HotelsMag January-February 2012 | Page 37

ROTANA
THE PIPELINE : ROTANA

A bu Dhabi-based Rotana

may be a long shot in the international rooms race , but this regional powerhouse may just have the strategy and the legs to make it as a contender .
The Cove Rotana Resort in the Emirate of Ras Al Khaimah
Rotana is already the largest hospitality ownership and management group in the Middle East and Africa . Since its launch in 1993 , Rotana ’ s 4- and 5-star hotels have held their ground against mega-brand competitors from Accor , Marriott , IHG , Starwood , Hilton , Shangri-La and Wyndham . Its reputation for developing an intense , onthe-ground understanding of each of its geographic targets has given it an edge with regional owners — one that has enabled it to power up to 43 hotels in nine countries . Rotana ’ s leaders , many of whom honed their craft with Hilton , have also taken advantage of the company ’ s position in the middle of the pack to see how the front-runners sliced and diced the market with new flags . Four brands later , those multi-market boxes are checked . Rotana is ready to make its move — first to build out its regional presence , then to grow into Asia and beyond .
No one is looking for Rotana to blow past the field . But , industry watchers agree it ’ s definitely a company to watch . “ Rotana is probably the most successful of the Gulf ’ s home-grown chains ,” says Guy Wilkinson , managing partner , Viability , Dubai . “ It has established standards as high as any of the international operators , yet remained a proudly Arabic company with an arguably unrivaled knowledge of and success in the UAE market .”
Wilkinson credits leadership for that . “ The head office
Arjaan by Rotana Dubai Media City
AT A GLANCE :

ROTANA

For 2012 and beyond , Rotana is focusing on growing in the Middle East with its Rotana Hotels & Resorts brand and developing its niche brands — midscale Centro and the alcohol-free Rayhaan — as well as Arjaan , a hotel apartment concept .
2012 HIGHLIGHTS
Rotana Hotels & Resorts will open a new property in Abu Dhabi .
Arjaan Hotel Apartments by Rotana is introducing a new apartment hotel in Dubai , as well as Rotana ’ s first properties in Bahrain and Jordan .
Rayhaan Hotels & Resorts by Rotana will add another location in Dubai .
Centro Hotels by Rotana will debut a property in Abu Dhabi .
www . hotelsmag . com January / February 2012 HOTELS 35