Adina Apartment Hotels

www.adina.eu	www.medina.com.au	www.vibehotels.com.au	www.travelodge.com.au

The Challenge
I was approached by Adina Apartment Hotels which is the European brand for TOGA Hotels & Apartments. TOGA currently has 46 properties in Australia & New Zealand & are quickly establishing themselves in Central Europe with stylish properties in Berlin, Copenhagen & Budapest. By the end of 2009/10 Frankfurt & Hamburg will be added to these locations. They’ve chosen exceptional city locations & they’re apartments are both elegant whilst combining the comforts & amenities of home.  Adina realised that to compete in Europe they required a UK presence without having to make the UK sales trips themselves.

Our Solution
It is not cost or time effective to do make frequent trips to the UK & unless you’re working day to day in the UK hotel industry it’s impossible to keep up with contacts, changes & trends. Adina refers to RSH Hotel Consultancy as their London office & we help them to compete on a daily basis in a tough & competitive market.

We identified the potential of each property by matching them to our database of MICE agents & financial institutions. Berlin, Copenhagen & Budapest are excellent venues & locations for conferences & with the opening of the Frankfurt hotel we are already approaching our contacts in the financial sector to get the Adina Frankfurt into their preferred hotel programmes. We’ve also recognised that the excellent leisure facilities within each property (swimming pool, gym etc) & city centre location appeals to the weekend & leisure market. Our next objective is to help promote their up & coming locations whilst bearing in mind TOGA’s strength in the Australasian areas.

Jebel Ali International                www.jebelali-international.com

www.oasisbeachtower.com,   www.oasisbeachhotel.com

Luxury Hotels & Leisure in Dubai
Whether it is the sandy beaches of the Arabian Gulf, the rugged Hajar mountains of Hatta or smooth sailing along Dubai Creek that strikes your fancy, we are certain our clients Dubai portfolio will provide something that inspires both the excitement of new Dubai with the history and tradition of old Arabia.
Rooted in its rich Tradition of Hospitality and Excellence, Jebel Ali International Hotels has firmly established itself as one of the leading hospitality companies in the Middle East and offers the leisure, corporate and group traveller a range of exquisite luxury hotels in Dubai as well as a range of leisure options.
For a mountain retreat escape to the exquisite Hatta Fort Hotel, you can choose from an inspiring selection of unique properties and venues that emulate the ultimate in true Arabian hospitality.
Stay in the spacious serviced apartments at the stunning Oasis Beach Tower for a few days or even a year. www.oasisbeachtower.com
Embark on a journey of Arabian folklore at the Al Sahra Desert Resort, home to the spectacular outdoor Al Sahra Amphitheatre under Arabia's stars.
Cruise along the Dubai Creek onboard Bateaux Dubai, a glass enclosed floating vessel which provides an unusual & exceptional venue for dinners, corporate cruises & private charter. www.bateauxdubai.com
Within the 168 acre grounds is the Jebel Ali International Shooting Club with outdoor floodlit Trap, Skeet and sporting ranges as well as a Pistol and Archery range.
The Centre of Excellence comprises the Sports Academy and the Leadership Centre providing training and development for corporate businesses and sports clubs. The only centre of its kind in the UAE it has played host to a large percentage of the English Premiership Football Teams 
Palm Tree Court & Spa
The luxurious 5-star all suite Jebel Ali Golf Resort & Spa comprising both the Jebel Ali Hotel and Palm Tree Court & Spa. Located on the beachfront and surrounded by the golf course and tropical gardens a scenically stunning and a fair and exciting golf challenge. The Spa is a first class wellness facility; 900 square metres of luxurious treatment rooms, steam, sauna, showers and lounges and a deserving member of ‘Leading Spas of the World’ offering a range of 40 exhilarating treatments incorporating leading luxury European spa and skincare range Elemis.

The Challenge
To market Jebel Ali as a group to the Corporate & MICE companies within the UK. Therefore promoting all their facilities including conference rooms and venues in the incentives they have to offer.

Our Solution
We recognised that our clients’ strongest point is that being a true resort offering more than the traditionally held belief that Dubai is all about shopping & beach and thus satisfying the corporate and incentive traveller. With our vast database this ideal has been promoted to them .
The size of the resort had actually been hindering the promotion of the resort outside of the UAE but when we thoroughly researched the property we broke the resort down into sections.
Our UK corporate clients needed to be within easy reach of Jebel Ali free zone & Dubai Marina/Media City & Oasis Beach Towers, Palm Tree & Jebeli Ali Hotel all supplied that need.
Our MICE clients required something more & Hatta Fort has provided that little bit of vital difference; coupled together with Bateaux Dubai, Al Sahra Amphitheatre and all the facilities that Jebel Ali have to offer they have found an ideal solution to other offerings .
We’ve realised the potential for Al Sahara to become the ideal venue for incredible product launches and are promoting this initially to car & boat manufacturers but the list is endless.

City Life Hotels        www.citylifehotels.com           www.hotel57.com           www.ontheave-nyc.com

Past clients include City Life Hotels,  a luxe collection of urban style New York based Hotels; On the Ave Hotel and Hotel Fifty Seven. With the locations based from the Upper West Side and premier midtown Manhattan each of the three hotels were in areas saturated with a wide range of hotels catering to all tastes.

The Challenge
The brief/requirement for this small collection of urban style New York based hotels was primarily to establish a UK market for corporate stays whilst also increasing the leisure stays. Two of the  properties were newly refurbished, one of which was in the process of a complete rebuild and in its old incarnation had a very negative image.

Our Solution
RSH Hotel Consultancy  were  instrumental in building our client base and working closely with potential clients through the transition, reversing the negative perception. We created a UK corporate market for these hotels and increased all bookings. Establishing repeat corporate business stays for this client was essential and the hire of conference facilities at the hotel was also developed.  The contract with RSH only ended when the hotels were taken over by Marriott Hotels.

Derag Hotel and Living         www.deraghotels.de

A German based client with 15 hotels offering the traditional short stay in modern centrally located city hotels. Located in Germany’s prime business spots from Berlin, Weimar, Bonn, Frankfurt, Nurenburg, Munich and Wein. Serviced apartments are integrated into the hotel allowing an easy comfortable longer stay with all the services of a hotel on hand.  Grocery ordering, meals preparation and breakfast delivery available whilst having the option to use the hotel restaurant, sauna and fitness rooms and lots more besides without adding to your bill. Guests can stay free at weekends and the option to swap and stay in another Derag Hotel for a weekend break can be arranged at a reasonable rate.

As you would expect of a modern city hotel all properties have air conditioning, high speed internet, fax and laptop rental, secretarial services, and vast state of the art conference facilities to cater for every demanding business need.  These properties really lend themselves to the long stay business traveller, breaking the usual boredom and loneliness usually associated with long work contracts.

The Derag concept is ‘Your Home In a Hotel’

The Challenge
A wide brief; Derag Hotel & Living simply wanted a share of the UK corporate market.

Our Solution
We were delighted to take on the challenge of creating a UK corporate market to make use of these fantastic apartment hotels designed for business travellers. With many large trade shows taking place in Germany we first targeted corporate clients exhibiting there over the next eighteen months. We were also keen that the fantastic hotel conference facilities were utilised.
Different cultures have different systems &  trends which is something you always encounter when developing a UK corporate market abroad, the UK corporate market demand the highest levels of tailored service, relentless cost control & highly pro-active flexible hotel management.  We explained to our client how even something as simple as changing the way the VAT element was structured & displayed  for UK companies would enable them to be compete in master contracting.

Living Hotels         www.living-hotels.com

The Challenge
Creating a global brand for serviced apartments enabling hotels and operators to market and book extended stays. Meeting an increasing business demand which is currently difficult to source, apartments are hard to find locate and difficult to book in terms of rate structure/length of stay, terms and conditions, product and service levels and property information. Many one off properties agree to be part of anonymous apartment providers who merely list the property on a website offering no real marketing and no booking system.
A huge on-going project categorising this niche market, working with a GDS/internet booking platform offering worldwide selling opportunities to the entire range/class of apartments from apartment to luxury, business, boutique, golf and spa. Finally the product needed to be marketed, worldwide.

Our Solution
We worked with Utell Hotels and Resorts, the world’s largest hotel sales, marketing and distribution organization and sold the apartment booking concept. We needed to balance/juggle meeting the needs of our client, Living Hotels, whilst fitting the apartment scheme into today’s market, satisfying Utell, and understanding IT/technical  restrictions/implications.
Living Hotels has now become part of the Utell Collection, and has been tailored for the providers in the extended stay segment; properties known as ‘serviced apartments’ and ‘apart-hotels’.  An online GDS booking code and system has been created and staff trained ready to respond to apartments joining the group.

We were confident that the categorisation of the apartment industry would increase bookings and enable apartment providers to tap into new markets.

Saturating the market, starting with Europe and key serviced apartment providers. The solution will then be rolled out across America, Asia and the UK. Converting the London apartment market was always going to be our biggest challenge, having been saturated with sales approaches from existing apartment providers who made promises of marketing which resulted in merely featuring properties on websites.

Converting Utell members and selling the concept, encouraging them to work with Living Hotels. Utell will provide the expertise in GDS connectivity, and Living will supply the support in building up the brand awareness by training corporate agents, and contacting corporate companies direct, on behalf of apartment providers.