One of the UAE’s fastest growing locally-based hotel operators, Flora Group Hotels, has unveiled its sixth Dubai property and an ambitious three-year expansion plan at Arabian Travel Market (ATM) 2007. A division of Pearl Investments, Flora Group Hotels caters for discerning travellers with a unique no-alcohol, family-oriented ‘home-away-from-home’ concept in the heart of Dubai.
“The latest addition to our Dubai hotel portfolio, Flora Creek, opens in the Port Saeed area in the last quarter of 2007,” said Mr VA Hassan, Chairman & CEO, Flora Group Hotels & Hotel Apartments, Dubai. “This marks the dynamic beginning of the Group’s strategic expansion plan with an investment of AED 250 million, which will see a further four properties open by 2010.”
With more than half of all apartments having enviable Dubai Creek views, the new deluxe Flora Creek hotel apartment development will be a premium accommodation choice for both business and leisure guests, and is also ideally suited for corporate guests in the process of relocation. Structured specifically to target the MICE market, the hotel boasts WIFI connectivity throughout and boasts a rooftop conference and banquet facility with stunning creek views.
Targeting GCC nationals through its strategic positioning as an alcohol-free hospitality operator with an emphasis on family city breaks and short holidays, the AED 100 million capital investment Flora Group Hotels is one of the region’s fastest growing hospitality industry players.
With an annual turnover of AED 250 million, the group launched its UAE operations in 2001 with the opening of its first two Dubai hotels, Florida Hotel Dubai and Hotel Florida International. From 2003 till June last year, Flora Hotels Group opened three more properties in the emirate, Flora Hotel Apartments, Flora Grand Hotel and Flora Park Hotel Apartments.
“There was a gap in the market for travellers who desired city accommodation that provided them with traditional Arabian hospitality, culture and values - and the success of Flora Group Hotels has been in filling this consumer need,” continued Hassan.
“Upholding this success has been our continued devotion to selecting the right staff, with the right skills and attitude to reflect and promote our company values. Dedicated to providing superior customer service, we have focused on staff training and development as a means to maintain employee satisfaction and high service standards. With a staff retention rate of 80% over the past five years, the results speak for themselves.”
In an industry driven by new technologies, new entrants and new business modules, the Flora Group has also concentrated on implementing the very latest computer reservation systems. In-line with industry benchmarks, all major Flora Group properties are run on the PMS OPERA system.
“Dubai continues to present increased opportunities for continued investment in the hospitality industry, with average occupancy rates of 74% over the last five years. With the Flora Group’s above-market average occupancy rates of between 75% and 80%, it is our aim to aggressively expand our portfolio over the next three years. We aim to become the leading local hotel chain in the region, based on our unique ‘no-alcohol’ proposition and outstanding customer service.” he concluded.
About Flora Group Hotels
Flora Group Hotels is part of an Indian-headquartered diversified conglomerate operating in the fields of hospitality, real estate, engineering & technical services and general trading.
Flora Group Hotels consists of both hotels and serviced apartments, under the title ‘Flora Group of Hotels’. Ideally situated in the heart of Dubai’s business district Deira, the uniqueness of the Flora Group Hotel concept is that no alcohol is served on any of the premises. The Flora Group of Hotels is a family-oriented hotel portfolio catering to the discerning needs of GCC nationals who want to combine leisure or brief business trips with traditional Arabian hospitality, culture and values. Properties for Flora Group Hotels include:-
Florida Hotel Dubai: Florida Hotel Dubai started its operation in 2001 and is the stepping-stone for the Group’s foray into the hospitality industry. Florida Hotel Dubai is situated at Al Sabkha, the main wholesale trade area in Deira, Dubai. The hotel has a total of 64 well-furnished rooms.
Hotel Florida International: Hotel Florida international is the real motivation behind the group’s consolidation in the hospitality industry and also started operations in the year 2001. Situated in Al Sabkha, the main wholesale trade area in Deira, Dubai, it boasts an occupancy rate of more than 98% year round. The hotel hosts 48 rooms including deluxe rooms and suits, and has a multi cuisine restaurant and 24 hour coffee shop.
Flora Hotel Apartments: Flora Hotel Apartments has become the flagship property of Flora Group of Hotels. It started operations in the beginning of the year 2003, and is located at the central business district of Dubai, Al Nasr Square, in Deira. Within the first year of operation, the apartments earned the reputation of being one of the finest business class hotel apartments in the area, apparent from the high 96% occupancy rate for the entire year. The hotel apartments mainly cater to the CIS, Middle East and GCC markets and have a total of 90 studio apartments and suits, all luxuriously furnished with fully equipped kitchen and centrally air-conditioned units.
Flora Grand Hotel : Flora Grand Hotel is a four star property which started operation in October 2005, in Al Riqqa Dubai and is the premier property of the Flora group. The hotel offers unparalleled service and facilities to all guests. With 200 rooms including deluxe rooms, junior suits and a presidential suit, all the rooms are furnished to a highly luxurious level and have direct Internet access. The hotel has a ballroom, business centre, conference room and gift shop. The hotel features a multi-cuisine restaurant, a seafood restaurant and a 24 hour coffee shop.
Guests also benefit from a swimming pool with whirlpool and attached juice counter, equipped gymnasium, sauna and steam rooms. Additionally there are plans to open a roof top health spa.
Flora Park Hotel Apartments. Opened in June 2006, the fifth addition to the Flora Group Hotels portfolio is located in Dubai, near Deira City Center. The hotel apartments feature 130 luxuriously furnished 2 & 3 bed room deluxe apartments with business centre, conference room and a coffee shop.
Flora Creek Hotel Apartments
The sixth and latest addition to Flora Group Hotels is located in the Port Saaed area of Dubai, close to the heart of the shopping district, Dubai Creek and Dubai International Airport.
A 12-floor deluxe apartment property, over half the apartments boast stunning creek views and it has a well-appointed alcohol-free restaurant serving international cuisine. Structured specifically to target the MICE market, the hotel boasts WIFI connectivity throughout and boasts a 700-seater rooftop conference and banquet facility with stunning creek views.
For further information please visit www.florahospitality.com
About Pearl Investment LLC
A leading business group from India having business activities across the Middle East, Far East and South Asian countries, including:- India, United Arab Emirates, Sultanate of Oman, Saudi Arabia, Indonesia and Malaysia.
The group started business in India with foodstuff trading and this business is more than 65 years old now. This trading division still has a clear monopoly in the market (in south India) over certain food products.
Other than this, they are engaged in the following business activities in India:
Furniture-manufacturing units in south India.
Furniture importing from Far East countries and distribution across south India.
Pharmaceutical distribution chain across south India.
Paper-manufacturing plants in south India.
Operations in the GCC commenced in 1994 in Oman with garments importing, wholesale distribution and re-exporting. The business was extended to the UAE in 1997, based in Dubai. This group under the patronage of H.E. Sheikh Suhail Bin Khalifa Al Maktoum formed Pearl Investment L.L.C in 2004, as a holding company for leading their business activities in the UAE and for initiating and funding their future projects in the emirate.
More than 1300 staff are employed by the Group at all levels and the Group has an annual turnover of 250 million Dirhams.
The company is currently involved in the following activities in U.A.E:
