In the heart of the newest BlueBay Hotels opening, Jamal Satli Iglesias sits down to talk to Lookout Pro about the opening of the new Blue Diamond AlSalam Resort 5*GL hotel in Fujairah (United Arab Emirates).
The company is the most prominent Spanish hotel chain in the region, where it has held a presence since 2012 and has recently strengthened its leadership position in the Middle East with the opening of a luxury beachfront resort.
LOOKOUT PRO: The Blue Diamond AlSalam Resort 5*GL has just opened its doors in Fujairah. What does this opening mean for the area?
JAMAL SATLI IGLESIAS: The Blue Diamond AlSalam Resort 5*GL in Fujairah (United Arab Emirates) is the company’s first opening in 2019, reinforcing our leadership position in the Middle East, where we continue to be the most prominent Spanish hotel chain.
The hotel has only been partially open for a month and is already one of the leading hotels in the city. This large hotel offers a wide range of commodities for all guests, whether travelling for business or a family getaway. Here, guests can enjoy spacious bedrooms, restaurants, swimming pools, a private beach, spa and conference rooms.
LOOKOUT PRO: What does Fujairah offer as a tourist destination?
JAMAL SATLI IGLESIAS: Just one hour from Dubai International Airport, this city retains the luxury of the capital city but offers a more peaceful and exclusive stay to tourists. It’s also ideal for nature lovers, as its mountains and surrounding areas are perfect for the practice of all kinds of outdoor sports.
Fujairah is located on the Gulf of Oman and is one of the most beautiful areas in the United Arab Emirates. This emirate city boasts various mountains, green valleys, gardens and fantastic beaches. Its historical significance, strategic positioning and exceptional weather conditions make it ideal for tourism.
But I must stress that Fujairah is much more than a beach destination. Other ‘must-see’ attractions include the Sheikh Zayed Mosque, which is the second biggest in the country and can hold up to 32,000 worshippers, and Fujairah Fort, which is the oldest fort in the UAE and has been the coastline’s most important defensive structure for centuries. Nearby, tourists are also able to visit the Heritage Village: a series of restored houses depicting how people used to live in the area. The Al-Hayl Castle or the Fujairah Museum are also recommended visits, with the latter exhibiting a magnificent collection of Bronze Age items.
LOOKOUT PRO: What can guests at the Blue Diamond AlSalam Resort 5*GL expect from their stay?
JAMAL SATLI IGLESIAS: The Blue Diamond AlSalam Resort 5*GL is located on the shores of the Fujairah coastline. Stays at the Blue Diamond AlSalam Resort 5*GL offer contemporary luxury experiences, guaranteed through a harmonious fusion with natural elements.
The resort has 377 bedrooms and suites. In terms of eating options, guests can choose from a series of restaurants including the BlueBay Gourmet a la Carte restaurant and the Beach Club. The hotel also boasts several other facilities, including a spa offering curative Asian ritual treatments, a gym, swimming pool area and function and conference rooms. There is also a large kids’ play area that meets their leisure requirements.
LOOKOUT PRO: What are the key points of BlueBay Hotels’ expansion plans?
JAMAL SATLI IGLESIAS: Our expansion is hugely dynamic, comprising the most important tourist areas such as the Caribbean, Europe, Latin America and the Middle East and North Africa (MENA). We are aiming to expand in the resorts in which tourist activity presents good growth opportunities while consolidating our presence in areas where we already provide accommodation options. We are very satisfied with our penetration of new markets, where we have even managed to demonstrate pioneering qualities (compared to other Spanish hotel chains).
The group’s strategic growth lines have been established until 2020, focusing on new expanding markets, capital investment in facilities, the opening of new business lines and a new website. The hotel group currently accommodates for 26,071 guests, with 61 hotels in 41 different destinations spread across 16 countries. We want our services and facilities to meet the expectations of our guests, offering them modern and cutting-edge spaces in which they can enjoy their stay, offering them an even more appealing tourist experience and increasing the chances of retaining their services.
LOOKOUT PRO: How important is the Middle East market for the chain?
JAMAL SATLI IGLESIAS: MENA (Middle East and North Africa) is a very important market for our chain, where we also have other hotels. We have an office in Dubai, which is where I live, as we hope this strategic location will allow us to boost tourism in the other Middle East and North African countries in which we are present. We also aim to continue operating in the United Arab Emirates, where we wish to continue exploring growth opportunities.
LOOKOUT PRO: What uncertainties are faced by the international hotel market?
JAMAL SATLI IGLESIAS: We can be sure of one thing: any company that fails to accept that new technologies will force them to innovate are sure to lose their ability to compete. New technologies have led to changes in consumer habits, which are critical on a management level. New actors have emerged, such as online travel agencies, low-cost airlines, metasearch engines and travel communities.
Online reservations are now increasingly common, with guests already starting to make reservations from their mobile phones, which will be the next challenge faced by the sector. These developments force our sector to adapt and innovate so that we don’t become less appealing for tourists. We need to make ourselves accessible for the client via contemporary channels and be sure to innovate.
We need to innovate with a different management style which is more adaptive, transversal, social, global and accessible, as these are those which will survive in the future of the tourism industry. Tourist companies cannot let the innovation loop get away from us, as failure to adapt to change is a leading reason for the disappearance of so many companies.
