Rotana expands loyalty scheme and announces new Centro brand

21 Mar 2007 by business traveller

Rotana hotels, the upmarket hotel group with 23 properties across the Middle East, has announced plans to expand its loyalty scheme.

At present Rotana Rewards members pay an annual fee of US$205 in return for benefits such as late check-out and preferential room rates, as well as an AED250 (US$70) voucher to use in the group's hotel restaurants, and further dining discounts. Members also earn points for each stay, which are duplicated for those who are cardholders with one of Rotana's frequent flyer programme partners.

From May however Rotana is launching a new tier to its loyalty scheme, allowing guests to join a complimentary points-only scheme. The exact details of the new tier have not yet been released, but present earning values equate to 250 points per night in one of the "Resorts" or "Suites" properties, rising to 500 points per night at "Hotel" properties. Rotana currently has eight Dubai hotels in its portfolio, with another 19 properties due to open across the Middle East in the next 18 months, including three more in Dubai before the end of 2007.

In other news Rotana has announced a new brand for "budget-conscious" business travellers. Centro by Rotana will feature three-star plus properties with wifi connectivity, full service restaurants, deli style dining and take away kiosks, and fitness facilities including gym and swimming pool. Says Daniel Hajjar, corporate vice president for sales and marketing:

"Business travel and accommodation for the budget conscious executive is an increasingly important market in the Middle East, but remains grossly under-serviced. The Centro concept is specifically designed to cater to this rapidly expanding market."

Rotana plans to open two Dubai Centro properties in the next 18 months, and hopes to expand this brand to 25 properties within the next five years.

For more information visit

Report by Mark Caswell

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