Sobha's hotel brand to take the high road

Sobha Real Estate has confirmed that its new hotel brand will concentrate on the upper scale of the market to begin with.

Sobha Real Estate has confirmed that its new hotel brand will concentrate on the upper scale of the market to begin with.

With Sobha Real Estate set to break ground on the construction of its first hotels in January next year, vice chairman Ajay Rajendran has confirmed the new brand will initially target the high end of the market.

At this point in time we have the capability to bring in very high-end products and to be the very best in the market, he said.

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We are looking at focusing on only this segment of the market, and maybe sometime down the line we would look at budget properties. It is important though, to get a few properties established and get our marketing in place. We want the service part of the business to be perfect.

Sobha has earmarked sites in Dubai, Muscat, Zanzibar and several Indian cities for the first planned properties, which are expected to be business hotels, city centre hotels and resorts.

It is not a short-term game, we are in it for the long-term, Rajendran continued.

We are looking at creating a very successful brand, and confident that we will be able to create a very successful brand.�

For the full interview with Ajay Rajendran see next month's issue of Hotelier Middle East.

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