Landmark Hotel Group launches Shariah brand across UAE and KSA

UAE company Landmark Hotel Management has announced that it will launch ten Shariah-compliant hotel and serviced apartment projects in the UAE and KSA by the end of 2010.

Nine of the ten upcoming projects will be in the UAE - six in Dubai, two in Abu Dhabi and one in Fujairah - and one in Jeddah, Saudi Arabia.

All the properties will operate on Islamic principles, and will be entirely alcohol-free, serve halal food, and donate a percentage of their profit to charity.

Landmark Hotel Group managing director S M Sadique said the demand for Shariah-compliant hotels in the Middle East region had increased due to significant growth in the number of Arab and Muslim tourists, which he said had also resulted in "a corresponding increase in consumer spending by Arabs".

"With the unprecedented growth being witnessed in the regional markets, we expect a further surge in Arab tourist inflow and a subsequent rise in demand for hotels that operate on Islamic principles," added Sadique.

However Landmark's properties will also appeal to non-Muslim guests, claimed Sadique, explaining that the company was keen to increase the mass appeal of Shariah-compliant hotels.

"Presently, the general perception is that Shariah-compliant hotels [is that they] are only meant for Muslims, which is certainly not the case," he said. "There are many non-Muslims, especially with families, who thoroughly enjoy the quieter and cleaner ambience offered in such properties."

Being a Shariah-compliant brand, the new Landmark properties will not patronise activities that are forbidden in Islam.

"This means that the hotel won't allow unmarried couples to stay in the same room," confirmed Sadique.

However he added that he did not think this would have an impact on the success of the hotel.

"We have identified sufficient demand for Shariah-compliant hotels from diverse consumer segments, including non-Muslims and western guests," he said.

Sadique also dismissed competition from brands appearing in the Middle East that have been incoreectly associated with Shariah-compliance, and which are in fact only alcohol-free properties.

"Saying they are Shariah-compliant hotels does not only mean that they are alcohol free, but also serve halal food and do not patronise activities that are forbidden in Islam," explained Sadique.

"Landmark's Shariah compliant hotels will not compromise on any of these aspects," he added.

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READERS' COMMENTS

Shariah based concept is ideal
Posted by Shakeel, Toronto, Canada on Tuesday 5 August 2008 at 17:39 UAE time


This is an encouraging trend. I would definitely stay in such hotels as its more secure and in line with our principles. Most of my friends also welcome this move as most hotels in Dubai or elsewhere in the Gulf do not look into this segment when providing accommodation to foreigners. Most Arab muslims are sighted as highly western and follow their habits and completely drenched in negativity thus creating a bad impression of Islam to non-muslims and reverts.

I wish more Muslim countries will follow your example and change speedily. Wish u all the best.

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