SHEIKH AHMED STRESSES E-AGE IMPORTANCE TO LE MERIDIEN MANAGEMENT

Niche market strategy to be reinforced; Musandam and RAK expansion possible


His Highness Sheikh Ahmed bin Saeed Al Maktoum gave the opening keynote address at the annual General Managers’ meeting of Le Meridien Hotels & Resorts yesterday (November 22 2000).

The meeting, themed this year as GMSDOT.COM, is built around leadership and technology, with conference sessions stressing the importance of nurturing specific leadership qualities in the New Economy.

"As the industry surges into the 21st century, leaving the industrial era behind, GMSDOT.COM provides the platform to debate how the hospitality industry can use technology to take it to new heights," said Sheikh Ahmed.

He stressed that the e-age must be embraced : " Le Meridien must walk hand-in-hand with technology and in so doing is set to continue its major role in supporting Dubai’s position as a world-class destination."

The five-day activity calendar is taking an in-depth view of Le Meridien’s forward strategy. According to group president and managing director, Bernard Lambert, this is to embrace a 60 per cent growth in three years taking the number of the brand’s properties worldwide to around 250.

In the UAE, where Le Meridien is already the largest international operator of beach rooms, the group is set to become the first global chain in Fujairah in 20 years. The 219-room Le Meridien Beach Resort Fujairah is scheduled to open in 2002.

Lambert also indicated that the group is actively looking in Musandam, Ras Al Khaimah and Khor Fakkan : "In addition to having a respected interested in developing resort properties in new leisure destinations in the UAE, we are also considering other destinations in the region." He cited Salalah in Oman as another possibility.

"Our overriding goal is to seek flagship niche market entry in both leisure and city arenas. I expect the Middle East to play a key role in this growth as there are many untapped destinations with great potential. I would like to see Le Meridien have 50-60 properties in this region in five or six years," he said.

Le Meridien Hotels & Resorts currently operate 21 hotels in the Middle East and West Asia, with another 19 under construction or in final stages of contract.