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AN iconic Manama landmark which has shone brightly at night for more than 20 years is to disappear as one of Bahrain’s most popular hotel undergoes a multi-million dinar facelift.
The Gulf Hotel’s giant neon signs, written in both Arabic and English, have acted as a homing beacon for newcomers to the capital as they attempt to master their way around.
The company is investing BD8.5 million in a determined attempt to remain leader the pack of five-star hotels in the kingdom and give the classy Ritz-Carlton a run for its money.
Robert Overend, Gulf Hotel’s director of sales and marketing, said: “The hotel is about to undergo significant investment and new branding. We appreciate that the neon sign has been a landmark — a beacon in the night sky — but it is 20 years old now and the hotel’s new branding will be incorporated into the façade of the building.
“This is much more than a simple refurbishment – we are changing our market position. We will continue at the five star level but move with the times and become a modern hotel facility in advance of the major competition on the horizon – there will be 10 new hotels at the five star level in the next two to three years.”
The hotel branding will also alter slightly. Instead of being called Gulf Hotel the new-look complex will be called ‘The Gulf Hotel’.
The old-fashioned neon signs which sit proudly on top of the building will be switched off and covered in a few days time but the hotel will remain open for business throughout the six-month-long project.
EXCLUSIVE
By Stan Szecowka
editor@gulfweekly.com
