Rotana Hotels & resorts - Background
Rotana Hotels and Resorts are the largest hospitality owner and management group in the Middle East with over 43 current properties and set to manage over 90 properties over the next few years. Rotana properties are primarily five star, four star, serviced apartments and Shariah compliant hotels.
The challenge Rotana faced was two fold: on the one hand the aggressive growth strategy they intended was not aligned with the manner in which their brands were structured and marketed. On the other hand, the name Rotana is also being used by a very successful TV channel that is not very culturally sensitive in more conservative Gulf countries, which was causing both confusion and negative perception towards the Hotel group. FITCH was approached to solve both issues.