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Rotana unveils brand restructure and launches alcohol-free hotel brand

Rotana has used ITB as the platform to announce an exciting new brand structure with two additional offerings within its portfolio; alcohol-free and all-suites. The rebranding of the company will now include four brands; Rotana Hotels & Resorts, Centro Hotels by Rotana, Arjaan by Rotana and Rayhaan Hotels & Resorts by Rotana.

Rayhaan Hotels & Resorts, is an innovative, alcohol-free accommodation concept and is the first of its kind. Rotana has introduced this entirely new proposition in the region and in the market, to cater for guests seeking an alcohol-free alternative.

Imad Elias, Executive Vice President and Chief Operating Officer comments: “To our valued patrons, Rayhaan offers an uncompromising alternative that upholds the world-class standards synonymous with the Rotana name. An entirely new concept, the alcohol-free option has an inherent appeal to guests in the Middle East”.

First-class hotel apartments with a personal touch, Arjaan by Rotana has been developed with both long-term guests and families in mind. Those staying longer than the average visitor will appreciate the particularly spacious accommodation, whilst families relish the promise of an environment which more closely resembles home. The stylish and fully equipped Arjaan suites are designed with the objective of closing the gap between hotel room and home, making Arjaan a natural choice for guests seeking a smooth transition into a new city.

In addition to the launch of Arjaan and Rayhaan, Rotana has also shaped a new name and a new identity for the division formerly entitled Rotana Hotels, Suites & Resorts. Now operating under the name Rotana Hotels & Resorts and characterised by the excellence of its dining venues, the brand’s success is founded on its ability to attract some of the most renowned names in the restaurant world. Delivering award winning cuisine in inviting environments, Rotana Hotels & Resorts is one of the leading names on the market, offering first-rate food that caters for the requirements of the local markets in which the company operates.

Determined to increase the prestige of all its properties, the coming years will see many new hotels and resorts flying the Rotana flag ever higher. With a wide range of services and facilities housed under the brand umbrella, Rotana offers something for every type and level of traveller. One of the other products encompassed within the organization is Centro Hotels by Rotana, which was launched in 2006. Delivering superior accommodation at an affordable price, it redefines the conventional concept of economical comfort.

Working towards the opening of 25 Centro properties across the Middle East by 2014, the organization hopes to meet the demands of a new generation of traveller, seeking finesse and functionality at reasonable rates. Young and fresh, Centro is a contemporary concept that is original in its presentation and dynamic in its offerings.

As the name indicates, the Centro properties will be located at the heart of business and commercial districts in the major cities across the region. Offering unique living spaces in a contemporary environment, they provide amenities specifically geared to the needs of the travelling executive. Boasting rooms featuring the latest in technology and comfort, in addition to well equipped meeting rooms and business centres, Centro is destined to become synonymous with care and attention to detail.

The development of the brand builds on the existing equity of Rotana whilst setting in place the necessary tools with which to facilitate the company’s rapid growth. “With a commitment to open over 60 properties by 2012, Rotana is set to continue to deliver on its promise to owners and partners, colleagues and guests”, says Imad Elias, Executive Vice President and Chief Operating Officer.

Rotana’s brand revitalising was essential to ensure differentiation between the various products. Elias concludes, “The rebranding of the Rotana portfolio will ensure that our offering is tailored to the individual needs of our customers. We aim to cater for all visitors to the Middle East and with the introduction of the two new brands Rayhaan and Arjaan we can now ensure that our guests enjoy superior accommodation and hospitality perfectly suited to them. The new brands also continue to ensure that Rotana maintains its position as the leading hospitality company in the Middle East, providing a unique offering and innovative solutions to the needs of guests whether they are travelling on business or pleasure, as individuals or with families.”

The group’s presence at ITB also supported its ambitious expansion strategy to have a property in every key city in the Middle East as the hotel operator said.