Maybourne eyes Middle East for openings

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Maybourne is looking to manage properties in key cities in the Middle East.

London's Maybourne Hotel Group has set its sights on managing at least one property in the Middle East.

CEO Stephen Alden told ATN the group aimed to roll out two to three new properties in key cities worldwide, including the Middle East, per year for the next 10 years.

He was speaking as the company, which operates three renowned iconic London properties - Claridge's, The Berkeley and The Connaught - prepares to boost its brand awareness in the Middle East in 2009.

Maybourne has appointed Dubai-based Fusion Marketing to represent the luxury hotel group in the region and will embark on its first brand roadshow in February, with the help of the Middle East's leading travel trade publication Arabian Travel News.

Scheduled to take place the first week of February 2009, the Maybourne roadshow will involve Alden, members of the global sales team as well as the general managers each London property.

The roadshow will visit Dubai, Abu Dhabi and Qatar, inviting 150-plus agents to each event, which will comprise a dinner, presentation and live on-stage interviews with the Maybourne team, conducted by ATN's senior group editor Gemma Greenwood who will encourage audience participation.

"This is Maybourne going live in the Middle East," explained Alden.

"We've done individual sales visits for our individual properties, but we have never come together as a group to target this market."

Over the past 18 months, the group has been ramping up its presence in emerging markets including the Middle East.

The company now has a dedicated sales representative for this region and as a result, business from this market has increased by 50%-60% year to date, according to Alden.

"This was from a small base but the Middle East accounts for around 10% of business," he said. "I see no reason why this should not increase to 20% of business."

Alden and his team will have plenty to shout about at the February roadshow - the company recently completely renovated The Connaught at a cost of US $140 million and is set to make enhancements to The Berkeley worth to the tune of $200 million.

All agents interested in taking part in the Maybourne roadshow should email This email address is being protected from spam bots, you need Javascript enabled to view it or call +971 4391 2149.

Another roadshow is planned in other Middle East locations later next year.

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