Smartotels launches FORM Hotels brand

George Sell By George Sell
06 February 2017 | Updated 06 February 2017

UAE: Smartotels has launched its flagship brand at this week’s GIOHIS conference in Abu Dhabi.

UAE: Smartotels has launched its flagship brand at this week's GIOHIS conference in Abu Dhabi.

Described as "a disruptive upscale hotel brand designed to provide its guests with 'everything they value, nothing they don't'", FORM is a "technology-driven hotel brand focused on the human experience operating within a timelessly-designed environment".

Smartotels says it has designed and developed "a proprietary enterprise application system to ensure operational efficiency, reducing labour costs by 30 per cent, and resulting in an increase in gross operating profit (GOP) margins of between 7.5 and 10.0 per cent."

FORM Hotel's 143-key flagship property is being developed by Dubai Contracting Company (DCC), and designed by Paris-based global architectural firm Architecture-Studio.

FORM Hotel Dubai's facilities will include an all-day restaurant, a rooftop infinity pool, a rooftop gym and a technology-focused boardroom. The hotel is situated by the newly-extended Dubai creek in Al Jaddaf, and is expected to open in Q1 2018.

Smartotels Hospitality International LLC's founder and managing partner Tarek Daouk said: "By offering a core hospitality experience with the flexibility of add-on service and amenity features, FORM Hotel will empower its guests to customize their journey. 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."

"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 behaviour. At FORM Hotel, we focus on the hyper-connected, the hybrid consumers and the bargain hunters," he added.

FORM Hotel's five primary value propositions to its guests include a superior-quality luxury bed, a high-pressure shower, a seamless technology experience, free high-speed Wi-Fi, and a premium breakfast.

Guests will be able to select from a series of add-on service and amenity features such as turndown service, shoe shining, deluxe toiletries, bathrobes and a number of alternative offerings.

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.

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