Radisson SAS to unveil brand development at Arabian Travel Market

The Scandinavian chain will be firmly underlining its regional commitment and success at the event, to be held at Airport Expo Dubai, from May 6-9th.

The Group's regional Vice President Jean-Marc Busato will lead a delegation to the show which will include representatives of Radisson SAS properties in London, Nice and Cannes, as well as participants from all across the region.

At the show, the chain plans to introduce its ground-breaking new loyalty scheme, Gold Points, to the Middle East market, as well as another brand, Cerruti, which marks the Group's entry into the lifestyle hotel market.

"We have a strong growth strategy for this region. Our portfolio of hotels may not yet be as large as other chains, but our innovative 'Fresh, Host and Easy' approach to hotel management and guest services, combined with our award winning training programmes, have made Radisson SAS stand out amongst the competition," said Busato.

"Arabian Travel Market gives us an opportunity to spell out that Middle East demand for the Radisson SAS brand is substantial. The fact that since the last show we have added management contracts for hotels in Taba, Sharjah, Beirut, Yanbu, Jeddah and Riyadh to our portfolio is proof of the market's confidence in our capabilities. This year will see further development of the brand, relentless customer focus and fantastic rewards for loyal guests."

Recently, Radisson SAS took over the management of three luxurious properties in Saudi Arabia, and appointed a District Manager for the Kingdom. Other recent appointments include new general managers for the properties in Jeddah and Riyadh, and a district director of sales and marketing, specifically for the Kingdom.

Last year the chain opened a new property in Taba, Egypt, and took over the management of a boutique property in Beirut, Lebanon.

A global 30-year exclusive master franchise deal with Carlson Hotels worldwide will see the introduction of three new brands - on top of the 14 hotels and resorts flying the Radisson SAS flag in the region - which will allow the group to extend its reach into the three star and luxury markets through the Regent, Park Inn and Country Inn brands. In fact, as a result of the agreement, 40 new five-star luxury Regent International hotels, 128 new Country Inns and 150 new Park Inns will open - in addition to 128 new Radisson SAS Hotels & Resorts properties - in the next ten years across the EMEA region.

Radisson SAS has been present in the Middle East since 1980 and has grown from one property in 1995, to an expanding network of 14 regional properties today.