Hotel group looks to capitalise on star quality

Louis hotels by Jane Archer

Hotel group looks to capitalise on star quality

Chain expands to meet increasing demand

While on holiday in Cyprus, you are likely to come across the Louis Organisation.

Founded in 1938 by Louis Loizou, it is the biggest tourism company in the eastern Medi-terranean with hotel, cruiseline, catering and incoming tour operator interests.

The group has 13 hotels in Cyprus with a total of 2,238 rooms. Only nine of them carry the Louis Hotel brand and, although the others are managed by the group, they are not marketed under the Louis name as they are three-star.

General manager sales and marketing Popi Tanta Demetriou said: “Louis properties are generally four-star hotels, although we do have a five-star,”.

She said the group aims to expand in the four-star category and add some five-star hotels.

The group is about to start work on two big resorts due to open in 2003 next to its Louis Phaethon Beach Club at Paphos. One will be a holiday village; the other a five-star deluxe hotel. Both are due to open in 2003

Other projects include a self-catering holiday village in Protaras, due to open in April 2002.

Branching out

The group is also investing in Greece, and opened its first hotel in Crete in 1992. It now has 14 hotels in Greece with a total of 3,493 rooms.

“We realised we can only grow so big in Cyprus because it is a small island. We needed to diversify and Greece is a logical move. We see it as complementary rather than a competitor” said Demetriou.

The bulk of Louis Hotel’s business is from the UK. In 1999, 69% of guests were British, followed by Scandinavians and Germans. Demetriou said the figures reflect the Cypriot market generally.

Home from home

As a result of the UK’s importance, the group is keen to invest time and money here.

“We make sure our advertising is in line with the CTO and we host CTO educationals and take part in roadshows organised in the UK,” said Demetriou.

“We visit agents to promote the product. We don’t want to encourage them to sell us direct as we work closely with tour operators. But we want to make sure agents know us.”

Demetriou believes trade awareness of Cyprus is good due to educationals and TV exposure, particularly this year.

“I think generally agents do know about Cyprus,” she added. “We drive on the same side of the road as the UK, we speak good English and the tourist areas have made an effort to suit their product to the British client. It is a home away from home.”

Apollonia beach hotel: one of the Louis Organisation’s properties

Family focus

LOUIS Hotels has launched a World Family Centre at its Ayios Elias Village to raise its image in the family market.

The village has expanded facilities so parents can relax and reduce the amount of luggage they need.

For instance, the self-catering apartments all have sterilising units, blenders to prepare baby food, baby monitors and high chairs.

The restaurants have children’s menus while the bar has kids’ cocktails and discos. Other facilities include a children’s pool, mini animal farm and the Santelino Club for three to 12-year-olds.

Louis’ Club properties have a team of entertainers and a large choice of leisure facilities, while Family Active Hotels have children’s clubs, a playground, children’s menu, baby sitting and entertainers.

Resort hotels offer children’s clubs and sports and there is an all-inclusive option at two properties.

Nausicca beach resort:self-catering properties inProtaras

Louis Hotel’s Cyprus properties

No category

Four-star Forum Hotel Nicosia by InterContinental in Nicosia.

Club hotels

Four-star Imperial Beach Club, Paphos.

Phaethon Beach Club, Paphos (available as all-inclusive).

Resort hotels

Five-star Apollonia Beach, Limassol.

Four-star Ledra Beach, Paphos.

Family Active hotel

Category A King Jason Hotel self-catering apartments, Paphos.

Category A Nausicca Beach self-catering apartments, Protaras.

Category A Ayios Elias Village self-catering apartments and cottages, Proteras.

Four-star Princess Beach, Larnaka (available asall-inclusive).