Fairmont Raffles Hotels International (FRHI) is actively pursuing opportunities to launch its Swissôtel Hotels & Resorts brand, FRHI chief operating officer Chris Cahill has revealed.
Speaking exclusively to HotelierMiddleEast.com prior to the opening of Arabian Travel Market (ATM) today, Cahill said: "We continue to look for opportunities for Swissôtel in this market; we think it’s a well positioned brand for this market place.
"Unfortunately, up until 12 months ago most people were focused on luxury or super luxury and Swissôtel sits in that niche just below Fairmont, which is a very competitive niche as well, but I think there will be opportunities for it, especially as we go through this next phase," he said.
Cahill said that currently there were 23 Swissôtel properties worldwide.
Although there are none in the Middle East at present, Cahill said that the brand’s representation in Turkey and China meant it was well-placed for the Middle East.
| Advertisement |
"We have good representation in Turkey, which is helpful in terms of a cultural standpoint and good representation in China and Europe, so we feel there’s good opportunity for them in the Middle East as well as in other parts of Asia," said Cahill.
He said the brand was "a more modern looking product, as I describe it as typical Swiss – it’s efficient, in terms of design it’s much crisper, and food is a big part of the offering and part of the brand".
Meanwhile, Cahill said that FRHI was continuing to focus on developing Fairmont and Raffles hotels in the Middle East, with the new Raffles Mecca Tower the company’s big announcement at ATM.
"It’s an all-suite 188 rooms, and of course it’s location is prime right across from the holy site," said Cahill. "It’s going to be a fantastic hotel."
Search our database of more than 2,700 industry companies
