Made in France

“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.

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“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.