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Fashion boutique
No competition?
Boutique properties are, by their very nature, unique. As a result, many hoteliers in this industry say they do not feel particularly threatened, either by the slow but sure increase in the number of boutique properties in the region or the new properties spawned by big-name chains.
Riad Numero 9's di Renza says: "I suppose our competitors are the few local five-star hotels, in so far as their comfort criteria are similar, although of course there's no comparing the intimacy that a small structure like ours can offer. I'd also add that there are more and more Riad [traditional-style Moroccan] hotels in Fez, which are targeting the same niche but the reality is there are still not enough to satisfy demand".
EHG's Marc Dardenne points out that The Montgomerie, Dubai has an individuality unlike any other hospitality project. "It is a component of a championship golf course. [It] does not compete with the traditional hotel chains; it complements the sector by offering a distinguished portfolio of guest facilities, driven particularly by the client's passion for golf and personalised service."
According to Net Group's Monassar, the true competition is closer to home: "We have a philosophy at the Burj Al Salam: we respect others and check the market but, to lead and to improve, your first competitor is always yourself".
But however healthy competition may be the key issue is still to fill rooms, as La Maison d'Hôtes' Renaudie points out. "You always have direct competition, no matter how different you are to other properties. You can't close your eyes to that in the hotel business; we still need to fill rooms.
"However today we are lucky because there's such a demand for rooms here in Dubai," she adds.
Ready to expand
There is no doubt that the region's boutique properties are steadily garnering more interest from visitors to the Middle East. As Riad Numero 9's di Renza explains, today's traveller is looking for a "personal" experience. "Smaller, specialised hotels are better equipped to answer their needs," adds di Renza.
"A boutique hotel is one that offers luxurious service in an exclusive environment. The boutique hospitality components of The Montgomerie, Dubai are defined by the world-class golfing environment that supports it along with outstanding restaurants and spa."
Marc Dardenne, chief executive, Emaar Hospitality Group.
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