The Nikki Beach Hotels & Resorts, the hospitality brand was launched as recently as in 2008 when the sector was in a tough spot. But as the markets stabilized, they have put an aggressive expansion plan in place. According to media reports the company had claimed that they had eight projects worth over $200 million in the pipeline. With the commissioning of these projects they would be adding nearly 1,000 rooms to their portfolio in a number of destinations, including Cyprus, Greece, the UAE and the Cape Verde Islands.
For the U.S. luxury beach club brand Nikki Beach it will be their first foray in the Middle East market. They are partnering the Pearl-Qatar development project and will be launching their first resort in the region with a series of celebrity parties in Doha. Darrell Sheaffer, general manager of hotels and resorts at HDC, which is the hospitality arm of Pearl-Qatar developer UDC, is excited about the partnership and looking forward to the White Parties for which Nikki is known. He is expecting a lot of well known guests to attend.
Pearl has a portfolio of strong fashion brands and the celebrity element of Nikki complements it perfectly. The Miami based resort chain is working at a fast pace in fitting out the existing buildings and the pool area for the scheduled February launch. They have already invested $68 million in the project. 24 townhouses were already there and they are being given a makeover to conform to the Nikki style. The pool area and the luxury beach club are being given special attention. They want to make the launch really special so that it helps them further expand in the Middle East region.