Emirates Neon targets Hotel Show in drive to increase regional signage market share

At the exhibition, taking place at the Airport Expo Dubai from May 20 to 22, Emirates Neon will showcase its customer-centric track record of working on big and small hotel projects with multiple partners.

"Throughout the Middle East ambitious tourist projects, many involving hotel developments, are underway or planned. In Dubai alone 89 hotels are to be built as part of the Palm islands development. We want to secure a significant share of this business," said Rehan Merchant, Executive Director, Emirates Neon.

"Our last overseas project was the Ritz Carlton in Doha, Qatar which had over 2,100 different types of signs. There, our partnership approach and experience with hotels in the UAE and our previous major regional project, the Grand Hyatt, Muscat, were the major plus points that differentiated us from local and international competitors.

"Good signage is vital to a hotel's day-to-day running. It creates a lasting impression and is the most visible symbol of the hotel's quality. If signage is placed wrongly it frustrates guests so much that they are unlikely to return," said Merchant.

In the UAE, Emirates Neon's project list of more than 52 hotels includes Emirates Towers, Dubai; Hiltons across the UAE; Dubai's Ritz Carlton; Dubai Marine Beach Resort and Spa; Taj Palace, Dubai; Ajman Kempinski; Metropolitan Palace, Dubai; Sharjah Continental; Marbella Resort, Sharjah and the Oceanic Hotel, Khorfakkan. "Our latest project at the Fairmont Hotel, Dubai, involved manufacturing and installing over 1,600 signs in just 21 days," said Merchant.

"A critical issue at the show will be to educate hotel operators of the importance of involving us at an early stage and not leave decisions on signage solely to design consultants, who may only consider aesthetics and not practicalities or the main contractors.

"The contractors are also extremely price conscious and there is the temptation to award signage contracts to the lowest bidder and not take into account experience, professionalism and quality of workmanship," said Merchant.

"We want to persuade hotel operators that working with Emirates Neon, alongside the contractors, consultants and construction project managers at an early stage, will not only ensure value for money but also minimise signage problems.

"Another plus for hotels in the UAE is the post sales service given to the hotel and the maintenance of the signage, which is a must to ensure its longevity," said Merchant.

"The majority of hotels in the UAE are already have maintenance contracts with us and this reflects the importance they are giving to their signage programmes."