Staywell and Cristal seal Middle East alliance
Staywell Hospitality Group and Cristal Group team up for Middle East
Australian-based hotel management company StayWell Hospitality Group and Cristal Group, a Middle East-based hotel management company, have formed a strategic alliance in order to further develop business, with a particular focus on the Middle East.
StayWell CEO Simon Wan said that the group’s expansion into the UAE market is a significant priority, with the upcoming Dubai openings of Park Regis Business Bay and Park Regis Boutique Jumeirah in 2017 followed by the opening of Leisure Inn Jumeirah and Park Regis Makkah, Saudi Arabia in 2018. The new partnership is intended as a commitment for the future expansion of both Park Regis and Leisure Inn brands in the region.
“We have been focused on StayWell’s international expansion for quite some time. This partnership will bring our combined portfolio to 13 hotels with approximately 2,600 rooms in the Middle East region. This, coupled with the recently announced strategic partnership with the Manhatton Group in China, has significantly increased our global hotel network which is now in excess of 73 properties across Australia, Singapore, Indonesia, India, The United Kingdom, China and the Middle East,” Wan declared.
He continued: “Cristal are leaders in the business and leisure hotel space in the Middle East and Africa, and represent the perfect partnership in which to grow the Park Regis and Leisure Inn brands. The synergy and opportunity offered by this strategic alliance will combine the global strength of StayWell Group with the local knowledge of Cristal Hospitality, enhancing further development of both companies’ goals globally, not just in the Middle East.".
In concurring with Wan, Cristal Group CEO Kamal Fakhoury said that the alliance will offer strategic benefits to both companies within the Middle East and globally. He further added that Cristal is looking forward to implementing strategic StayWell sales and marketing programmes as well leveraging from its global presence.
“With both groups now present in Dubai, Abu Dhabi, and Erbil, and with properties opening within the next 12 months in Amman, Abha, Riyadh and Makkah as well as further properties in Erbil and the UAE, the expansion plan is very healthy and we expect to increase the portfolio to 20 properties within the next five years,” Fakhoury remarked.
“We are excited and very proud to forge a strategic alliance with such a well-known hotel company as StayWell, and we are looking forward to working as a team to achieve the combined proposed goals,” he concluded.
As part of the agreement, StayWell is entitled to use Cristal’s brand on hotels outside the Middle East, while Cristal can use StayWell’s brand on hotels located within the Middle East. Cristal will also adopt key StayWell sales and marketing platforms and programmes for operations and hotel offerings.