In gear to move into the MENA region, deputy managing director, Lemon Tree Hotels, Rattan Keswani exclusively speaks to Panayiotis Markides about the company’s upcoming expansion.
TTG: How did the idea to expand into the GCC come about?
It is the natural geographical choice – we will grow in GCC and Sri Lanka first, as these locations are the preferred choices for Indians. Indian travellers are the largest inbound contributors to the UAE growing over 12 per cent year-on-year. As purchasing power increases, the numbers will grow exponentially. Indians have leisure, corporate and family interests in these regions.
In addition, true midscale hotels do not exist – the market is dominated by upscale and luxury only. Midscale hotels aren’t restricted to local brands or individual owners.
We have a large, engaged loyalty programme and our growth gives our guests new locations and a larger share of wallet to the brand.
We also have strong relationships with common corporate, travel and online companies who have travellers for both India and internationally and, therefore, we will be able to leverage our existing relationships.
TTG: What makes Lemon Tree Hotels’ brands an ideal fit for Dubai and the GCC as a whole?
There is a void in the midscale and mid-upscale space making it an idea fit. The government’s policy direction clearly depicts the need.
TTG: Please share your pipeline for growth, both within the GCC and outside of it, with our readers.
We have engaged Raine and Horne to target eight hotels in the region in three years and we are sure they will be able to do better with their strength and local area competence.
TTG: What distinguishes Lemon Tree from other midmarket hotel brands?
We are very focused on our business model to provide excellence without over spending on infrastructure.
Standardisation is understood well by customer as they know what to expect therefore they reward the price/value relationship. We have a very sharp financial focus on both our owned and managed hotels, which has been recognised by our financial partners and owner partners. Our service standards ensure a TripAdvisor Select rating and our HR and inclusive practices have been recognised by GPTW/Cornell/Government of Singapore with the awards and ratings bestowed upon us.
TTG: What source markets will your upcoming properties be looking to attract?
India largely, and then leveraging our travel partners relationships worldwide from the US, the UK, Germany, Spain and Italy along with distribution from our worldwide online partners.
We have good partnerships with the GCC agents to help us market in the region successfully.
TTG: How will Dubai benefit from the addition of midscale properties to the city’s offering?
Presently using an airline analogy, every traveller is being forced into first class and business class sections as there is no viable availability of well branded economy and economy plus seats.
TTG: How is Dubai as a destination enabling the development of mid-market properties?
The infrastructural development, present and future, will consistently have a need for mid-scale products before and after the EXPO 2020.
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