Mid-scale hotels can overcome blurring of segmentation lines

Mid-scale hotels can overcome blurring of segmentation lines
The members of the panel discussion entitled "Blurred Lines: Mid-scale Under Pressure" at the 2017 Hotelier Express Summit included (from left to right) Centro Sharjah general manager Michael Kasch; Aloft Al Ain general manager Andreas Plum; INHOCO CEO and panel moderator Rupprecht Queitsch; Al Khoory Hotels, hospitality division general manager Pierre Sokhon; and Time Oak Hotel & Suites Dubai general manager Guzman Muela.
Published: 23 November 2017 - 3:41 a.m.
By: Diane Fermin Roeder

The blurring of segmentation lines between mid-scale hotels and upscale, even luxury, is here to stay for the next few years as Dubai and the UAE continue to mature as tourism destinations; with clear value propositions, strong, confident products and service differentiation, mid-scale hotels are better positioned than other segments when it comes to profitability.

So concluded the panel members of a discussion entitled "Blurred Lines: Mid-scale Under Pressure" at the second Hotelier Express Summit which was held November 22 at Grosvenor House, Dubai. Moderated by International Hospitality Consulting (INHOCO) Group CEO and conference chairman Rupprecht Queitsch, the panel members included Centro Sharjah general manager Michael Kasch, Aloft Al Ain general manager Andreas Plum, Al Khoory Hotels hospitality division general manager Pierre Sokhon and Time Oak Hotel and Suites Dubai general manager Guzman Muela.

From the get go, the entire panel was unanimous in saying that the current situation of segmentation lines between mid-scale and upscale hotels occurring in Dubai and Abu Dhabi would continue, resulting in a scenario for the next few years, described by the panel as both "confusing" and "painful" with a "lot of uncertainty" for hoteliers all around. However, while Sokhon cautioned that the situation is "reality" and that both hoteliers and hotel owner must be convinced that lower occupancies and rates are only to be expected as "normal" in 2018, everyone agreed that the future does not necessarily have to present a complete 'doom and gloom' scenario.


Aloft's Plum said: "The benefits of being in mid-scale can be seen in a few years. We have lower operating costs and from a profitability perspective, we are still better positioned than upscale and luxury hotels".

Centro's Kasch seconded the statement and added: "Within the Rotana group, Centro is the fastest growing brand. We are cheaper to build and to operate and the owners can see faster returns compared to their upscale assets. We remain popular with customers and this is seen in our high occupancies."

From the group



 

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