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Ulrike Andorff Ulrike Andorff

Q & A with Ulrike Andorff, General Manager, Burjuman Arjaan by Rotana Dubai


TRAVEL TRADE MENA: Located in the vibrant and historical district of Bur Dubai, BurJuman Arjaan by Rotana provides an ideal base for both business as well as leisure travellers. How would you describe your clientele? Which are your main markets?

ULRIKE ANDORFF: BurJuman Arjaan benefits indeed from its superb location in the midst of the buzzing Bur Dubai and in walking distance to major sightseeing spots.

The nearby metro connects to any business hubs such as Dubai World Trade Center, Dubai International Financial Centre, Business Bay and Jebel Ali. Consequently, equal share throughout the year is taken by business and leisure travellers.

With our well-appointed and large fully-furnished and serviced suites, we attract individuals, couples and families alike.

Rotana, an Abu Dhabi-based hotel group, has established a well-known reputation in the local market, and it is presently expanding internationally.

Therefore our main clientele is from the GCC, Western countries and South Asia.

TRAVEL TRADE MENA: With Dubai’s room inventory expanding apace, how do you ensure steady performance levels? What are the hotel’s main selling points that distinguish it from other properties in the area?

ULRIKE ANDORFF: At BurJuman Arjaan, we always focus on providing excellent service to our guests and this will always be a top priority of the brand.

Ongoing studies are crucial to identify new market patterns and improve BurJuman Arjaan’s positioning, especially in such a vibrant and competitive market.

Our main selling point is definitely the location, followed by our distinct Rotana service enhancements.

While the spacious and fully-furnished suites are absolutely superior to the service apartment buildings in our area, our clientele chooses BurJuman Arjaan because of the genuine friendly and attentive service approach.

TRAVEL TRADE MENA: BurJuman Arjaan by Rotana offers 148 spacious suites, ideal for families, businessmen as well as other long-stay guests. What attributes differentiate this segment from other guests? What kind of mindset is required from the management in order to understand the varied needs and preferences of these guests?

ULRIKE ANDORFF: Following [the brand’s] Your Home Away From Home concept, our team at BurJuman Arjaan proactively approaches and assists the long-stay guest to settle in rapidly and smoothly.

With changing times, the requests of our valued clients are diverse depending on the purpose of visit, country of origin and profession.

To keep up with the pace, the management shall flex within parameters.

TRAVEL TRADE MENA: In line with Dubai’s aim to become a leading destination, sustainability remains a major issue for the destination. What kinds of corporate social responsibility and green initiatives are being implemented by the hotel in order to make a positive change? How can such endeavours not only support the community and the environment but also strengthen team spirit?

ULRIKE ANDORFF: Rotana launched its global corporate sustainability platform called Rotana Earth [years ago], which offers a practical guide linking sustainability to the strategy that is followed by each property.

I am proud that our team at BurJuman Arjaan has been very active in organising and implementing various corporate social responsibility activities, such as a beach clean-up in a wildlife reserve, clothes drive, cancer awareness functions and blood donation, just to name a few.

Our colleagues are extremely resourceful in planning and conducting such events which breaks their daily routine and at the same time gives them the feeling of belonging and making a change by giving back to the community.