Emaar Hospitality Group repositions lifestyle brands

Emaar Hospitality Group, the hospitality subsidiary of global property developer Emaar Properties, is showcasing its luxury lifestyle brand The Address Hotels + Resorts, its boutique hotel brand Vida Hotels and Resorts while also preparing for the upcoming launch of its new mid-market brand Rove Hotels and what promises to be a new iconic building, Dubai Opera.

For a company that only launched in 2007, the group has redefined the hospitality landscape of Dubai by developing a diversified portfolio of assets including three hotel brands, serviced residences, leisure assets and a dedicated lifestyle dining division.

Emaar Hospitality Group will be looking for new opportunities to grow its business in its key feeder markets in Europe, south Asia and the GCC and accelerate growth in new markets.

The company has already expanded to high-growth markets with investments in new developments in Bahrain, Egypt, Nigeria and Turkey.

Emaar’s expansion and popularity is supported by the need for the robust growth of Dubai’s hospitality sector due to the city’s ever-increasing rise in tourism.

According to Dubai’s Department of Tourism & Commerce Marketing, the sector is poised to grow seven to nine per cent annually, with the number of tourists that the city welcomed in 2014 at 13.2 million.

Visitor numbers in the meetings, incentives, conferences, and exhibitions sector are also expected to grow by ten per cent this year supporting the Tourism Vision of welcoming 20 million visitors by 2020.

Approximately 2.5 billion people – one third of the world’s population – are within a four-hour flight of Dubai – and Emaar is drawing on this opportunity through its rapid expansion plans.

Its home-grown brands – The Address Hotels + Resorts, its flagship brand; Vida Hotels and Resorts – a refreshing boutique hotel concept; and the upcoming mid-market hotel brand, Rove Hotels, attract distinct niches in line with emerging hospitality trends.

Emaar already owns and operates 13 hotels covering 1,900 rooms and is increasing its number of rooms with new properties under its three hotel brands that will appeal to travellers whether they are passing through, stopping over or arriving to do business or vacation in Dubai.

Emaar is shining the spotlight on The Address Boulevard Dubai, its first new property under The Address Hotels + Resorts in six years.

Set to open in 2016, the property sets new standards in design whilst adhering to the exceptional choice, service and quality that has become synonymous with the brand.

Located in Downtown Dubai, the flagship mega-development of Emaar that is home to Burj Khalifa, the world’s tallest building, and The Dubai Mall, the world’s largest retail and lifestyle destination, The Address Boulevard Dubai is an all-new urban resort that caters to business travellers but is equally a family holiday destination offering access to numerous attractions, a large inventory of family friendly accommodation and designed to make the most of time together and time apart.

It is the perfect place to stay, play and dine whether visiting for business or pleasure.