Following 15 successful years of operation and as a result of the company's growth, Rotana announced its exciting new brand structure with two unique additional offerings within its portfolio, alcohol-free hotels & resorts and, all-suite properties. 

The brand revitalization builds on the company's strong foundations of enduring friendship and genuine dedication to serve, whilst making a promise for the future. A promise that time spent with Rotana will be "Treasured Time".

The development of the brand builds on the existing equity of Rotana whilst setting in place the necessary tools with which to facilitate the company's rapid growth. "With a commitment to open over 60 properties by 2012, Rotana is set to continue to deliver on its promise to owners and partners, colleagues and guests", says Nasser Al Nowais, Chairman of Rotana.

Rotana's brand revitalising was essential to ensure differentiation between the various products. Commenting on this announcement, Selim El Zyr President & CEO of Rotana said "In recognition of the importance of our guests' time, we have developed two new products, Arjaan by Rotana and Rayhaan by Rotana, to complement our existing portfolio. Rotana is a brand with an enviable equity, built up over the past 15 years, and this equity will be used to endorse the latest additions to the brand and ensure they provide the award winning standards of hospitality excellence that is intrinsic to Rotana".

The name Arjaan, the arm of the company formerly known as Rotana Suites, leads the mind to a place providing a memorable experience, perfectly reflecting the freedom the suites offer.

First-class hotel apartments with a personal touch, Arjaan properties have been developed with both long-term guests and families in mind. Those staying longer than the average visitor will appreciate the particularly spacious accommodation, whilst families relish the promise of an environment which more closely resembles home. The stylish and fully equipped Arjaan suites are designed with the objective of closing the gap between hotel room and home, making Arjaan a natural choice for guests seeking a smooth transition into a new city.

In this ever changing world, some of our guests seek to reflect the values they hold in the accommodation they chose. Giving careful consideration to the diverse needs of our guests, we have introduced an alcohol-free option, Rayhaan, to Rotana's hotel and resort portfolio. An Arabic name that refers to an aromatic plant mentioned in the sayings of prophet in the Holy Quran, Rayhaan reflects our respect for the culture and beliefs of our guests and our dedication to fostering a new Arabia in today's world.

El Zyr said "to our valued patrons, Rayhaan offers an uncompromising alternative that upholds the world-class standards synonymous with the Rotana name. An entirely new concept in the region and on the market, the alcohol-free option has an inherent appeal to guests in the Middle East".

In addition to the launch of Arjaan and Rayhaan, Rotana has also shaped a new name and a new identity for the division formerly entitled Rotana Hotels, Suites & Resorts. Now operating under the name Rotana Hotels & Resorts and characterised by the excellence of its dining venues, the brand's success is founded on its ability to attract some of the most renowned names in the restaurant world. Delivering award winning cuisine in inviting environments, Rotana Hotels & Resorts is one of the leading names on the market, offering first-rate food that caters for the requirements of the local markets in which the company operates.

Determined to increase the prestige of all its properties, the coming years will see many new hotels and resorts flying the Rotana flag ever higher. With a wide range of services and facilities housed under the brand umbrella, Rotana offers something for every type and level of traveller. One of the other products encompassed within the organization is Centro, which was launched in 2006. Delivering superior accommodation at an affordable price, it redefines the conventional concept of economical comfort.

Working towards the opening of 25 Centro properties across the Middle East by 2014, the organization hopes to meet the demands of a new generation of traveller, seeking finesse and functionality at reasonable rates. Young and fresh, Centro is a contemporary concept that is original in its presentation and dynamic in its offerings.

As the name indicates, the Centro properties will be located at the heart of business and commercial districts in the major cities across the region. Providing unique living spaces in a contemporary environment, they provide amenities specifically geared to the needs of the travelling executive. Boasting rooms featuring the latest in technology and comfort, in addition to well equipped meeting rooms and business centres, Centro is destined to become synonymous with care and attention to detail.

"As we look back over the years, to the time that has passed since the opening of our first property in Abu Dhabi in 1993, we are filled with gratitude. Gratitude towards our owners and partners, our colleagues and of course our guests, with whom we've had the pleasure of sharing Rotana's growth. It is our history that makes us who we are. Rotana today is the result of a shared vision and many years of loyalty, dedication and hard work. Knowing who we are and what we are capable of is of great value, creating a solid foundation that allows us to move forward with confidence, knowing that our future is secure, concluded Mr. Al Nowais.  

For further information about this press release or any of the Rotana properties, please contact:

Amal Harb
Associate Vice President
Marketing & Communications

Rotana Hotel Management Corporation LTD.
P.O. Box 43500
Abu-Dhabi, United Arab Emirates

Tel:      00 971 2 699 44 44
Fax:     00 971 2 644 14 12
E-mail: amal.harb@rotana.com