New Dubai family resort aimed at the Brits

New Dubai family resort aimed at the Brits

A new hotel firm that will target the Brits with an all-inclusive family resort concept will be launched in Dubai within the next year.Mike Scully, a hotel industry stalwart in the UAE, has teamed up with European hotel firm, Leading Family Hotels & Resorts, to bring a “new breed of exclusive and all-inclusive” properties to MENA.”We will have one open [in Dubai] within the next 12 months,” Scully told TDME”Our strategy is that in the next five years, we will have 12 properties signed and a number in the pipeline.”There would be a property in every emirate of the UAE and a further five GCC-wide, he added.”Oman and Saudi Arabia will be strong markets for this concept,” Scully continued.In terms of key source markets, Scully said the British would be top of the agenda as well as Europeans.”We also think there will be a tremendous following in the Middle East,” he added.Leading Family Hotels and Resorts currently operates 55 resorts in Europe, all of which command average occupancy of 92% he claimed. Scully stressed that all-inclusive prices at his “top-end” family resorts would range from US$295 to US$560 depending on the season.They would cater to kids of all ages, from birth to teens, he said.”We will have vegetable patches, goats and other animals, plus kids can learn to make cheese,” he saidEvery hotel would have its own theatre and kids would be encouraged to put on performances, he added.The company also plans to register and comply with Estidama, an initiative developed by the Abu Dhabi Urban Planning Council to promote sustainable development, management and operation. All properties under the management of First & Foremost will adhere to Estidama’s Pearl Rating System, a framework encompassing sustainable design, construction and operation of communities and buildings, but also supports the social and cultural traditions of the emirate.”Our hotels will be practical in their design rather than relying on aesthetics that tend to have a high carbon footprint. We will also buy locally-grown produce to reduce our carbon emissions,” said Scully.

Gary Marshall
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Gary Marshall
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