The company has partnered with various international spa consultants, health academies and environmentalists to offer a well-rounded, healthy-lifestyle concept, which incorporates the basic principles of sharia law almost by coincidence. As a result, Jaoude says he does not consider the hotel fully compliant, but rather, “sensitive to the hotel surrounds”.
“Other operators, like Rotana, are looking to diversify into the sharia market with their new sharia-compliant brand, but we only specialise in sharia and wellness properties,” adds Jaoude.
Rayhaan Hotels & Resorts by Rotana encompasses the norms of traditional Arabic hospitality. Its first property, The Al Marwa Rayhaan, opened last month in Makkah, Saudi Arabia and Rotana executive VP and COO Imad Elias also claims it is in an “entirely new concept, both in the region and on the market”.
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The hotel group based the development of Rayhaan Hotels & Resorts on “research indicating this category of sharia hotels has huge potential due to its inherent appeal in the region”, says Elias, who adds “Rayhaan is set for incredible growth in upcoming years”.
Most recently, SHUAA Capital Saudi Arabia (SCSA), the Saudi Arabian subsidiary of SHUAA Capital, announced the signing of a master agreement with Rotana to develop 17 four- and five-star sharia-compliant hotels and resorts and hotel apartments, comprising 5500 rooms across Saudi Arabia.
In the UAE, the Khalidiya Palace Rayhaan, Abu Dhabi is due to open in the last quarter of 2009 and will “complement the values of the contemporary Arabian culture, in an alcohol-free environment”.
“The acceptance of the brand from customers has been excellent. On our regular sales trips throughout the GCC countries, we have received encouraging and supporting feedback for Rayhaan. As for the owners; investors in the GCC have seen a niche, which was not covered by any brand and Rayhaan fits perfectly into it,” says Elias.
“Nowadays the competition is so ferocious that you end up competing with everyone. Our key to success is based on the fact that Rayhaan is endorsed by Rotana; a guarantee for the customer and we have defined our service to be unique,” he adds.
“We must emphasise that Rayhaan Hotels & Resorts is not fully sharia compliant, but it is an alcohol-free brand. We have a large Arab national customer base and are careful and sensitive towards clients’ needs and traditions,” explains Elias.
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