Kempinski expands in Jordan and beyond

Mr O'Rourke joined Kempinski Hotels five years ago and prior to his move to Jordan worked firstly in Greece and then in London. He moved to the kingdom last year to launch the hotel's first phase.

New phases, new guests

'The hotel is opening in three distinct phases. Last year, we launched 114 villas plus a royal villa which is available for $14,000 a night. During the upcoming World Economic Forum later this month, we will open phase two which will include 201 additional rooms in the main building. Finally, at the end of the year, we will open the Anantara Spa which will be the largest in the Middle East.'

Since the hotel opened what sort of clientele has the hotel attracted and where are its guests coming from?

'Our market consists of 30 per cent European visitors, 20 per cent from Russia and the remaining 50 per cent from the Middle East, with up to 20 per cent of this segment being Jordanians, some coming back on holiday. I would also say there is an even split between our corporate and leisure visitors. Our MICE activities are also going extremely well and the Dead Sea is an excellent destination for this. Overall we are running at about 60 per cent capacity which for a newly established high-end luxury resort is very good.'

Kempinski Hotels also has an established property in the capital Amman and a third is currently being constructed in the Red Sea resort of Aqaba.

'Our Amman hotel opened a year before the Dead Sea property and it is strategically important for us being located downtown in the capital and right in the central business district. It is much more business oriented of course and has excellent meeting facilities.

'In Aqaba, we are presently developing a 200 room hotel with its own private beach and we are creating a very modern feel to the place, with really clean-lined architecture. This hotel will open during 2008. But there is nothing more immediately in the pipeline with regard to Jordan.'

Syrian projects

But Kempinski is not limiting its expansion plans to the kingdom and it is also currently developing two hotels in Lebanon and has also announced plans for two very contrasting hotels in Damascus.

'Our Syrian hotels will be very different from each other and this is typical of Kempinski's policy where no two properties are the same. One will be a refurbished khan, right in the middle of the old market, and will offer 60 rooms in a character property, while the other will be very modern in design and will appeal more to the business market. These should both open some time in 2009 or 2010.'

Mr O'Rourke is also hoping to subsequently offer guests package deals covering Kempinski's hotels in Syria and Jordan once they are completed.

'It takes only about three hours to drive from Damascus to Amman so it makes sense to look at this. You have Damascus, which is a stunning city to explore, and then nearby you will have Jordan with everything it too has to offer and our three hotels located there.'

Jordan looking good

Jordan's tourism sector has displayed a lot of resilience over the past 18 months having had to cope with several tragic incidents and regional unrest in neighbouring countries but Mr O'Rourke is very upbeat about the kingdom's prospects.

'The Jordanian people haven't wanted any of the problems that have occurred there. They are wonderful people and the country really is very safe. Press coverage of certain incidents has to an extent distorted things and of course this has repercussions for us.

'But the region is undoubtedly starting to pick up and the future is very bright for Jordan. It is a fantastic country and it is little wonder it is becoming more and more prominent with so much investment now taking place. You have great sites like Petra and Wadi Rum, while you can swim in the Red Sea and then just two hours later be floating in the Dead Sea. It is absolutely tremendous what Jordan has to offer.'