Rotana debuts first Arjaan flag in Middle East

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AL CHRAOUI: Service will lead to success.

Rotana has debuted its first Arjaan-branded property, with the 167-key Arjaan Dubai Media City opening its doors last month.

The company's executive vice president and chief operations officer Imad Elias said the new brand was a substitute for the previous name of Rotana Suites.

"Rotana Suites became so common, the idea was to rebrand as Arjaan by Rotana and upgrade the products and the quality," he explained. "The brand was to lift what used to be Rotana Suites and to really make it synonymous with quality residential apartments. We have added so many amenities and facilities to make this brand become very popular for a businessman coming for short-term, for families, even for GCC guests and for tourists from Europe. It has limited services, but obviously this is what people are looking for."

Arjaan Dubai Media City GM Kinan Al Ghraoui said the property would benefit from its location.

"We are a luxury hotel apartment with a prime location on the Jumeirah stretch in the heart of Dubai Media City, which I consider very important," he said.

"Our target is to fill up the hotel with 60-70% of long-term guests and the rest will be kept for the short-term business for those who are coming for three to four days, for exhibitions and the major events in Dubai.

Al Ghraoui said the property was reasonably priced, with one bedroom apartments - in different configurations - ranging between AED 950 and 1200 (US $258-326).

"I believe as a hotel manager and an hotelier that what makes the difference at the end of the day is the people and not the product. Regardless of the expense or quality of product, at the end of the day what makes the difference is the service," Al Ghraoui concluded.

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