United Arab Emirates (UAE) capital Abu Dhabi is well positioned to play a major role in further developing commerce and tourism sectors, as the city's infrastructure continues a rapid pace of development, asserted Francesco Borrello, newly appointed as general manager of the Abu Dhabi Grand hotel
The hotel has recently been taken under management contract by Le Meridien. Borrello is overseeing a major expansion and refurbishment project there, following which the property will be relaunched as Le Royal Meridien Abu Dhabi next year. And, having first worked in the emirate in 1983, he is confident that 21st century Abu Dhabi is set to establish a name on the world stage as a global city of renown.
“The city progresses all the time and there has been unbelievable development since I left the last time in 1999,” Borrello said. “In terms of architecture, it has become a mini-Manhattan on the Gulf with stunning glass and steel towers contrasting vividly with the blue sea and silver sands of the breakwater.”
Even more noteworthy, he said, is the green environment that would be an amazing sight anywhere, but particularly in Arabia: “From the airport to the corniche, there are thousands of palm trees and flora, and projects such as the new gardens being developed on the Corniche make Abu Dhabi a model city and an oasis in this region.”
Complementing the environment, Borrello noted the expansion of the hotel industry in the emirate, which has been accompanied and propelled by new properties coming in to the market. “The service offering here has totally changed in the past few years, increasing in variety and substance, and both business and leisure travelers can now be certain that their requirements will be met here in terms of hotel and restaurant facilities.”
Naturally, Borrello is keen that his hotel should take top ranking in this sector, but is equally enthusiastic about competition from his neighbors in the city: “It creates healthy marketplace if you have a number of different hotels offering quality services and facilities to attract guests,” he said. “All hotels will promote Abu Dhabi as a destination in one way or another, and this is as important as competition between individual hotels for business in the city.”
Faced with the ebullient growth of the neighboring Dubai emirate, Abu Dhabi has been less flamboyant in its promotion but Borrello recognizes the paced but sure approach as one that is entirely suited to the needs of the capital.
“It's no secret that other destinations in the region have gone out and promoted themselves on the international stage before they were really ready to compete on an international scale—here the growth is studied in terms of airport development, road construction and landscaping, and now hotels, conference centers, malls and parks.”
On the business front, Borrello has already witnessed the new mood of confidence in the UAE capital, with his hotel running 100 percent occupancy during the recent ADIPEC exhibition. “As a government and diplomatic center, there has always been pockets of good business here, but now we are seeing more commercial opportunities being created and a lengthening of the season from September to May,” he said.
“Another thing is the increase in Gulf Cooperation Council (GCC) traffic as our neighbors take note of the commercial scope of Abu Dhabi, as well the growth of leisure attractions here,” he noted. While emphasizing that mass tourism is not an option for Abu Dhabi, Borrello is equally sure about the quality of the product for overseas and regional holidaymakers.
“We have an elite city here—one that is top in terms of quality service and facilities and that will appeal to select audiences who appreciate its unique environment.” Among potential sectors, he highlights the ‘silver' generation in Europe, retirees who have time to travel and the money to go farther a field in search of the new.
“The mild winter climate, long clean beaches and green corniches, range of restaurant and entertainment options, the safe environment, plus the cultural offerings of Abu Dhabi are major selling points here, and ones we should all be emphasizing in our sales drive overseas,” stressed Borrello.
However, while leisure could be an important business segment in future, he acknowledges that executive travel is bread and butter for most hotels in the city, and here his task is to become the best of the best.
Le Méridien is a global hotel group with a portfolio of more than 140 luxury and upscale hotels (38,000 rooms) in 55 countries worldwide. The majority of its properties are located in the world's top cities and resorts throughout Europe, the Americas, Asia Pacific, Africa and the Middle East.
The company also enjoys a strategic alliance with JAL-owned Nikko Hotels, providing loyal guests access to an additional 42 properties around the world. Headquartered in London, Le Méridien Hotels and Resorts Ltd is owned by Nomura International Plc and managed by Terra Firma Capital Partners. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
