BlueBay Hotels Undergoing a Significant International Expansion
PHOTO: Le Royal Hammamet by Bluebay. (photo courtesy of BlueBay Hotels
WHY IT RATES: BlueBay Hotels is expanding in a big way as the decade ends, making more upscale properties available to discerning clients in some of the world’s top business and tourism areas. -Michael Isenbek, TravelPulse Senior Editor
BlueBay Hotels, the 11th largest Spanish hotel company, plans to increase its offerings by almost 50 percent in the next two years and have more than 60 hotels in 30 different locations and more than 50,000 bedrooms by 2020.
This will include properties owned by the group and those under its management. To achieve this goal, the group led by the Asturian businessman Jamal Satli Iglesias has started implementing its strategic plan for the 2017-2020 period, using a model combining organic growth and corporate operations.
The Spanish company currently operates 42 hotels in 20 destinations across Europe, the Caribbean, Mexico, the Middle East and North Africa (MENA), and has created 5,700 jobs.
BlueBay Hotels' internationalization plan is being implemented under the four brands belonging to the group. Three of which cover the luxury and grand luxury segments: BlueBay Hotels & Resorts, Le Royal Hotels & Resorts by BlueBay, Blue Diamond and the fourth, BelleVue Hotels & Resorts is focused on three-star hotels, combining quality and exceptional value for the money.
As a result of this strategy, BlueBay Hotels has recently integrated Le Royal Hotels & Resort group into its portfolio, allowing it to consolidate its international reach and strengthen its position in the luxury and grand luxury segments. To be specific, the Spanish company has added seven five-star hotels to its portfolio, five in the Middle East and North Africa and two in Europe.
Specifically, these are Le Royal El Minzah Hotel by BlueBay and the Grand Hotel Villa de France by BlueBay both in Tangier, Le Royal Amman Hotel by BlueBay in Jordan, Le Royal Hammamet Hotel by BlueBay in Tunisia, Le Royal Beirut Hotel by BlueBay in Lebanon, Le Royal Luxembourg Hotel by BlueBay in Luxembourg and the Hotel Miguel Angel by BlueBay in Spain (Madrid). The hotels in Lebanon and Luxembourg are affiliated with the prestigious international network, The Leading Hotels of the World.
The Middle East & North Africa, future expansion focus for the group
Furthermore, 12 new hotels in the MENA region are included among the projects currently under development in the strategic plan for 2017-2020. "The Middle East and North Africa are regions that are home to some of the most important tourist destinations in the world. Currently, the number of people visiting these destinations has stabilized, but we're sure that in the medium-term they will recover their habitual leadership in the sector and now is a great moment to strengthen our presence in some of these areas," stated Jamal Satli Iglesias, chairman of BlueBay Hotels.
Three of the twelve new openings will be in the UAE, where the group currently operates two four-star hotels in Dubai: the Armada BlueBay Jumeirah Lakes Towers and the BlueBay Black Stone. Here, it’s worth highlighting the Blue Diamond Fujairah, in the Fujairah Emirate, a five-star grand luxury hotel with 250 rooms and 112 fully equipped apartments, the Armada BlueBay Sharjah four-star hotel in the Sharjah Emirate and the four-star BlueBay Abu Dhabi.
Turkey and Egypt will each have three new openings, including two five-star hotels, the Blue Diamond Estambul in Turkey and the BlueBay Hurghada in Egypt. In turn, two four-star hotels in the Sultanate of Oman and Algeria complete the line up from BlueBay Hotels in the MENA area.
Latin America and the Caribbean, sun and beach tourism
Latin America and the Caribbean are two other tourist destinations BlueBay Hotels considers strategic for its international expansion. The Spanish company currently operates 10 hotels in the region, five in Mexico, two in the Dominican Republic, two in Cuba and one in Panama.
Consolidating its presence in these markets and entering new countries in the region are among the group’s goals in the strategic plan for 2017-2020. So, the opening of two new hotels in Mexico and entering new markets, with two opening in Brazil and four in Colombia will allow the group to strengthen its commitment to sun and beach tourism.
SOURCE: A BlueBay Hotels press release
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