African hotel group aims to capture some of Dubai's burgeoning MICE business.
African company Southern Sun Hotels, is set to tap into Dubai's booming travel and tourism industry.
The group is expanding its operations into the Middle East for the first time and will manage and operate two properties, Al Manzil and Qamardeen Hotels. The properties have opened in Dubai's prestigious 500-acre Downtown Burj Dubai development by global real estate major Emaar Properties.
Located in Downtown Burj Dubai's Old Town complex, the hotels are in close proximity to Burj Dubai, billed to be the world's tallest tower when completed in 2008.
The two hotels will offer 21 suites and over 350 rooms as well as a host of amenities including business centres, swimming pools, all-day diners, conference and meeting rooms, speciality restaurants, coffee shops and more.
"Dubai is a city that offers a magnificent blend of business and leisure opportunities and both of our new hotels will complement that position in every possible way," said Richard Weilers, managing director, Southern Sun Middle East.
Both hotels will also be close to the Dubai Mall, the world's largest shopping and entertainment destination, and The Old Town, a low-rise residential cluster featuring architectural elements that are inspired from the Arabian heritage
Launch support included a radio and press campaign based on 'The Heart of It All' benefit positioning.
"The opening of Southern Sun hotels in Downtown Burj Dubai underscores our commitment to offering the best hospitality offerings in the world to a discerning clientele," said Ahmad Al Matrooshi, UAE managing director of Emaar Properties.
"Downtown Burj Dubai will be the new lifestyle destination of Dubai, and Southern Sun hotels, with an impeccable track-record, will be an ideal partner in creating a vibrant community of residences, businesses, lifestyle components and hotels with this 500-acre project."
The hotels are primarly aimed at the MICE market which is expected to account for 70% of business.
Downtown Burj Dubai is of development value $20 billion and ushers in a new, vibrant downtown to Dubai. The project also encompasses The Old Town Island, South Ridge, The Residences, Burj Dubai Business Hub, Burj Dubai Lake Hotel and Serviced Apartments, The Lofts, Burj Views and Burj Dubai Boulevard - set amidst a large lake, landscaped parks and gardens. The ambitious development will provide first class living, working and entertainment options.
Al Manzil opened in early January and offers 197 rooms and a quaint Arabian-style souq which is connected to the hotel. The Qamardeen Hotel, offering 186 rooms, opened its doors in February 2007.
"Both hotels are also in close proximity to some of the city's most attractive tourist spots including world-class shopping malls and magnificent beaches," said Weilers.
In addition to the regular amenities, there will be a sports entertainment grill and beverage outlet that can seat 96 people. Nezesaussi (short form for New Zealand, South Africa and Australia) will be Dubai's newest speciality food and beverage outlet and is expected to become the city's top destination for meals and drinks while watching all the sports action from around the globe.
© Gulf Marketing Review 2007
