Busy 2004 for Radisson SAS

With a dozen hotels already in the Middle East, from Egypt to Oman, a new build property being constructed in Egypt's Al Quseir; major multi-million dollar refurbishments of the chain's three Saudi properties and two properties planned on the Middle East's latest landmark, the stunning man-made Palm Island in Dubai, the next few years will be busy for Radisson SAS Hotels and Resorts in the region.

In the longer term, the chain's parent group, Rezidor SAS, is bringing its multi-brand strategy to the region, which includes the full spectrum of properties from the luxurious Regent brand to the easy to use and affordable Park Inn.

"While the main focus will continue to be on building the already successful Radisson SAS brand, as the engine of the vehicle, there is room in the Middle East for the niche brands under the Rezidor SAS umbrella. We intend to introduce three other brands, from the five star luxury of Regent, through the new lifestyle brand, Cerruti, in association with the renowned Italian fashion house, to the fresh and energetic mid-market brand, Park Inn," said the Vice President.

Security remains the big issue for the group, along with most other hotel brands operating in the Middle East, with Radisson SAS Hotels and Resorts taking every measure possible to ensure the smooth running of the properties while encouraging staff to be vigilant with regard to any sort of unusual activity.

The Group's Kuwait property has paid particular attention to heightened security measures over the last year, as the Iraq situation meant the hotel has had full bookings all year round.

"We all have to live with the threat of terrorism, as part of our normal lives, and have every precautionary measure possible in place," said Busato.

This new climate means the group is focusing more on domestic markets, with less Gulf residents willing to travel to the US, and a more inward looking approach to business. The trend, it seems, is to conduct more business within the Gulf region rather than further afield - which is good news for the dozen Radisson SAS Hotels across the Middle East.

The three Saudi Arabian properties - in Riyadh, Jeddah and Yanbu, currently undergoing refurbishment, are a prime example of this philosophy in action.

"The proposed new properties in Dubai on the Palm Island project will be appropriate for the market," said Busato. He revealed that one property will be a resort style venue aimed at the tourist market, while the other will be firmly eyeing the MICE market.

The Group has already gained a strong foothold in the highly competitive UAE hospitality market, with the opening of the Radisson SAS Resort, Sharjah, in 2002.

However, he further added that the Group would take appropriate advice from the island's developers, as the Palm becomes more of a reality. He also admitted that the award-winning chain is eyeing other real estate opportunities across the Middle East. Regionally, Radisson SAS has a strong commitment to responsible business and has made some innovative steps towards environmental concern, such as special requirements for amenities and cleaning detergent.

"We have a global commitment to ensure we purchase products with reduced environmental impact during their life cycle, from suppliers that demonstrate environmental and social responsibility," explained the VP.

All the hotels took part in a global initiative, Hotel Environmental Action Month (HEAM), where all kinds of environmental activities were undertaken throughout the month of September.

The company's Gold Points loyalty scheme, launched in March 2003, has already surpassed initial membership projections. The scheme - which rewards guests with every stay - looks set to become even more popular in 2004, with Busato pointing out tie-ins with airline companies for the exchange of points.

Busato remains bullish about 2004, with a continued aggressive marketing ploy in place to drive occupancy up at the 12 Radisson SAS properties across the region, and plans to double the number of regional hotels flying the Radisson flag by 2005.