Rotana the leading hotel management company in the Middle East and Africa, announced their participation at the ITB in Berlin for the fifth year on a row to strengthen its position and brand awareness in key markets such as Germany.

Commenting on this participation, Omer Kaddouri (right), COO for Rotana said: "Rotana will be exhibiting at the ITB amongst a large number of International and high profile companies and the major Middle East Tourism boards. Due to our strong presence in the Middle East and our established contacts in Berlin, we are witnessing a constant increase of German based customers. A lot of emphasis is put on developing this market further. Our participation at ITB will strengthen our presence and will definitely support Rotana's expansion plans."

Abu Dhabi-based Rotana is pushing ahead with its expansion plans in 2011, buoyed by improving conditions in the hospitality industry in the Middle East and Africa region. Revealed for the first was the total size of investment managed by Rotana to open in 2011, reaching a staggering number of over 800 million dollars. Rotana announced that it will open six new hotels in the UAE in 2011, bringing its total to 33 in the emirates, the largest by any single hotel brand, local or foreign.
 
Rotana is also scheduled to open one new hotel in Qatar as part of an aggressive, yet tactical expansion strategy in the region that will see the hotel group managing a massive 12,515 rooms across its portfolio of hotels in the region by the end of 2011.

"The last few months have seen the hospitality industry in the Middle East and Africa registering positive growth. We see that momentum being sustained as general business conditions improve across the board," said Omer Kaddouri, Chief Operating Officer, Rotana.

Rotana recorded an average occupancy rate of 74 percent in 2010, a result obtained by its heavy investments on marketing initiatives last year and by pursuing new feeder markets in Eastern Europe, South America, and the Far East, such as China, Malaysia and Hong Kong.

As a leader in the region's hospitality industry, Kaddouri underscores Rotana's commitment to creating opportunities that will support its long-term growth. "We are constantly developing new ways to keep in step with changing travel trends and guest preferences, and one of the key areas for growth that we are currently addressing is the mid-tier market, for which we developed the Centro Hotels by Rotana brand."

Rotana's strategic aim is to have a property located in every key city of the Middle East and Africa. "Location is our main focus when it comes to deciding on managing a property. We see a lot of potential in Iraq, where the infrastructure build up is seeing a surge in the influx of international firms taking advantage of the construction boom. Lebanon is also in our radar, because of a booming tourism sector spawned be reforms. Plus, Qatar's triumphant World Cup 2022 bid offers plenty of opportunities that we are keen on taking advantage of," Kaddouri said.

The proudly home-grown hospitality brand will require 3,500 new employees to support its growth targets, a welcome development for an industry hit by substantial lay-offs as a result of the global downturn.
 
Among other exciting developments the hotel will introduce in 2011 include a mobile booking platform as well as other mobile applications; as well as the adoption of "green standards" and energy management technologies across all new properties.

The Rotana brand is driven by passion, personal warmth, and the delivery of consistent quality standards, combined with a keen understanding of regional markets, commitment to research, and significant investment in systems and people. Development of the brand is rigorously planned and meticulously managed across all operations - simultaneously evoking confidence and trust among property owners, and creating satisfying experiences for corporate and leisure travellers alike.

About Rotana
Rotana currently manages a portfolio of 70 properties throughout the Middle East and Africa with an aggressive expansion plan in place. At Rotana, we have chosen to acknowledge how precious time is to you by making all time spent with us, Treasured Time. This means that we pledge to understand and meet the individual needs of all our guests. In so doing, we have evolved our product brands to include, Rotana Hotels & Resorts, Centro Hotels by Rotana, Rayhaan Hotels & Resorts by Rotana and Arjaan Hotel Apartments by Rotana. Treasured Time. Our promise to you.

Further information on any Rotana property, its brands or reservations can be obtained by visiting www.rotana.com or by contacting one of our regional sales offices.

For further information about this press release or any of Rotana's properties and brands, please contact:

Amin Dakkak, Director of Marketing & Communications
Rotana Hotel Management Corporation LTD.
Tel:      + 971 2 699 44 44, Fax:     + 971 2 644 14 12
Email: amin.dakkak@rotana.com