We noticed you're blocking ads.

Keep supporting great journalism by turning off your ad blocker.

Questions about why you are seeing this? Contact us

Font Size

- Aa +

Wed 7 Nov 2007 02:15 PM

Font Size

- Aa +

Accor to announce new brands

Accor has outlined its growth plans for the Middle East, with new brands and new destinations in the pipeline.

Accor has outlined its growth plans for the Middle East, with new brands and new destinations in the pipeline.

The company is set to launch economy hotel brand All Seasons in Europe before the end of the year, and will also soon be announcing Pullman - a brand geared towards corporate and MICE travellers - with properties slated for Dubai and Abu Dhabi by 2010 or 2011.

Accor Middle East managing director Christophe Landais said the company was looking to introduce Pullman branded properties in all "international corporate and MICE destinations".

"Pullman is for those travellers who are meeting at the airports before they are spreading out across the Gulf, and also for those who are meeting for business in the cities," he said.

"We expect Pullman to be the fastest growing brand not only in the Middle East, but also worldwide. The business people are in the right segment - the upscale segment but not the upper-upscale segment - and certainly in the Gulf we expect to have three or four properties very soon."

Landais added that the company would also be debuting its Suitehotel brand - already used in Europe - in the Middle East in 2009.

"In Dubai we can launch new brands with a large degree of success," he said.

"Especially with this location close to the Mall of the Emirates. In the Suitehotel there are no restaurants, only a multi-functional lobby. It is like an airline business lounge, where you have a buffet, newspapers and internet access. So we need the hotel's guests to have the possibility to leave and find shops, food or a cinema [nearby]."

Landais added that although the All Seasons brand would be launched in Europe, "I don't think it will be in the Middle East soon".

"On the scale of hotel categories, the All Seasons hotel needs a more mature [economy] market. Once Ibis has been developed, then we will consider the All Seasons brand," he said.

On a geographical level, Landais explained that Accor would strengthen its position in high-growth markets such as Oman, Abu Dhabi and Qatar, enter emerging markets such as Pakistan, and selectively position Accor in Jordan, Syria and Lebanon.

While the company currently has 21 hotels operating in the region, it has plans to open 33 more properties, with a target of 70 hotels by 2011.

Arabian Business: why we're going behind a paywall

For all the latest travel news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.