markeT waTch a desk at the front door. In several recent visits to the Kempinski property though, KRS – cosmetically at least – is about as far removed from this stereotype as it is possible to be. Let’s look at what lies beneath. “The challenge – other than actually running a property to the satisfaction of the guests – is to get the market here to understand how unique this product is – that it is a hotel and it is also a residence. It’s not a marketing boast to say we are unique in this market, and thus we need to position ourselves uniquely,” Atikkan explains. “We have one-, two- and three-bedroom suites here, as well as the Sky Villas [see ‘A Room With a View’, inset right], making 370 units in total, which are available for one night, 30 nights, 60 nights, two years... We’re less a traditional residence, more a long-stay hotel. This is what makes us different,” says Atikkan.
Marketing lines
The steady increase in commercial activity in Doha in general and West Bay in particular means that the typical residences client – the businessman – should be nearby and should be in numbers. Atikkan tells us that in terms of marketing the property, the USP is a simple one. “We say that to stay with us here is to get ‘a suite for the price of a hotel room’. Our core clientele falls into two main categories – businesspeople and families. The former are likely to be doing some work, making a ‘base’ for the duration of their stay. For them the 120 sq mt space of the split bedroom/living area is going to be advantageous, as is the fully-equipped kitchen in each unit and the real privacy that can be found here. “For this and other reasons, some of our guests do not wish to engage in the social scene that can be found in hotels which are geared towards shorter stays and more tourist-oriented traffic. We have one cafe bar and one restaurant whereas in a dedicated hotel you’d have a number of both. Our food and beverage operation is thus smaller but we do not compromise on quality, ever,” Atikkan asserts. “We’re doing well with weekend visitors from Arab countries because of the 86
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space in our units. A three-bedroom suite can provide accommodation for the parents, the children and a maid. We have a ‘Kids’ Club’ on the premises where parents can leave their children to go shopping or go out and know that their kids will be safe and entertained. There is also a health club and a pair of swimming pools on the premises.” The cost of the new building, its opulence and the 140 staff under Atikkan’s aegis makes for a considerable total investment by Al Fardan, and a challenge for Kempinski to make it pay. How are things progressing in that most vital of regards, the bottom line? “We’re still in the early stages. We have 30+ long-term bookings confirmed in three months and that is an achievement, especially opening during the summer,” she says. “The customers we hope to attract will ‘go shopping’ for the best if they are stay-
ing in Doha for a long time. The onus is on us to make sure that we become the ‘address’ that everyone knows. When they think residences, I want them to think Kempinski Doha.”
Top end bracket
“This residence should be seen as a status symbol. We are all working hard to make this happen. This is going to be a very successful property, a winner. I’m not just saying that, I know it. We are more expensive than the competition, but then we are at the top end of the market. We give the best. Everything is included. People have to see ‘value’ now more than ever and this is what we aim to provide,” Atikkan concludes. Kempinski aims to ‘double up’ in Doha with another Al Fardan-owned, Kempinski-branded property at the Pearl, scheduled for 2013 n
A room With A vieW Kempinski Residences & Suites opened its doors in June. The decision to debut at the start of the low season was, says Atikkan, a deliberate one and akin to a Ô soft launchÕ . Ò Opening in June gave us a few months to get things right before we get really busy,Ó she says. The building stands 62 storeys tall, with ‘double height’ floors available towards the top of the property. The top two floors, 61 and 62, hold a pair of vast suites, one facing the bay, the other the city. Work continues on the latter to complete what will presumably be the most expensive accommodation available at the residences, while the former is currently in temporary use as an entertainments venue for small gatherings. Seven-foot tall windows let the light flood in to an open-plan meeting space with 20-foot ceilings above. Needless to say, the views are pretty
sensational. Ò ItÕ s the ideal space for groups of 30, 40 people,Ó says Atikkan. Ò WeÕ re really happy with how the space has been utilised thus far and there has been a lot of interest from businesses in Doha. Ò Companies using the facility can utilise the reputation that comes with what will be the finest residences in the city, and Kempinski can also say: Ò look at which companies trust us to help deliver their messageÓ . We see a niche, and an opportunity to do something slightly different with this unique space,Ó Atikkan adds.
Qatar Today November 10
11/1/10 7:46:02 PM