Priyanka Saxena Ray
How has the year 2023 been in terms of business for Rove Hotels? Have the occupancy levels crossed the 2019 mark and what are you set target for the current year?
In 2023, Rove Hotels achieved outstanding results, making it our most successful year commercially. We experienced very high occupancy levels and rates due to the rise in visitors to Dubai and major global events, such as COP28. Furthermore, the successful debut of Rove Home, our recently launched branded residences, with two completely sold out projects, gave us an important boost, enabling us to significantly surpass our yearly commercial targets.
Dubai is a favoured destination for India Outbound. Over the last couple of years, what kind of change have you seen in the visitor profile – demands / preferences of the Indian travellers staying at Rove?
For the Indian audience, Rove Hotels has always had a wide appeal across segments thanks to the quality of offerings provided at great value. Additionally, Rove’s fuss-free approach to hospitality and our central locations in the city fit very well with what Indian travellers are looking for.Some of the Rove Hotels are in areas that are particularly popular with Indian visitors such as Rove Deira City Centre, Rove Healthcare City and Rove at The Park in Dubai Parks and Resorts.
In the last couple of years, we’ve seen a significant increase in demand for more central locations like Downtown Dubai or City Walk. Furthermore, this type of traveller seeks different type of experiences, prioritising modern amenities, eco-conscious practices, and immersive local experiences while still maintaining great value for money.
Can you please share some details about your expansion plans / renovations / new additions in the near future?
We’re thrilled about our expansion plans for the near future. Later this year we will be opening Rove Al Marjan Island, our first hotel in Ras Al Khaimah and we have received lots of interest from other markets across the region and beyond. As such, it is our aim to grow our presence within the Middle East over the next five years by expanding our offering to 10,000 hotel rooms.
In addition to our hotel expansion, we’re also venturing into the residential market with the successful launch of Rove Home, our branded residences concept. Our first two projects – Rove Home Aljada and Rove Home in Downtown Dubai – sold out in record time, and we’re now looking for more opportunities to establish a strong foothold in the residential property market.
Our expansion isn’t just about growing numbers; it’s about fostering connections, creating memories, and celebrating the art of exploration. We’re excited to take our unique lifestyle hospitality concept to many other destinations across the Middle East.
How fruitful is participating at exhibitions such as ATM for your hospitality brand?
Participating in exhibitions like ATM (Arabian Travel Market) proves highly fruitful for our hospitality brand. It provides a platform to showcase our unique offerings, network with industry leaders, and forge valuable partnerships. These events amplify brand visibility, attract potential guests, and foster business growth opportunities. Additionally, they offer insights into market trends and competitor strategies, enabling us to refine our approach and stay ahead in the dynamic hospitality landscape.
This year, apart from the main Rove stand we will also have a booth at Ras Al Khaimah Tourism’s stand to present our upcoming Rove Al Marjan Island, which will open before end of the year, giving us an opportunity to introduce the Rove brand to a new audience.
Are there any sustainable measures that you are undertaking?
At Rove, we are committed to sustainable operations and have been working hard for the past few years to achieve a net-positive impact on the environment. We are proud to announce our latest achievement: the removal of single-use plastic bottles from all our hotels. We have replaced them with refillable glass bottles in all our rooms, restaurants, and meeting spaces.
In addition to this, we have taken many other initiatives to reduce our environmental footprint, such as using 100% sustainable amenities, installing solar panels and LED lights across all our hotels, and implementing waste segregation and recycling processes. We have also put a special focus on reducing food waste in our restaurants. Our initiatives encourage mindful eating and the use of technology to track our purchasing and wastage patterns.
Thanks to these practices, all our properties are Green Key certified, and most of them have received the Gold or Silver Sustainability Stamp issued by DET. We are proud of our ongoing efforts to minimize our environmental impact and promote sustainable practices within the hospitality industry.
Which are your top 5 markets and what kind of marketing and promotional strategy would you be adopting this year to market your hotels?
Our top 5 markets are UAE, Saudi, India, Russia and the UK. We will tailor strategies to each market’s unique preferences and trends to effectively market our hotels this year.
Is there any more information that you would like to share with us?
We are thrilled about the opportunities that 2024 brings. With an amazing first quarter and the launch of numerous new properties such as Rove Al Marjan Island- our inaugural hotel beyond Dubai- and several Rove Home branded residences, we are confident that this year will be another milestone for us.
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