Saturday, May 26, 2018


TIME Asma, region’s first hotel run by women
May 2017 1510

Time Hotels Management has unveiled plans for a new four-star hotel in Dubai’s Al Barsha shopping district, TIME Asma Hotel, which will aim for 80 per cent of team members to be female, led by general manager Ghada Mahgoub, with dedicated facilities for female guests.

The property will feature 232-rooms over six floors, a gym, swimming pool, jacuzzi, four meeting rooms, a business centre and two restaurants, for both male and female guests.

Due to open in the fourth quarter of the year, plans are in place for two floors of the hotel to be reserved exclusively for female travellers, with dedicated services, including: dedicated room service, a female-only check-in counter, dedicated women-only guest relations, in-house baby-sitting services, in-room tablets highlighting all of the services offered for women such as bespoke beauty products, in-room beauty treatments, as well as enhanced amenities in each room. The hotel will also offer options to book women-only taxis and female-dedicated parking spaces.
Two floors will be reserved for female travellers, with dedicated room service, check-in counter, guest relations, babysitting services, bespoke beauty products, in-room beauty treatments, and more

Women will be integral to the hotel’s recruitment and HR policies, led by TIME Asma Hotel’s first female GM, Ghada Mahgoub. Over the course of her 20-year career, Mahgoub has held senior positions in hotels in Cairo, Abu Dhabi, Fujairah, Ras Al Khamaih, Sharm El Sheikh and Dubai, leading teams across the reservations, events and rooms departments.

“TIME Asma Hotel will hold open recruitment for female employees, with training and development offered in-house to support the successful candidates in achieving their career goals,” said Mahgoub.

And quite apart from the issues of gender, the concept has a commercially viable strategy. Globally, women make 80 per cent of all decisions concerning travel and spend more than $125 billion every year, with women aged between 40 and 60 representing the largest growth of any age bracket.

Unaccompanied female travel is also on the rise - Lonely Planet reported that 51 per cent of surveyed travellers plan to take a solo trip in 2017, with the number rising to 80 per cent in Germany. Due to its reputation for personal safety, Dubai would naturally be a top choice.

“TIME Asma Hotel will also be ideally positioned to attract the growing number of female visitors to Dubai, whether travelling with their families, friends or alone,” said Mahgoub. TIME Asma Hotel is one of upcoming properties in the pipeline for TIME Hotels in the Middle East, with new properties scheduled to open over the coming 10 months in Dubai, Ajman, Fujairah, Luxor, Riyadh, Jeddah and Doha.   


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