THE PIPELINE : 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 :

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

www . hotelsmag . com January / February 2012 HOTELS 35