London-based Dukes Hotel, owned by Dubai-based Seven Tides, is targeting female business and leisure guests from the Middle East with the introduction of special 'Duchess Rooms' with a personal touch.

The five-star property with a country house feel is located in the heart of St James' and is in proximity to fine restaurants, fashionable shops, art galleries and theatres with excellent links to the City and Canary Wharf commercial areas of London, said a top official.

“We have always appealed to guests from the GCC, whether business or leisure, but we believe that our new rooms will particularly impress ladies from the Middle East looking for discretion and privacy,” said Debrah Dhugga, general manager of the hotel.

“Contemporary design along with elegant accommodation gives our hotel a look that is fresh, calm and entirely English in spirit,” Dhugga said.

“We also have a health club, an Italian marble steam room, a well-equipped modern gym and a beauty treatment room to relax and rejuvenate.”

The elegant 90-room hotel, already popular with male and family visitors from throughout the region, has introduced a range of feminine touches as part of its Duchess Room service tailored to ladies travelling alone, on business or with friends, Dhugga explained.

'They include a personal welcome card from Dhugga; a female member of staff to escort them to their rooms and handle all room services and housekeeping requirements; branded toiletries; make-up mirror, hair dryer and styling accessories within easy reach of the dressing table; fresh flowers and a fruit bowl; a choice of glossy lifestyle magazines; and a quiet corner table in the dining room should guests wish to dine alone,' she added.

In addition Dhugga admits that quite often it is that ‘je ne sais quoi’ – that personal touch that cannot be defined, but is recognised by every woman – that promotes customer loyalty.

“These are challenging times for the industry but with a stunning hotel and a strong team, along with our distinctive personal touches such as the Duchess Rooms, I am confident that we can stand out from the crowd,” said Dhugga, who will be in Dubai to participate at this year's Arabian Travel Market (ATM) trade show.

“We are already seeing an increase in guests from the Middle East with a 4 per cent increase so far this year, mainly from business travellers,” she added.

These businessmen are attracted not only by Dukes’ close proximity to the City, home to the banking and finance sectors, but also the fact the hotel is also a stone’s throw from several popular shopping destinations.

These include Saville Row, Hamleys, Harvey Nichols and Harrods. Buckingham Palace, Piccadilly Circus and Trafalgar Square are all within walking distance, while the West End theatre district is also close by.

'The fall in the value of the pound has again made London more attractive to foreign visitors and we are seeing a noticeable rise in the number of visitors from Asia, mainland Europe, as well as the Middle East.'

'The Middle East, however, represents an important market for us and we expect the largest part of the business from this region to be during the summer months,' she added.

Independent holding company Seven Tides and its associated companies are showcasing their hospitality developments at the ATM which runs from May 4 to 7 at the Dubai International Exhibition and Convention Centre.

Based in Dubai, Seven Tides is an internationally oriented holding company established in 2004 focusing on hospitality and real estate sectors. Dukes is a Campbell Gray managed hotel.-TradeArabia News Service