QNH rebranded as Katara Hospitality

By Pratap John, Chief Business Reporter/Dubai

Sheikh Nawaf bin Jassim bin Jabor al-Thani (right) and Hamad Abdulla al-Mulla address a press conference

In line with its emergence as the world’s leading asset owner, developer and manager of hospitality portfolio, state-owned Qatar National Hotels Company (QNH) has been rebranded “Katara Hospitality.”The largest Qatari hotel owner and operator of luxury rooms in the country revealed its new corporate identity to the regional and international tourism industry at an impressive ceremony as part of the Arabian Travel Market (ATM) in Dubai yesterday.Currently, Katara Hospitality has assets exceeding QR170bn globally.Rebranded as Katara Hospitality, the creation of a completely new corporate identity generated by a name more relevant for the company’s ambitious international expansion plans will herald a new era of opportunity for the hospitality giant, in line with Qatar’s own tourism development strategy.“Over the last four decades we have been at the forefront of the development of Qatar’s hospitality industry at both domestic and international levels. As we embark on a new wave of strategic expansion, we seized the opportunity to redefine the brand and set the scene for future growth of not only our rapidly expanding portfolio, but of Qatar’s reputation as a key player in the global tourism market,” said Katara Hospitality chairman Sheikh Nawaf bin Jassim bin Jabor al-Thani. The word ‘Catara’ dates back to 150 AD and was originally used by the ancient Greeks to refer to the area known as the Qatar Peninsula, before European cartographers began using the spelling ‘Katara’ on historical maps dating from the first half of the 18th century.“The decision to revive the name Katara reflects our rich cultural heritage and honours the country’s ancient roots, while being symbolic for our recognition beyond the regional borders since ancient times. This cultural wealth is the foundation for our national vision, and is the basis on which the government of Qatar and Katara Hospitality are developing a sustainable tourism offering for future generations to come,” Sheikh Nawaf added.The launch of its new corporate identity, designed by international branding consultancy Lambie-Nairn, has the twin goals of raising brand awareness in key targeted international markets as well as developing long-term business-to-business partnerships with leading global hospitality and tourism players.Katara Hospitality Chief Executive Officer Hamad Abdulla al-Mulla said: “Our focus on international expansion began in 2006 with the acquisition of the Renaissance Sharm El Sheikh Golden View Beach Resort in Egypt, and we currently have 24 hotels operational or under development in eight international destinations. We are looking to increase that to 30 properties by 2016 and double that figure by 2030 to 60 hotels and resorts around the world.“Our focus is on strategic investments and acquiring a collection of international properties that are true hospitality icons in the grandest sense; having said that, we are also building new icons of hospitality that incorporate the latest technology and offer a contemporary alternative, but with the same warm, genuine service that defines the new Katara Hospitality brand.”