Aggressive rate policy launched at Abu Dhabi Grand

Aiming to stimulate business at healthy levels, new general manager of the Abu Dhabi Grand, Francesco Borrello has introduced an aggressive rate policy at the hotel – recently taken over by Le Meridien and scheduled to be rebranded as Le Royal Meridien Abu Dhabi next year.

“We have some fine hotels here in the UAE capital, and the trend seems to have been under-selling on price in an effort to win traffic in what is a relatively small market,” he said. 

“Many properties, like ourselves, are upgrading facilities and introducing new service levels that, anywhere else, would be sold for a premium rate – it’s a prime ambition of mine to raise average room rates to complementary levels.”

Just six weeks at the Abu Dhabi Grand, Borrello has nearly doubled room revenues over the previous tactical rate structure, and he expects to continue with a studied increase to bring rates up to a commercially viable platform.

“Returning to Abu Dhabi after an absence of three years, it is noticeable that the service offering here in our hotels has totally changed, increasing in variety and substance to deliver international standards – however, this has not been reflected in the price that guests pay for this product,” claimed Borrello.

“We can, and will, demand an equable rate for quality, and after the hotel is relaunched as Le Royal Meridien Abu Dhabi next year, there is no doubt that visitors will receive the best of the best from us.”

Scheduled for completion in June 2003, a second tower, lobby, and banqueting and conference centre are under construction at the hotel, as well as a dedicated entertainment centre with eight food and beverage outlets, and a new pool and leisure complex.

In addition, the existing tower will be renovated as part of the overall project, with a final completion date of early 2004.