Habtoor Grand Beach Resort & Spa joining Marriott’s Autograph Collection enables the five-star resort to target global markets more aggressively.
Addressing media today, from the resort’s new top-floor Club Lounge, Consultant General Manager Richard Zeolla said: “It enables us to target Germany and UK, in particular, and markets where there hasn’t been a great deal of focus.”
Marriott Rewards, together with Marriott International’s global distribution system, are the vehicles set to drive footfall through the hotel, which became the first in the Middle East and Africa to join the collection last month. But both parties know that they will have to work hard in a district swarming with quality hotels and stand-alone F&B outlets. Along with the new lounge, meeting rooms, Al Dhiyafa Grand Kitchen (all day dining) and lobby have been upgraded. “Everything is going to be looked at,” added Zeolla.
The agreement provides Marriott with a direct beach offering and opens up more cross-selling business-and-leisure opportunities, although the Habtoor Group retains management ownership.
Habtoor has also struck agreements with Hilton (Waldorf Astoria) and Starwood (three hotels coming up at Habtoor City on Sheikh Zayed Road) in Dubai as it looks to raise its global profile. A second Autograph hotel is being developed at Dubai Parks and Resorts.