Rotana hotels is unveiling a new brand aimed at the budget-conscious business traveller, Centro, by Rotana.

Centro by Rotana is departure from the group’s current brands, Rotana Hotels, Rotana Resorts and Rotana Suites which are predominantly five-star products with some at the four-star plus level. Rotana Hotels’ Centro brand will provide a three-star plus product for budget-conscious business travellers, currently an under-serviced, but expanding, market in the Middle-East. The group is planning to open its first two Centro properties in Dubai within 18 months and plans to open 25 of the brand in central business or commercial districts, within major cities across the region in the next five years.

Guestrooms will have the latest in-room technology from wireless connectivity to entertainment and personal amenities, innovatively styled bathrooms and strategically placed room lighting and controls.

Every Centro hotel will offer advanced business and meeting facilities along with wireless internet connectivity throughout the hotel. They will also feature a three-meal restaurant, a ‘deli’ style dining and take-away service, a bar, a well equipped gym and a swimming pool.

Daniel Hajjar, Corporate Vice President for Sales and Marketing, Rotana Hotels said “Business travel and accommodation for the budget conscious executive is an increasingly important market in the Middle East but remains grossly under-serviced. The Centro concept is specifically designed to cater to this rapidly expanding market. Appealing to large corporate entities, small and medium business owners, and even individual travellers, Centro is an ‘Essential Service’ hotel brand. With the Centro brand we are redefining the conventional concept of economical comfort and offering affordable superior class accommodation and hospitality.”

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