Rotana has announced the opening of its fifth Centro by Rotana property in the UAE, Centro Capital Centre in Abu Dhabi, as it continues a concerted push into the mid-tier market across the Middle East and Africa.

The new hotel is located within the Capital Centre development in Abu Dhabi, a vibrant business and lifestyle destination featuring Abu Dhabi’s leading exhibition space ADNEC, a commercial zone, marina, bustling outdoor cafes, restaurants, retail outlets and premier residences.

The Capital Centre district will see the opening of three properties to be managed by Rotana, the first of which is Centro Capital Centre.

The second is Capital Centre Rotana, a four-star 300-room hotel, set to open in 2014, and the third is Capital Centre Arjaan by Rotana, a four-star 200-room hotel apartment property set to open in 2013.

The opening of the new property signals Rotana’s strong push into the burgeoning mid-tier market, with plans to open 25 ‘Centro Hotels by Rotana’ properties across the Middle East & Africa by 2014.

With the opening of Centro Capital Centre, Rotana now operates 1,464 rooms under the Centro brand, taking the total rooms managed by Rotana by the end of 2012 to more than 14,000.

The opening of Centro Capital Centre Rotana brings the company’s total room inventory in Abu Dhabi to 3,476.

The new Centro Capital Centro is the fifth Centro property to open in the UAE, following the opening of Centro Yas Island, Abu Dhabi in 2009, Centro Barsha, Dubai in 2010 and both Centro Sharjah and Centro Al Manhal, Abu Dhabi in 2011.

“The demand for affordable accommodation that offers comfort, functionality and style has never been stronger in the region. In recent years, Rotana recognised the arrival of a new generation of travellers, guests that expect the elegance and finesse of a five-star hotel but not its corresponding cost at the end of their stay.

“This is the category of guests that drove the conceptualisation of the Centro brand,” said Omer Kaddouri, executive vice president, Rotana, at the hotel’s opening.

“Through its unique holistic approach that encompasses cutting-edge architecture, dependable engineering and progressive interior design, LW Design Group helped Rotana realise its vision to create a brand that catered to guests looking for finesse and functionality at a great value price point.

Centro’s design flexibility allows for easy adaptation to a wide variety of cities, locations and plot sizes and we expect the success of the concept in the UAE to be mirrored across the region as the portfolio of Centro properties grows over the coming two years,” Kaddouri continued.

Rotana is considered the Middle East’s Leading Hotel Brand by the prestigious World Travel Awards.