Exclusive: Rotana To Launch Residences Brand

The first property under the new brand is due to open on The Pearl, Qatar in September.

Rotana is further diversifying its business by planning to launch a dedicated Residences by Rotana brand later this year.

Speaking exclusively to Business Traveller Middle East at The Arabian Travel Market, Omer Kaddouri, COO, said it had identified a gap in the market for ‘hotel feel’ properties based on the residential model. The first is due to open on The Pearl, Qatar in September.

“We can sell them on a weekly, monthly or yearly basis, it’s very flexible in terms of how we rent them out, and they will depend on the location,” he said. “It’s different to our Arjaan brand which is fully serviced. It’s enhancing the value of residential buildings, we feel it’s a model that’s going to work.”

Kaddouri said it planned to roll out the brand across the GCC.

Elsewhere he said 12 Centro by Rotanas, the operator’s budget brand, are in the pipeline and the next one scheduled to open will also be in Qatar – and it isn’t limiting its sights to the Gulf.

“It’s a brand that could work in Europe, Australia and the States,” he said.