FORM Hotel is a pioneering 'concept hotel' brand that offers business and leisure travelers accessible premium hotel fundamentals with the flexibility of add-on service and amenity features in a technologically-advanced, design-forward and socially-responsible environment.
FORM Hotel introduces a retail operating model to the hospitality space in order to deliver a hotel experience that meets the needs of today's 'novel consumer'. We attract the value-driven and hyper-connected business and leisure consumer by allowing them to obtain everything they value and nothing they don't.
FORM Hotel benefits from an operating model that is engineered to drive strong returns to its investors through an increased ability to control operating expenses by compressing fixed costs and exploiting variable costs.
FORM has designed and developed an advanced and optimized proprietary enterprise application system (EAS) to ensure operational efficiency and seamlessness of service delivery to its guests. This EAS reduces labor costs by 30% as compared to a typical upscale hotel, which results in an increase in Gross Operating Profit (GOP) margins of between 7.5% and 10.0%.
FORM will connect with you in your digital space to accommodate your needs before you arrive, during your stay, and as you make your way to your next destination.
Launched by Smartotels Hospitality International LLC, FORM Hotel Dubai is designed with inimitable timeless elements and custom-designed furniture by Paris-based global architectural firm, Architecture-Studio, known for creating global landmarks such as the Arab World Institute in France and the National Theatre of Bahrain.
FORM aims to provide a bespoke hotel experience that is designed by its guests and delivered by specialists.
FORM attracts the value-driven and hyper-connected business and leisure consumer by allowing them to obtain everything they value and nothing they don't.
Upon booking a room, guests are promised the following FIVE value propositions:
In addition to the five value propositions, guests will be able to enjoy a series of add-on service and amenity features:
FORM's flagship property is currently being developed by KAY Real Estate Development LLC, that has awarded the turnkey project to Dubai Contracting Company (DCC), a world-class UAE-based contracting and development company with significant long-standing experience in hotel real estate, in Dubai, United Arab Emirates, with a planned opening in Q1 2018.
Dubai is a globally-connected progressive city that has matured into a long-term sustainable investment market. FORM Hotel Dubai will be operated by Smartotels Hospitality International LLC, a UAE-based world-class hotel real estate investment and full-service hospitality and asset management firm that provides a broad range of management services with a focus on developing and operating hotels under its unique proprietary upscale hotel brands. Dubai has been strategically selected as the pilot market to launch this ‘concept hotel' for its growing reputation and popularity as an international destination.
The brand's 143-key flagship property will include an all-day dining lifestyle restaurant, a rooftop infinity pool, a fully-equipped rooftop gym, a specialized design boutique, and a technology-focused boardroom.
The property is located proximate the newly extended Dubai creek in Al Jaddaf, a locality rooted in tradition and evolving with the urban landscape of Dubai. FORM Hotel Dubai will have direct access to Sheikh Zayed Road to the North, Al Khail Road to the South, and Oud Metha Road to the West, all three of Dubai's most prominent throughways. Further, FORM will be in direct proximity to Al Jaddaf Metro Station and within a five-to-eight-minute commute to prominent business destinations such as Downtown Dubai, Dubai International Financial Centre (DIFC), Dubai World Trade Centre (DWTC), Dubai Design District (d3), Dubai Healthcare City (DHC), the new Dubai Convention Centre, and Dubai International Airport, one of the world's busiest airports, and leisure destinations such as the Dubai Mall, Dubai Culture Village, Zabeel Park, Festival City, the new Mohammed bin Rashid Library – the largest cultural project in the Arab region, and Bur Dubai.