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Gold Swiss-Belhotel Dubai shares brand insight

Gold Swiss-Belhotel Dubai shares brand insight

Gold Swiss-Belhotel Dubai is poised to open later this summer and will add 184 rooms/suites to the deluxe four star hotel segment in the bustling Emirate.  In an effort to raise awareness of the Hong Kong headquartered hotel group, General Manager, Mr Nils Rothbarth shares details of the brand, starting with the logo.

“As we approach the hotel opening we are actively sharing brand insights with the travel trade for a better understanding of the core values of Swiss-Belhotel which is a relatively new player in the region.  The Dubai property will be the first for the group in the United Arab Emirates.” he said.

The logo philosophy reflects passion and professionalism.

Swiss – the Professionalism; Switzerland is regarded as a world leader in terms of hotel management and hospitality.

Belhotel – the Passion; Belhotel means beautiful hotel.  The goal is to create hotels as a beautiful environment. 


The national colours of Switzerland, red and white, were specifically chosen for the logo.  As an Asia-based international hotel management company, Red is a traditional Chinese colour representing success, prosperity and happiness.

Over the past 21 years the Swiss-Belhotel International brand has evolved into the following sub brands:  Swiss-Belhotel (4/5 star brand); Swiss-Inn (3 star brand) and Swiss-Express (2 star brand).

All hotels carrying the Swiss-Belhotel brand are star-rated, feature meeting and conference space, food and beverage outlets, are situated in special locations with a great sense of place and easy access, make special effort to embrace the local culture and offer special guest services including spa/wellness facilities. 

Rothbarth explains that the guiding principles and core values for the team at the new hotel are derived from a group level and include a vision to be a leading international hotel where professionalism, service and commitment to excellence is the priority.

“We will achieve our vision as a team through anticipating, satisfying and exceeding the needs of our guests.”  he said.

Rothbarth believes all hotels need to have clear values to guide team members in their day to day activities with both internal and external customers. 

“If we can ‘live’ the six core values consistently as opposed to just memorising them for the sake of training sessions, we will find it so much easier to exceed the needs of our guests.  The secret is getting a multi-cultural team to fully understand the values and how to apply them to their role.” he said.

Swiss-Belhotel International manages hotels in Australia, China, Vietnam, Philippines, Indonesia, Kuwait and Oman.  The group also has a Middle East development office located in Dubai, United Arab Emirates.