Fraser Suites Dubai to capitalise on short-stay

Asset enhancement project to introduce one- and two-bed suites

David Brown, general manager, Fraser Suites Dubai.
David Brown, general manager, Fraser Suites Dubai.

David Brown, general manager of Fraser Suites Dubai revealed during a panel discussion at the Hotelier Middle East GM Debate on Tuesday 2 September that the property is undergoing an asset enhancement project in line with evolving long-stay guest profiles.

The 180-key serviced apartment property in Dubai’s 45-storey Sidra Tower on Sheikh Zayed Road is being converted to include studio and two bedroom suites to attract short-stay transient corporate and FIT (Flexible Independent Travel) guests.

“Our properties located in key markets around the world are seeing a noticeable shift toward shorter stays, that is stays of one to seven days,” Brown told Hotelier.

Brown added that in the company’s Dubai property, the service offering is more extensive in other parts of the world, meaning “the distinction between hotels and hotel apartments is becoming quite narrow”.

He explained: “Here in Dubai we offer all day dining, a separate coffee lounge, business centre, conference and banquet facilities, 24-hour in suite dining, spa and health club and 24-hour guest services.

“By adding a new suite category this will increase the total inventory of the property and allow us to compete more favourably with full service hotels as we seek to attract a bigger share of the transient market.”

While suite categories can sustain demand year-round according to Brown, larger two and three bedroom suites typically only see demand during peak holiday season or for the extended stay market, hence why the company has opted for small units.

“The potential growth in yields favours the smaller unit categories over the long run and this obviously factors quite highly in our decision making,” he said.

Brown confirmed that no timeframe has been set for finalising the project however the property is evaluating the concept, undergoing an initial conversion across one floor to include one and two bedroom suites.

Under the Fraser Suites, Fraser Place and Fraser Residence brands, Frasers Hospitality will now specify studio suites as part of the hotel apartment inventory.

Frasers Hospitality’s portfolio currently stands at 92 properties, in 49 key gateway cities, and more than 15,500 apartments worldwide, including those in the pipeline.

 

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