Abu Dhabi: The newly launched Courtyard by Marriott in Abu Dhabi is expected to have an average occupancy of 65 per cent in 2015, with strong demand coming from residents and international visitors, according to the hotel’s general manger, Richard Bleakley.
The four-star hotel, which was launched in December 2014, marks the first Marriott hotel in Abu Dhabi, and is expected to see an average occupancy of 45 per cent in January.
In an interview with Gulf News, Bleakley said that the brand decided to enter the Abu Dhabi market after discussions with the tourism body about the need for more affordable accommodation.
“We’re overachieving our expectations. The rooms in January have been very strong, and we’re really pleased with the sign so far for the next few months,” Bleakley said.
He added, “Abu Dhabi is always compared with Dubai, but Abu Dhabi is now a very strong market, and has really established itself as its own unique market. We’ve seen occupancies grow over the last 18 months in the four-star market very strongly.”
Bleakley expected to see growth in room rates as a result of increased demand.
As for guest demographic, the largest overseas markets were the US, Europe (particularly the UK and Germany), and the GCC, with many guests visiting for business.
Christopher Hewett, senior consultant at TRI Hospitality Consulting, said there was significant demand for four-star property in the UAE, adding that an average occupancy of 65 per cent in the year was “very achievable.”
“[Four-star properties] are more resistant to fluctuations in the market when it comes to average rates. They certainly are able to be more flexible in their rate positioning in order to maintain demand, and they provide an affordable quality product that is certainly needed in the market,” he said.
Hewett added that the launch of the first Marriott in Abu Dhabi could open doors for more brands to enter the market, as chains look to expand their footprint into the emirate.
Though the Abu Dhabi market is continuing to see increased supply of rooms, Hewett said that if demand continues to grow at the rate that it currently is, the market will be able to support new properties.
Courtyard by Marriott is part of the World Trade Centre development by Aldar Properties that includes Abu Dhabi’s tallest tower, and a mall. Marriott’s Bleakley said the hotel’s downtown location was part of its selling points.
Though Marriott International operates the Ritz-Carlton hotels, which have presence in Abu Dhabi, the Marriott brand is marking its first hotel in the emirate with Courtyard by Marriott.
The Marriott is also expected to bring up to five properties into Abu Dhabi in the next five years as part of its expansion plans in the Middle East.
“The next properties to open will be the Marriott Abu Dhabi, which is going to open on Airport Road as a full-service hotel; and a Marriott Executive Apartments, which is our long-stay product,” Bleakley said.
The 314-room hotel is set to open in 2016. The chain will also open a 244-room Edition Hotel in the emirate, marking its Middle East debut.
