Rotana Hotels announced today details of the launch of their exciting new brand of hotels, Centro. Conceived by Rotana Hotels and designed by LWD, the brand signals the start of a bold new genre of hospitality.

Rotana, one of the most successful and applauded hotel groups in the region, developed Centro to meet the demands of the new generation of travellers, who seeks both finesse and functionality at reasonable rates. Young and fresh in its approach, Centro is a contemporary concept that is original in its presentation yet dynamic in its offerings.

Mr. Selim El Zyr, President & CEO of Rotana Hotels said: "Business travel and accommodation for the budget conscious executive is an increasingly important market in the Middle East but remains grossly under-serviced. The Centro concept is specifically designed to cater to this rapidly expanding market. Appealing to large corporate entities, small and medium business owners, and even individual travellers, Centro is an 'Essential Service' hotel brand. We are redefining the conventional concept of economical comfort and offering affordable superior class accommodation and hospitality"

Speaking of Rotana's plans for the new brand, Mr. Nasser Al Nowais, Chairman of Rotana Hotels said: "Our first Centro property will open within 2 years and we have a 5 year plan to open 25 properties across the Middle East. And as the name suggests, the location of choice for a Centro property is at the heart of a business or commercial district, primarily in the major cities across the region"

Centro hotels will be highly distinctive, expressed through their contemporary architecture and unique living space. While dramatic exteriors will reflect Centro's present-day style, its crisp and modern interiors provide essential requisites and advanced technologies. Commenting, Mr. El Zyr said: "Every element of the Centro concept has been fully and thoroughly researched - from the fundamental principles of guest service and operations, to the design of a unique property formula. This has resulted in a new, highly efficient operational model, which provides essential amenities and necessities specifically geared to the travelling executive"

Unique aspects of a typical Centro property include "Deli style dining and Take-away" service for in-house guests who prefer the privacy of their own living space, the latest in-room technology from wireless connectivity to entertainment and personal amenities. This is combined with the essential comforts of life, gymnasiums and swimming pools together with on site business facilities such as private meeting rooms and business centres.

Every Centro property will have as its focal point a large lobby lounge, abuzz with activity yet designed to provide a number of informal zones for business gatherings and entertainment.  Standard guest rooms at Centro hotels are approximately 22m²   - great care has been taken to optimise room configurations and styles. Special features include the design, functionality and ergonomics of each item of furniture, innovatively styled bathrooms, and the strategic placement of room lighting and controls.

Naturally, the award winning standard of hospitality excellence provided by Rotana Hotels will be intrinsic to Centro, and handpicked staff will ensure the Centro brand becomes synonymous with care and attention to detail.

Concluding the press conference announcing the new brand, Mr. Al Nowais said: "Given the untapped opportunities to cater to budget conscious executive travellers across the region, Centro is coming at a time that will ideally position it for continuous long-term development, strong operating performance and sustainable growth well in to the future"