FORM Hotel, A Member of Design Hotels and Marriott Bonvoy, Celebrates Its Fifth Anniversary and Climb To Success

Interview with Mr. Houssam Mansour, General Manager – FORM Hotel Dubia

Q1.What is the concept behind Design Hotels? Who is FORM Hotel?

Design Hotels is a hand-picked collection of boutique and design-driven luxury hotels across the globe. 

Design Hotels, a member of Marriott Bonvoy under the premium brand, boasts a remarkable portfolio of over 250 exquisitely designed hotels spanning the globe. More than a collection of hotels, the company is a collection of stories. Each property reflects the ideas of a visionary hotelier, an “Original,” someone with a passion for genuine hospitality, cultural authenticity, thought-provoking design and architecture.

In 2018, FORM Hotel opened its doors in the historical area of Al Jaddaf, a booming location despite being in the nascent stage of growth.  FORM Hotel, a 136-room boutique design hotel offers a unique experience to its guests. In 2022, FORM Hotel joined Marriott Bonvoy, the largest premium hotel brand in the world with a rewards program that allows all types of travellers to earn points and take advantage of the variety of benefits available. The hotel won two prestigious honours last year, International Travel Awards and World Luxury Awards.

Q2. Can you tell us about the Al Jaddaf area?

Al Jaddaf continues to be in its development phase, with numerous upcoming projects and ambitious plans aimed at further enhancing the area. Al Jaddaf boasts an impressive array of hotels and residential buildings, making it a vibrant and bustling hub for accommodation and housing. This cultural village is well connected to tourist attractions and entertaining places to visit such as Festival City and Old Dubai.

Architectural practice URB has unveiled its plans to develop the world’s largest Urban Tech District along the Al Jaddaf Creekside in Dubai. Al Jaddaf’s vision of sustainable practices with the project’s plans to use a host of ‘green’ programs and practices to achieve net-zero carbon goals.

The biggest development in the future of Al Jaddaf is the construction of UAE’s very first sustainable building and a fully solar-powered Dubai Electricity and Water Authority (DEWA) headquarters. Located in Al Jaddaf, you’ll find the renowned Al Jalila Children’s Specialty Hospital, the vibrant hub of visual arts at Al Jaddaf, and the prestigious Mohammed Bin Rashid Library, the largest library in Dubai. Al Jaddaf, a vibrant location in Dubai, offers a rich blend of cultural attractions such as Dubai Culture Village, Zabeel Stadium, Dubai Creek, the Floating Bridge, Dhow Wharfage, and Al Jaddaf Waterfront Sculpture Park, along with a range of luxurious hotels and resorts.

Q3. Can you explain the journey of FORM Hotel post Covid-19?

The hotel opened in 2018 and had to shut down during Covid-19.  As we reopened in 2021, our prime motto was to reposition ourselves as a top-tier boutique design hotel in the Al Jaddaf area. In 2022, the membership with Marriott Bonvoy under the premium brand category revolutionized the whole business. It helped us gain access to a vast network of loyal Marriott customers, frequent travelers and benefit from the established reputation and recognition associated with the Marriott brand. FORM Hotel witnessed a significant boost and achieved 95 percent occupancy to position itself as number 1 in occupancy and number 2 in RevPAR among its luxurious 4-star competitors.

Q4. What key factors have played a significant role in FORM Hotel’s success?

The success of FORM Hotel rests upon three solid pillars: visionary owners, a dedicated team and servant leadership, all of which have contributed to its remarkable achievements. Our owners have consistently provided unwavering and unconditional support, empowering us to make managerial decisions with confidence.FORM Hotel is blessed with a team of dedicated, highly motivated, committed and passionate professionals resulting in exceptional guest experience and service. Our commitment to servant leadership is reflected in the hands-on approach of our top management, who eschew bureaucracy and actively engage in every task, fostering a culture of direct involvement and proactive leadership.

Q5. How do Marriott Bonvoy’s affiliation and its focus on providing a premium brand experience under the luxury segment benefit its guests?

FORM Hotel became a part of Marriott Bonvoy as a premium brand in the category of luxury. FORM boutique hotel is of particular interest to members particularly ambassadors, titanium and platinum members of Marriott Bonvoy. Members earn 10 points for every $1 spent and enjoy numerous benefits including late checkout and complimentary breakfast, and room upgrades. In addition, we have noted that many of our Marriott Bonvoy members return to FORM Hotel because of the personalized service, coziness, comfort, and enhanced privacy measures.

Q6. Can you highlight your target audience?

Our target audience is split between our individual travellers who are booking directly through Marriott Bonvoy and online channels and the other fifty percent is coming from leisure and group bookings. Our part of sales comes from group bookings and this is because we are offering convenient services such as breakfast and half-board options, shuttle bus service to major malls, beaches, and tourist attractions and the “kids stay for free” policy designed to attract families and make their stay comfortable.

Q7. As a seasoned hotelier, what is the positive outlook on Dubai’s future hospitality scene?

Dubai has consistently excelled in maintaining high occupancy rates, with its vibrant hospitality scene continually thriving and regularly hosting major exhibitions of international significance. Dubai is a renowned global destination and attracts a large number of leisure and business travelers. The city’s infrastructure, attractions, and connectivity make it an appealing choice for visitors. Additionally, as Al Jaddaf, a prominent area in Dubai, undergoes full development, it is expected to bring in new hotels and attractions, increasing the overall demand for accommodations. This surge in demand is likely to positively impact the average room rate as competition intensifies. Furthermore, I believe that once Al Jaddaf is fully developed, the enhanced offerings and amenities in the area will attract a diverse range of guests, including luxury travelers, leading to improved owner profitability.

Q8. As General Manager with experience in both big and small hotels, what are the notable differences?

Regardless of size, my job is to ensure guest satisfaction, maintain high service standards, effective resource management, and drive profitability. Managing big hotels involves overseeing multiple departments, coordinating complex operations, and managing a diverse workforce due to their larger scale, extensive facilities, and higher guest volume. In contrast, managing small hotels is more hands-on with a smaller staff team and a focused range of services. Decision-making in big hotels follows structured protocols, while small hotels offer greater flexibility for General Manager to make quick and direct decisions.

Q9. What makes you strongly believe in Design Hotels slogan “Made by originals”?

I embraced the slogan “Made by originals” because we believe we are the originals, following the basics of hospitality and believe in hands-on servant leadership. We remain steadfast in excelling as a design hotel and maintaining originality. Every aspect, from the architecture to the interior decor, is meticulously designed to reflect a unique and contemporary style.

Q10.  What is your outlook for 2023?

As the General Manager of FORM Hotel, I am optimistic about the outlook for 2023. We anticipate a significant improvement in occupancy compared to 2022, aiming to maintain and sustain a high occupancy rate throughout the year. Additionally, we expect an increase in room rates, primarily driven by major events like COP 28, the environmental conference at the Expo, which will attract a substantial number of visitors. Being located at the center of such global events, we truly feel like the “center of the universe.”

Our consistent year-on-year growth trajectory is set to continue, with a focus on maintaining an impressive occupancy rate of 95 percent. While we plan for a slight increase in room rates, we believe it will be well received by our guests due to the exceptional experiences we provide.

We have high expectations for a booming fourth quarter as we capitalize on the influx of guests attending the major events happening during that period. These events will undoubtedly contribute to the overall success of our hotel, leading to a great climb in performance and guest satisfaction. We are excited about the opportunities that lie ahead and are confident that 2023 will be a remarkable year for FORM Hotel.