UAE-based Smartotels launches flagship brand- Form
First property scheduled for 2018 in Dubai's Al Jaddaf area
UAE-based Smartotels has launched its first brand - Form Hotels, with the first property set to welcome guests by Q1 2018.
Smartotels founder Tarek Daouk told Hotelier Middle East on the sidelines of the GIOHIS 2017 that the hotel will be located in Dubai's Al Jaddaf area.
"The location is key for our flagship property, its just 100 meters from the metro station," he added. "Form Hotel will seek to expand its presence in the GCC, Africa and India."
The property will be a dry hotel, and Daouk said its not a "religious adaptation". "As a brand we want to position health and fitness as important values, and to be a dry hotel matches those."
Form will be a four-star hotel in all locations, Daouk emphasised at the sidelines of the Gulf and Indian Ocean Hotel Investors' Summit (GIOHIS).
He also informed that construction work on the flagship property is well underway, with quite a few floors already completed.