Accor sets down its suitcases in the Middle East

Today, Accor is already present in seven countries in the Middle East: in Saudi
Arabia, Bahrain, the United Arab Emirates (UAE), Kuwait, Lebanon, Qatar and Yemen. In all, 27 hotels from the French hotel group are already present in the region, via the names Sofitel, Pullman, MGallery, Novotel, Mercure, Suitehotel and Ibis. And future openings in new Middle East countries are foreseen. “We have a development plan that includes 17 hotels, ensuring the opening of establishments in all ranges,” indicates Christophe Landais, Operations Manager for Accor Hospitality in the Middle East.
In 2008 already, the Novotel Deira City Center and the Ibis Deira City Center had opened their doors in Dubai, as well as the Novotel Al Anoud and the Mercure Value Ryadh, both in Riyadh, not to mention the Mercure Khamis Mushayt in Saudi Arabia.
In 2009, Accor Hospitality Middle East opened Ibis Al Barsha (a large establishment with 480 rooms) in the UAE. And just a few weeks ago, the UAE also saw the opening of the Ibis Mall of the Emirates and the Suitehotel Mall of the Emirates. Suitehotel, whose opening marks the arrival of a new brand name in the Middle East, is a hotel aimed at a nomad clientele. The chain offers suites of 30 m2 with modular relaxation or work spaces that can be adapted to different needs and desires. Also foreseen, for the end of the year, are the openings of the Ibis Amman in Jordan, the Ibis Muscat in the Sultanate of Oman and the Ibis Sharq in Kuwait.
Finally, Sofitel is preparing to open a new establishment in Dubai, the Sofitel Dubai Jumeirah Beach, whilst two other hotels, Sofitel Dubai Sheikh Zayed Road and
Sofitel Abu Dhabi Capital Plaza, will strengthen the brand’s presence in the Emirates. This strategy is in line with the repositioning of brands that began with the arrival of Gilles Pélisson at the head of the hotel group, in 2006. Ever since, from the economy to the luxury segment, Accor has offered a diversified palette of products in the Middle East without ever renouncing its quality of service.
In the region, the clientele is mainly local, and 80% of the volume concerns the business segment. “Our products do not reserve any bad surprises,” says Christophe Landais. “When a company signs a contract with Accor, it can control its costs while having the possibility of sending its employees to major thoroughfares worldwide. And as we are present in all ranges, our partners can choose the grade of the establishment.”
Not to mention the advantage of the French hotel group’s clout: “Accor stands out as a pioneer in the economy and midrange segments,” continues the Operations Manager for Accor Hospitality in the Middle East. “Notably in Dubai, we took the other side of the market, by opening an Ibis and a Novotel in 2003, at a time when the market was dominated by large international luxury chains. With the crisis, this choice has proven judicious: demand is strong for economy and midrange hotel offers. We have been able to anticipate demand.”
Dubai has been – and remains – an important axis of development for Accor in the Middle East. The French hotel group is present in all sectors of the city, whether in the airport zone and the “historic” centre, in the World Trade Center district, the convention centre, the summer waterfront district of Jumeirah or the length of Dubai’s main road, Sheikh Zayed Road. The French hotel group can thus rely on solid experience. “Despite the crisis, Dubai remains an important exchange pole,” considers Christophe Landais. “Its development will pick up once the crisis is over, due to the strong economic growth within and around the region, notably in India. And we will be ready.”