Swiss Hospitality Holding launches Alps Hotels in UAE

Dubai: Swiss Hospitality Holding SA, a Geneva based Swiss company, has launched its first hotel in the Middle East in Ras Al Khaimah.

It has also appointed Swiss Group Hotels as master franchisee in MENA covering 23 countries.

The first Alps Hotel is franchised to UniEstate, a wholly owned, full service real estate subsidiary of Union Group of Companies (UGC). UniEstate is already known in UAE for its projects such as Yasmin Village, Yasmin Tower, Thuraya Tower and Orchid Tower. UniEstate also has operations in Bulgaria where they launched Yasmin Residency.

Dr Christian Rey, President of Swiss Hospitality Holding, felt that the period is especially favourable for the launch of Alps Hotels which fills the gap in the market that has either 5 stars or almost no stars.

"Swiss Hospitality Holding SA is the outcome of partners with common vision and long term, steady growth ambition and a lot of research, effort and hard work has gone into Alps from its inception to this date," he said.

"Generally speaking, in the next 5 years the hotel market of 3 stars should be around 10 per cent of the total hotel capacity of the GCC.