Creative Intelligence

Merweb

Merweb

Mid-Tier Hotel Chain, Doha, Qatar

Hospitality, Food and Beverage

Insight

Merweb is the mid-tier hospitality offering of Katara (formerly Qatar National Hotels Company), currently being rolled out in Qatar. The client is renowned as a leading asset manager with some of the biggest hospitality brand names operating its properties. However, the company wanted to realise a long-term aim of operating its own branded chain of Qatari-owned properties across the Middle East.

Challenge

We were tasked to identify an exploitable market opportunity - then conceptualise and develop an economically-attractive and sustainable hospitality product that would deliver broad appeal and complement Katara's prestigious high-end portfolio.

Solution

We conducted a significant research programme to gain a thorough understanding of stakeholder/ market needs and hospitality trends in the Middle East. Through rigorous analysis and financial modelling we identified a mid-tier niche. Working with the name Merweb – given by the Ruler of Qatar – the undertaking involved the estate-wide design and detailing of all aspects of the offer to exacting standards and provision of the strategic and tactical management tools needed for Merweb to compete as the best in class across the region.

www.merweb.com

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  • Merweb Logo Eng
  • Merweb Logo Arb

Insight

Merweb is the mid-tier hospitality offering of Katara (formerly Qatar National Hotels Company), currently being rolled out in Qatar. The client is renowned as a leading asset manager with some of the biggest hospitality brand names operating its properties. However, the company wanted to realise a long-term aim of operating its own branded chain of Qatari-owned properties across the Middle East.

Challenge

We were tasked to identify an exploitable market opportunity - then conceptualise and develop an economically-attractive and sustainable hospitality product that would deliver broad appeal and complement Katara's prestigious high-end portfolio.

Solution

We conducted a significant research programme to gain a thorough understanding of stakeholder/ market needs and hospitality trends in the Middle East. Through rigorous analysis and financial modelling we identified a mid-tier niche. Working with the name Merweb – given by the Ruler of Qatar – the undertaking involved the estate-wide design and detailing of all aspects of the offer to exacting standards and provision of the strategic and tactical management tools needed for Merweb to compete as the best in class across the region.

www.merweb.com