UAE hotel brand Rove Hotels has set its sights on an ambitious goal – to have 10,000 rooms in its network within the next five years. The brand, which operates in prime locations such as Downtown Dubai and the Expo site, also plans to double its staff levels to over 1,500. According to Paul Bridger, Chief Operating Officer of Rove Hotels, the company believes it can achieve these targets. While the focus in the GCC region is primarily on luxury hotels, Rove sees significant potential in the mid-scale category. Bridger states that Dubai and the UAE have a reputation for embracing new concepts and leaving room for fresh brands.
Rove Hotels had a successful year in 2022 and experienced high occupancy levels, averaging 90% during peak seasons. The group currently has 3,500 rooms open and another 2,000 under development. The company forecasts double-digit growth year-on-year. While Rove is primarily focused on openings in the UAE and Saudi Arabia, it is also considering projects in Oman and other GCC countries. Bridger believes there is an opportunity for Rove Hotels in secondary cities that may not be able to support luxury hotels.
In terms of upcoming openings, Rove has a hotel planned for Marjan Island in Ras Al Khaimah in March 2024, and 300 hotel rooms and 177 residences are under development in Sharjah. The Middle East hotel market has been performing strongly this year, with high occupancy rates, revenue per available room (RevPar), and average room rates.
Rove Hotels made its entry into Dubai’s residential real estate market in September with Rove Home Downtown. The initial batch of branded residences sold out within six days, and a second offering has been unveiled in Sharjah’s Aljada master-development. Bridger states that between 700 and 800 residences have been sold to date, with plans for 1,500 units. Rove Hotels saw a gap in the market for individuals who desire an excellent location, top-notch facilities, and quality service without the need for a luxury product.
The group anticipates significant expansion driven by the growing number of leisure and business travelers, including digital nomads. Rove Hotels aims to create vibrant community hubs that foster work, social interaction, and leisure. This is exemplified through the launch of Rove’s podcast studio, collaboration with Nikon for a photo and video studio, and the creation of the Rove Gamer Caves, the first hotel rooms in the Middle East specifically designed for gamers. Bridger believes that mixed-use projects that integrate living, working, and leisure experiences will continue to be a trend in the future.
To support its expansion plans, Rove Hotels aims to double its direct employee numbers from around 700 to over 1,500. The company will focus on operational roles while also placing a significant emphasis on supporting local employees, particularly in the UAE and Saudi Arabia, where national employment is prioritized.
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