First & Foremost Family Hotels has partnered with South African golfing legend Ernie Els to launch a new range of specialised luxury hotel developments in the Middle East and beyond.
The timeline for new openings, as well as potential locations, are yet to be confirmed but new hotels are expected to break ground in the UAE, Saudi Arabia and Egypt within the next few years. The hotels would specifically cater to the needs of families, offering extensive daycare services to offer parents ultimate bliss.
At the announcement of the new partnership, First & Foremost CEO Michael Scully commented on the need to adapt to a world where accommodation increasingly being supplied through private renters, such as Airbnb. Scully commented that private rentals have shaken up the industry, hence the need for hotels that offer a “point of difference” and that it is catering to affluent families who are seeking out specialist services.
“Combined with the Leading Family Hotels ‘Edutainment’ offer - specialising in kids from 0-5 years of age - this makes us unique. We’re not reliant on school holidays and we can focus on achieving the highest room rates and occupancy levels all year round.”
The hotels will also be autism-friendly thanks to input from Ernie Els and his foundation Els for Autism. The latest systems from The Els Center of Excellence will also be utilised to coach staff to a high standard. The new family hotel concept will also offer employment opportunities across a spectrum of departments including accounts, maintenance and admin.
Els has already succeeded beyond the sport with a range of business pursuits that include golf course design, training academies, The Els Clubs, Big Easy Restaurants, apparel and even his own wine label.
“I am delighted to partner First & Foremost to launch Family Hotels”, commented Els. “Family holiday time has always been a priority for me and I have experienced a lot of five-star hotels worldwide that do not really offer a complete family holiday experience."
Els made the announcement at a press conference while in Dubai to compete in the Omega Dubai Desert Classic