Roda reimag­ines Ara­bian hos­pi­tal­ity

The Roda Ho­tels and Re­sorts is poised to be­come the region’s most prom­i­nent home-grown hos­pi­tal­ity brand ow­ing to its ef­forts to pro­mote con­tem­po­rary Ara­bian hos­pi­tal­ity, re­veals Louay Sar­rage, Cor­po­rate Vice Pres­i­dent for Strat­egy and De­vel­op­ment, Roda H

TravTalk - Middle East - - HOTELS -

In op­er­a­tion since 2014, Roda Ho­tels and Re­sorts has es­poused the essence of of­fer­ing per­son­alised and au­then­tic Ara­bian hos­pi­tal­ity in a con­tem­po­rary set­ting. Talk­ing about the ho­tel group’s unique iden­tity, Louay

Sar­rage, Cor­po­rate Vice Pres­i­dent for Strat­egy and De­vel­op­ment for Roda Ho­tels and Re­sorts, says, “From a prod­uct’s per­spec­tive, each one of our prop­er­ties of­fers a unique ex­pe­ri­ence. From a guest’s per­spec­tive, our ser­vice DNA is all about per­son­al­i­sa­tion and en­gage­ment with the guest through­out the jour­ney. From an in­vestor’s stand­point, we pride our­selves in be­ing a ho­tel brand with a strong track record and ex­per­tise in as­set man­age­ment and real es­tate. This ex­per­tise orig­i­nates from our par­ent com­pany, Dubai In­ter­na­tional Real Es­tate, which has been a prom­i­nent real-es­tate and ho­tel de­vel­op­ment com­pany for more than 20 years.”

Given that our res­tau­rants make up a sub­stan­tial por­tion of our ho­tel busi­ness, one of the main chal­lenges was to find a new in­no­va­tive loy­alty and re­wards ap­proach for our guests who fre­quent our res­tau­rants and es­tab­lish­ments

Their port­fo­lio in­cludes six prop­er­ties in Dubai, out of which two prom­i­nent ho­tels are Roda Al Murooj and Roda Al Bus­tan. A five-star prop­erty lo­cated in the mid­dle of Dubai’s most prom­i­nent busi­ness and leisure area, Roda Al Murooj Ho­tel Down­town Dubai is the crown jewel of the ho­tel group. The 5-star Roda Al Bus­tan Ho­tel Dubai Air­port wel­comes guests with warm Ara­bic hos­pi­tal­ity and modern com­forts. The prop­erty seems ideal for busi­ness guests, in­di­vid­ual trav­ellers, as well as fam­i­lies as they pro­vide all the in­gre­di­ents that make trav­el­ling for busi­ness or leisure an equally en­joy­able ex­pe­ri­ence.

In ad­di­tion, the ho­tel group’s port­fo­lio in­cludes a col­lec­tion of ser­viced res­i­dences across Dubai. Roda Amwaj Suites is lo­cated at the Jumeirah Beach Res­i­dences, one of Dubai’s most de­sir­able sea-side lo­ca­tions. Roda Bou­tique Vil­las and Roda Beach Re­sort is sit­u­ated in the chic cen­tral Jumeirah district while Roda Metha Suites is lo­cated a few min­utes from Dubai’s his­toric trad­ing ar­eas.

Each prop­erty has a slightly dif­fer­ent busi­ness mix when it comes to feeder mar­kets. Saudi Ara­bia and other GCC coun­tries are the most im­por­tant feeder mar­kets for the Group as they be­lieve they are bet­ter equipped and aware to cater to the spe­cific needs of th­ese trav­ellers. Other strong feeder mar­kets are Rus­sia/CIS coun­tries as well as China. Be­sides, the western mar­kets of USA, UK and the EU con­tinue to be strong feed­ers to Dubai.

“Given that our res­tau­rants make up a sub­stan­tial por­tion of our ho­tel busi­ness, one of the main chal­lenges was to find a new in­no­va­tive loy­alty and re­wards ap­proach for our guests who fre­quent our res­tau­rants and es­tab­lish­ments. There­fore, we’ve re­cently part­nered with Plan B so­lu­tions, a Dubai-based com­pany that has been pi­o­neer­ing in this field. The com­pany’s ser­vices have rapidly ex­panded with their suc­cess­ful Elite Club Pro­gram which is now ac­tive in more than 30 coun­tries. To­day, this app­based plat­form com­bines over 300 in­de­pen­dent and in­ter­na­tion­ally branded ho­tels and re­sorts un­der one loy­alty um­brella that of­fer at­trac­tive ben­e­fits to more than 23,000 mem­bers world­wide. We’ve recog­nised the po­ten­tial ben­e­fits from such a shar­ing-econ­omy plat­form and de­cided to adopt this pro­gram by cu­rat­ing new mem­ber­ships within our own res­tau­rants and ho­tels to drive guest loy­alty un­der the Roda Elite Club pro­gramme,” Louay says.

In terms of de­vel­op­ment, the group has var­i­ous project in the pipeline in­clud­ing some iconic hos­pi­tal­ity and tourism desti­na­tions such as the Jewel of the Creek lo­cated di­rectly on the Dubai Creek by the Mak­toum Bridge. The first phase is due for com­ple­tion next year and will in­clude a five-star ho­tel prop­erty, four tow­ers of ser­viced res­i­dences and a wide va­ri­ety of res­tau­rants, en­ter­tain­ment venues, a large ma­rina and an iconic crys­tal water la­goon. The sec­ond phase will in­clude two lifestyle ho­tels con­nected to an ex­cit­ing events pavil­ion and a twin-tower apartho­tel, pur­posely-de­signed for fam­i­lies and guests from the GCC region. They also have a 900key grand beach re­sort un­der con­struc­tion lo­cated on Jumeirah Beach Road at the en­trance of Dubai’s water canal.

oua Sarra e Cor­po­rate Vice Pres­i­dent or Strateg and De el­op­ment oda otels and es­orts

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