Award-winning Fraser enters the Middle East market



Award-winning Fraser enters the Middle East market

Fraser, a brand of gold-standard serviced residences with successes from London and Paris to China and Singapore, today signed a contract to set up its first property in the United Arab Emirates with conglomerate Ali & Sons Co LLC.

This property, to be open in 2007, will be best-of-class and the service residence offer unparalleled hospitality.

The contract for technical services during the development phase, as well as management services of the completed serviced residence, was signed today between Chairman of Ali & Sons, His Excellency Ali Bin Khalfan Al Mutawa Al Dhahry, and Chief Operating Officer of Fraser Serviced Residences, Mr Choe Peng Sum (Family name: Choe). The former Prime Minister of Singapore, and currently the Senior Minister, Mr Goh Chok Tong (Family name: Goh) presided over the contract signing.

The project is a mixed-use development with office and retail space as well as 21 floors of serviced residences and will be situated on Sheikh Zahed Road at Dubai Internet City.
'We want to match a superb location with a mix of superb facilities, so we decided to appoint Fraser which has won numerous awards internationally for its service quality,' said HE Ali Bin Khalfan Al Mutawa Al Dhahry.
'Fraser is new in the Middle East but they have what matters most in our market: unparalleled quality and a philosophy of hospitality that is very Middle Eastern.'

The serviced residence will be named Fraser Suites Dubai Internet City.

'We wanted to build something iconic, something that would stand out even in a city like Dubai with its many beautiful and unique landmarks. We also wanted the experience in this place to be special. Memorable. So we talked to Fraser who have had an excellent track record,' His Excellency said.

Mr Choe of Fraser explains: 'Our promise to offer a level of hospitality that you would expect when you visit someone at his home. Fraser is home for our guests.

Among the unique suite of services Fraser offers is a programme of activities and recreation for family members, and customisable packages to meet the needs of every guest. For example, one of the bedrooms can be converted into a home-entertainment centre, or outfitted into a home office.

'As a serviced residence, Fraser targets travellers on extended stay - anything from a week and longer,' said Mr Choe. 'We offer much more than a hotel room. We offer a home away from home, with living room, kitchen and bedrooms. More than this though is the service. We try to make every guest feel at home with programmes for spouses and family, and that intangible personal touch. With the space, customizable packages and a personal touch in hospitality, we have built up a strong following.'

As a result, Fraser has won several awards in the countries that it operates in. (Awards listed below). More important, guests keep coming back. Occupancy of Fraser properties worldwide is very high; over 90 per cent in competitive markets like London, Paris and Singapore. Fraser Suites Dubai will be able to tap on this, being a financial centre of the same standing. Fraser guests from London, Paris and Singapore - as well as in the other locations internationally - will find the same standard of hospitality at Dubai.

In fact they will find even more special touches. 'Dubai is known for its superlative efforts in class-topping infrastructure and building projects,' said Mr Choe.

'Fraser Suites will be a defining flagship for Fraser in the United Arab Emirates and the Middle East. We are working with architects of the entire complex, the Singapore-based RSP Group, to create something worthy of this ultra-modern metropolis.'

Fraser Suites will have 158 generously sized apartments and penthouses, which will take up the 23rd to the 44th floors of the mixed-use development.

Each apartment will be outfitted with top-of-the line facilities. Besides broadband Internet connectivity, a full-function entertainment centre, and comprehensive kitchen complete with crockery unique to the property, each apartment will also have a walk-in wardrobe and rain shower with teak bench for a unique experience even in this most private space.

In terms of facilities, the property will have all the features that have become a Fraser hallmark, and then some. Fraser Suites will have a Fraser Kids' Club with play and recreation facilities, as well as swimming pool, fitness centre and games courts. There will also be a recreation and programmes calendar to keep the entire family happy.

Annually, the properties under Fraser management combined represent a turnover of over AED200 million.

Ali & Sons, one of the leading companies in the oil and gas, and water and power sectors in the UAE, is highly diversified with businesses in car distribution, jewellery, property and retailing.