Much discussed in the UAE hospitality market since the announcement of Expo 2020, 3-star hotel development is high on the agenda for government and private sector alike. Commenting on the growth of 3-star hotels in the UAE, Praveen Bhatnagar, CEO, says:
“The established Citymax Hotels business model is proving to be much sought after in the UAE and throughout the region with negotiations currently under way to head a consortium of reputed land owners and investment houses to manage a portfolio across the GCC, as well as developing individual Citymax Hotels and working with owners on management contract agreements.
Our business model and hotel design offers both spatial planning with a look and feel driven by functionality and operational efficiency, ensuring cost-effective construction and operation. Consistency of the Citymax Hotels design ensures guests quickly understand the function of each hotel thereby avoiding over complication and disorientation upon arrival. The design is contemporary, yet simple and without unnecessary luxury, exceeding guest expectations of a budget hotel.”
With an eye on expansion beyond the UAE, Citymax Hotels has customised the ‘Manchise’
Citymax Hotels is currently building three new properties in the UAE, located in Al Barsha and Business Bay in Dubai and another in Ras Al Khaimah, all in varying stages of construction and scheduled for completion by 2016. This will bring the total inventory to around 2000 rooms within the next 3 years, with further properties close to finalisation of lease agreements in Abu Dhabi and Fujairah.
All new Citymax Hotels will feature the brand’s own restaurant concepts, with a focus on developing The Huddle Sports Bar & Grill, Sizzling Wok and an additional speciality restaurant. With the successful launch of the Lavazza Tierra Espresso Bar at Citymax Hotels Al Barsha, the group will be rolling out similar concepts throughout the chain.
According to Russel Sharpe, COO Citymax Hotels,
“Developing our own F&B operations has been a challenging but worthwhile strategy, as it has allowed Citymax to remain a fully home-grown brand with the flexibility of adapting outlets to the ever-changing needs or our guests. We have succeeded in growing these outlets into independent brands with identities so strong that they have become a household name in the local community.
By offering our guests the expected hotel facilities such as full concierge services, full buffet breakfasts, beach and city transfers, full gym facilities and swimming pools, plus a varied 4-star restaurant service, we exceed expectations and deliver beyond the perceived value of the rate given. This is a strategy and concept we will continue to build on, regardless of whether the hotel is owned, managed or franchised.”
Citymax Hotels has enjoyed considerable recognition by consumers in 2013, with the Indian restaurant Claypot and the Asian restaurant Sizzling Wok both being shortlisted for a BBC Good Food Award 2013. The Huddle Sports Bar and Grill, and Maxx Music Bar and Grill enjoyed similar recognition, shortlisted for awards in the Time Out Nightlife Awards 2013, and Citymax Hotels has been nominated for the World Travel Awards “Middle East’s Leading Budget Hotel Brand” and a MENA Travel Award in the budget hotel category.
Exhibiting at ATM 2014 with a new stand design in the same location as for 2013 (#HC5620), the Citymax Hotels team will be on hand to meet with travel and business partners as well as media representatives.
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About Citymax Hotels
Citymax Hotels is part of the hospitality division of Landmark Group, with three hotels located in prime locations in Al Barsha, Bur Dubai, and Sharjah. The mid-market group of hotels is a much favoured and popular choice offering a quality experience at an affordable price.
As the largest of the three properties, Citymax Hotel Bur Dubai is located in the heart of Dubai’s historical district and offers 691 contemporary and comfortable rooms.
Situated next to the Mall of the Emirates, and close to the Dubai Metro, Dubai Media City and the beautiful Jumeirah Beach, Citymax Hotel Al Barsha attracts a mix of both business and leisure to its 376 rooms.
Located in close proximity to major shopping, industrial and cultural areas, Citymax Hotel Sharjah has 230 affordable rooms and spacious meeting rooms. The dining portfolio consists of City Cafe, the all day dining restaurant and Sizzling Wok, the Pan-Asian restaurant.
Citymax Hotels located in Al Barsha and Bur Dubai are home to the 24-hour Lavazza coffee shop and City Cafe, the all-day dining restaurant, as well as food and beverage outlets such as Claypot, Sizzling Wok, Maxx Music Bar & Grill and The Huddle Sports Bar & Grill.