Instead, Adagio operates a degressive rate policy, so the longer the guest stays, the cheaper it is.
"If we look at our average mix for length of stay, the one-to-three nights is very little, it's only 20% of our segmentation in regards to 80% between 4-90 nights and more," which means the brand doesn't compete with Accor's other traditional hotel products - indeed, it will be likely in this region that brands are paired together, such as the Adagio and Novotel complex in Abu Dhabi.
The rate of growth will largely be facilitated by Adagio's partnership with Accor, though Balouka-Vallette reveals she is looking for other investors also, plus the team working behind the scenes.
"Currently, I believe there are approximately 1200 people working behind me worldwide to ensure the Adagio concept is promoted and working with me towards our shared goals," says Balouka-Vallette.
- The first Adagio Aparthotel Hotel in the Middle East will open its doors in October 2013.
- Further announced Adagio properties include the Adagio Fujairah Town Centre (with 72 apartments) opening in 2014 and Adagio Jeddah Malik Road (with 77 apartments), opening in 2015.
- There are advanced discussions under way for new Adagio properties in key locations such as Riyadh, Jeddah, Doha, Makkah, Dammam, Al Khobar.
- An Adagio is believed to be under development next to the upcoming Novotel Al Barsha on Sheikh Zayed Road in Dubai, although this has not been formally announced yet.