Middle East is top development area for Kempinski

Speaking at Arabian Travel Market 2004 (ATM), the Middle East's leading travel and tourism show, Kempinski's Senior Vice-President Sales and Marketing, Christopher Hartley, said 50 % of the Group's current expansion is underway in the region.

"Kempinski operates four properties in the Middle East and Africa and we are now in the process of adding a further 10 hotels to our portfolio," he said.

"This is the most extensive expansion for any luxury European brand and Kempinski's strategy is to be a leader in every market in which it operates.

"To be considered for the Kempinski portfolio, a property has to be outstanding and reflect the character and heritage of its location. This is very much the case with the new properties joining the brand in the Middle East."

Kempinski already manages two deluxe resorts in the Arabian Gulf. The Ajman Kempinski Hotel & Resort, opened in October 1998, and the Kempinski Julai'a Hotel & Resort, situated in Kuwait's up-market district of Al'Julai, opened in February 2003.

"The highlight of Kempinski's expansion in the Middle East and Africa is the landmark Bani Yas Palace in Abu Dhabi, set to open by the end of 2004," said Willy Optekamp, General Manager of the Bani Yas Palace.

"Taking design elements from traditional Arabian palaces and located on a 1.3 km stretch of sandy beach, the Bani Yas Palace will house the region's most sophisticated meeting and conference facilities, two magnificent spas, and 390 rooms and suites combining the ultimate in luxury and ultra-modern technology."

Kempinski's first move into the Jordanian market will also be a spectacular new-build hotel, located in the centre of Amman, opening during 2004. The Kempinski Hotel Amman will be followed by the Kempinski Ishtar Resort Hotel & Spa now under construction, 50km west of Amman, with direct access to the shores of the Dead Sea.

"In addition, Kempinski Hotels & Resorts has recently been awarded the management contract for its first hotel in Dubai," said Ulrich Eckhardt, Kempinski Hotels and Resorts MEA Senior Vice-President.

"The unique hotel at Majid Al Futtaim Investments' 'Mall of the Emirates' on Sheikh Zayed Road, is scheduled to open in late 2005 and features over 400 deluxe guest units including ski chalets offering unprecedented views over the Middle East's first indoor ski resort."

Other Kempinski projects in the Middle East & Africa include hotels and resorts in Tanzania - Dar Es Salaam (2004) & Zanzibar (2005); and Egypt - Red Sea (2005) and Cairo (2006).

Hartley added that Kempinski Hotels & Resorts' participation in ATM is a crucial element in the brand's sales and marketing activity for the region and the rest of the world.

"Kempinski considers ATM to be one of the most important travel and tourism shows," he said. "Aside from the regional development of additional properties under the Kempinski brand, the Middle East also has large numbers of outbound travellers to the rest of the world. ATM gives us the opportunity to not only showcase future additions to the Kempinski portfolio, but also to raise awareness of the brand's other properties and alliances."

Kempinski recently joined forces with three other prominent hotel companies to form a worldwide alliance based on the shared philosophy of providing guests with unique, personalised guest services.

The new Global Hotel Alliance (GHA), consisting of Kempinski Hotels & Resorts, Pan Pacific Hotels and Resorts, Rydges Hotels & Resorts and Wyndham Hotels & Resorts, unites 235 upscale and luxury hotels and resorts, and over 63,700 guest rooms on five continents, in a shared marketing partnership to offer customers a wider range of worldwide accommodation.

"Over 14 hotels have direct representation on the Kempinski stand at ATM this year - five of which are from this region," said Hartley. "And with the recently formed Global Hotel Alliance adding worldwide coverage to the brand, we're expecting to see a great deal of interest in Kempinski Hotels and Resorts at this year's show."

The Kempinski stand can be found in Hall 6, Dubai World Trade Centre, stand number 2650.