3 minute read
Adapting to change
Homegrown hospitality group Rotana highlights its robust expansion plans at Arabian Travel Market 2021
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Rotana marks 24 years of its participation in ATM and is showcasing its developing portfolio of properties in the region and beyond. Growth has been on track despite the challenging circumstances of the pandemic. While the global economy has been hit hard, the homegrown hospitality giant was able to mitigate the effects of the COVID-19 crisis and come out strong, thanks to its exemplary leadership.
CEO and President Guy Hutchinson said: “The COVID-19 crisis has been one of the toughest experiences on record for the global hospitality industry. The key to surviving and excelling in these times has been the ability to pivot from traditional operating models and seize emerging opportunities.
“At the height of the pandemic, we reacted swiftly but diligently to minimise the impact on our business and our teams. We sought multiple opportunities to take the payroll burden off the hotels and keep employees employed and paid. Our strategies included finding lateral business opportunities, striking key partnerships and redeploying more than 700 of our staff.
“We also introduced our meticulous Rotana Safe Space programme, which focusses on two main areas – rigorous cleaning and disinfection practices verified by global experts – to offer a contactless stay.
“Digital transformation and optimisation have also been key to offer a contactless stay. The Rotana app is now one of the main tools at our guests’ disposal. They can use their phone for self-check-in, to make room and restaurant bookings, for in-room requests and pick-up or delivery services when staying in any of our Rotana resorts or hotels.”
NEW OPPORTUNITIES
Rotana currently operates 68 hotels in 24 cities across 14 countries, including an impressive 10,012 keys across 36 hotels in the UAE. The group’s pipeline consists of 10 upcoming projects that will deliver more than 2,923 keys across the region, with new hotel signings in Bahrain, Saudi Arabia, Qatar, Turkey and the UAE.
New signings in the region include a five-star Rayhaan Hotels & Resorts in Jubail, Saudi Arabia. Rotana will also unveil Residences by Rotana and Arjaan Hotel Apartments in Manama, Bahrain. Sedra Arjaan by Rotana, located in The Pearl in Doha, is also set to open in Qatar while a new hotel management agreement under the Centro Hotels brand is signed in Doha .
The hospitality brand will also manage two new properties in the Turkish city of Istanbul, including Bomonti Arjaan by Rotana and Bomonti Residences by Rotana.
Hutchinson added: “The UAE remains an integral part of our expansion plans, showcased through the signing of a hotel management agreement under the Rotana Hotels & Resorts master brand set to open in 2023.”
GOING GREEN
Equal attention is paid to Rotana’s commitment to reduce its environmental impact. “We recently announced the removal of single-use plastic toiletries across our hotel rooms, a significant step in our long-term sustainability efforts. This change will result in the elimination of more than 17 million tiny plastic bottles a year and more than 100 tons of plastic in an average year.”
In 2013, Rotana launched a Global Corporate Sustainability Platform. Named Rotana Earth, it comprises a comprehensive framework designed to address environmental, economic and social sustainability across Rotana Hotel’s entire portfolio.
“Under the Rotana Earth programme, we focus on reducing waste and energy in all areas of the hotel as well as reducing landfill and food waste.”
1 Guy Hutchinson 2 Al Bandar Arjaan - Creek 3 Centro Sharjah
FUTURE FOCUS
Rotana remains confident in the longterm prospects of the industry despite the challenges. “We are moving forward with confidence in 2021. In the past few months, we have witnessed the Hope Probe landing on Mars and the announcement of the Dubai 2040 Urban Master Plan, while Expo 2020 Dubai, which is a few months away, will boost travel and tourism in the region.
“We believe that recovery will be stronger due to significant pent-up demand from global travellers. With our upcoming projects in Dubai, we are all set to meet this demand anticipated during and beyond the World Expo. This will help ramp up overall room capacity, which is crucial in achieving the city’s ambitious tourism vision.”
