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Fashion boutique
But there is still some way to go for the boutique sector, as Net Group's Monassar explains: "The MENA region needs to develop the concept of boutique hotels further. Usually, as shown in other parts of the world which enjoyed a development in the tourism sector earlier than our region, the concept of boutique hotels came later and basically evolved from the need to offer a different experience".
Global consulting and services organisation HVS Global Hospitality Services, which offers services such as asset management, hotel management, and convention, sports and entertainment facilities consulting to the hospitality industry, has recently set up an office in the region.
HVS associate director Middle East Hala Matar Choufany is realistic about the current strength of the region's boutiques.
"The boutique hotel market is still underdeveloped in the Middle East," she says. "Right now there is a limited number of boutique hotels here, although several developments are in the pipeline in most of the key Middle Eastern cities. Most of these will be new developments, except in older cities such as Damascus and Beirut.
"It must be noted that in emerging countries the developers tend to first develop commercial five-star properties, luxury properties, mid-scale and limited service hotels and then finally boutique hotels to reflect the increase in land prices," continues Choufany. "In addition, once larger chains are well represented in a market, there is a tendency to find alternatives to differentiate the product.
"With the growing economies of most countries in the region and the number of hotels under development, there is a growing need for differentiation. As a result, boutique hotels could eventually achieve better performance than mainstream hotels."
Designer digs
Traditionally, boutique hotels are unique properties operated by individuals or companies with a small collection. However the success of numerous boutique projects has prompted global hotel companies to appropriate the term and establish their own ‘boutique brands', so as to cash in on this attractive new segment of travellers.
One example of this branded boutique phenomenon is Armani Hotels and Resorts, established in 2005 by Giorgio Armani and Emaar Properties, which will develop, own and operate an exclusive collection of boutique hotels across the globe.
"In my opinion a boutique hotel should be a place where the guests are treated in a personal way and where the original aspect of the country with its traditions, lifestyle and originalities is present. This should be achieved through the architecture, the style of furnishings and the hotel's staff."
Anwar A Z Abu Monassar, general manager, Net Group Abu Dhabi and Al Ain.
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