Luxury has a new address

BurJuman Arjaan by Rotana is set amidst the historical district of Bur Dubai and surrounded by rich culture and heritage. The apartment hotel is part of a multifunctional complex that includes a shopping mall and an upscale office tower. Ullrich Hoffmeister, General Manager, BurJuman Arjaan by Rotana – Dubai, shares more details.

Shehara Rizly

Standing tall and growing in demand every day, BurJuman Arjaan by Rotana – Dubai is housed in a multi-purpose complex offering a residential and business tower with a comprehensive shopping mall that stores all leading international brands. The hotel is a concept of all suites and apartments fully equipped with kitchen, cooking essentials, washing machine, dryer and refrigerators.
The property is located minutes away from the consular district, corporate street or more rightly bank street which has the key international banks, schools, the historical or heritage sites of Dubai such as the gold souk and creek. Hoffmeister adds, “We have a number of corporate long-stay guests who prefer this property as it has all the conveniences within a five to 10-minute radius. For those who prefer to race against the traffic to get to the business or leisure destinations, the entrance leading to the metro is a quick way to discover the beautiful metropolis.”

Home away from home
The property boasts of 148 suites equipped with modern amenities that will have everything one could find at home, informs Hoffmeister. “It ushers in a sense of personalisation for both leisure and corporate travellers. Creating a stay that can be considered a perfect ‘home away from home’ is quite a challenge especially as Dubai enjoys a very diverse offering of beautiful rooms, suites and apartments for any tourist. What stands out at BurJuman Arjaan by Rotana is the fact that it has perfect spaces that can really provide the concept to all guests not merely by offering the space but also the exceptional service,” he shares.

Demand for key markets
Dubai used to be a seasonal touristic destination with a large influx of tourists especially during the winters. Today, due to the many efforts by Dubai Tourism and Commerce Marketing and the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, it has become an all-year destination for tourists. “India remains the number one market for Dubai over the past many years and the property does receive quite a good footfall from this source market due to its close proximity to the popular Meena Bazaar. It’s a location convenient for both business and leisure,” Hoffmeister states.
“The key market for these apartments are GCC families, especially Saudi Arabia who tend to spend their summers for a few days or even weeks. The European market is also increasing,” he adds. With the structure of the hotel as a deluxe apartment, majority of the bookings received are from the corporate segment and those who are staying long-term to make a home away from home concept where guests can cook their own food.

Behind the scenes
In today’s context, traditional travel agents and tour operators to the more recent online travel agents comprise a considerable part of obtaining business for the properties. As Dubai has a considerable amount of hotel rooms which has gone way above 100,000 rooms to be filled on a daily basis, these agents are the core to providing the business required by any property or destination. Hoffmeister reiterates, “No hotel or tourism operator can work without agents. We see them as partners and these are relationships that have been nurtured for quite a while for over 25 years as there is a lot of mutual support.”