Best Western Rolls Out Middle East Expansion Plan
Best Western International Asia has announced a strategic plan to expand into the Arabian Gulf Region, with 25 hotels targeted within 2010.
Best Western International has entered the Middle East in 2008, with the strategy to drive Best Western hotels, its value-for-money accommodation, and a higher brand, Best Western Premier(R), a unique collection of upscale hotels and resorts offering superior standards and services, across the Gulf Cooperation Council (GCC) countries.
"Despite the current recession, we see the crisis as an opportunity that fits with our products for the Middle East. With Best Western and Best Western Premier brands, we are able to cater for both mid-scale and upscale markets. The overall strategy of offering high-quality accommodation and services with reasonable price is one that fits well at any time, especially now that everyone is looking for extra value," said Glenn de Souza, Best Western International's Vice President International Operations - Asia.
The brand has recently announced the signing of its first two Best Western Premier properties in The Middle East. The 320-room Best Western Premier Dhow Palace Hotel and the 222-rooms Best Western Premier Creek Hotel, both located in Bur Dubai, are scheduled to open its door in May 2009.
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In addition, the brand has sealed the deals with two properties in Oman, one in Qatar, one in Kuwait, and is very positive to add three more hotels within the city of Dubai and another two hotels in Saudi Arabia by the end of 2009.
"Construction costs have fallen sharply since the advent of the economic crisis, making it a good time for developers to build hotels that will be ready in two years to attract the upsurge in tourism when the economy strengthens," the executive added.
Looking ahead, by the time the economy starts to recover, Best Western will have over 10 projects in GCC countries ready to open. Notably, the Holy City of Mecca in Saudi Arabia is another targeted destination where the brand plans to have 3 hotels in the next two years. Other strategic cities include Doha, Muscat, Riyadh, Kuwait City and Madinah.
With a target to become the region's largest international hotel chain, Best Western aims to have 200 hotels with 50,000 rooms across Asia and the Middle East by 2010.
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