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Form Hotels, Smartotels' new lifestyle and connected brand

The hotel group announces the launch of an upscale and technology-driven hotel brand: Form Hotel. A first unit is currently under construction in Dubai and will be operated under this brand. It should welcome its first clients in 2018. It will have its own innovative operating system to ensure operational efficiency, reducing labor costs by 30%, and resulting in an increase in Gross Operating Profit (GOP) margins of between 7.5% and 10.0%

Smartotels’ new upscale and lifestyle brand offers business and leisure travelers a disruptive concept, focused on new technology. The group has also developed a proprietary application in cooperation with MKG Consulting. This system makes it possible to offer flexible services to clientele, who benefit from an “on demand” offer that is adapted to its needs. This would ensure operational efficiency and seamless delivery of services to FORM’s guests. This application reduces labor costs by 30% as compared to a typical upscale hotel.

On this occasion, Taek M Daouk, Founder and Managing Partner of the group, declared: “Today’s guests should no longer be targeted by demographic groupings, such as the millennial or Generation-X –Y -Z, etc., but by their consumer behavior. At FORM Hotel, we focus on the hyper-connected, the hybrid consumers and the bargain hunters.”

The first hotel operated under this brand is developed in cooperation with the UAE-based company: Dubai Contracting Company. Currently under construction, the hotel will open its doors in 2018 in the newly-extended Dubai Creek in Al Jaddaf. It will offer 143 keys, a restaurant, a technology-focused boardroom, a swimming pool and a fitness center on the roof.

Smartotels Hospitality International is an UAE-based group that concentrates its development in the country. The group has a strong pipeline in the region and wants to reach a portfolio of 26 units by 2026. Hotels are under development in Nigeria, Morocco, Kenya, Turkey and Saudi Arabia. 

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