Hilton Dubai Creek opens amid optimistic outlook

The tourism market might be a bit slow at the moment, but that has not dampened the sprits of the management at the new Hilton Dubai Creek.

At the opening yesterday, the management conveyed confidence that occupancy levels will nudge between 70 and 80 per cent.

While tourism levels to the region have dropped, the new hotel has no plans to lower room rates.

"Our room rates are generally positioned about 30 per cent higher than our direct competition, and this is because of the physical size of the rooms and our high standards," said Kees Hartzuiker, general manager, Hilton Dubai Jumeirah and Hilton Dubai Creek.

"We had launched our rate structure before September 11 and, now, we have no plans to adjust them. We are still quietly confident."

While the number of international travellers to the region may have slowed since the September 11 attacks on the U.S., many GCC residents are still moving around the Middle East frequently, pointed out Guy Epsom, regional director, sales and marketing, Arabian Peninsula, Hilton International.

This level of travel within the region has had a positive impact for Hilton hotels.

"Interestingly in the region we have not been terribly affected and in two or three hotels business has been better," said Epsom. "The only area that has been affected at the moment is international travel.

But Hilton International plans to take an active role in letting people know that Dubai is a safe destination by supporting Dubai Tourism and Commerce Marketing at the World Travel Market.

He added that some people have shied away from the area because of travel policies and a cutback of certain conferences.

"But with tourism, people are worried about getting on planes. We are here and know we are safe in Dubai because we live here. That is what we want to let other people know."

The 154-room hotel, owned by Abdullah Al Moosa's Arenco Real Estate, has a five-star rating.

"We are delighted with how the hotel has been received by the public so far. We wanted to offer something completely different for the Dubai market - a small discreet hotel in contemporary surroundings," he said.

The hotel was designed by Carlos Ott with Arenco Architects and Engineering Consultants. Its style is expected to appeal to the corporate sector, especially young executives.