With The Chedi Al Bait, Sharjah driving traveler’s attention to the emirate with its international acclaim, HN had this exclusive talk with The Chedi Al Bait, Sharjah’s hotel manager, Nezha Aanou, to highlight the features of the property and discuss upcoming plans.
Tell us more about the property and what will make it stand out?
Launched in December 2018 as Al Bait Sharjah, the hotel quickly won critical acclaim and numerous awards. Under the management of GHM (General Hotel Management Ltd.), it was rebranded as The Chedi Al Bait, Sharjah, UAE in March 2020. The property is located 17 kilometres from Dubai International Airport in the UAE’s most ambitious historical restoration project known as Heart of Sharjah. The Emirati luxury hotel comprises a collection of historic manor houses with 53 guestrooms and suites, and delivers bespoke services where beauty, unparalleled hospitality and a sense of home become inseparable. The architecture and design sensitively reflect Arabic culture and blend harmoniously with the heritage buildings in the district.
What is your promise to the UAE market and how are you positioning your brand?
The Chedi Al Bait not only stands as Sharjah’s first luxury heritage hotel, it is also a new benchmark for the hospitality scene. An intimate offering with 53 well-appointed guestrooms, comprising eight different categories of rooms and suites, reflecting the destination’s charm with its Arabic influences, the hotel promises the most authentic stay for its guests. True to its name (which literally translated means ‘Home’), The Chedi Al Bait is not merely a luxury city hotel, it is a home away from home. Just as Sharjah’s ancient spice traders, sea voyagers and bedouins of yesteryears sought respite in the comfort and security of their nomadic enclaves, hotel guests will return to The Chedi Al Bait and be embraced as residents and family members at this ultimate sanctuary.
Which market segments you will be tackling and how?
Overall, the GCC is the main market segment focusing on people looking for staycation deals and quick getaway. The hotel also attracts a fair share of Asian, European market from Germany, France and Scandinavia. When international travel opens up, the focus will go back to International tourists as well who are looking for a more cultural experience.
What challenges are you anticipating? and do you believe it is the right time to kick off a luxury property while COVID-19 impact is still heavily felt?
Due to COVID-19, people are more cautious on their expenditures especially when it comes to holiday getaways. That in addition to the travel restrictions and health concerns is a huge challenge. It is never a wrong time to kick off a luxury property especially when their focus is not just on luxury but also on offering a cultural experience. The UAE is crowded with luxury properties but there are very few who offer the true authentic Arabian experience which travelers seek.
Where do you see the brand in the next five years? and do you have plans to expand further?
In the next five years, we see ourselves as the leading property in the UAE. Due to Dubai being a popular hotspot, Sharjah often gets missed out. Our aim is to make Sharjah one of the leading destinations in the UAE.
GHM is growing steadily with many new properties under development. These include The Chedi Khorfakkan, Sharjah, UAE, and The Chedi Katara Hotel & Resort, Doha, Qatar in the region.