Alila Hotels & Resorts CEO Frederic Flageat-Simon has outlined plans for the brand to open another five to eight hotels across the Middle East.
The news comes in the lead up to the Asian hotelier’s first venture in the region with the opening of Jabal Akhdar in Oman in April.
The operator said it hopes that the property, developed in partnership with Omran, will make a name for Alila in the region and catch the eye of local developers for future projects.
Speaking to Hotelier Middle East, Flageat-Simon said: “Brand building is our biggest challenge, our brand isn’t very well known.
"We’ve turned down five projects already in the Middle East because we didn’t feel that those projects were in line with our brand.
"In the foreseeable future I’d be really happy if we had a collection of five to eight hotels in the Middle East that are what Alila really stands for.”
Flageat-Simon said he is confident about the success of the Jabal Akhdar property and is in discussion with Omran about future projects in the region.
In November Alila said it is to add three new properties to its lifestyle collection in 2014 including the Alila Jabal Akhdar Oman.
It said that Alila Jabal Akhdar will be the first luxury resort in the mountainous region of Jabal Akhdar in Oman.
Set 2,000 metres above sea level, the resort will provide access to one of Oman’s most spectacular and untapped areas.
The resort will feature 78 rooms, six loft suites, a cliff-side restaurant, pool, Spa Alila, fitness centre and two Jabal Villas, with two bedrooms, its own pool, Jacuzzi and steam room.
Alila Hotels and Resorts currently has 21 new developments in the pipeline, seven of which are due to open in the next two years.