Emaar launches New Five Star Hotel Brand - The Address Hotels & Resorts

Emaar Hospitality Group, the hospitality & leisure business subsidiary of Emaar Properties, is 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. 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 distinct experiences within the Resort, Retreat, Urban and Business categories through properties in all markets where Emaar has a geographic footprint. The Address will also complement the existing hospitality offerings from Emaar Hospitality Group currently managed by other operators.

Unveiling the brand, Mr Mohamed Ali Alabbar, Chairman, Emaar Properties PJSC, 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.”

“The Address has been conceptualized following in-depth research in the hospitality business. Over the last several months, we have put together a team of world-class professionals drawn from across the world to build The Address brand, which will deliver an exceptional guest experience. The Address is our tribute to the global hospitality sector, in which a commitment to service makes the true difference,” Mr Mohamed Ali Alabbar added.

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 ten years. At these potential locations, Emaar already has a significant footprint through mixed-use developments in central and strategic locales.

Mr Marc Dardenne, Chief Executive Officer, Emaar Hospitality Group LLC, explained, “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.”

The addition of The Address completes Emaar Hospitality Group’s portfolio as a full-service hospitality company. With total assets of development value US$1 billion (AED 3.67 billion), Emaar Hospitality Group owns and manages a diversified portfolio of hospitality assets such as hotels, serviced residences, golf resorts, polo and equestrian club, recreation clubs, and the Dubai Marina Yacht Club and Marinas.

Emaar’s expansion to hospitality & leisure is in line with its Vision 2010 to become one of the most valuable companies in the world.

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