The first property under the development is the Ritz Kuwait, which will be rebranded as Le Meridien Kuwait following a nine-month renovation. Meanwhile, the group has just announced its newest property Le Meridien Art + Tech, Kuwait (scheduled to open last quarter of 2003).

These properties are the only five-star hotels not under the umbrella of the Kuwait Hotel Owners� Association (KHOA), and Le Meridien Kuwait�s opening rates of KD45 have caused ripples in the country�s hospitality industry.

Yaghi said: �These rates allow us to be extremely competitive in the marketplace, yet offer the premium levels of service that come from the Le Meridien name. By operating outside of Kuwait�s self-imposed cartel, we have the freedom to really service our target markets.

�Le Meridien moved into Kuwait more than twenty years ago, so has moved with the development of the country. The group was pioneering when it entered the market then; and we are pioneering the transformation of the country�s hospitality structure now. 

�We are not afraid to be aggressive in an already competitive marketplace, which we see as opening up by the day.

�By the end of 2005, Le Meridien will have a �basket� of hotels: these may be small properties by some standards, as most have fewer than 100 rooms, but the combined portfolio will service every sector in Kuwait. We see them as multiple luxury properties to attract multiple segments of business.

�Yes, we have created a stir by setting a pricing structure that is outside the KHOA, but we are in this business to service customers, and we believe that opening rates of KD45 are competitive and suit our target business travellers.�

He explained that Kuwait has huge inward � and external � investment, and relaxed visa and financial laws made it a hub of development.

�Kuwait has quietly been establishing itself as a regional tourism centre, pouring money in to landscaping the seafront, new family entertainment centres, shopping malls that are as competitive as any in the area, plus extensive resort facilities.�

Yaghi is well placed to comment: he has 23 years� experience in the hospitality sector, most recently with Starwood, and has worked in many Middle East cities including Dubai, Muscat, Beirut, Cairo, Sana�a, Manama and Doha.

His task in Kuwait is to spearhead the group�s development with the A�amal Holdings group. He believes the six-project expansion will bring a new dimension to the hospitality sector in Kuwait: �By launching the revolutionary Art+Tech design for the first time in the Middle East in Kuwait, we are making a strong statement about how we view the emirate � as a dynamic business environment that will only go from strength to strength,� he said.

The oil-rich country has also invested in its conference and exhibition business, and Yaghi says he can see an increase in in-bound business from the region.

�There will be further development as the tourism authority takes actions to strengthen the industry further. The country is developing a festival similar to Dubai Shopping Festival and they are hoping to create a resort on Failaka Island.

�Kuwait City is forecasting four big shopping malls in the next six months, as well as increased in-bound flights through the new airport. All in all, the country is buzzing.

�It�s going to be an exciting period for Le Méridien as Kuwait becomes one of its key development areas � and I look forward to working with the A�amal Holdings, whose management have already demonstrated their commitment to moving forward in tandem with Le Méridien.�

Le Méridien is a global hotel group with a portfolio of more than 140 luxury and upscale hotels (38,000 rooms) in 55 countries worldwide.  The majority of its properties are located in the world�s top cities and resorts throughout Europe, the Americas, Asia Pacific, Africa and the Middle East. The company also enjoys a strategic alliance with JAL-owned Nikko Hotels, providing loyal guests access to an additional 42 properties around the world.   Headquartered in London, Le Méridien Hotels & Resorts Ltd is owned by Nomura International Plc and managed by Terra Firma Capital Partners.