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Accor Will Debut in the Middle East with Adagio Brand

Accor will open its first property under the Adagio brand that is intended for travellers seeking long-term stay. This will be Abu Dhabi accommodation, which is scheduled for opening in 2012.

This opening is the part of the ambitious plan of Accor. The company wants to have 80 properties under this brand by 2014. The hotelier plans to open accommodations in Europe, Africa and the Middle East. 10 properties from these 80 will be opened in the Middle East in 2012. The first one will be the accommodation in Abu Dhabi. A hotel in Saudi Arabia will be opened a bit later.

The Paris-based hotelier wants to expand this middle-class brand as well as other brands from the Accor’s portfolio. The company plans to open 73 hotels in total in the Middle East and North Africa within next three years. This will add over 17 thousands of guestrooms to the portfolio of the hotelier. 11 properties will be opened in the UAE. Among them will be 5 hotels in Abu Dhabi, 4 hotels in Dubai and 2 hotels in Fujairah.

By the way, Adagio is the only mid-scale brand brought by Accor to the Middle East. All other hotels will be opened under upscale brands. As Christophe Landais, the managing director of Accor Middle East, says, low-cost and economic hotels are very popular in Europe and the United States, but in the Middle East visitors are more about luxury.

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