Le Royal Meridien Bahrain has bucked the downturn in the tourism economy in the Middle East and has posted its latest revenue figures, up 30 percent to nearly two million Bahraini dinars ($5.3 million) to the end of April, according to a company press release. The resort’s occupancy levels pegged at 84 percent for the first quarter, up 10 percent from the corresponding period in 2001, before September 11. Francesco Borrello, general manager of Le Royal Meridien, Bahrain, attributes the hotel’s performance to an aggressive marketing strategy, as well as to a new strategy of commission incentives for sales staff and work with travel partners to put attractive packages in the market. “I think Bahrain is one of the tourism world's best kept secrets. There is a definite need for image building and a greater commitment to attract both regional and overseas visitors,” he said. “New resorts and even attractions such as a planned Formula One racing track will help build a destination, and I think within five years, we will see a new Bahrain,” he claimed. “At Le Royal Meridien, we are looking forward to the boost that competition from new hotels will create, but, certainly, our product will lead from the front.” “We already do well in attracting weekend traffic from Saudi Arabia, but in the Meetings, Incentives, Conventions and Exhibitions (MICE) sector, for instance, our aim is to establish ourselves with overseas organizers,” said Borrello. On the expansion side, 23 luxury villas are under construction adjacent to the lagoon, with completion scheduled in time for the Gulf Cooperation Council (GCC) Summit in 2003. “These will add to our attraction for the top-end market where we are seeing an increase in regional visitors from Kuwait, Qatar, which will increase even more when the causeway is complete, and even the United Arab Emirates (UAE), as well as our regular Saudi guests,” said Borrello. Le Méridien is a global hotel group with a portfolio of more than 140 luxury and upscale hotels (38,000 rooms) in 55 countries worldwide. The majority of its properties are located in the world's top cities and resorts throughout Europe, the Americas, Asia Pacific, Africa and the Middle East. The company also enjoys a strategic alliance with JAL-owned Nikko Hotels, providing loyal guests access to an additional 42 properties around the world. Headquartered in London, Le Méridien Hotels & Resorts Ltd is owned by Nomura International Plc and managed by Terra Firma Capital Partners. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
