Gulf Hotels Group has completed the rebranding of the Gulf Court Hotel Business Bay to the Grand Mercure Business Bay. The hotel, located on Al Abraj Street along Marasi Drive, is still owned and managed by the Bahrain-based Gulf Hotels Group, now operating under a franchise agreement with Accor. This change expands Gulf Hotels Group’s international presence through a partnership with one of the world’s largest hospitality companies.
The property sits in the middle of Dubai’s main commercial district. It is eight minutes away from major landmarks like the Burj Khalifa, the Dubai Mall, and the city’s primary exhibition and trade centres. By joining the Grand Mercure brand, the hotel aims to blend local culture with the quality expected from an international premium hotel chain. The rebranding is part of Gulf Hotels Group’s strategy to utilise global distribution networks and loyalty programs while keeping operational control.
Property Details and Amenities
The Grand Mercure Business Bay features 270 rooms and suites. Each unit has been updated to meet the new brand standards, focusing on a design that reflects the local environment. The hotel caters to business travellers and leisure guests, offering four flexible meeting rooms that can hold up to 90 people. These facilities are suitable for corporate events, seminars, and private functions in an area known for its high concentration of international businesses.
In addition to the guest rooms, the hotel offers several specialised amenities. It includes a dedicated club lounge for frequent travellers and five dining and entertainment venues. A significant addition to the dining options is Mediterranean Muse, a new restaurant set to open in the first quarter of 2026. Guests can enjoy an outdoor pool terrace with views of the Business Bay skyline, which will serve as a recreational space in the urban setting.
Strategic Partnership and Growth
Transitioning to the Grand Mercure brand allows Gulf Hotels Group to benefit from Accor’s global ALL loyalty ecosystem. This move aims to increase the hotel’s visibility among international travellers who use Accor’s booking platforms. Ahmed Janahi, Group Chief Executive Officer of Gulf Hotels Group, said that this transition is a strategic effort to improve the property’s competitiveness in the busy Dubai market. By retaining control of the hotel, Gulf Hotels Group ensures that its long-standing hospitality heritage remains central to the hotel’s daily operations.
Raki Phillips, Regional President for Accor’s Premium, Midscale, and Economy division, mentioned that the property aligns with Accor’s strategy of offering hotels that reflect their specific locations. The partnership combines Gulf Hotels Group’s regional expertise with Accor’s global reach. This collaboration reflects a trend in the Middle Eastern hospitality sector where local owners use international franchise agreements to increase market share while keeping their management teams.
Impact on Business Bay
The rebranding comes at a time when Business Bay is becoming one of Dubai’s most vibrant neighbourhoods. The district has seen a steady rise in both residential and commercial occupancy. Grand Mercure Business Bay aims to be a hub for this community, providing a space for professionals and residents. The hotel’s focus on cultural immersion aims to set it apart from typical corporate hotels in the area and offer guests a more localised experience.
For travellers, the rebranding presents immediate benefits. Members of the ALL – Accor Live Limitless loyalty program can earn quadruple reward points on bookings made between 16 February and 12 April 2026. This promotion applies to stays scheduled through 9 August 2026. These initiatives aim to quickly build a new customer base under the Grand Mercure name and encourage repeat visits from Accor’s global members.
Gulf Hotels Group’s decision to partner with Accor aligns with its current plan to diversify its portfolio. By moving toward franchise models with global brands, the group can expand its reach without losing its identity as a regional hospitality leader. As the Dubai tourism sector continues to grow, the Grand Mercure Business Bay stands as a key asset for Gulf Hotels Group in one of the world’s most competitive hospitality markets.
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