Le Royal Meridien Bahrain is currently constructing 23 luxury villas adjacent to the hotel lagoon, with completion scheduled in time for the Gulf Cooperation Council (GCC) Summit in 2003. Le Royal Meridien Bahrain is also introducing a new butler concept and training and marketing strategy.
The hotel and resort facilities currently include indoor and outdoor pools, health club with Turkish hammam, tennis and squash courts, a lagoon and private island, plus a marina and spa.
"I think Bahrain is one of the tourism world's best kept secrets, there is a definite need for image building and a greater commitment to attract both regional and overseas visitors," said Le Royal Meridien Bahrain General Manager Francesco Borrello. "A gap in targeted marketing means we still have untapped potential to attract a wider audience."
Recent announcements regarding beach resort projects are a step in the right direction, according to Borrello. "New resorts and even attractions such as a planned Formula One racing track will help build a destination, and I think within five years, we will see a new Bahrain," he claimed.
"We already do well in attracting weekend traffic from Saudi Arabia, but in the Meetings, Incentives, Conventions and Exhibitions (MICE) sector, for instance, our aim is to establish ourselves with overseas organizers," said Borrello. "New destinations are always in demand, and Bahrain is taking huge steps to develop the right infrastructure to cater to a steady flow of incentives."
"These new features will add to our attraction for the top-end market where we are seeing an increase in regional visitors from Kuwait, Qatar—which will increase even more when the causeway is complete—and even the United Arab Emirates (UAE), as well as our regular Saudi guests," said Borrello.
With occupancy and revenue above last year for the first quarter 2002, the boost in intra-regional traffic following September 11 is seen as one contributor to the revived appeal of Le Royal Meridien Bahrain, according to a company press release.
Le Mיridien is a global hotel group with a portfolio of 145 luxury and upscale hotels (41,630 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, giving guests access to an additional 42 properties around the world.
Headquartered in London, Le Mיridien was purchased by Nomura International plc's Principal Finance Group in July 2001 and merged with Principal Hotels, acquired by Nomura in February 2001. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
