Minor rebrands Movenpick Deira to Avani

The rebrand will mark Minor Hotel Group's debut of Avani hotels in the Middle East

The converted Avani Deira hotel is located on the Salah Al Din road close to the metro station.
The converted Avani Deira hotel is located on the Salah Al Din road close to the metro station.

Minor Hotels has announced that effective July 1 2016 it will be taking over operations of the 216-room Mövenpick Hotel Deira in Dubai.

The property will operate under the group’s Avani Hotels & Resorts brand as the Avani Deira Dubai Hotel.

It will be the first property by Minor under its Avani brand to be in operation in the Middle East.

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The change comes after the hotel's parent company, Bin Sulayem Investments, signed a management agreement with Minor Hotels.

Minor Hotels chief operating officer Robert Kunkler said: “This is a key acquisition to our portfolio and allows Minor Hotels to take a foothold in the Middle East for our Avani brand in what is an important market."

He added: “We are thrilled to continue our relationship with Bin Sulayem Investments. Avani Deira Dubai Hotel will have the freedom to establish and maintain its individuality and distinct character.”

Bin Sulayem Investments general manager Abdulla bin Sulayem said: “This property being rebranded to Avani is an important step in the evolution of our owned assets. We are excited to strengthen the current relationship with Minor Hotels and look forward to working with them as a partner in fulfilling the potential of this property.”

Mövenpick Hotels & Resorts chief operating officer, Middle East and South Asia Andreas Mattmüller told Hotelier Middle East in an exclusive statement that the agreement had ended on amicable terms.

“Mövenpick Hotels & Resorts and Mövenpick Hotel Deira’s owning company, Bin Sulayem Investments LLC have had a solid partnership that started more than 10 years ago, and look forward to maintaining this close relationship for possible collaboration in future projects,” Mattmüller said.

He added: “The change brings Mövenpick’s current operating portfolio in Dubai to five hotels with three new projects in the pipeline located in Media City, Downtown Dubai and Business Bay. These additions will take the Mövenpick Hotels & Resorts portfolio in the emirate to eight properties by 2018. The company looks forward to continue expanding across the United Arab Emirates and the region.”

Minor Hotels has looked at growing its presence in the region having announced several new properties recently. It first seemed as though it would debut the Avani brand in 2018 when it announced a partnership with Nakheel.

The two parties have agreed to co-invest and develop a 500-key Avani Deira Dubai Hotel located on the Deira Islands.

A new Avani and Anantara is also planned for Abu Dhabi slated for 2018, along with a 225-key Anantara in Ras Al Khaimah.

Last September, Minor announced it will build a resort on Durrat Al Bahrain, which will also open in 2018.

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