Smartotels has announced its technology driven flagship brand called Form will be based in Dubai.
The “disruptive upscale hotel brand” will be based in Dubai Creek at Al Jaddaf and will have 143 keys.
Smartotels Hospitality International LLC’s Founder and Managing Partner, Tarek M. Daouk, launching the project at the GIOHIS Summit in Yas Island, Abu Dhabi, 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.”
He added that the new brand will “provide guests with everything they value and nothing they don’t”.
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Daouk added that it is essential to provide customers with a service that’s based on their consumer behaviour rather than using such terms as millenilals or belonging to Generation X, Y or Z. At Form, he said, the focus will be on the hyper-connected, hybrid consumers and bargain hunters.
Form Hotel is expected to be completed in the first quarter of 2018.
