The Middle East market is being pegged at the number one market outside Europe for the Crans Montana region. In an effort to augment brand awareness while also attracting investors, officials from Crans Montana spelled out their strategic plans for the region.
Talking to Travel Daily Middle East, Philippe Rubod, CEO, Crans-Montana Tourism said there is potential to develop tourism further in the region but is keen to see more hotel investment. “We have appointed Insights Management Consultancy as our sales and marketing representative in the region. This is to further strengthen our brand presence. The UAE, Saudi Arabia and Qatar are key regions for us. We would like to see more hotel brand establish a presence in the region. The investment scenario is flexible and offers many long-term benefits,” added Rubod.
The region is looking for hotel brand mainly in the four and five-star category to set up properties of 100-200 rooms. The current hotel capacity is 1,200 rooms across 32 hotels and an inventory of 2,000 chalets and apartments, which are privately owned or managed.
“We would like to focus on the MICE element of the region. Right now our ration is 90% leisure and 10% business but we would like to see the business segment grow,” said Rubod.