Citymax unveiled its new room product offering, highlighting functional flexibility and smart connectivity, during the 2017 Arabian Travel Market (ATM).
The mid-scale hotel operator of Landmark Hospitality is intending to roll out the new room product across properties in its active pipeline, Citymax head of marketing Rohit Challapalli revealed to Hotelier Middle East.
“The mid-market is the name of the game right now in Dubai and for the next five years, it will continue. Thankfully we were riding this wave much earlier, before the entry of the big players. We got in early because we anticipated this need in the mid-market value segment,” Challapalli remarked.
What sets us apart is we don’t follow a cookie cutter model. Every market in this region is particularly unique, especially in terms of guest demands.”
Challapalli stressed that the idea for the functionality and flexibility of the new room product was driven primarily by Citymax guest demand.
“We are putting this room product in all of our new hotels. Every little detail in this room has been brought about from direct feedback by our guests staying in our hotels as well as from Tripadvisor guest reviews and focus group discussions over the past five years,” he declared.
So for instance, with this new room product, for the price of one, actually four people can sleep in this room because there are pull out beds under the main bed. In the lounge area of the room, the sofa can also be pulled out into another bed. Imagine a family of four travelling – this will be perfect. You don’t have to shell out another AED 250 (US$ 68) or 300 ($82) to get another room. The entire family can stay in one room.”
He added that technology was another focal point highlighted by guests.
“Technology and connectivity is another big thing. We’ve got smart TVs now in all our new hotels, where you can connect your own devices and choose the content that you want to play,” he said.
Challapalli said that the introduction of the new room offering is aligned with Citymax’s new visual identity introduced earlier in April 2017, a move designed to attract "the millenial and evolved traveller". The room product will be rolled out for the three new Citymax properties coming online in the UAE, namely in Dubai’s Business Bay and Barsha districts as well as Ras Al Khaimah, and in its new international hotels, Aswan and Alexandria in Egypt. Existing properties in Barsha, Bur Dubai and Sharjah will also be enhanced.
“We will be gradually be looking at doing these enhancements as well to our existing properties so that they will be all aligned,” he said.
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