12 new brands on the block

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Spectacular room at W Doha.

Hotelier Middle East uncovers the insider information on 12 of the most exciting and much-anticipated new hotel brands to enter the region's hospitality industry in 2009.

The Middle East hotel industry has suffered serious set backs in 2009, with major projects delayed, postponed or even cancelled. No longer is Dubai getting its Four Seasons, plans for Bawadi remain quiet, Dubai Pearl is a long way off completion and The Palm, Deira has all but ceased development.

However, amid these stories of doom and gloom there are several shining lights, with some new brands launched in the region already this year and plenty more lined up to open in the second half of 2009. And what makes a refreshing change is the fact that not all of the exciting hotel brands are debuting in Dubai.

W Hotels has launched its first Middle Eastern property in Doha; Hotel Missoni is headed for Kuwait and Campbell Gray Hotels is setting up in Beirut. Abu Dhabi is also a hot spot, with Aloft, Centro by Rotana and Park Inn set to open imminently. Dubai, however, is home to the first Armani Hotel, so not losing its mantle quite yet. Turn over for 12 of the best, upcoming brands.

W Hotels

W Hotels debuted its  first hotel 10 years ago with the opening of W New York, US.  A decade later, the brand has entered the Middle East with the opening of W Doha in Qatar in March.

According to W Hotels Worldwide and Le Méridien global brand leader Eva Ziegler, "W was immediately conceived as a category buster and recognised as an industry innovator, quickly redefining the hotel experience from a transactional, process-oriented one to a contemporary lifestyle branding approach".

Ziegler sums up the key brand pillars as follows: "W is a contemporary lifestyle brand that offers guests insider access to a world of "wow" through cool design, buzzing bars, and programming around fashion, nightlife, and entertainment with a focus on film and music.

"Every W Hotel demonstrates the brand's passions for cutting-edge design. Each hotel's design approach is unique, rooted in the location and interpreted in a contemporary cool way using renowned designers such as Ricardo Bofill, Clodagh, Yabu Pushelberg, David Rockwell, among others. For example, W Doha, designed by the London-based United Designers, is designed with a cool, contemporary take on conventional Arabic design elements.

"All W Hotels are also the home to hotspot destination bars - like W Doha's Wahm - that become the place to sip, play and flirt for guests and locals. W Happenings, W's signature event series, keeps W "on trend" through regular events for locals and out-of-town guests, activating W's passions for fashion, design, or entertainment," she says.

The hotel staff, or "talent" as they are known, according to the W language all employees are trained in (see box out opposite), is critical to the success of the brand, continues Ziegler.

"W's Talent is trained to "wow" our guests through W's Whatever/Whenever signature service, providing them whatever they want - from a private hot air balloon trip over the desert to a flower bouquet delivered at 2am - whenever they want it, as long as it's legal!" she explains.

So, how have the brand standards translated to W Doha?

"W Doha is the first W Hotel in the Middle East and is Doha's category buster of the hotel industry," asserts Ziegler.

 "The hotel offers a full range of signature programming, providing a unique contemporary lifestyle experience to Doha that includes Spice Market and Market by Jean-Georges, two dining concepts by three-star Michelin Chef Jean-Georges Vongerichten; the first Bliss, New York's hottest spa where you can have a manicure/pedicure and facial in a fun, stylish environment; and a touch of exclusivity through La Maison du Caviar and Alexandre Zouari Salon out of Paris and Teushcer Chocolates of Switzerland," she says.

"The property also features a spectacular, 15th floor Extreme Wow suite (W's take on the traditional Presidential Suite), with breathtaking views of the Arabian Sea, private massage and meeting rooms, a full-size pool table and wet bar, a saltwater aquarium and a split-level bathroom."

As a result of the "contemporary cool lifestyle approach" W Doha offers - which Ziegler says makes it the most exciting new brand to open in the Middle East this year - the hotels target  "trendsetters".

Ziegler explains: "The aspiration target for W is the trendsetters; people who are interested in the hippest and newest [products] out there, into what's new and what's next.

"These people are very design-savvy and fashion forward and interested in social happenings around entertainment, so we activate these interests through unique signature programming that touches on these areas.  These trendsetters attract a wider audience such as trend seekers, people who are inspired by those in the know."

There are 31 W Hotels and W Retreats open and Ziegler says "we will more than double the W brand's footprint by 2011".  This will include the launch of  W Dubai-Festival City in 2011, which she says will bring to Dubai the same unique contemporary lifestyle experience that W Doha has brought to the region.

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