HOSPITALITY group Accor Middle East will introduce a new hotel brand in the region over the next three years to cater to long-stay corporate travelers.
The Aparthotels Adagio is the name given to the 10 apartments-with-hotel services to be built across the region up to 2016, according to Accor. The first property will open in Al Bustan, Abu Dhabi, this October, followed by Adagio Fujairah Town Centre (with 72 apartments) in 2014 and Adagio Jeddah Mali Road (with 77 apartments) in 2015.
Designed to be a new network of urban residences, the Aparthotels Adagio brand offers upper-midscale services with the aim to make guests feel like they are at home during a long period away, Accor says.
The brands key market is individual corporate clients on an extended stay, as well as families and leisure travellers who prefer facilities such as a kitchen and washing machine, it adds.
Corporate travelers in European cities may already be familiar with the brand, with more than 10,000 apartments in urban and business centres such as Paris, Berlin, Munich, Monaco, Vienna and Geneva.
The Aparthotels Adagio brand is already well-known among Middle Eastern travellers, particularly from the GCC region, who visit Paris and other cities across Europe, Aparthotels Adagio chief executive Martine Balouka-Vallette says.
As a European leader in the urban residence market, we are now enthusiastic to expand outside of Europe to the Middle East, which is just one of the prominent strategic regions for brand growth.
The company is in advanced talks to bring Adagio properties to Riyadh, Jeddah, Doha, Mecca, Dammam and Al Khobar.
Accor already operates 59 hotels in the region, with 20 more in the pipeline.
