Smartotels launches UAE flagship brand
Currently being developed by Dubai Contracting Company, FORM Hotel is Smartotels’ 143-key flagship property that will offer a novel customisable experience for those travelling to Dubai.
A pioneering ‘concept hotel’ brand, FORM will offer business and leisure tourists premium hotel fundamentals with the flexibility of add-on services and amenity features in a technologically-advanced, design-forward environment.
“By offering a core hospitality experience with the flexibility of add-on service and amenity features, FORM Hotel will empower its guests to customise their journey,” said Smartotels founder and managing partner, Tarek Daouk. “The hotel will benefit from an operating model that is engineered to drive strong returns to investors through an increased ability to control operating expenses by compressing fixed costs and exploiting variable costs.”
To be filled with custom-designed furniture supplied by Paris-based Architecture-Studio, FORM Hotel’s facilities will include an all-day dining restaurant, a rooftop infinity pool, a fully-equipped rooftop gym, a specialised design boutique, and a tech-supported boardroom.
Located near the newly extended Dubai Creek in Al Jaddaf, the hotel’s architectural design takes cues from its environment and contributes to the evolving urban landscape with its minimal and contemporary appearance.
Breaking away from traditional hospitality concepts, FORM Hotel looks to introduce the new operating model with hopes of attending to today’s ‘novel customer’.
“Today’s guests shouldn’t be targeted by demographic groupings,” said Daouk, “such as the ‘Millennial’ or ‘Generation X, Y or Z’, but by their consumer behaviour.”
The hotel’s primary value propositions include luxury bedding, a high-pressure shower, a seamless technology experience, free high-speed Wi-Fi and a premium breakfast. But hotel guests will be able to select from a range of other features to add on to their stay, including turndown service, shoe shining, deluxe toiletries, plush bathrobes and more.
With completion for FORM expected for the first quarter of 2018, its enterprise application system ensures operational efficiency, said Smartotels, and high-quality service delivery. The application also reduces labour costs by 30 percent as compared to a typical upscale hotel, which results in an increase in GOP margins of up to 10 percent.
Smartotels Hospitality International is currently focused on the UAE with an active pipeline of purpose-built assets and plans to grow its portfolio of lodging brands to 25 properties by 2026, through a combination of management contracts, franchise agreements, property leases and hybrid contracts.
DesignMENA recently reported on the new Albatar flagship store in Abu Dhabi by Brand Creative. Read about it here.