Smartotels launches its flagship brand: FORM Hotel

FORM Hotel, the upscale hotel brand in Smartotels Hospitality International’s portfolio, was launched at GIOHIS 2017 (Gulf & Indian Ocean Hotel Investors’ Summit) in the UAE. A pioneering ‘concept hotel’ brand, FORM offers business and leisure travelers accessible premium hotel fundamentals with the flexibility of add-on service and amenity features in a technologically-advanced, design-forward and socially-responsible environment.

FORM Hotel’s 143-key flagship property is being developed by Dubai Contracting Company (DCC), a world-class UAE-based contracting and development company with significant long-standing experience in hotel real estate, and designed with inimitable timeless elements and custom-designed furniture by Paris-based global architectural firm, Architecture-Studio, known for creating global landmarks such as the Arab World Institute in France and the National Theatre of Bahrain. FORM Hotel Dubai’s facilities will include an all-day dining lifestyle restaurant, a rooftop infinity pool, a fully-equipped rooftop gym, a specialized design boutique, and a technology-focused boardroom. The hotel is situated by the newly-extended Dubai creek in Al Jaddaf, a location rooted in tradition and evolving with the urban landscape of Dubai. FORM Hotel Dubai is located within close proximity and favourable accessibility to some of Dubai’s most famous landmarks and business and leisure destinations. Currently under construction, the hotel is expected to open in Q1 2018.

Smartotels Hospitality International LLC’s Founder and Managing Partner, Tarek M. Daouk said: “By offering a core hospitality experience with the flexibility of add-on service and amenity features, FORM Hotel will empower its guests to customize their journey. The hotel will benefit from an operating model that is engineered to drive strong returns to investors through an increased ability to control operating expenses by compressing fixed costs and exploiting variable costs”.

FORM Hotel has designed and developed a proprietary enterprise application system that ensures operational efficiency and seamlessness of service delivery to FORM’s guests. This application reduces labor costs by 30% as compared to a typical upscale hotel, resulting in an increase in Gross Operating Profit (GOP) margins of between 7.5% and 10.0%.