facilities on offer at Anantara Desert Resort and Spa.
The hotel has 64 rooms - 58 facing the beach, four one-bedroom beach villas and two ultra-luxurious royal villas featuring private gardens, plunge pools and 24-hour butler service.
Our choice of restaurants includes all day dining restaurant The Palm and our specialty seafood restaurant Samak. We also have more casual dining options in the Al Shams Pool Bar, or the Deli. The Lounge also serves beverages and traditional shisha on the balcony overlooking the Arabian Gulf.
Then our uniquely Anantara ‘Dining by Design' concept gives guests the opportunity to enjoy Arabian-African safari cuisine under the stars.
Then we have Safaa Spa, which has a whole range of unique therapies to rejuvenate the body and soul.
And finally, we have our four meeting rooms as well.
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Who is your target clientele and?how is the resort being marketed to this sector?
Our market is the discerning traveller - someone who expects not only unparalleled, intuitive service standards, but also an experience-based holiday in a breathtaking setting.
When guests enter the hotel, what impression do you hope to make? What is the aim of the property?
The design and finishing touches of the hotel pay homage to the rich Arabian cultural history of the island. This has then been complimented with soft touches of an authentic safari experience.
We also celebrate our cultural diversity through the various dining experiences, incorporating tastes of Arabia, Thailand, India, the Far East and Africa. And of course our levels of services will be of the highest standard.
These are the aspects that we want to demonstrate to our guests.
How have you positioned yourselves in the market?
We have positioned ourselves as a truly unique five-star, experience-oriented resort. This is an exclusive destination for guests who love nature and who want to experience an authentic island and wildlife experience.
What is it that will make this property stand out over and above other resorts?
Firstly there's its location on the Sir Bani Yas Island, just off the coast of Abu Dhabi, which is just fantastic - it's so serene. The water is just beautiful; there are tropical reefs there, so it's ideal for snorkeling and scuba diving.
Then there's the fact that the area is a wildlife reserve, so guests can go on safaris with experienced guides and see all sorts of indigenous Arabian wildlife.On top of that we have the spa, offering gemstone-inspired treatments done by Thai Academy-trained therapists.
Regarding the actual hotel experience, we are the only Small Luxury Hotels member in Abu Dhabi, and of course we offer the warm Thai hospitality for which Anantara is globally renowned.
We are also extremely fortunate to have the Tourism Development and Investment Company as our owning partners, so that provides us with excellent backing.
Have there been any particular challenges during construction?
Being located on an island obviously brought up tremendous logistical challenges that we had to overcome, particularly during the initial stages of development. On top of that, this is also the first property in the Middle East for the Anantara brand and therefore it's not widely recognised.
So we are focusing on introducing the brand and its values to the area.
Is there anything you think might prove particularly challenging or positive in the opening stages?
There are huge expectations and anticipation regarding the resort and the island as a destination, which is never easy. However this is a unique opportunity for us to showcase the Anantara brand - and we plan to make the most of our first foray into the region.
What are your long-term ambitions for the property?
Basically, we want to establish ourselves as the market leader in the luxury hospitality sector, while at the same time setting a benchmark for the future development of the Anantara brand throughout this region.
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