One of the leading hotel chains in the Middle East with 31 properties, Rotana Hotels (HTR Dec 2004) has conceived a new hotel brand, Centro. Designed by LWD, Centro addresses the new generation of travellers, looking for style and functionality at reasonable rates. “Business travel and accommodation for the budget conscious executive is an increasingly important market in the Middle East but remains grossly under-serviced”, explained Selim El Zyr, President & CEO of Rotana Hotels. Centro is an “essential service” hotel brand, with a distinctive contemporary architecture and unique living space, which first unit property will open within 2 years in the Middle East. The 5- year plan prepares for 25 properties across the region, in the “centre”, as the name suggests, of a business or commercial district, primarily in the major cities across the Middle East.
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