Raft of brands enter Middle East hotel market

A number of hotel brands from Spain to Singapore have recently announced plans to launch operations in the Middle East.

Spanish hotel group Sol Meliá is planning to enter the market with the opening of the 167-room, five-star Meliá Dubai in Bur Dubai at the start of 2011.

According to Sol Meliá CEO Gabriel Escarrer, the Middle East is “an emerging destination which confirms the company growth aspirations in high potential markets”.

The announcement of the addition of the Meliá Dubai reflects the growth and geographical diversification strategy of the company, which involves new openings in destinations such as China, Colombia, Cabo Verde and Crete, and the renovation, improvement and rejuvenation of the hotel portfolio.

Already present in the Middle East is Singapore-based Frasers Hospitality, a specialist serviced residence operator focused on the extended-stay market.

Frasers Hospitality COO Europe and Middle East Guus Bakker said: “After the first two openings of Fraser Suites Bahrain and Fraser Suites Dubai, and the imminent opening of Fraser Suites Doha, the group is in advanced stages of negotiations for various properties in the region, in particular in the KSA and Oman. The group’s target is to have between 12 and 15 properties in the region by 2014”.

David Brown, GM of Fraser Suites Dubai, currently in soft opening, added: “We see a wonderful opportunity to attract guests who covet the services of a hotel yet appreciate the space and convenience of a private residence”.

Also focused on the Middle East is Elisabetta Gucci Hotels & Resorts, which is planning 40 hotels over the next 15 years in the region.

The company is headed by Elisabetta Gucci, who is the daughter of the late fashion mogul Paolo Gucci and the great-granddaughter of the founder of the famous fashion house, although her website clearly states that she “has no involvement with fashion herself or the main designer brand”.

The first Elisabetta Gucci Hotel planned for Dubai Media City was due to open at the end of 2009 but has been delayed by a year said Elisabetta Gucci Hotels & Resorts Lorens Ziller.

The property will comprise 80 suites, two penthouse and one royal suite, with exclusive interiors, furniture and art designed by Elisabetta Gucci in partnership with Italy’s Formitalia Group.

Ziller said he believed there was “great potential for boutique hotels in Dubai” even in the downturn.

As Hotelier went to press, Gucci Group filed a lawsuit against Elisabetta Gucci and her partners “seeking injunctive relief in order to protect its rights”. (Bloomberg).

“Gucci wants to make clear that it has no relationship to Elisabetta Gucci Hotels and that it is not involved in any project whatsoever with Elisabetta Gucci Hotels,” the company said in an e-mail to Bloomberg. “If necessary, Gucci will take any needful step to protect its rights.”