Answers to the single-most important question

Rotana is a dream
brought to life through
visionary leadership
It all started with a friendship. In 1978
Nasser Al Nowais met Selim El Zyr and
quickly formed a strong bond, realising
that they both shared the dream of
forming a regional hospitality group
capable of developing best- of- breed
hotels to international standards.
 Rotana’s
board members

Nasser Al Nowais
Chairman

Apart from being the co-founder of Rotana , Nasser is a prominent

figure in the world of hospitality and tourism, and has led the way
for regional growth within these sectors. As founder and chairman
of Abu Dhabi National Hotels (ADNH) for 14 years, the largest
hotel and industrial catering company, Nasser gained invaluable
experience and insights within the hospitality industry. He has
managed key investments in tourism, agriculture, industry,
and infrastructure projects in the Middle East and Africa, as the
Managing Director of the Abu Dhabi Fund. Other notable posts
include Under Secretary of the Ministry of Finance and Industry
of the UAE government in 1992 as well as various roles in the
world of banking. Nasser is an economist and a graduate of
New York University.

2
 Selim El Zyr Nael Hashweh Hussain Al Nowais Riad Kamal
Vice Chairman Board Director Board Member Board Member

With a career in hospitality Specialising in financial manage- A UAE national born and raised Riad is the Founder and
spanning three continents, Selim ment for the hospitality industry, in Abu Dhabi, Hussain has Executive Chairman of Arabtec
has worked with some of the Nael’s expertise has provided over 25 years of experience in Construction and CEO of
leading hotel groups around the the cornerstone for sound acquiring and establishing new Arabtec Holding. With
world. After completion of his financial planning at Rotana. businesses across industries operations in Dubai, Abu Dhabi,
postgraduate studies, Selim was Having spent 11 years with as diverse as banking, finance, KSA, Doha, Karachi, Damascus
Chief Steward at the Waldorf Intercontinental Group, Nael investment, hospitality, real and St. Peterburg, Arabtec is a
Astoria in New York. At Hilton joined Abu Dhabi National estate and industrial and project public listed company and one
International, he spent 12 years Hotel Company (ADNHC) as development. He is currently of the five largest contractors
working in Germany, Spain, head of Finance where he was the Chairman of Al Nowais in the MENA region known
Egypt, Canada and the UAE, directly responsible for the Investments, Waha Capital for creating landmarks such
gaining the title of Regional finance and administration as and Khalifa Fund for Enterprises as Burj Khalifa. Riad received
Director. In 1982, Selim shifted well as operations and controls Development. Hussain studied a Masters Degree in Structural
his focus to industrial catering departments. While at ADNHC, Business Administration at Engineering from the Imperial
and then established a leading Nael oversaw the project Lewis & Clark College. College of London. Riad proudly
Lebanese fast food chain. assessments of properties in serves as board member of Arab
A move back to the UAE as 20 countries spanning Europe, National Bank (KSA), Gulf Capital
Vice President of Operations Middle East and North Africa. (Abu Dhabi), Arabia Insurance
at Palmariva Hotels, part of Nael joined Rotana in 1995 as (Lebanon) and Turkland Bank
Abu Dhabi National Hotels Chief Financial Officer and (Istanbul). He also serves on
(ADNH), paved the road to retired in 2009. the Board of Trustees of The
co-founding Rotana in 1992. American University of Beirut.
Selim graduated from École
Hôtelière de Lausanne in 1970
and completed his postgraduate
degree at Cornell University.

4
 our business exchanges, taking time to engage with all
stakeholders in an open and meaningful way.

We take a tenacious owner-centric approach,

steadfast in our commitment to understanding A N S W E R O N E A N S W E R T W O
investor objectives. Our team of management experts
are accessible, receptive to ideas and based on many
years of industry experience, understand the The Company The Brands
fundamental value of close collaboration with partners
to achieve their financial targets. Pages 9 to 15 Pages 17 to 37
Rotana has earned an enviable reputation as a
hospitality pioneer over the past years, establishing a
presence in sometimes uncharted territory and
trailblazing world-class hospitality concepts in new
and existing markets, but this would not have been
possible without our valued partners. Together we

Why Rotana ?
have seized opportunities and overcome challenges
and in doing so, built long-lasting relationships that
have truly stood the test of time.

When you enter a partnership with Rotana, our

collaboration goes beyond business. It is a professional
When you are considering Rotana as your and dynamic friendship where like-minded parties A N S W E R T H R E E A N S W E R F O U R
partner, this question will understandably leverage their experience and knowledge, while
be top of mind, and rightly so. embracing innovation, to deliver success. Flexible and
forward-thinking in our approach, we strive to evolve The People The Expertise
our brand and offering to keep pace with market
There is a plethora of criteria to consider when demands, transform the guest experience and exceed Pages 43 to 47 Pages 49 to 69
entering a strategic partnership and you will be your expectations, whether you are an owner or a
seeking an operator or brand that ticks all of your franchisee.
boxes, from delivering return on investment to sharing
your business vision. With over 30 years of Our team of hoteliers, from senior management to our
establishment in the hospitality industry, we have a customer-facing hotel colleagues, live and breathe this
clear and in-depth understanding of what sets our professional code of conduct, which speaking from
hotel management company apart from the rest. experience, is a rarity. They are above all, warm and
genuine in their interactions and committed to our
It is what we fondly describe as the ‘Rotana way’, brand promise of ‘Treasured Time’, acknowledging the
derived from a company culture that resonates in all significance of the past while looking forward to a
that we do, from the guest experience we curate to prosperous shared future.
the bond that we forge with you, our partners.
The Rotana way is like no other and while we are
While our brand value and equity are important and undoubtedly biased, it is a belief we share in earnest A N S W E R F I V E A N S W E R S I X
key considerations, the ‘Rotana way’ goes beyond when you ask, ‘why Rotana?’
these realms. It is the ethos at our very core. It reflects
the shared principles and business ethics that guide us, This comprehensive company profile aims to answer The Achievements The Right Formula
paving the way for our continued success, and of any other questions you might have about Rotana’s
course, that of our partners too. credentials as a prospective partner and we hope our Pages 71 to 75 Pages 76 to 79
compelling proposition assists your decision-making,
First and foremost, we are a hospitality company that resulting in a mutually beneficial outcome.
exists to make people feel welcome as guests,
employees and as business associates. It is this Embracing the core of hospitality – people – we aspire
people-centric approach, based on mutual respect to inspire you to join us.
and loyalty, that differentiates Rotana in the
marketplace. We are confident in our capabilities, with Together we can write the next exciting chapter in
our company’s ongoing growth and success testament Rotana’s success story.
to our expertise and proficiency, but we are gracious in

7
 City Centre Rotana, Doha, Qatar

A N S W E R O N E

The Company

8
 One unifying promise 1
NAME

There is an underlying essence which links

all of our different types of properties, binding
our six product brands together under one
6
Our promise is supported
by our brand values mother brand — Rotana. In fact this essence is
BRANDS
the ultimate factor which drives everything we

1
• do and every one of our relationships. Simply,
it is the promise of delivering “Treasured Time”.
LONG -TERM
With each one of the over 100 properties within PROMISE
• our rapidly growing portfolio being different

Treasured Time
Treasured Time
in its own right, our paramount objective is to
INNOVATIVE deliver a consistent experience to all our guests.
One of our properties may be preferred over
• another by any one of our guests, however at
every one of them they will never forget
how we made them feel. These are the special
FRIENDLY
moments we deliver to create “Treasured Time”.
• Each one of these moments in turn places
another building block in the foundation of
our success. This growing trust in the Rotana
ETHICAL
name is what supports our five product
brands. Find out more about each of them
in the next section.

10
 6
10,000
Rose Rayhaan by Rotana, Dubai, United Arab Emirates

600,000
Over

Rotana in numbers TRAVEL AGENTS

WORLDWIDE
with access to Rotana’s
DEDICATED
ROTANA TEAM
booking system MEMBERS
working tirelessly
for the brand
MILLION
GUESTS
PER YEAR

250
50
AND COUNTING

18
Properties in

FOOD AND

9
BEVERAGE Over
OUTLETS

NEW
and growing

COUNTRIES

36
HOTEL
and

92% VENTURES
MILLION
FOOD & BEVERAGE
GUESTS PER YEAR
SATISFACTION in development

OF DINERS
at Rotana food and
CITIES beverage outlets

around the world

19,348
758,000 KEYS
73% ACTIVE
set to grow to over

OF GUESTS
willing to recommend
Rotana to others
ROTANA REWARDS
MEMBERS
and growing
29,759

13
 2 6 1 6 3 6
UN ITED RUSSIA TÜ RKIYE SYRIA I RAQ JORDAN EGYPT

2
KI NGDOM

1
BOSN IA

From Arabia
PROPERTI ES PROPERTI ES PROPERTY PROPERTI ES PROPERTI ES PROPERTI ES
PROPERTI ES in operation in operation and under development in operation and in operation in operation and
under development under development under development under development

PROPERTY
in operation

to the world
1
GEORGIA
Although proudly developed in the United Arab Emirates,
Rotana’s carefully crafted brand of hospitality easily
translates to any region of the world, from the Middle
PROPERTY
East to Eastern Europe and beyond.

2
under development
LEBANON

PROPERTI ES

1
ALGERIA
in operation

PROPERTY KI NGDOM OF

4
under development BAH RAI N

1
SENEGAL

PROPERTI ES
in operation and

6
under development
PROPERTY QATAR
under development

3
GHANA
KI NGDOM OF

20
SAUDI ARABIA

1
BEN I N PROPERTI ES
in operation and

3
MOROCCO under development
PROPERTI ES
under development

PROPERTI ES
PROPERTY in operation and
under development
UNITED ARAB

44
under development
PROPERTI ES
in operation EMIRATES

1
DR CONGO

2 5
KENYA OMAN

1
TANZAN IA
PROPERTY
in operation PROPERTIES
PROPERTI ES PROPERTI ES in operation and
under development in operation and under development
PROPERTY under development

in operation

15
 A N S W E R T W O

The Brands

Arjaan by Rotana, Dubai Media City, United Arab Emirates

16
 The marque
of hospitality
Our approach to hospitality is perfectly
encapsulated in our brand marque — a stylised
palm tree, more specifically the very rare palm
tree, botanically named phoenix dactylifera,
found only in Madinah, Saudi Arabia. Not only
does this bountiful plant provide life-sustaining
fruit, shelter from storms and respite from the
relentless sun, it has also provided generations
of Bedouin tribes with a meeting place under
which to converse and interact with friends
and family. For centuries, communities across
the region have relied on the comforting and
cooling shade of the palm’s fronds. Across all
of our five product brands we aim to provide
the same essential lifeblood and longevity of the
palm that so perfectly represents us. Whether it
is the upper-upscale and upscale Rotana Hotels
& Resorts; the alcohol-free Rayhaan Hotels &
Resorts by Rotana; the affordable-lifestyle
Centro by Rotana; the longer-stay option of
Arjaan Hotel Apartments by Rotana; the
collection of existing hospitality brands Edge by
Rotana or the more-permanent-stay The
Residences by Rotana, each product offers its
own distinct flavour whilst staying true to the
essence of the Rotana brand.

18
 Upscale,
43
PROPERTIES

convenient
in operation and
under development

28
IN

comfort
CITIES
The brand at a glance For any of the properties which carry our Rotana
• Hotels & Resorts brand we can talk about its highly
Four and five-star advanced features, or its extremely well-appointed
hotels and resorts rooms, or even its classically elegant design, but really
• what defines our original product brand is the way
Approachable service style all these things, and more, come together to deliver
delivered with distinction comfortable and intelligent spaces. More importantly,
• we achieve all this without passing down pointless
Prime, central locations for extra expense to our guests.
business or leisure

• Encompassing both five-star and four-star products,

the Rotana Hotels & Resorts brand is all about carefully
Multi-award-winning array of
food and beverage outlets considered and composed properties in the most
• desirable and central locations. Also integral to the
profile of this brand is our lavishly appointed hotel-
In-room amenities and technologies
catering to every need within-a-hotel, Club Rotana. On a par with the world’s
• most advanced hotel clubs, these exclusive spaces
Club Rotana – the luxurious
present services and privileges to add an extra touch
upgrade to any stay of convenience and luxury to any stay. Rotana Hotels
• & Resorts is the brand from which it all started and
Top- end event, conference
as such it directly bears the Rotana name, setting
and banqueting facilities the precedent in terms of standards for the whole
and services Rotana family.
Amwaj Rotana, Dubai, United Arab Emirates

21
Saadiyat Rotana Resort & Villas, Abu Dhabi

23
 Savvy, stylish,
essential 17
PROPERTIES
in operation and
under development
The brand at a glance Today’s savvy business traveller knows exactly what

12
IN
• he or she is looking for in an affordable hotel —
Lifestyle hotels offering convenience, cost-effectiveness and connectivity.
essential services Imagine a hotel that holds these three features at
• its very core, and combines them with unparalleled
For the budget - locations, right in the centre of the action in its host
conscious traveller cities. Debuted on Abu Dhabi’s trendy new epicentre CITIES
• of Yas Island, Centro has rolled out 13 properties
Young and fresh approach since its launch and has an additional 10 properties
•
already under development. Each Centro features
the latest in-room technology, an array of fitness
Contemporary design
and leisure spaces and a contemporary, sleek design
•
scheme. A cosmopolitan palette of varied dining
Specially created spaces ranging from the all-day, c.taste buffet
food and beverage concepts;
c.taste and c.mondo experience to the dynamic, c.mondo watering holes
•
abuzz with activity, to the convenience of c.deli,
Centro’s 24-hour “deli-style” and takeaway dining
24-hour snack and
convenience outlet; c.deli concept, add to the appeal of each and every
Centro property.

Centro Al Manhal, Abu Dhabi, United Arab Emirates

25
Centro Capital, Doha, Qatar

27
 Culturally
aware 17
PROPERTIES
in operation and
under development
The brand at a glance Rotana is proud to say that its culturally aware brand,

12
IN
• Rayhaan, is the first alcohol-free hospitality brand in
Four and five-star, alcohol-free the region, but that is certainly not the brand’s only
hotels and resorts unique selling point. Imagine oases of elegance and
• luxury where every need of the guest is met with the
Approachable service style utmost discretion and respect for their culture.
delivered with distinction From the instant they walk through the doors of CITIES
• these impressive havens, guests are treated to
Prime, central locations for attentive, yet unobtrusive service, quality food
business or leisure and beverage available through our all-day dining
• restaurants, well-appointed resort, meeting and event
Multi-award-winning array of facilities and luxuriously appointed interiors. Rotana is
food and beverage outlets proud of its Rayhaan properties across the region
• with Al Marwa Rayhaan by Rotana in the holy city of
In-room amenities and technologies Makkah, Rosh Rayhaan by Rotana in Riyadh and the
catering to every need two properties in United Arab Emirates — Khalidiya
• Palace Rayhaan by Rotana in Abu Dhabi and Rose
Club Rotana – the luxurious Rayhaan by Rotana in Dubai (a property which until
upgrade to any stay very recently proudly bore the distinction of being
• the tallest hotel in the world).
Top-end event, conference
and banqueting facilities
and services

Khalidiya Palace Rayhaan by Rotana, Abu Dhabi, United Arab Emirates

29
Khalidiya Palace Rayhaan by Rotana, Abu Dhabi, United Arab Emirates

31
 Home away 30
from home
PROPERTIES
in operation and
under development

18
IN

The brand at a glance Many of our guests prefer to linger in the most
• attractive destination cities in the region, expecting
Deluxe, fully serviced the utmost in comfort and luxury for themselves and
hotel apartments their families. Bringing the finest in extended-stay city
CITIES
• living, Arjaan’s buildings pride themselves on being
Home environments some of the finest, most prestigious hotel apartment
with emphasis on space towers in their home cities. An elegant home-away-
• from-home, the Arjaan brand offers its guests fully
Multiple bedrooms furnished, fully equipped multi-bedroom hotel
with en-suite bathrooms apartments serviced by our all-day dining and 24-hour
• room service. An array of leisure facilities, including
Fully equipped kitchens fully equipped gyms and pools, and proximity to
•
the latest in conference and exhibition facilities make
Arjaan stand out amongst its competitors.
All- day dining restaurant
and 24 - hour room service

•
Fitness and
recreational facilities

•
Located in some of the
finest hotel apartment
towers across the region

Beach Rotana Residences, Abu Dhabi, United Arab Emirates

33
Al Bandar Arjaan by Rotana, Dubai, United Arab Emirates

35
 Our collection
12
PROPERTIES

of independent
under development

3
IN

hotels
CITIES

The brand at a glance Edge delivers a powerful performance advantage to

• existing hospitality brands. The brand provides the
A brand created peace of mind that comes with having day-to-day
with flexibility at its core systems and operations handled by an expert team
• with decades of experience. Edge also provides wider
Accelerates returns distribution channels and reservation platforms, as
on under-performing assets well as support from the Rotana name and the Rotana
• Rewards Loyalty Programme, which all combine to
Adaptability across all types of elevate performance. Our four-pillared approach
properties and brands helps to support superior levels of performance:
• Brand: Ensuring our brand is delivering on its promise
A powerful partner through procedures, tools, best practices and quality
to build brand equity
assurance.
•
Culture: Building teams through training and
Proven prestige
and value of the Rotana brand leadership development programmes and alignment
with our brand values.
Revenue: Maximising revenue through monitoring of
RevPAR index and channel production, and leveraging
e-connect and Rotana Rewards.
Loyalty: Establishing loyalty through a range of tools
and channels including Net Promoter Scores,
ReviewPro, Rotana Rewards and social media.

37
Al Jaddaf Rotana, Dubai, United Arab Emirates

39
 Bringing
6
PROPERTIES

the Rotana
in operation and
under development

5
IN

lifestyle home
CITIES
The brand at a glance The Residences by Rotana, our trend-setting hotel-
• residence hybrid, is the latest addition to the Rotana
Studio to four-bedroom brand portfolio. The extension of hotel facilities into
furnished or unfurnished the realm of the home is essentially the distinctive
apartments and villas
feature of this brand; one which is proving to have
• true relevance and appeal in the marketplace.
Located in the heart of the Created in line with the exacting architecture, design
finest up and coming
and service specifications of Rotana, all properties
residential communities
feature either furnished or unfurnished apartments
•
along with dedicated concierges, hotel-style gyms
Geared to guests looking
and, in many cases, swimming pools. With all
for a permanent home
property and facility management by Rotana,
•
these properties provide tenants the option of
Standard facilities such as
personalising their spaces, making them truly feel
fitness centres, swimming
pools and jacuzzis like home. Additionally, tenants can select from a
• host of a-la-carte services to meet their requirements.
With three properties in operation and several already
Built to the design
specifications and finishes under development, this brand has grown rapidly
of Rotana’s hotels since its inception.

Sedra Residences by Rotana, Doha, Qatar

41
 A N S W E R T H R E E

The People

42
 Our core asset:
Our people 75%
RETENTION RATIO

At the very core of Rotana’s brand ethos

is a deep understanding of how a guest is
treated. We have insured that ours is a service
one will never forget. To translate and execute
such an experience, Rotana chooses the
best-in-class team members. We truly believe
our biggest asset is our team.

Over 10,000 team members today and counting

Rotana prides itself on enjoying some of

the highest employee retentions amongst
regional hotel chains. We invest in our people
and their careers and offer a clear path for
advancement within the Rotana network.

44
 3
The Rotana team leadership
development
programmes

Our Human Resource infrastructure is

deployed across the Middle East, Africa,
Eastern Europe and Türkiye. A rigorous hiring
process ensures our team is amongst the top
tier in the industry. Established in a region that
is truly at the crossroads of the world, Rotana
encourages a diverse group of people who will
truly understand and cater to our international
customers. Through our unique “Duroob”
programme, we make it a point to tap into the
vast native talent pool across our host
countries, ensuring young, local citizens are
always recruited and offered the training,
mentoring and work experience needed for
them to secure various jobs across our

240
property operations.

100+
nationalities within the Rotana team
hours of training per
team member per year

We recognise that transparency is the most

important aspect in engaging our team to
realise the Rotana vision. We ensure all Rotana

25
team members are well informed about their
own progress as well as programmes put
in place to ensure their success at Rotana.
“My Rotana” is one such interactive platform,
accessible by our team members, which
corporate shares information on management training
training programmes, key achievements for the group
programmes as a whole, property specific news and
much more. Management teams and HR

1,000+
continuously conduct performance appraisals
and generously reward those who excel
in their area.

Rotana team member promotions per year

46
Countless smiles

49
 A N S W E R F O U R

The Expertise

Erbil Rotana, Iraq

50
 From beginning to end,

Technical Services
the Rotana team will oversee

11
the opening of over

Literally from the ground up, we ensure Rotana’s proprietary systems

the success of all Rotana properties by
cover the full spectrum of PROPERTIES
property-planning and
complementing a powerful management mix management including: PER YEAR
with our design-planning and building • in the run up to 2024
management expertise. Space requirements

•
Never forgetting a healthy dose of common
sense, our approach to every new build or Facilities for guests
and the Rotana team
refurbishment is flexible and always recognises
•
local cultures and sensitivities. The first stage
in any project involving a new or existing Rotana Food and beverage
concepts and requirements
property is a concept-planning exercise where
•
the effective usage of the entire space is
assessed equally from a health and safety, Protection measures
for guests and the
ease of enjoyment and revenue perspective. Rotana team
Whilst this creates personalised, interactive •
spaces and facilities which are safe and
Operational standards
pleasurable to use for both guests and members
•
of the Rotana team, the ultimate result is a
property which produces the highest possible Sustainability measures

revenue for its owner in the long term. Above •

all, our swift decision-making greatly assists Fixtures and finishes
with the completion of projects on time and •
within budget. Guidelines for architects,
interior designers and
other consultants

Saadiyat Rotana Resort & Villas, Abu Dhabi, United Arab Emirates

53
Sustainability
We recognised that the allure of our properties
lies in their pristine environments, happy
communities and prosperous markets. We have

250
therefore introduced a three-pronged approach More than ENVIRONMENT
to sustainability, which addresses not only our
local environments, but also the social and
economic aspects of our host countries. Energy
and water conservation, materials consumption COMMUN ITY
and waste management are an inherent part of
how we run our properties. Socially, we strive
ACTIVITIES GOVERNANCE

not only for guest satisfaction, but also for the PER YEAR,
satisfaction and development of our esteemed to promote sustainability
among guests, team
Rotana team. Going one step further than guest
members, suppliers
satisfaction, we also engage the communities and communities
that surround our properties, and hold health,
GUESTS
security and safety among our top priorities.
From an economic point of view, we have
always focussed on engaging in key investment
initiatives in our host countries, and have sought
SUPPLIERS
to nationalise our property workforces as
much as possible. Each year, we double our
sustainability activities, constantly aiming to COLLEAGUES
lead by example and provide stellar instances
of sustainable hotel properties that others may
be inspired by.

55
 Finance and
Procurement
Two words come to mind when describing Rotana’s
system of financial management and procurement —
transparency and control. Through our highly advanced
information systems and two-tier audit process, we ensure
that our management and operations performance is
continuously reviewed and evaluated. In turn, each and
every one of our property owners may avail of an up-to-
the-minute snapshot of where their property stands
financially. Additionally, owners are able to gain a clear
understanding of cost efficiency projections and how
they will affect each property.

Where operating costs are concerned, we offer stringent

operations manuals and authorisation systems geared
towards maintaining control over every operating cost.
Meanwhile our Corporate Materials Department
guarantees our purchasing power internationally in
order to procure the best products at the best prices.
Combined, these two features offer owners the leading
edge on profitability, sales growth and, above all,
long-term financial success.

56
Projects and
Development
Placing sector- leading returns for our property owners at the core of our financial
strategy, we have fine-tuned our approach to continually achieving this goal.

Rotana’s Projects Department has been – Highly advanced information systems monitor
especially created to: occupancy levels, employee productivity, cost
efficiencies and overall property performance
– Optimise operational efficiencies with new
design execution at all our properties – Rotana’s sourcing team ensures worldwide
access to competitively priced products
– U pdate amenities to stay on top of current
market trends – Our corporate management team forecasts
ways to optimise operational efficiencies for
Rotana strives to create a one-of-a-kind the future
experience at each of its locations with our
three-stage development cycle:
FRANCHISING

10,000 KEYS
– Conduct due diligence: market potential,
competitive landscape, and supply and Rotana, with its robust corporate office structure,
demand analysis provides the right resources for new and existing
hotels to offer comprehensive training and tools,
– Design and construct with precise brand ensuring every franchised property delivers value
positioning to its owners.
– Fully operational showcasing signature Rotana
hospitality From implementing industry leading brand

27
standards and delivering the “Treasured Time”
brand promise, to leveraging an award-winning
We at Rotana, believe a true partnership
loyalty programme and a powerful commercial
between each of our property owners can only
structure, Rotana will work hand in hand with you
be achieved with full transparency:
to consistently drive profits and efficiencies.
AND NEW CITIES
added to Rotana’s portfolio
over the last four years

59
 Over

250
Food and Beverage food and beverage
outlets

Over

Rotana prides itself on having developed some of

the most talked-about, wholly-owned food and
beverage venues in the region. Whether it is an
400
food and beverage
profit centres
internationally-renowned outlet helmed by a
Michelin-starred chef, or a home-grown concept Over

130
that blazes a culinary trail in its city, a Rotana

100
outlet leaves an indelible mark. Upmarket dining
outlets such as Teatro, Rodeo Grill or Finz are
lauded for their culinary prowess while our more kitchens developed
casual approach to dining at Prego’s, Rosso and
JBs, offer fun, vibrant spots to dine. There is quite
literally something for every one of our guest’s
varied tastes across our over 250 food and
beverage venues — many of which have been AWARDS
conceptualised and created by Rotana itself. SINCE 2002
Together with the best in the business, we
develop tailor-made dining options that offer
endless culinary adventures to our guests.
After all, is it not a fact that much of our most
“Treasured Time” is enjoyed over a great meal?
And the proof of our innovative recipe for
success is in the awards we have received.

JBs Gastropub, Amwaj Rotana, Dubai, United Arab Emirates

60
Rotana Rewards
We value our guests’ loyalty, that is why, in 1999, we launched the region’s first loyalty
programme for staying and dining. Rotana Rewards, recognised as one of the world’s
most rewarding loyalty programmes, offers leisure and business guests, as well as
frequent diners, a plethora of benefits, from reward miles at partner airlines and
complimentary room nights and meals to over a thousand gifts.

758,000
An incentive programme A three-tier incentive An incentive programme
MEMBERS SPEND

35%
for the bookers who earn programme for the stayers for the diners and stayers who
Points for every US$ spent
on conferences, meetings
who earn Points for every US$
spent on stays, dining and
receive up to 50% discount
on food & beverage,
Over
or room stays even incidentals such as
laundry, room service and
complimentary dining
certificate, 20% off public active members and counting
telephone calls rates and more
MORE THAN
NORMAL GUESTS

SUCCESSIVE WINNER
OF THE
BEST HOTEL LOYALTY PROGRAMME I N THE MIDDLE EAST
AT THE
72% 80% 30%
RENEWAL POINT REDEMPTION REPEAT BUSINESS
BUSI NESS TRAVELLER AWARDS RATIO RATIO RATIO

63
 Information
Technology
Technological innovation at Rotana properties Incorporating technology
enhancements into every
has a very customer- centric approach. We feature and service at Rotana
analyse how our guests interact with the brand has allowed us to stay ahead
of the tech curve:
before, during and after their stay. Through
this evaluation we create tech solutions that •

will visibly and subtly enhance the customer Our “Global Secure Network”
connects guest information
experience. For example, we acknowledged the from each property, sharing
fact that our guests desired greater efficiencies guest preferences and
enabling customisation
at check-out and check- in by introducing express
check-out facilities, a view- bill- in-real-time feature •

as well as other “ease-of-use” conveniences. Our “On- Line” check-in

allows our guests to spend
Other facilities our guests have become
as little as 60 seconds at the
accustomed to include property-wide WiFi front desk upon check-in
access, on-demand entertainment, and mobile
connections to in-room audio-visual equipment.

64
 Sales, Revenue
and Marketing
Born out of a region that has seen year-on-year
growth in the hospitality industry, Rotana has
competitively set itself apart with strategic
growth and distinct branding. With an astute
cultural understanding of the Middle East,
Rotana has established itself as the leading
hotel group of the region with growing brand
Twelve years in a row, recognition around the world. Headquartered
Rotana voted in Abu Dhabi, UAE, Rotana’s sales and marketing

MIDDLE team has local offices in Egypt, France, Kuwait,

Germany, Lebanon, Russia, Saudi Arabia, UAE and

EAST’S UK. This vast network enables Rotana to create

customised experiences catered to local tastes

LEADING while maintaining the overall core values of the

brand.
BRAND We are constantly incorporating technological
at
World Travel Awards enhancements in each area of operation to
stay on top of the competition by offering the
most seamless service to those who chose us
as their preferred hotel brand. Our private-label
Central Reservations System exemplifies how
we have deployed technology to offer an
instant reservation service for all our properties,
no matter where our prospective guests are in
the world.

66
 • 60% average of repeat business
REAL-TIME FORECASTING FULL MARKETING MIX Rotana’s Online Reputation
Management (ORM) tool
• 9 years in a row, Rotana voted “Middle
A great deal of investment has gone into the Utilising a fully integrated marketing approach, is used by all our hotels to
East’s Leading Brand” at World Travel
development of a revenue-management system Rotana successfully remains top-of-mind across manage our customers’
Awards 2015
that digs into granular data on customer a full spectrum of touchpoints, particularly online reviews across a
segmentation. The resulting real-time market e-commerce: multitude of websites.
forecasts allow on-the-ground marketing and
sales teams to tweak their strategies to achieve – A
 vailable in eleven different languages,
quarterly growth targets. Rotana’s website engages future customers
and rewards loyalty through one of the
region’s leading frequent-booker programmes

FUELLING GROWTH THROUGH – R

 otana enjoys agreements with all of the
world’s leading Online Travel Agents (OTA’s),
STRATEGIC PARTNERSHIPS
Meta Search Engines and global Travel
Key partnerships across regions and industries Management Companies (TMC’s) offering
have allowed Rotana to quickly gain, and the brand an opportunity to expand its
consistently maintain, market prominence distribution far beyond the region
in the Middle East, Africa, Europe and Türkiye:
– E
 ngaging conversations and promotions
– Preferred airline partners with some of the on Facebook, Twitter, Instagram, YouTube and
world’s top airlines LinkedIn along with search-engine advertising
has resulted in an impressive 35% of revenue
– Strong relationships with local travel operators online Harnessing the potential that
have kept Rotana in top rankings in each of its
markets
– R
 otana Rewards app offers live chats with social media and e-commerce offer
customer service agents, pre-arrival
arrangements and concierge service
Distribution 2023 Distribution 2025
– Innovative advertising campaigns (Projected)

– R
 ewarding its loyal guests, Rotana’s Customer
10%
Relationship Management (CRM) programme 15%
recognises its customers and accordingly 25%
promotes the right product at the right time
50%
40%
60%

EDS: Rotana Online,

Email Direct
OTAs, GDS, App, Mobile

68
 A N S W E R F I V E

The Achievements

70
Milestones

2017 2018 2019 2020 2021 2022 2023

A year of growth, Rotana continues its Rotana opens 2 hotels Rotana enters Marrakech, The Residences by Rotana introduces its newest brand, Rotana's newest brand,
Rotana opens its growth with 3 new for the 1st time in Morocco for the first Rotana brand enters Edge by Rotana, a new collection of Edge by Rotana, opens its
first hotel in hotels in Abu Dhabi Sarajevo, Bosnia and time and manages the Istanbul, Türkiye for the independent hotels with the opening 3rd property in Dubai and
Muscat, its and Dubai, UAE, and Dar es Salaam, iconic 5-star Palmeraie first time with one of 2 hotels in Dubai. The first Centro 2 additional ones in
second in Erbil, 2 in Jeddah and Tanzania. Rotana also Resort in addition to property. by Rotana brand opens in Amman to Moscow.
and another Riyadh, KSA. 2 takes over a 5-star opening other properties total 3 Rotana hotels in Jordan. Rotana
Centro in KSA. hotels also open in hotel in downtown in Al Khobar, Doha and also opens its 1st Rayhaan in Dammam,
Istanbul, Türkiye, for Baghdad, Iraq. Dubai. its 8th property in KSA.
the 1st time on the
European side.

2016 2015 2014 2013 2012 2011 2010 2009

In addition to Amman More development Rotana opens its A new brand, The Rotana opens three Rotana announces Along with the Rotana opens nine
Rotana, which boasts the takes the Rotana first property in Residences by more properties — the opening of six inauguration of Rose properties including
title of being the tallest brands farther afield Amman, Jordan Rotana, is launched Centro Capital new hotels in the Rayhaan by Rotana in its first property in
tower in Jordan, another with the and its first in and Rotana opens its Centre in Abu Dhabi, UAE, bringing its Dubai, Rotana enters two Saudi Arabia in
six hotels are launched, inauguration of two Oman. first property in and two in Dubai. total to 33. new countries — Iraq and Makkah.
including two in KSA, one properties in Bahrain and another Qatar. The first Centro
in Bahrain, two in Qatar Istanbul. in Iraq. property is also opened
and one in Congo. in Abu Dhabi.

1992 1993 1997 2000 2005 2006 2007 2008

Rotana Hotel The Beach Rotana First property Rotana has grown to 13 Rotana operates 20 The new affordable Opening of Rotana announces the
Management Hotel & Towers launched in properties around the properties, and opens lifestyle brand is Rotana's first launch of the
Corporation Limited opens and Dubai. region, including Abu its flagship 5-star launched — property in alcohol-free Rayhaan
is established. becomes the Dhabi, Dubai, Egypt Grand Rotana Resort & Centro Hotels by Kuwait, and the Hotels & Resorts by
leading property and Lebanon. Spa in Sharm El Sheikh. Rotana. first in Sudan. Rotana and the Arjaan
in Abu Dhabi. Hotel Apartments by
Rotana brands.

73
 Awards
Ranked among Forbes’ Top 40 Arab Brands
Over the three decades that we have been in business we have been honoured to
receive a vast range of industry awards and distinctions. Whilst it is encouraging to

550
receive recognition, we are never content to rest on our laurels. We always strive to
remain at the very vanguard of hospitality, constantly raising the bar for both our
competitors and ourselves.

awards and distinctions received over 23 years

145
World Travel Awards, including leading hotel
brand, leading family resort, world’s leading
business hotel brand and fastest expanding
hotel brand

32
Business Traveller Middle East Awards

8
Selling Long Haul Awards, including Champion
Category Hotel for a group offering the best
overall product and service

74
 A N S W E R S I X

The Right Formula

76
 So, once again,
why Rotana?
Simply, it all comes down to our own precise formula,
one that has been more than 25 years in the making.
Part of this formula is of course our international
expertise gained over a presence in more than
20 countries, as well as our five product brands,
each carefully crafted to meet the exacting needs
of its customers. But really, at the heart of it all is the
people at Rotana and their accessibility to you, our
partner. The speed and flexibility in which decisions
are made is testament to this flat hierarchy, a factor
which enables us to drive the return on every
property.

Our award -winning formula is one that is sure to

deliver on our promise of “Treasured Time” to any
future partner.

78
 Rotana is the answer

Published by Rotana Hotel Management Corporation PJSC. 2016/12.

Contact us
Tel: +971 2 699 4444, Fax: +971 2 699 4445, Email: head.office@rotana.com, Website: rotana.com
Capital Centre, Khaleej Al Arabi Street, PO Box 95100, Abu Dhabi, United Arab Emirates