www.swiss-belhotel.com

1. Group Branding Manual “A unique fusion of Swiss hospitality professionalism and Asian passion and service” www.swiss-belhotel.com

2. The Essence of Swiss-Belhotel International THE MIDDLE EAST

3. The essence The essence of Swiss-Belhotel International is a complete experience derived from the skill and sensibility of many and blended to enfold the individual in calm capability. www.swiss-belhotel.com

4. The essence Quality Swiss-Belhotel International embraces qualities and values that are quintessentially Swiss - and our hotels deliver on this promise in some of the most exotic and chaotic locations in the world. www.swiss-belhotel.com

5. The essence Hospitality Swiss-Belhotel International is warm and welcoming. A spirit of homeliness, a feeling of appropriate familiarity and friendliness. Knowing you’re surrounded by people who truly care. www.swiss-belhotel.com

6. The essence Simplicity No matter where you’ve travelled from, you will treasure the simple pleasures, the smart practicality calm capability and all those little touches that Swiss-Belhotel International delivers everyday. www.swiss-belhotel.com

7. The essence Discretion Your privacy is appreciated and guarded with the utmost respect and confidentiality. It’s the Swiss-Belhotel International way of doing things. www.swiss-belhotel.com

8. The essence Safety Swiss-Belhotel International means you are in a safe environment, ever dependable and always secure - allowing you to fully enjoy your stay, to experience the wonder of your destination or conduct your business with confidence. www.swiss-belhotel.com

9. The essence Wellness At Swiss-Belhotel International you will be able to rejuvenate, relax and replenish after exploring, partying, shopping or simply doing business in exciting and different destinations. www.swiss-belhotel.com

10. The essence Efficiency At every level of our business we look after every level of yours. Staying with us is easy because we take care of all the detail. www.swiss-belhotel.com

11. The Brands of Swiss-Belhotel International THE MIDDLE EAST

12. “Branding is a critical element in the culture, Market positioning and international recognition of a hotel.”

13. The Brands Upscale; 5-star classification Midscale; 4-star classification Midscale Resort; 4-star classification Serviced Residences, Managed on a fullyserviced basis www.swiss-belhotel.com

14. The Brands Economy; 3-star classification Budget – Traditional; 2-star classification Budget – Modern; Design Specific 2-star classification www.swiss-belhotel.com

15. The Brands

16. Concept • Located in major urban or resort destinations • Individualised and adapted to the local environment • Unique, impressive and often iconic architecture • Opulent interior design and furnishings • State-of-the-art technology and sophisticated recreational facilities • Environmentally sensitive • Personalised and attentive luxury experience • To position the hotel as one of the leading hotels in the area through international class facilities and highly professional and personalised services in a relaxing and secure environment • To enrich the guest’s experience through a refined yet warm and relaxed ambience • To continuously exceed guest’s expectations Mission Statement

17. To position the hotel as one of the leading hotels in the area through international class facilities and highly professional and personalised services in a relaxing and secure environment • To enrich the guest’s experience through a refined yet warm and relaxed ambience • To continuously exceed guest’s expectations Mission Statement • Targeting discerning, up market/financially secured business and leisure travellers • Representing the international standard for upscale hotels • Offering world class facilities, highly professional and personalised services and exclusivity • Maintaining the highest product and service quality and reliability • Ensuring consistency, efficiency and an overall welcoming approach • Providing state-of-the-art technology throughout the hotel • Offering leading edge and exciting food & beverage facilities Brand Focus

18. Star Rating/Category 5-Star Classification/Upscale • Classic or modern, contemporary refined style • Acoustic comfort throughout the hotel • Computerisedsound and light system ensuring the perfect ambiance at all times • Wi-Fi throughout all public and guest areas • Environmentally sensitive • Art decoration ideally reflecting the local art scene • Fully integrated access & facilities for the disabled Design Concept • Impressive Porte-cochère and building facade • Valet/bellmen facility (pod-counter style) • Well maintained green areas surrounding the hotel • Ample car parking, covered (where applicable) and secure Arrival

19. Grand lobby, impressive arrival experience • Open and personalised reception facility • Concierge desk, guest relations desk and activities desk (applicable to resorts only) • Lounge seating areas with sofas, elegant chairs, low tables scattered in clusters • Lobby boutique(s), well appointed • Easily accessible and key-card operated “guests only” elevators • Business centre, including state-of-the-art board room(s) • Ladies & gents restrooms including baby “changing” facilities and access for disabled Lobby

20. Guestroom minimum size of 36 - 42 m2, including bathroom, excluding outdoor areas. • Suites represent a minimum of 13% of the total room inventory. • Uncompromised balance of work and leisure. • Five points bathroom: bath, shower, vanity, toilet, bidet • Retractable clothes line and scale in bathroom • Individually controlled air-conditioning • State-of-the-art audio visual, IT and telecommunications technology, including • interactive LCD (minimum 36 inches for guest room, 42 inches for suites) • Volume controlled audio speaker connected to the LCD Guestrooms and Suites continue …

21. Guestrooms and Suites • iPod/iPad/MP3 docking station / alarm clock on the bedside table (“Bose Wave” for suites) • Mini-bar, fully stocked • Coffee & tea making facilities (Nespresso machine for club rooms and suites) • In-room safe with laptop capacity and internal power point • 100 % cotton bed linen & one bathrobe per person • Portable, powerful hairdryer • House-phone in elevator foyers

22. All food & beverage facilities to be concept designed, with or without ongoing professional third party involvement • Minimum two restaurants, one of which “All Day Dining” and one“Specialty Dining” • Cocktail bar • Lobby lounge bar - delicatessen (delicatessen to be separate: optional) • Pool snack bar (wet-set style where possible) • Conference & banqueting facilities, including ballroom, break-out rooms, boardrooms, pre-function area, dispense bar, cloak room, ladies & gents restrooms, audio visual control room, combined with the latest audio-visual, IT and telecommunications technology and daylight provided as much as possible • Club lounge with private meeting rooms, business corner, library, buffet, pantry, ladies & gents restrooms, servicing club floors guestrooms and suites Food & Beverage Facilities

23. Fitness centre including welcome area, exercise rooms, sauna, steam room or hammam, jacuzzi, ladies & gents changing rooms and secure access • Spa with foyer reception including retail area, treatment rooms, relaxation area and ladies & gents changng rooms (could be shared with fitness centre): optional • Swimming pool, including ladies & gents changing rooms, pool side showers and stylish deck furniture for all day use . • Kids swimming pool with shaded section, and kids club (applicable to resorts only) • Private beach area, including male & female changing rooms, beach side showers and stylish outdoor furniture (applicable to resorts only) • Tennis court, flood lit (applicable to resorts only) Leisure Facilities

24. Doorman & valet parking service 24 hours • Concierge/luggage service 24 hours, separate from reception • Reception 24 hours providing guest escort upon arrival • In-room check-in for VIPs and guests staying in club rooms and suites • Guest relations 24 hours, during daytime separate from reception • Business centre 24 hours, also providing secretarial services during business hours Arrival/Lobby • One stop call guest services • Daily housekeeping turndown service • Laundry, dry cleaning and pressing service, including same day express service • Shoe cleaning and shoeshine service • Personalised wake-up call Guestrooms

25. • Main restaurant service hours 6am – 11pm • Specialty restaurant service hours 7pm – midnight • Cocktail bar service hours 5pm – midnight • Lobby lounge bar - delicatessen/take-away service hours 8am - midnight • Pool snack bar service hours 9am – 6pm (applicable to resorts only) • Room service, 24 hours (trolley service) • Club lounge service hours 6am - 11pm • Mini-bar replenished daily Guestrooms • Fitness centre guest accessible 24 hours • Spa service hours 10am – 10pm (flexible) • Swimming pool attended during opening hours • Beach attended during beach service hours (applicable to resorts only) • Activities desk service hours 8am – 8pm (applicable to resorts only) • Kids club service hours 9am – 7pm (applicable to resorts only) • Tennis court hours 8am – 8pm (applicable to resorts only) Leisure Facilities

26. The Brands

27. Concept • Convenient location in primary, secondary and tertiary cities • Architectural design combining modern and local aesthetics • Contemporary interior design and furnishings • Latest technology • Well appointed recreational facilities • Environmentally adapted • The comfort and security of a home • To position the hotel as one of the leading hotels in its competitive set, through comprehensive well appointed international standard facilities enhanced with efficient, attentive service as well as comfort and security of a second home Mission Statement

28. • Targeting discerning business and leisure travellers • Representing the international standard for midscale hotels • Offering international standard facilities combined with efficient and attentive service • Ensuring an overall “we are looking after you”, friendly approach • Providing the latest technology throughout the hotel • Offering innovative, international standard food & beverage facilities Mission Statement Brand Focus

29. Star Rating/Category 4-Star Classification/midscale Design Concept • Contemporary modern style • Acoustic comfort throughout the hotel • Computerised sound and light system ensuring the right ambience at all times • Wi-Fi throughout all public areas (Wi-Fi in guestrooms: optional), high speed internet access in guest rooms • Environmentally adapted • Art decoration to be functional, though not repetitive • Fully integrated access & facilities for the disabled Arrival

30. Star Rating/Category 4-Star Classification/midscale Design Concept • Contemporary modern style • Acoustic comfort throughout the hotel • Computerised sound and light system ensuring the right ambience at all times • Wi-Fi throughout all public areas (Wi-Fi in guestrooms: optional), high speed internet access in guest rooms • Environmentally adapted • Art decoration to be functional, though not repetitive • Fully integrated access & facilities for the disabled • Porte-cochère and building façade to be well presented • Valet/bellmen facility (pod-counter style) • Well maintained green areas surrounding the hotel • Ample car parking, covered (where applicable) and secure Arrival

31. • Spacious lobby, welcoming arrival experience • Contemporary reception facility (pod counter style) • Concierge desk and activities desk (applicable to resorts only) • Lounge seating areas with sofas, chairs, low tables, scattered in clusters • Lobby drug store/gift shop • Easily accessible and key-card operated “guests only” elevators • Business centre • Ladies & gents restrooms including one baby “changing” facility Lobby

32. • Guestroom minimum size of 26 - 32 m2 • Suites represent a minimum of 7% of the total number of guestrooms & suites • Well balanced work and leisure areas • Three key areas: bathroom, bedroom and work area • Three points bathroom: bath with overhead shower or shower, vanity and toilet • Retractable clothes line in bathroom • Individually controlled air-conditioning • Latest audio-visual, IT and telecommunications technology, including interactive LCD (minimum 29 inches for guestroom, 36 inches for suites) • iPod/iPad/MP3 docking station/alarm clock on the bedside table (“Bose Wave” in suites) Guestrooms and Suites continue …

33. • Mini-bar, fully stocked • Coffee & tea making facilities (Nespresso machine for club rooms and suites) • In-room safe with laptop capacity • 100% cotton bed linen & one bathrobe per person (in club rooms and suites only) • Fixed powerful hairdryer near mirror in bathroom • Stylish and powerful shoe polish machine located on each guestroom floor • Ice cube dispenser located on each guestroom floor • House-phone in elevator foyers Guestrooms and Suites

34. • All food & beverage facilities to be concept designed, with or without ongoing third party involvement • Minimum one restaurant • Cocktail bar • Lobby lounge bar – delicatessen (delicatessen to be separate: optional) • Pool snack bar (wet-set style where possible): optional • Conference & banqueting facilities, including ballroom, break-out rooms, boardrooms, pre-function area, dispense bar, cloak room, ladies & gents restrooms, audio-visual control room, all with the latest audio-visual, IT and telecommunications technology and daylight provided as much as possible • Club lounge with welcome area, business corner, buffet counter, pantry and ladies & gents restrooms, servicing club floors guestrooms and suites: optional Food & Beverage Facilities

35. • Fitness centre including welcome area, exercise room(s), ladies & gents changing rooms, sauna or steam room or hammam, and secure access • Spa with foyer reception including retail area, treatment rooms, relaxation area and ladies & gents changing rooms (could be shared with fitness centre): optional Leisure Facilities

36. • Doorman & valet parking service from 6am to 12 midnight • Concierge/luggage service 24 hours, separate from reception • Reception 24 hours, guest relations during business hours • Club lounge check-in for VIPs and guests staying in club rooms and suites: optional (in absence of club lounge, in-room check-in for VIPs and guests staying in suites) • Business centre 24 hours, also providing secretarial services during business hours Arrival/Lobby • One stop call guest services: optional • Daily housekeeping turndown service for VIPs, suites (for club floor rooms: optional) • Laundry, dry cleaning and pressing service, including same day express service • Personalised wake-up call (and automated as alternative) Guestrooms

37. • Main restaurant service hours 6am – 11pm • Cocktail bar service hours 5pm – midnight • Lobby lounge bar - delicatessen/take-away service hours 8am -midnight • Pool snack bar service hours 9am – 6pm: optional • Room service, 24 hours (limited menu between 11pm – 6am) • Club lounge service between 6am and 11pm: optional • Mini-bar replenished daily Food & Beverage Standards • Fitness centre guest accessible 6am – 9pm • Spa operating hours minimum 10am – 10pm: optional • Swimming pool attended during opening hours (these hours to depend on demand) Leisure Facilities

38. The Brands

39. Concept • Convenient location in primary, secondary and tertiary cities • Architectural design combining modern and local aesthetics • Contemporary interior design and furnishings • Latest technology • Well appointed recreational facilities • Environmentally adapted • The comfort and security of a home • To position the resort as one of the leading resorts in its competitive set, through comprehensive well appointed international standard facilities enhanced with efficient, attentive service as well as comfort and security of a second home Mission Statement

40. • Targeting discerning business and leisure travellers • Representing the international standard for midscale resorts • Offering international standard facilities combined with efficient and attentive service • Ensuring an overall “we are looking after you”, friendly approach • Providing the latest technology throughout the resort • Offering innovative, international standard food & beverage facilities Brand Focus

41. Star Rating/Category 4-Star Classification/Midscale • Contemporary modern style • Acoustic comfort throughout the hotel • Computerised sound and light system ensuring the right ambience at all times • Wi-Fi throughout all public areas (Wi-Fi in guestrooms: optional), high speed internet access in guest rooms • Environmentally adapted • Art decoration to be functional, though not repetitive • Fully integrated access & facilities for the disabled • A full range of resort facilities to cater to the leisure and conference customers Design Concept • Porte-cochère and building façade to be well presented • Valet/bellmen facility (pod-counter style) • Well maintained green areas surrounding the hotel • Ample car parking, covered (where applicable) and secure Arrival

42. • Spacious lobby, welcoming arrival experience • Contemporary reception facility (pod counter style) • Concierge desk and activities desk • Lounge seating areas with sofas, chairs, low tables, scattered in clusters • Lobby drug store/gift shop • Business centre • Ladies & gents restrooms including one baby “changing” facility Lobby

43. • Guestroom minimum size of 26 - 32 m2 • Suites represent a minimum of 7% of the total number of guestrooms & suites • Three key areas: bathroom, bedroom and work area • Three points bathroom: bath with overhead shower or shower, vanity and toilet • Retractable clothes line in bathroom • Individually controlled air-conditioning • Latest audio-visual, IT and telecommunications technology, including interactive LCD (minimum 29 inches for guestroom, 36 inches for suites) • iPod/iPad/MP3 docking station/alarm clock on the bedside table (“Bose Wave” in suites) Guestrooms and Suites continue …

44. • Mini-bar, fully stocked • Coffee & tea making facilities (Nespresso machine for club rooms and suites) • In-room safe with laptop capacity • 100% cotton bed linen & one bathrobe per person (in club rooms and suites only) • Fixed powerful hairdryer near mirror in bathroom • Ice cube dispenser located on each guestroom floor • House-phone in elevator foyers Guestrooms and Suites

45. • All food & beverage facilities to be concept designed, with or without ongoing third party involvement • Minimum one restaurant • Cocktail bar • Lobby lounge bar – delicatessen (delicatessen to be separate: optional) • Pool snack bar (wet-set style where possible): optional • Conference & banqueting facilities, including ballroom, break-out rooms, boardrooms, pre-function area, dispense bar, cloak room, ladies & gents restrooms, audio visual control room, all with the latest audio visual, IT and telecommunications technology and daylight provided as much as possible • Club lounge with welcome area, business corner, buffet counter, pantry and ladies & gents restrooms, servicing club floors guestrooms and suites: optional Food & Beverage Facilities

46. • Fitness centre including welcome area, exercise room(s), ladies & gents changing rooms, sauna or steam room or hammam, and secure access • Spa with foyer reception including retail area, treatment rooms, relaxation area and ladies & gents changing rooms (could be shared with fitness centre): optional • Swimming pool, including pool side showers, contemporary pool furniture and ladies & gents changing rooms (could be shared with fitness centre) • Kids swimming pool with shaded section and kids club • Private beach area including ladies & gents changing rooms, beach side showers and stylish outdoor furniture • Flood lit tennis courts and various outdoor activities and sports Leisure Facilities

47. • Doorman & valet parking service from 6am to 12 midnight • Concierge/luggage service 24 hours, separate from reception • Reception 24 hours, guest relations during business hours • Club lounge check-in for VIPs and guests staying in club rooms and suites: optional (in absence of club lounge, in-room check-in for VIPs and guests staying in suites) • Business centre 24 hours, also providing secretarial services during business hours Arrival/Lobby • One stop call guest services: optional • Daily housekeeping turndown service for VIPs, suites (for club floor rooms: optional) • Laundry, dry cleaning and pressing service, including same day express service • Personalised wake-up call (and automated as alternative) Guestrooms & Suites

48. • Main restaurant service hours 6am – 11pm • Cocktail bar service hours 5pm – midnight • Lobby lounge bar - delicatessen/take-away service hours 8am -midnight • Pool snack bar service hours 9am – 6pm: optional • Room service, 24 hours (limited menu between 11pm – 6am) • Club lounge service between 6am and 11pm: optional • Mini bar replenished daily Food & Beverage Standards • Fitness centre guest accessible 6am – 9pm • Spa operating hours minimum 10am – 10pm: optional • Swimming pool attended during opening hours (these hours to depend on demand) • Beach attended during beach service hours • Activities desk service hours 8am - 8pm • Kids club service hours 9am - 7pm • Tennis court hours 8am - 8pm Leisure Facilities

49. The Brands

50. Concept • Located in primary, secondary and tertiary cities • Architectural design combining contemporary and local aesthetics • Contemporary functional interior design and furnishings • Latest technology applied • Limited but well appointed food & beverage and recreational facilities • Residential ambience • To position the residences as a leader in providing quality, comfortable fully furnished accommodation in a secure environment with facilities and services adapted to extended stay style travelers Mission Statement