Press Conference: Oct 19, 2009, Dubai, United Arab Emirates

Preamble:

Swiss Hospitality Holding SA, Geneva, Switzerland (SHH) is pleased to announce the appointment of Swiss Group Hotels Consultancy as Master Franchisee for the MENA region as well as the foundation stone laying of Alps Hotels in United Arab Emirates with its first franchisee, UniEstate.

The master franchisee, Swiss Group Hotels is mandated to cover 23 countries in MENA region where the expansion potential of Alps Hotels is immense.

Swiss Hospitality Holding SA, a Geneva based Swiss company has launched its first hotel in middle east in Ras Al Khaimah in the presence of H.H. Sheikh Tariq Al Qassimi, H.H. Sheikh Mohammed Al Qassimi, H.E. Pierre François Unger Geneva Minister of Economy and Health, H.E. Frédéric Hainard, Neuchatel Minister of Economy, H.E. W.A. Bruelhart Swiss Ambassador to United Arab Emirates, Dr. Christian Rey, President of Swiss Hospitality Holding SA, Geneva & other dignitaries from Switzerland and United Arab Emirates. The occasion was also to announce the appointment of Swiss Group Hotels as Master Franchisee for MENA region covering 23 countries.
UniEstate, the first franchisee of Alps Hotel Switzerland in the region is a wholly owned, full service real estate subsidiary of Union Group of Companies (UGC) is known for its prestigious projects such as Yasmin Village, Yasmin Tower, Thuraya Tower, Orchid Tower and Yasmin Residency Bulgaria. As we speak, UniEstate is delivering 250 units in Phase I of Yasmin Village in Ras Al Khaimah.

Alps Hotel Switzerland – A brief presentation 

Globalization & the dawn of Alps Hotels Switzerland:

With the advent of globalization and need for traveler to expand business horizons there is a growing need for use of temporary places of residences and hotels. In a cost conscious environment that we live in today, “Value for Money" is the name of the game, which is the basic principle on which Alps Hotels brand is built on, in line with superior quest services and satisfaction

Timing:
The period is especially favorable for the launch of Alps Hotels which fills the gap in the market that is peppered with either 5 stars or almost no stars.

More so, the puzzle to build such a project can be solved with interested land owners who wish to contribute their land against a stake in the project and financial institutions who feel more confident in investing into concrete projects such as Alps hotels responding to socio-economical needs.

The first Step:
Swiss Hospitality Holding SA (SHH) is the outcome of partners with common vision and long term, steady growth ambiiton. Alps Hotels is the brand owned by SHH and the name and logo are registered trademarks to be used by its global partners/franchisees.

Launch:
Out of the 20 hotels planned to be built in the region within the next 5 years, 3 hotels to date are in advanced stage of preparation and Alps team is very pleased to announce the launch of the first hotel in middle east in Ras Al Khaimah, in the presence of H.H. Sheikh Tariq Al Qassimi, H.H. Sheikh Mohammed Al Qassimi, H.H. Sheikh Abdullah Al Qassimi, H.E. Pierre François Unger Geneva Minister of Economy and Health, H.E. Frédéric Hainard, Neuchatel Minister of Economy, H.E. W.A. Bruelhart Swiss Ambassador to United Arab Emirates, Dr. Christian Rey, President of Swiss Hospitality Holding Geneva & other dignitaries from Switzerland and United Arab Emirates. The occasion was also to announce the appointment of Swiss Group Hotels as Master Franchisee for MENA region covering 23 countries.

Why start with this region?
Generally speaking, in the next 5 years the hotel market of 3 stars should be around 10% of the total hotel capacity of the GCC (UAE, Saudi Arabia, Oman, Qatar, Kuwait & Bahrain). Today, it is barely 2%! So there is room for growth.

Undoubtedly, as stated above, there is a lack of this type of hotel in this region. A 5 star dropping its prices, do not make a good 3 stars. Paradoxically, after a while, everyone is unhappy or dissatisfied be it the investor / owner or the customer. Investor, as he is not making enough ROI, and the customer, as the services other than the room rate are still priced at 5 stars level. 

Forecast and markets in the making
Swiss Group Hotels Consultancy, the master franchisee contemplates that to date, for this region i.e. Middle East and North Africa, 20 hotels (within 5 years) will be constructed, representing a total investment worth close to 100 million USD.

While the Master Franchisee  is already in negotiations for the implementation of Alps Hotels brand in GCC countries Swiss Hospitality  Holding is pacing forward in the following countries as a part of its slated growth plan:

a) Bulgaria b) Ukraine c) Ethiopia d) Djibouti e) India f) Siberia g) Kazakhstan

What Alps Hotel Switzerland is all about?

With Alps Hotels we want to develop a sense of well being suitable for both residential guests staying for a longer period as well as short term clients. The size of these hotels will be between 80 and 120 rooms (on average) up to 150 rooms and apartments.


1. The Hotel:
The Hotel will be highly functional. 

a) Hotel predominantly URBAN, (within 20 years, half of the world population shall live in cities!)
b) ROOM SPACE (approx 26 m2 per room)
c) Room Rates will be less or equal to 100 USD
d) Sensitivity GREEN / ECO FRIENDLY
e) FLEXIBILITY of being a hotel and residential (service arrangement, kitchenette)
f) GROCERY service: corner shop be installed or service grocery shopping will be offered prior to the arrival of the host.
g) COMFORT (king size bed, ambient room temperature etc)
h) BUSINESS (business centre, meeting room max 15 persons, Wifi everywhere, etc.
i) Round the clock light ROOM SERVICE

2. Customer:
A typical client profile would be:
1. A cost conscious guest
2. Business Traveler (SMEs and SMIs)
3. Associate academics and visiting faculty.
4. Expatriate, arriving for a holiday or on employment, staying a few months before permanent housing.
5. Single or with family, the latter often accompanying the expatriate.

3. The Staff:
Alps Hotels is aware that hotel industry’s success is nurtured with attention to detail and quality of service to the customer. The staff selection is a process by itself. The chosen team will be trained by experts from SHH and its affiliate Institutions.

The end result is a ‘SATISFIED ALPS HOTEL GUEST’ who ‘FEELS AT HOME ABROAD’ being in Alps hotel.  The attitude of staff will be in any case ‘WE CARE’!!!!

Please for any question, Dr Christian REY will be available on +41 79 200 58 66 and
rey@geneva-link.ch