Made in France
The growing number of French suppliers turning to the Middle East hospitality sector for business puts buyers in a stronger position to pick up unique, sought-after products for less
As business continues to plummet in Europe, French suppliers are keen to entice high-end buyers in the Middle East hospitality market.
More than 60 exhibitors showcased their unique products on the France pavilion — one of the largest international platforms — at The Hotel Show 2009 in Dubai.
“Despite the economic slowdown, Dubai remains a big centre for hospitality. It’s a strategic place and there are more opportunities here than in France,” says Cyclade director Catherine Parillaud.
“The hospitality market is still dynamic, especially if we consider Abu Dhabi, Bahrain, Oman and Kuwait, which all continue to develop new hospitality- and tourism-based projects,” she adds.
Renarte Hospitality Supplies chief executive Ranjan Salis goes as far as saying that while “Europe has been hit hard by the recession, the Middle East is the most vibrant market in terms of the ongoing hospitality project developments”.
So what does this mean for the region’s buyers? In terms of the standard of suppliers in the marketplace, Garbarino Interior Design interior designer Adriano Garbarino suggests the effects of the financial crisis on France may have succeeded in bettering the supplier industry by getting rid of “dead wood”.
“Due to the financial crisis, potential clients’ choices have become more selective. Only the very efficient people in the trade manage to survive so the upscale leads to more sophisticated horizons. In that sense the market has very good prospects,” he says.
French flair
Furthermore, France is renowned for its luxury products and services.
“I believe French products are very famous all over the world for their high-quality, design and variety; from porcelain and uniforms to F&B products.
“We guarantee good value for high-quality products. That’s why we’re so well known,” says Clement export manager Alexandra Fantino.
“The French touch; the creativity of designers and quality in the hotel supply market is appreciated all over the world,” agrees Parillaud.
This is a key selling point in the Middle East because — as Ego Paris export manager Dominique Lafaurie points out — the region has so many high-end hotels that demand quality.
As suppliers recognise this market potential, they are putting deals out there that buyers will find hard to refuse. “Our strength is our goodwill,” claims Salis.
Already, high-profile hotel brands have shown an interest in the “very high-quality and innovative products” that Salis says French manufacturers are known for.
Renarte Hospitality Supplies names Raffles Dubai, W Hotel and Residences, Doha, and Six Senses in Jordan as three luxury hotels it has done business with, while Ego Paris supplied the Shangri-La Qaryat Al Beri Abu Dhabi among others.
Crafting from experience
These are just a few of the luxury hotels in the Middle East that have opted for French products.
Suppliers say one of the key industry selling points is France’s mature hospitality market and companies put the high standards and quality of their products down to years of knowledge and experience.
“We’ve learned to construe centuries of history, which we make available to all our clients,” says interior designer Garbarino.
He says hotels can benefit from years clocked in the business and the collection of international contacts French suppliers have, enabling them to propose any technical or aesthetic solution.
Similarly, Lafaurie says that buyers “can be sure of the manufacturing experience, as well as the specific and qualitative know-how achieved during processes such as the sewing of aluminum, for example”.
Dynamic hotels
As Artasa founder and executive manager Marie-Noëlle Duregne points out, the hospitality projects in the Middle East are very creative and ambitious in terms of image, standards, size and luxury.
She says to keep up the momentum, specifically at times of fierce competition, it’s important for hotels to offer a fresh perspective and increased dynamism in product solutions; something France is experienced in.
“We’re well positioned to bring experience gained from a mature European market to the region’s emerging and dynamic sector.
“Luckily, Middle East hoteliers are willing to test new concepts and designs and therefore could become at the forefront of the design and decoration fields,” adds Duregne.
Fantino says “Middle East hoteliers, especially in the UAE, are trying to bring their customers into another world; another atmosphere.
“They require the best materials for their restaurants, building and entertainment. We know and trust in our ‘made in France’ products.”
Widespread regional focus
Trade shows such as The Hotel Show are an increasingly-popular platform for international suppliers to secure local distributors in the UAE and the wider Middle East.
“Thanks to our presence at various hotel shows, we’ve started to build strong business relationships with many leading companies in the hospitality sector; not just in the UAE, but also in Saudi Arabia, Qatar, Egypt, Libya, Lebanon, Bahrain, Oman and Syria,” says Duregne.
Similarly, Lafaurie says while the company mainly sells in the UAE, it also has a strong distribution in Kuwait and Saudi Arabia.
However, despite being impressed with the ambition of the regional hotel sector, French suppliers highlight some room for improvement when it comes to the buying process.
“The biggest challenge is a lack of well-trained buyers; unfortunately most just focus on the price aspect and ignore the value-add of products and services,” says Salis.
SUPPLIER SHOPPING LIST:
Company: Garbarino Interior Design
Email: garbarino.gid@garbarinosam.com or garbarino.tapis@garbarinosam.com
Web: www.garbarino.biz or www.g-i-d.biz (for rugs)
Company: Dipline / Meteorites
Tel: +971 (0)50 524 7165
Email: paris-morgane@hotmail.fr (Dubai), philippe.jolly@saitec.fr (France), contact@meteorites-galets.fr
Web: www.dipline.com / www.meteorites-galets.com
Company: Clement
Tel: +33 4 92 47 24 32
Email: afantino@clement-chef.com
Web: www.clement-chef.com
Company: Cyclade
Tel: +33 4 70 32 61 89
Email: cyclade@wanadoo.fr
Web: www.cyclade.fr
Company: Artasa
Tel: 501279738
Email: contact@artasa.eu
Web: www.artasa.eu
Company: Ego Paris
Tel: +33 6 88 15 30 71
Email: dlafaurie@egoparis.com
Web: www.egoparis.com
Company: Renarte Hospitality Supplies (LLC)
Tel: +971 (0)4 355 2204
Email: renarte@eim.ae
Web: www.renartellc.com
Company: NUXE Paris
Tel: + 33 1 53 53 82 16
Email: eoudeyer@nuxe.com
Company: Montgolfier
Tel: +33 2 41 18 09 39
Email: montgolfier@montgolfier.fr
Web: www.montgolfier.fr
10 incentives to buy French
1. French suppliers are more eager than ever to cement relationships with Middle East hotels meaning buyers are well-placed to pick up some good deals.
2. The fact that a lot of the less-respected suppliers have not survived the downturn means there’s less risk for buyers .
3. Middle East hotels can learn from the experience of France’s mature hospitality market and its well-established suppliers.
4. Guests from all over the world will recognise the design, creativity and elegance of products made in France.
5. France is renowned for its luxury products that fit in perfectly with the high-end hotels Dubai and the Middle East is known for.
6. French suppliers are not just targeting Dubai, they are establishing distributors all over the region so brand consistency is not a problem.
7. At the forefront of fashion, France can offer some of the most dynamic and stylish product solutions.
8. Variety is key and suppliers from France offer everything from porcelain and art to uniforms and F&B products.
9. The Middle East is a new and growing market for France so you can expect to see suppliers at industry events in the region; the perfect opportunity to make contacts and see what you’re getting.
10. More French suppliers are stationing men on the ground throughout the region, making the buying process easier.