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Feature

Sanctions in Syria

by Rhonda Roumani November 30, 2004
written by Rhonda Roumani

US exports to Syria in 2003 may have totaled a meager $214 million, but they were vital in maintaining and developing Syria’s energy, telecom, IT and health sectors. The May 2004 sanctions have come at a particularly bad time for a  Syria as it struggles down the path of economic reform and as it hopes to  attractopening up to outside investors, . Adding to their frustrations, Syrian businessmen and American businesses complain that the laws surrounding sanctions are unclear, the process of obtaining export licenses is at a standstill and a breakdown in trust threatens future investments.

Mand have forced both Syrian businessmen and American businesses in Syria to do what they can to get by in a murky legal environment, where laws surrounding sanctions are unclear, the process of obtaining export licenses has come to a standstill, and a breakdown in trust threatens future investments. While many local businessmen are  making do by finding alternatives to US-made products from European or Asian trading partners, . Others are working around the system, procuring US parts from neighboring countries like Jordan and Lebanon. Mothers are reportedly working around the system. Without any formal US monitoring system in place, some businesses are securing US parts from neighbouring countries like Jordan and Lebanon. Legal or otherwise, many US products are still openly available on the Syrian market. But Syrian businesses fear that the long-term consequences of sanctions on Syria, especially if prolonged or extended, may produce some hazardous long-term effects, hampering technological development in key sectors and making the reform process in Syria all the more difficult.

Last year, UK-based Petrofac, PetroCanada and US-based Occidental petroleum won a $750 million gas exploration bid in Palmyra. While sanctions have yet to touch US investments, oil and gas companies must now deal with basic logistical questions, such as how to repair valves and pumps involving US drilling and oil field equipment, the exports of which totaled $20 million in 2003.

According to Samir Seifan, the Syrian representative for Petrofac, much of the equipment can be sourced from other countries, such as Japan, Germany or the UK. While Syria has the option to look elsewhere for future investments in the case of further sanctions, the Syrians may soon face the problem of acquiring crucial technology. Oil and gas companies fear that sanctions might present them with technological problems, as special software for seismic surveys is manufactured solely by US companies.

“Some companies are not inclined to spend a lot of money until they know what will happen in Syria,” said Seifan. “But Iran has been under US sanctions for 25 years and the oil and gas industry there is working very well.” Petrofac, PetroCanada and Occidental Petroleum are in the final stages of the negotiating process with the Syrian government, which is expected to be finalized by the end of the year.

US telecommunications exports, which totaled $3.8 million last year, may face similar problems in acquiring and servicing technology, despite special clauses in the sanctions to exempt certain key areas. Under sanctions, “information and information materials, as well as telecommunications equipment and associated items to promote the free flow of information.” are all supposed to be waived. While the full extent of the impact of the sanctions on the IT field is unclear, difficulties in obtaining export licenses remain a major obstacle.

“Washington used to mainly be concerned with encryption and other high tech products,” said Abdel Ghani Attar, the Syrian representative for IBM in Syria and other major IT and Telecom US companies. Attar just received his first export license under the new sanctions exemptions. “Now they look at everything. Even special delegations come from Washington for PLCs [Pre License Checks] and PSVs [Post Shipment Verifications] that used to be handled exclusively by the US embassy.”

The threat of US sanctions has long hung over Syria’s efforts to upgrade its Internet backbone – given the sector’s dominance by US manufacturers – as Syrian authorities are reportedly concerned that US servers and equipment might not be serviceable under a stricter sanctions regime. However, depsite despite sanctions exemptions concerning telecommunications equipment or the availability of equipment from other countries, work is reportedly progressing. Firas Bakour, CEO of Syrian IT player INANA Group and one of the founding fathers of the Syrian Computer Society’s (SCS) internet service, says Syria’s internet backbone should be up and running by the end of the year.

Sanctions have even touched the health sector, which is supposed to be protected from sanctions. Nagy Saba, an American-educated physician and head of Biocenter Medical Laboratory, one of a few privately owned labs in Syria, says that getting parts and supplies for much of his US-made equipment has become virtually impossible because of the difficulty of attaining export licenses.

In the health sector, oneAnother businessman, who imports sterilization equipment products from a major US company, says that manufacturers are now hesitant to even get involved in Syria at all.

“We worked hard to introduce US machines to Syrian hospitals on the basis that its consumables would be available,” said the businessman, who asked not to be named. “Our supplier has been reluctant to even apply for an export license to allow for the product’s export.”

Other sectors dominated by US producers have also been affected. Local agents for US irrigation equipment manufactures, for example, are at a loss over what to do. While other importers can find alternatives made elsewhere, cutting-edge replacements are limited to Australian companies, given Syria’s trade ban on Israeli products.

Stigmas and standardsA climate of fear

Perhaps the biggest concern of Syrian businesses is that investors will be scared away because of the stigma associated with the sanctions. A director of a yearly trade fair in Damascus that normally includes about a dozen US businesses expects no US companies to participate this year.

“The standard of companies willing to do business in Syria is going down,” he said, asking not to be named. “It was always hard to attract companies to deal with Syria, because of sanctions. Now it’s even harder. Even middle-sized companies are not coming. Larger companies are not willing to take the risk. In the end, Syrian businessmen will find a way to service their customer’s needs. But all these sanctions hurt our reputation abroad.”

The majority of Syrian businessmen with historical ties to US companies say they have declined to skirt the US law and are looking to the day when they can resume their work with US companies. But in a country struggling to undergo economic and political reform, many fear that sanctions will put Syria back by scaring off outside investors, already rare in Syria due to financial and government contracting restrictions , and that such a setback will also hinder future technological development.

“It’s the indirect effects of sanctions that could hurt us most,” said INANA’s Bakour. “We need direct strategic alliances with global companies to keep our cutting edge. Many of these firms are afraid to get involved in Syria for fear of further sanctions.”

Many worry that the fear of investment has begun to spread to European companies. EuropeEurope is is Syria’s main trading partner, with a large portion of Syria’s trade going to Italy, France and Germany. , with TK of Syria’s trade going to Italy, France and Germany.Reports this month that the EU and Syria will soon sign the EU Association Agreement may help alleviate some concerns amongst Europeans. And wThile the US failed to gain EU backing for sanctions, but a negative environment for investing may still nonetheless ward off some European investors, businessmen said. Some European companies and others have taken advantage of the situation, filling in where US companies once operated.

According to IBM’s Attar, a French company has stepped in to handle some telecommunications projects that were formerly handled by the Americans.

“European, Chinese and Turkish companies are doing so much better these days – as are the Iranians,” said Attar. “The people most affected are the representatives for US companies – those that were the most loyal to the US.” Others are weary.

Bakour says that in a recent deal, a credit card company that is new to Syria needed to find alternative sources of technology normally provided by US companies. “A French supplier refused to send the equipment to Syria because the Commercial Bank of Syria was specifically mentioned by name,” said Bakour.

While the fact that the sanctions have not yet been implemented on CBS gives many Syrians hope a compromise can be reached, CBS transactions with US-based banks are reportedly blocked. Even credit card transactions to purchase items online involving US banks are prohibited, pending Washington’s ruling on CBS.

Searching for alternatives

Mark Antakli is a young US businessman who works for Intraco Trading Syria, the distributor for General Motors in Syria, selling Chevrolets, Cadillacs and Hummers on the Syrian market. Since the implementation of the sanctions last May, Antakli, whose father hails from Syria, said his primary struggle has been how to service GM cars for his customers.

“We don’t want to jeopardize our relationship with GM,” says Antakli. “Several people are buying parts from Lebanon and bringing it here. We can fix the vehicles, but we can not buy the parts.”

Last year, the ministry of health bought 39 ambulances from GM. Antakli said that although these vehicles are protected from sanctions because they are considered medical equipment, he still cannot get the parts to service them, echoing the concerns of Saba and other medical equipment suppliers. UN vehicles that have come out of Iraq also cannot be serviced.

To fill the gap, GM and other US companies are also changing their supply chains to comply with US sanctions against Syria and possible future measures in the Arab World by replacing US models normally sold in Syria with GM vehicles manufactured elsewhere. A new pick up truck currently manufactured in Brazil is expected to be sold in Syria in the near future, and GM-owned Daewoo plants in South Korea are now being sold under the Chevrolet label in Syria. GM is also working on building a Cadillac in China and is looking to build other car lines in Australia as well, including the Chevrolet Caprice and Lumina.

“We are seeing a general shift automotive products in the region,” Antakli said. “GM is taking another look at supplying US made vehicles to the Arab World.” According to Antakli, GM sells over 70,000 GM vehicles in the Middle East, but less than 30,000 will be built in North America. GM hopes to have 100,000 units, or 10 percent of the market share of the Middle East market by 2006, Antakli said. While the Middle East is not the world’s largest automotive market, major manufacturers cannot ignore an entire region’s annual automobile sales.

Building bridgesA growing rift

Local agents for US companies say that for now they hope to ride out the sanctions, keeping close ties with US businesses with which they have cultivated relationships for years. If things continue to be undefined, and responses to export license requests do not come soon, however, local agents will have to take a hard look at other options.

“The sanctions have hurt my enthusiasm to deal with US companies in the future because it is too much of a headache and because there are quite a lot of alternatives,” said Attar. Syrian businessmen have been watching closely as US-Syrian relations have come to heads in the last month over Lebanon, Iraq and the issue of Palestinian militant groups operating from Syrian soil. Even with a slight relaxing of tensions after last month’sthe visit of Undersecretary of State William Burns in September and an announcement that the US and Syria may begin to work together on Iraq, Syrians have become even more skeptical of US intensions. Many fear what a further deterioration in US-Syrian relations might mean for the country’s economic health.

“I suspect sanctions will go farther,” said Ghassan Habash, the deputy minister of economy and trade for Syria. “The impact of the sanctions may be indirect, if the US puts pressure on US companies in Europe not to deal with Syria. For that reason, we can only wait to see what will happen.”

Many of these US and Syrian businessmen remain perplexed at the decision to impose sanctions on Syria, especially at a time when the US is promoting democracy and free trade in the Middle East and North Africa.

has promoted its Broader Middle East and North Africa Initiative CHECK of bringing democracy and free trade to the region.

“They hurt American interests, not Syria interests,” said Antakli. “It hurts the people value American products and business principles. Through trade you can build dialogue and understanding between countries. That will benefit not only the US, but Syria and the entire region.”

Others hope a solution will come about quickly, before the risks to Syrian society become more apparent and businesses begin to really feel the financial burden, and opportunities for popular reconciliation are lost.

“It will affect my ability to keep up to date in the future,” said Saba, who speaks impeccable English and is furious about the sanctions and the message that Syrians are gleaning about the United States from this. “They are talking about building bridges in the Arab world. I lived in the United States and experienced American life first hand, and I can explain American values to Syrians in detail. But how can I dispel growing negative feelings about the United States throughout the region under the circumstances?”

Rhonda Roumani is a freelance journalist based in Damascus

November 30, 2004 0 comments
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Freeing trade in services

by Executive Contributor November 13, 2004
written by Executive Contributor

Lebanon wants to spearhead a regional agreement for liberalization of trade in services. This is the aim which the director general at the ministry of economy and trade, Fady Makki, outlined to the audience in a conference on liberalization of trade in services in the Arab world in the middle of last month.

According to Makki, official delegations from five Arab countries had just a week earlier completed their first meetings of a first round of talks on regional liberalization of trade in services. Called the Beirut round, the target of the negotiations was to implement an agreement on free trade in services by beginning of 2006. The pact could enter into effect after ratification by only three Arab countries and Lebanon and Jordan would be among the first three countries that are “prime candidates to ratify intra-Arab free trade in services,” he said.

However, awareness of the issue in Lebanon was not yet strong, Makki warned, and urged the country’s professionals to communicate their demands and expectations from such an agreement to the ministry, for inclusion in the Lebanese delegation’s agenda.

The conference was organized by recent business services enterprise, World Trade Center Beirut, which plans to stage annual conferences on trade liberalization. A related theme, specifically the role of cross border investments in the Arab world, was the topic also of another conference, convened over the same two days by the Union of Arab Banks at the Phoenicia Intercontinental. The events coincided due to their timing immediately prior to the beginning of Ramadan.

While they saw value in the opportunities to meet with colleagues on the sidelines of the event, several Lebanese bankers opined that in terms of lectures and presentations such conferences generally would not offer many additional perspectives to similar events held in the past.

November 13, 2004 0 comments
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New broadband

by Executive Contributor November 13, 2004
written by Executive Contributor

The largest Lebanese data network operator, GlobalCom Data Services (GDS), in early October announced the creation of a wireless broadband service, which will finally provide fast internet access to residential internet subscribers. Operated in partnership with the ministry of telecommunications and three Internet Service Providers, the service would offer home users a choice of 128, 256, or 512 kbps in access speed for fees ranging between $45 and approximately $150 per month, said GDS director Mahassen Ajam.

Wireless broadband would be at least three times faster than dial-up phone access.

GDS set a realistic target of 20,000 subscribers at the end of the first year of operations, with coverage to all cities in Lebanon. According to Ajam, GDS invested $12 million into the establishment of the wireless network, without receiving any public sector sponsorship. Observers commented that the service is a good step forward but noted that a fee of $45 for broadband access is by international standards not exactly cheap while the investment volume appeared high for the network’s capacity.

During a press conference announcing the new service, telecommunications minister Jean-Louis Qordahi confirmed to Executive that the MOT participates in the revenue of the wireless broadband service and reaffirmed the ministry’s commitment to fighting all forms of illegal internet access provision. When the independent regulatory authority on telecommunications has been installed, a licensing scheme would replace the current arrangement of profit sharing. “Our policy is to liberalize the market and have the awarding of licenses based on qualifications,” the minister said.

As the new wireless broadband is available at a lesser cost but without the service levels that GDS guarantees to corporate customers, the company declared the new offer to be designed exclusively for residential users. But it is unlikely that GDS or its partner ISPs IDM, Terranet and Cyberia, would refuse subscriptions from small businesses and home offices.

November 13, 2004 0 comments
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Corruption on the rise

by Executive Contributor November 13, 2004
written by Executive Contributor

Lebanon has dropped 19 places on a list of 146 countries ranked according to perceptions of corruption by Transparency International, an international non-governmental organization devoted to combating corruption. Lebanon’s separately-listed corruption index score also dropped, from 3.0 to 2.7 on a scale of 0 to 10, with 10 indicating no corruption. Lebanon’s rank of 97 ties it with Algeria, Macedonia, Nicaragua, Serbia and Montenegro. Lebanon was first listed in 2003; this year, a further 13 countries were added to the list.

“These results are quite dramatic,” warned Transparency International Regional Executive Director Charles Adwan. “In the past year, we have moved from one corruption scandal to another, with no serious way of legally dealing with them. There is no faith in a judiciary that should be the main safety net against corruption, but is in fact politicized.”

“Everyone knows that certain ministers and parliamentarians are corrupt, but nothing is done,” he added. The problem is aggravated, observers note, by the fact that Lebanon’s government and politicians talk publicly about cracking down on corruption, raising expectations which are then dashed. “When you disappoint expectations, the perception of corruption is heightened,” explained Adwan.

Economists warn that the perception of corruption in Lebanon is creating a barrier to investment. “Investment is far below its potential. Most investors are Lebanese expatriates and other Arabs. They are investing for emotional, not economic, reasons,” stated Adwan. “Many Western investors initially interested in Lebanon change their minds after being extorted by local politicians.”

Observers say they expect Lebanon’s corruption rating to drop further unless a number of practical steps are taken immediately. All agree that laws covering access to information and conflicts of interest should be passed as soon as possible. Politicians must be freely elected so that they can be held accountable by the electorate, while the independence and integrity of the judiciary must be strengthened. Lastly, the public sector must be seen to shed inefficient and “dead wood” employees.

November 13, 2004 0 comments
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Not just cosmetics

by Executive Contributor November 13, 2004
written by Executive Contributor

In a major expansion of their capacities, Lebanese industrial conglomerate, Malia Holding, last month inaugurated a new manufacturing plant for its Cosmaline subsidiary. The new factory represents a $13 million investment and marks the fourth enlargement of production capacities in the company’s 50-year history.

Cosmaline evolved from a maker of beauty products under license from foreign manufacturers into a major Middle Eastern producer of hair and skin care products, insecticides and detergents. The firm maintains a research and development department and successfully brought several in-house developed brands to market.

With the increase of their facilities from 9,000 to 16,000 square meters, the 2004 Cosmaline expansion is geared especially towards exports to Europe, Malia chairman Jacques Sarraf told Executive. Deliveries already go to Cyprus, Greece and Russia and the manufacturer is in discussions over entering the French, Benelux, German and Turkish markets, he said.

Coincidental to the Cosmaline plant inauguration, October also saw the first market action by Malia subsidiary, Euroline, a fashion retail company. Under the rationale of diversifying the Malia Holding activities beyond health and beauty products, Euroline partnered with the Eid family in setting up a boutique for upscale Italian clothing brand Paul & Shark in downtown Beirut.       

Paul & Shark products had been previously sold in Lebanon through Eid stores but the joint venture aims for a higher penetration of the market for glamorous high-tech sportswear with a maritime flavor. In addition to the downtown boutique, further Paul & Shark stores are in the pipeline for Lebanon. However, Euroline also has ambitions of bringing the business with Paul & Shark to Syria and even take it to Iraq, said Sarraf.

November 13, 2004 0 comments
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Vinifest cheers up the sector

by Executive Contributor November 13, 2004
written by Executive Contributor

Last month saw Vinifest, Lebanon’s first wine festival, held at the marina in the St Georges bay. The four day event, which included live music, brought together almost all of Lebanon’s wine producers (the only absentees being Massaya and Heritage), many of whom were initially skeptical of the concept. “We didn’t think that many people would be prepared to pay the $10 entry,” said Natalie Touma of Clos St Thomas. “Happily, I was proved wrong. We were packed every night. Fadi Gerges of Clos de Cana, who brought along a cart full of grapes and three young ladies to tread them, was also encouraged by the reaction of the public. “We did very well. It was very exciting. People tasted my wines and then called over to their friends to come and try it. I even took orders.”

The festival is a much-needed boost for Lebanon’s $27 million wine sector. Filled with promise only a few years ago, it has seen its wine tourism initiative sink without a trace and the prestigious OIV congress, initially earmarked for Beirut in 2005, cancelled. Contributing to the sector’s stuttering progress is apparent never ending delay in the establishment of a national wine institute, which is essential for the regulation of sector that can be prone to abuse.

Overall, however, the performance graph is nudging upwards. Lebanese wines are winning more and more plaudits abroad and Ramzi Ghosn of Massaya, which was not present at Vinifest, believes the industry should have more vision to capitalize on these successes. “As a wine party, I hear it [Vinifest] was a success, but we should be looking to hold bigger, more adventurous festivals to attract the international buyers and high-profile wine writers. Then we can say we have a wine festival.”

November 13, 2004 0 comments
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Keeping Spirits up

by Executive Contributor November 13, 2004
written by Executive Contributor

It takes optimism to open an ad agency in today’s depressed advertising market. Hani Haddad, manager of the newly set up Spirits agency, has plenty. “I have 17 years experience in advertising in Lebanon. I know exactly what the market needs,” he declared. “We have a totally new perception, and big aims. We’re going to tackle matters completely differently,” he declared.

According to Haddad, there is a niche in Lebanon’s advertising market for a firm that offers only high-quality, top-level services to demanding clients; something akin to a private bank in the finance world.

“For the moment, ad agencies don’t provide this in Lebanon,” he observed. “Clients are hassled with very bad quality services. They have to deal with a number of different people at agencies, and get confused. You can’t find, anywhere, good handling of accounts. Our agency, on the other hand, will have no junior account managers. Clients will be handled by one person and everyone will have an international background.”

Haddad has spared no cost packaging his agency in an air of exclusivity – he is renting expensive high-tech offices in downtown Beirut and has spent big bucks acquiring the right staff. “It was a big investment,” said Haddad, who spent $200,000 setting up the agency. “But since we’re honest and ambitious, we can go a long way.”

So far, the company counts 10 employees and 12 existing clients spanning the fast-moving consumer goods, banking, insurance and services.

November 13, 2004 0 comments
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Electricity failure

by Executive Contributor November 13, 2004
written by Executive Contributor

Electricity consumers are still seething over recent power outages – the latest manifestation of Lebanon’s ongoing electricity crisis at Electrite Du Liban (EDL), which is being held responsible for up to 30% of Lebanon’s public debt. According to Mahmoud Baroud of the ministry of energy & water, it costs the government $1 billion a year to provide Lebanon with an average of 18 hours of electricity a day.

Because the state-owned electricity company is unable, at daily peak hours as well as throughout the height of summer and depths of winter, to produce enough electricity to support both private and industrial consumption, it has introduced exorbitantly high peak hour industrial rates to force companies to use generators.

Therefore, between the hours of 6:00am and 9:00am, 6:00pm and 9:00pm, and for 24 hours a day throughout the months of July and August, and February and March, industry pays LL320 ($0.21)/kw-hour. The off-peak industrial rate is LL80 ($0.05)/Kw-hour.

Federation of Lebanese Industrialists general manager Saad Oueini said that since the most recent power cuts, industrial electricity costs rose by another 20% to 30%.

“We think the government can afford to offer a standard industrial rate of LL100 ($0.07). For the moment, all the industries that use a lot of electricity can no longer compete with those in other countries. If nothing is done, these industries will have to shut down,” he fumed.

Meanwhile, the public is being forced to cope with paying up to 30% more to use a generator, even if it means flouting a 1992 law prohibiting their use within administrative Beirut. “Even I buy candles,” said Baroud.

November 13, 2004 0 comments
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Daily Star heading for Dubai

by Executive Contributor November 13, 2004
written by Executive Contributor

The Daily Star, Lebanon’s only English language paper, is planning a move to Dubai Media City as early as January 2005. According to the newspaper’s publisher, Jamil Mroueh, the move is designed to improve both regional coverage and sales. The decision to move was also influenced by the mouth-watering tax advantages and the superior communication infrastructure the Emirate can offer.

“It’s not so much a move to Dubai,” Mroueh said, “as an expansion into the Gulf. The Lebanon [news] desk and its sales department will remain in Beirut. In fact, the reader should not even notice that we have moved, apart from the fact that the regional coverage will much better.”

In recent months, Mroueh has inked deals to print and distribute The Daily Star with The International Herald Tribune in six Gulf States, including Dubai, Kuwait and Qatar and the paper is already distributed in Syria, Jordan and Egypt, indicating that the Daily Star’s dream of becoming the region’s leading English language paper is finally becoming reality.

“In terms of sales,” Mroueh explained, “each of the six Gulf markets alone is bigger than Lebanon, as each has a much bigger expatriate and business community. From there, we will improve our coverage of Saudi Arabia. So, both in terms of coverage and sales it just doesn’t make sense to remain in Beirut.”

Following the merger with the International Herald Tribune, The Daily Star experienced considerable expansion and hoped to cover the Middle East from Beirut. Over the last few months however, up to 30 journalists and other staff have been laid off. This, according to Mroueh, was solely related to “the change of strategy,” and they will be eventually be replaced by locally hired staff in Dubai and the rest of the Gulf.

November 13, 2004 0 comments
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Special Section

Boutique hotels

by Anthony Mills November 1, 2004
written by Anthony Mills

The buzzword among real estate developers is boutique. As the hotel sector continues to expand with new, bigger hotels – a Hyatt, Four Seasons, and Hilton are all under construction – developers have also hit on the notion that not only is small beautiful, it is also lucrative. It has taken a while for the penny to drop. More than a billion dollars has been invested in hotels since 1995, and only one developer in Beirut, hospitality mogul Bechara Namour, has gone boutique with his 30-room Relais & Chateaux Albergo on Abdel Wahab El Inglizi (even the gilt-edged InterContinental Le Vendôme doesn’t really qualify as boutique). But this is set to change.

At least four boutique hotel projects, with a combined investment of close to $500 million, are already underway in the downtown area, a prime attraction for increasing numbers of both Gulf Arab and Western tourists. There is unconfirmed talk of a fifth boutique project on Uruguay Street, and Solidere is being inundated with inquires by developers eager to cash in on what they see as the shape of things to come.

Real estate insiders and hospitality executives unanimously agree that the boutique hotel segment in Lebanon holds potential, not least because visitors to Lebanon are among the biggest-spending tourists in the world. “A visit to Lebanon is expensive. Life here is expensive. So, the quality of service must be high. Boutique hotels will appeal to them,” said Albergo general manager Michel Chardigny.

“There’s no doubt there’s a market,” concurred real estate adviser Michael Dunn, “although it is fairly seasonal. There are more and more Gulf Arabs, and if we get it right they’ll come all year round. But the boutique hotels will really have to market themselves.”

Out of town, Gulf Arabs accounted for the vast majority of guests at the recently opened Chateau Raphael boutique hotel in Maameltein – a Jounieh coastal strip notorious for its nightlife – according to one of the hotel’s employees. The “Chateau” opened for the beginning of the summer season and offers 17 suites (seven duplexes, seven junior suites, and a royal suite) ranging in rack rates from $285 to $715, as well as two restaurants (one Lebanese and one Italian/Chinese) and a swimming pool.

“We had a group from Germany and we have one coming from Cyprus, but most of the visitors in the summer were Gulf Arabs from Kuwait and Saudi Arabia,” the manager explained. Currently, only two rooms are occupied. “Dead season,” the employee explained.

The Chateau was originally earmarked as the boutique arm of the Safir Hotel group, which runs the Beirut Safir Heliopolitan Hotel, but a spokesperson for the chain said negotiations fell through. Chateau Raphael owner George Anastasiades, who also owns Anastasia Travel, was not available for comment.

Chardigny said the boutique hotel sector potential in Lebanon reflected a global shift in guest preferences towards smaller, more personable, and quieter hotels.

“All around the world now people don’t like big hotels anymore. It’s a new phenomenon. Over the last five years or so, people have begun attaching much more importance to privacy, discretion and top-quality personalized service. I think the time of the big ‘palaces’ like the Savoy is over. Now, rich people want to feel as though they are at home,” said Chardigny.

Some real estate insiders predict that emerging boutique hotels, particularly those associated with international brand names, will provide serious competition for the so far unchallenged Albergo.

“I think they’ll knock the Albergo off its perch. It’ll be downgraded to a three-star boutique hotel,” contended one real estate insider. “If you look at the bar, it’s horrible. The reception area? It’s horrible. It doesn’t create a nice atmosphere when you walk in. The restaurant is, boudoirish, feminine and tacky. The swimming pool might as well not be there.”

Chardigny, however, does not seem concerned. “Everyone is a competitor. For the moment Relais & Chateaux are the best quality chain. But the others are very good too. We are worried. We will wait and see.”

While developers are busy as the proverbial bees, real estate experts doubt that all will be genuine boutique hotels. So what’s the magic formula? According to Dunn, a guest must feel that they are unique, that they couldn’t possibly get a better hotel. A car should be waiting for them at the airport. And from then on, they must be continuously coddled, in a luxurious environment of discrete but unmistakable exclusivity. “It’s service, service, service,” he said. “You’ve forgotten your toothbrush? Don’t worry. Your trousers are pressed at three in the morning. You have a bottle of champagne in bed. These hotels are for spoiled people who want to be pampered. Most hotel rooms are so unmemorable.”

The developers of the Abchee Group boutique hotel next to the Virgin Megastore declined to talk to EXECUTIVE about the project, saying it was too early to do so. But Solidere, the company responsible for most of the revitalization of downtown, said the building had been designed by world-renowned architect Kevin Dash and constituted an overall investment of roughly $70 million. The building will offer private parking and will boast several high-end retail outlets – the marketing of which is to be overseen by RAMCO Real Estate Advisors.

But the project has its critics: one real estate consultant, who asked not to be named, said: “It’s too noisy for a boutique hotel, probably too busy. A traffic intersection like that is going to be busy all through the night, and for the next number of years dirty, dusty and noisy. I’m very surprised, unless their objective is to make money out of the shops.”

Construction of the boutique hotel close to the Banque Audi headquarters downtown represents an $85 million investment by Al-Mawarid Bank, owned by the Kheireddine family. The project – to be completed by the end of 2007 – is the brainchild of Al-Mawarid Chairman Salim Kheireddine. Tranquility will be ensured by the hotel’s location on a roughly 8,000 square meter plot of land in a peaceful corner of the downtown district known as Wadi Abou Jamil. The hotel will be composed of 10 inter-connected buildings arranged around a sizeable garden courtyard. It will incorporate an above-ground built-up area of 15,000 square meters – including three restaurants – and a below-ground area of around 45,000 meters servicing the hotel. Al-Mawarid is hoping to engage in a partnership with the “W” chain luxury boutique hotel arm of Sheraton’s Starwood Group,but is also involved in talks with two other leading hotel chains.

The all-suites hotel will count a hundred “keys”– almost too many for a boutique hotel. The smallest suite will cover about 55 square meters and the largest around 300. Rates will range from about $350 to several thousand.

Naturally keen to emphasize one of the key attributes of any successful boutique hotel, Marwan Kheireddine, Al-Mawarid general manager, said: “The service will be by far superior to existing levels of service in Beirut hotels. Our clients will be high net worth individuals – either tourists or business people – demanding, and willing to pay for, exclusive, personalized services.”

As part of a third boutique hotel development project – owned by Solidere – a building roughly opposite the upper end of Maarad Street, and called “Le Grand Theatre,” or “Grand Theater,” a reference to its previous incarnation, is also being refurbished. It will adjoin two constructed buildings, which will house a boutique hotel and restaurants. The premises will be leased to a tenant, who would manage the entire complex.

Meanwhile, development of an old salmon-colored building abutting the Riyadh El-Solh Square car park, is being overseen by sole owner Mousbah Bakri, who has already spent tens of millions of dollars buying the building from former shareholders – both family members and previous tenants – and refurbishing.

Interestingly, Bakri said he would have preferred to develop office space in the building. But according to the terms of the contract under which he repossessed the building from Solidere, he is obliged to ensure that it retains its original function – that of hotel. Nonetheless, he is equally confident that his boutique hotel will perform, especially among Western tourists enamored with the idea of staying in a quaint heritage-laden building at the heart of the renascent downtown district.

Although some real estate observers suggested Bakri’s hotel would actually do better than the grander boutique hotels under construction, others questioned the building’s suitability for a hotel project, saying the rooms would be too small, and the building was too old. “You would have to spend more money than it was worth,” said one developer.

Solidere is confident the boutique hotels will enhance the appeal of the capital’s Central District. “The developers are doing a wonderful job,” stated Solidere executive Monib Hammoud. “The boutique hotels will complement the other hotels in Lebanon. They will reposition Beirut on the international architecture and design level and will help upgrade the tourist industry to international standards.”

However, as the boutique hotel craze takes hold, it is also attracting profit-hungry investors who don’t know what it takes to establish a successful boutique hotel. And the last thing Solidere wants sullying the Central District is a string of failed boutique hotels. “Many people are approaching us with plans to develop a boutique hotel,” observed Hammoud. “Many don’t have the right conception of what a boutique hotel is. We monitor the supply. We don’t want oversupply. We make sure the mix and the balance are respected.”

“Most prospective developers don’t bother to spend the money on acquiring the necessary expertise for a feasibility study or market research,” said Kheireddine. “There is room for a couple of boutique hotels downtown. That’s all.”

Not everyone is convinced that Gulf Arabs will, in fact, flock to the new boutique hotels. Albergo Manager Chardigny said that although some Gulf Arabs do stay at his hotel, most visitors hail instead from Europe and America. “It’s not really Gulf Arabs’ style,” he said. Other observers agreed that Gulf Arabs may prove hard to lure away from glamorous hotels like the Phoenicia and those that have mushroomed across the Gulf.

Dunn disagreed: “Gulf Arabs love places like boutique hotels,” he said. “And they’ve got the money to pay.”

“The vast majority of our clients are going to be from the Gulf,” echoed Kheireddine. “It is wrong to stereotype Gulf Arabs. I have a lot of Gulf Arab friends who are as sophisticated in their taste for wine and French art as anyone else in the world.”

Box

Boutique Hotels under Development in Downtown Beirut:

  • Bank Al-Mawarid project, in the Wadi Abou Jamil neighborhood; close to the new Banque Audi headquarters; $85 million
  • Abchee Group project, through Serene Real Estate; next to Virgin Megastore; $70 million
  • Solidere-owned project; “Le Grand Theatre” building, opposite upper entry to  Maarad Street; Solidere declined to divulge value
  • Project owned by Moussa Bakri; traditional, salmon-colored building abutting Riad el-Solh car-park; tens of millions of dollars spent refurbishing and compensating former shareholders
  • Unconfirmed: traditional building being refurbished on Uruguay Street; details unclear
November 1, 2004 0 comments
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Since its first edition emerged on the newsstands in 1999, Executive Magazine has been dedicated to providing its readers with the most up-to-date local and regional business news. Executive is a monthly business magazine that offers readers in-depth analyses on the Lebanese world of commerce, covering all the major sectors – from banking, finance, and insurance to technology, tourism, hospitality, media, and retail.

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