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Sun 1 Apr 2007 12:15 PM

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Two ‘new breed’ Four Points by Sheraton

Two Four Points by Sheraton hotels set to open later this year in Dubai represented a "new breed" of the established brand, according to the properties.

Two Four Points by Sheraton hotels set to open later this year in Dubai represented a "new breed" of the established brand, according to the properties.

The 406-room Four Points by Sheraton Sheikh Zayed Road - including 118 long term units - is expected to open in August, while the 252-room Four Points by Sheraton Downtown Dubai is scheduled to open in the Golden Sands area in May.

General manager of the Sheikh Zayed Road (SZR) property Erik Vedsegaard said the hotel's design was part of a push to redefine Starwood's brands.

"What has happened over the last couple of years is that Starwood has started to make each of its brands very specific, and have core values for every brand," he said.

"I think the Four Points brand is one that has been fixed the deepest, because we started with 138 Four Points and we went down to 58. We only have those left that fit within the new brand specification."

Vedsegaard said the Four Points' values were to be uncomplicated, comfortable and honest.

"Research done by the company to find out who our typical customer is has shown that an uncomplicated stay is what this customer is seeking," Vedsegaard explained.

The second value, comfort, would include colour and décor decisions, light settings, music and scents in the hotel, he added. And the final value of honesty would prevent guests being surprised by hidden costs or extras.

Four Points by Sheraton Sheikh Zayed Road would focus on corporate clients, Vedsegaard said, with a seasonal influx of European and GCC leisure travellers also expected. Competitors' offerings were still being assessed before deciding on rates, he added, but the hotel expected to be well established by the end of the year.

"I think we have a room product that will definitely make us competitive with most of the city," Vedsegaard concluded.

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