Emaar plans hotels under new brand identity
Dubai, May 3, 2008
Emaar Hospitality Group, the hospitality and leisure business subsidiary of Emaar Properties, has revealed plans to launch and operate its own five-star premium global brand of world-class hotels and resorts under the brand name, The Address Hotels & Resorts.
Set to redefine the hospitality experience, Emaar's global hotel brand will roll out later this year with the opening of The Address flagship hotels in Downtown Burj Dubai and another property in Dubai Marina.
The Address will progressively operate four brand extensions offering exceptional and distinct experiences within the resort, retreat, urban and business categories through properties in all markets where Emaar has a geographic footprint.
Unveiling the brand, Emaar Properties chairman Mohamed Ali Alabbar said: 'The Address will be one of the prime drivers in our global expansion strategy in the hospitality & leisure business. Hospitality is one of the fastest-growing sectors in the world, especially in the Middle East region, and creating a new brand to operate our hotels and resorts globally is a key component of our business integration strategy.'
Following the launch of The Address, Downtown Burj Dubai; The Address, Dubai Mall; and The Address, Dubai Marina, Emaar Hospitality Group plans to unveil more properties in key cities and tourist destinations in the Middle East and North Africa region, the Indian subcontinent, Asia, Europe and America within the next 10 years.
Emaar Hospitality Group chief executive officer Marc Dardenne, said: 'The Address is positioned as a premium hospitality brand with a focus on service excellence, quality product and contemporary design. The Address Hotels & Resorts will be set apart not only by their location but also in the total character and service standards, where we adopt a 'one size fits one' approach. This creates a shift from feature focused hotels to benefit focused hotels that will assure our guests a refreshingly different experience.'
More than 100 professionals have joined The Address team already with larger recruitment plans.
'With several experienced hoteliers and hospitality professionals on board, The Address is all set to deliver a new across-the-board hospitality experience. Following extensive training, we have created a smart roster of hospitality offerings in The Address projects including several first-of-its-kind dining concepts,' said Emaar Hotels Management managing director Richard W Riley.