Accelerating Growth: Egypt Figures Prominently In Radisson Hotel Group's MENA Expansion Plans The Radisson Hotel Group has managed to make its presence felt in the region by demonstrating year-on-year growth in market share and profitability.

With over 90 hotels in operation or under construction for the Middle East and North Africa, the Radisson Hotel Group has managed to make its presence felt in the region by demonstrating year-on-year growth in market share and profitability, despite the recent difficult market conditions. "We have accelerated our critical mass strategy in key markets across the region, especially in key capital cities in which we operate," says Ramsay Rankoussi, Vice President, Business Development – Middle East, North Africa, and Turkey, Radisson Hotel Group. "The aim is to translate our presence into operational efficiencies through clustering opportunities and economies of scale. Our growth journey is interlinked with that critical mass strategy." With the Group expecting to have more than 100 properties in the region to its name in 2020, Rankoussi reveals that the enterprise aims to have over 150 hotels in the MENA by 2024, and a key market it's aiming to capitalize on as part of this strategy is Egypt. Excerpts from an interview with Rankoussi:

Egypt has figured prominently in Radisson's plans for the future- can you talk a little bit more about this, and your plan for the country in 2020? What's the current market situation, and how do you think this will change in the months and years to come? Ramsay Rankoussi (RR): As we start 2020, our focus remains in key markets which have demonstrated potential for further growth or have now shown positive rebounds and signs of recovery. We have announced last year a strategic transaction in Egypt with over 6 new hotels under construction which will translate Radisson Hotel Group into a leadership position in Cairo with over 5 hotels in the capital and another 4 hotels between Alexandria and the Red Sea totalling over 9 hotels and 3,000 rooms across the country under development and in operation.

Egypt is in full recovery and we expect to re-enter in key leisure destinations as well as consolidate our presence with our current portfolio under construction. We have also allocated a dedicated resource to support our expansion plans in the country as we witness positive rebound on the leisure side.

How much of an increase can we expect to see in terms of Radisson's presence in the Egyptian market this year? Please take us through the new openings that are being planned, and how much of your strategy in Egypt also involves the conversion of already existing hotels.

RR: Radisson Hotel Group currently operates three hotels, all under Radisson BLU. We have one hotel in Cairo, one hotel in Alexandria and one hotel in El Qseir on the Red Sea. We expect to open during 2020 our first serviced apartments offering in the Capital along with the introduction of the first branded Radisson hotel. Both properties will represent a combined additional 300 rooms which will further translate our strategy in creating city scale and offer clustering efficiencies.

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By 2022, we expect to launch our first Radisson Collection in Cairo but also enter new leisure destinations such as Ain Sokhna or Makadi Bay. As the country witnesses positive return of key leisure markets especially from Europe, we expect to indeed foresee conversion opportunities from existing hotels looking at joining our systems and capitalize on our distribution and global presence. Radisson BLU is the largest upper upscale brand in Europe and has therefore a lot of recognition for the feeder markets of many Egyptian coastal destinations where we can add value such as Sharm El Sheikh and Hurghada.

Lastly, what do you think are the key factors that will lead to Radisson's success in the Egyptian market? From a business point of view, how do you think Radisson differentiates itself from its competitors when it comes to servicing its end customers and owners?

RR: Egypt is truly a unique country which has probably one of the biggest potential, but which also requires continuous improvement through public investments into infrastructure and education. The nation hosts one of the largest and most important civilization with so many cultural sites and museums to visit. It offers beautiful resort locations with a rare diversity of marine life making it a hotspot for divers while the desert provides adventurous opportunities from camping to hiking. We have recognized the diversity of the clientele such as the recent increase of Chinese travelers visiting the country and we have been able to accommodate not only the usual service true to our brands but also to welcome them and ensure we can provide every guest with their local habits from food to native language, creating memorable moments and unique experiences.

More and more relevant to our investment partners we have reviewed our brand offering and have created a clean and simple brand architecture from economy to luxury, and from resorts to business hotels while also offering serviced apartments solutions. Our technical team has produced comprehensive brand guidelines allowing us to further accelerate the speed of construction, minimize overall time to build but we have also considerably reduced the cost of development of each brand, making us one of the most competitive companies with relevant resources adding value to our investors.

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