InterContinental Hotels Group has launched its Staybridge Suites extended-stay brand across the Middle East region. The launch was marked by the announcement that four properties are already in the pipeline and will be located in the UAE, Kuwait and Egypt.
The introduction of Staybridge Suites will further entrench InterContinental Hotels Group as one of the largest multi-brand hotel operators in the Middle East. It will add a new dimension to the Group's product portfolio, which already boasts InterContinental, Crowne Plaza, Holiday Inn and Express by Holiday Inn properties. The brand delivers a unique accommodation proposition to the region, aimed primarily at long-stay business travellers looking for 'more home than hotel.'
“The launch of the Staybridge Suites hotel concept in the Middle East market signals the strength and performance of the Staybridge Suites brand in the US and the viability of the extended-stay segment overall,” said William Morris, Senior Vice President, Sales & Marketing, Europe, Middle East & Africa, InterContinental Hotels Group.
“As an industry leader there is an opportunity to drive innovation and creativity in new markets. Extended-stay is one of the fastest growing segments in the US and has received an extremely positive reception in the UK. We believe that this trend is mirrored in the Middle East, where we aim to lead the market by differentiating from extended-stay concepts currently on offer,” added Morris.
Although tailored to meet the specific requirements and cultural sensitivities of the region, all Staybridge Suites in the Middle East will follow the successful US and UK model with studio, one, and two-bedroom suites. The modern interior design will be a familiar, residential-style environment, featuring wood flooring and furniture, including casual armchairs and over-sized sofas.
Rooms will include a desk and ergonomic chair with space for working, high-speed internet access, flat screen TV's and a kitchen area including oven, refrigerator, dishwasher, microwave and utensils.
'The residential environment and homely spirit will set the new hotel concept apart from other brands in the region,' said John Wagner, Vice President, Staybridge Suites, Europe Middle East & Africa. 'Standard Staybridge Suites brand services will include complimentary evening receptions hosted by the General Manager and daily afternoon cookies, a food pantry with convenience foods for purchase, and a grocery shopping service. Additional offerings will include a 'Great Breakfast', mini-gym, individual BBQ areas for guests and a laundry room, all complimentary.'
Two properties are proposed for Dubai, with one set for Bur Dubai and expected to open by the end of the year. Meanwhile, Bu Khamseen Group Holding Co. is the confirmed investor for the pending Kuwait property, which will offer 150 rooms and also be complete by 2008.
Mr Emad Bukhamseen of Bu Khamseen Group Holding Co., said, 'Kuwait is in need of internationally-branded accommodation to cater for the increasing market of extended-stay travellers driven by extensive growth in both corporate and leisure industries. The global standards set by a company such as InterContinental Hotels Group make us confident that we will lead the way in this important hospitality sector.'
Phil Kasselis, Vice President Development, InterContinental Hotels Group, Middle East & Africa said, “Officially announcing four properties to launch the Staybridge Suites brand represents our commitment to the rapid growth of this concept which is an integral part of the Group's global regional development strategy over the next few years.'
InterContinental Hotels Group currently operates more than 100 Staybridge Suites in North America and plans to open 22 Staybridge Suites across the UK within four years.