Swiss-Belhotel to redefine Bahrain 4-star segment
Manama, July 23, 2014
A new mid-range hotel in Seef that will start receiving guests from Sunday promises to redefine the four-star category in Bahrain.
Hong-Kong based hotel management chain Swiss-Belhotel International's first property in the country will be a showcase of the operator's "four-star plus" credentials and a game changer," Swiss-Belhotel Bahrain's general manager Herve Peyre told the Gulf Daily News (GDN), our sister publication, in an exclusive interview.
The announcement comes as competition is likely to heat up in the wake of the liquor and live entertainment ban on three-star hotels.
"We are aiming to capitalise on the untapped potential within Bahrain's mid-level hospitality sector and our unique selling points are our location, large rooms and great service," Peyre said.
Located in the heart of the new business district, near popular shopping malls with direct access from the Saudi causeway, the hotel has 149 guest rooms and suites with sea and city views. The 29-storey tower housing the hotel is owned by Bahraini firm Miami Property Company.
"We don't pretend to be luxury and we want to show people that you don't have to pay luxury prices to get international quality standards combined with local hospitality and excellent value," the general manager said.
According to him, the group's management philosophy combines the best of both worlds - Swiss standards and processes and the Asian touch through personalised service.
"Our market research shows that most people want good value, whether it is families from Saudi Arabia or corporate clients they don't want to go for luxury necessarily all the time," he added.
"Our rooms are larger than our peers, some are 50sqm and we have only five rooms per floor."
Amenities include a rooftop bar and restaurant, a lobby cafe, an all day dining restaurant on the eighth floor that opens onto the pool deck and terrace, a swimming pool with jacuzzi, a fitness centre, sauna and steam rooms, meeting facilities and business centre.
He said a standard room with breakfast will cost BD55 ($145) as a part of the launch promotional offer along with late checkout, family discounts, and the chance to win a Cadillac rental for one-day every week for two months.
"We are already seeing a lot of interest from locals and visitors and many rooms are already booked prior to the Eid holidays and the weekend," he said.
Peyre feels the hospitality industry in Bahrain still has a lot of growth potential, particularly in the mid-range segment and the oversupply concerns are more for the five-star segment.
"Bahrain is expanding its tourism offering, and we are already seeing new opportunities take shape, buoyed by multi-billion dollar infrastructure development and a growing calendar of world-class events including Formula One," he said.
Founded in 1987, Swiss-Belhotel International is targeting to have more than 120 hotels, resorts and projects ranging from two-star to five-star classifications across Asia, the Pacific, China and the Middle East by the end of the year.
The group has five hospitality brands under its umbrella - from the upscale five-star Grand Swiss-Belhotel, to midscale four-star city and resort brands Swiss-Belhotel and Swiss-Belresort, Swiss-Belresidences, a fully-serviced hospitality offering and the economy, three-star brand Swiss-Belinn.
The Bahrain property is the group's third project in the GCC after Kuwait and Doha. - TradeArabia News Service