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Flora Group Hotels unveils sixth Dubai property

United Arab Emirates: Thursday, May 03 - 2007 @ 08:07

A division of Pearl Investments, Flora Group Hotels caters for discerning travellers with a unique no-alcohol, family-oriented ‘home-away-from-home’ concept in the heart of Dubai.

“The latest addition to our Dubai hotel portfolio, Flora Creek, opens in the Port Saeed area in the last quarter of 2007,” said Mr VA Hassan, Chairman & CEO, Flora Group Hotels & Hotel Apartments, Dubai. “This marks the dynamic beginning of the Group’s strategic expansion plan with an investment of AED 250 million, which will see a further four properties open by 2010.”

With more than half of all apartments having enviable Dubai Creek views, the new deluxe Flora Creek hotel apartment development will be a premium accommodation choice for both business and leisure guests, and is also ideally suited for corporate guests in the process of relocation. Structured specifically to target the MICE market, the hotel boasts WIFI connectivity throughout and boasts a rooftop conference and banquet facility with stunning creek views.

Targeting GCC nationals through its strategic positioning as an alcohol-free hospitality operator with an emphasis on family city breaks and short holidays, the AED 100 million capital investment Flora Group Hotels is one of the region’s fastest growing hospitality industry players.

With an annual turnover of AED 250 million, the group launched its UAE operations in 2001 with the opening of its first two Dubai hotels, Florida Hotel Dubai and Hotel Florida International. From 2003 till June last year, Flora Hotels Group opened three more properties in the emirate, Flora Hotel Apartments, Flora Grand Hotel and Flora Park Hotel Apartments.

“There was a gap in the market for travellers who desired city accommodation that provided them with traditional Arabian hospitality, culture and values – and the success of Flora Group Hotels has been in filling this consumer need,” continued Hassan.

“Upholding this success has been our continued devotion to selecting the right staff, with the right skills and attitude to reflect and promote our company values. Dedicated to providing superior customer service, we have focused on staff training and development as a means to maintain employee satisfaction and high service standards. With a staff retention rate of 80% over the past five years, the results speak for themselves.”

In an industry driven by new technologies, new entrants and new business modules, the Flora Group has also concentrated on implementing the very latest computer reservation systems. In-line with industry benchmarks, all major Flora Group properties are run on the PMS OPERA system.

“Dubai continues to present increased opportunities for continued investment in the hospitality industry, with average occupancy rates of 74% over the last five years. With the Flora Group’s above-market average occupancy rates of between 75% and 80%, it is our aim to aggressively expand our portfolio over the next three years. We aim to become the leading local hotel chain in the region, based on our unique ‘no-alcohol’ proposition and outstanding customer service,” he concluded.

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Thursday, May 3- 2007 @ 8:07 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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