Emaar launches “The Address” Hotels and Resorts, a five star Luxury Hotel Brand

Emaar Hospitality, the hospitality & leisure business subsidiary of Emaar Properties PJSC, 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. The Address will also complement the existing hospitality offerings from Emaar Hospitality, 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."

He added: "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."

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, 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."

Creating a distinct positioning with the brand philosophy of ‘Where Life Happens’, The Address properties will target corporate, leisure and group travellers – particularly the international jetsetters and global high achievers who value personalized luxury. "Properties such as The Address, Downtown Burj Dubai will be particularly appealing to corporate and business travellers, while The Address, Dubai Marina will cater for leisure guests. In every aspect of The Address Hotels & Resorts, there will be distinct product differentials which give them a ‘more than a hotel’ identity," added Mr Dardenne.

To operate The Address Hotels & Resorts, Emaar has recruited professionals, who have been trained on the brand’s core attributes to assure the complete guest experience. "Dubai’s hospitality sector is growing exponentially with all parameters indicating sustained growth in the coming years. With The Address, we will further support the rich hospitality offering in Dubai of Emaar Hospitality," said Mr Dardenne.

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 Mr Richard W. Riley, Managing Director, Emaar Hotels Management LLC.

Conceptualized to highlight the brand’s core attributes of assuring an engaging, dynamic, social, localized, passionate and stimulating experience to guests, the brand identity of The Address is elegantly etched in shades of black and white. Elegant simplicity is the character of The Address, which will assure guests a different lifestyle experience. The Address Hotels & Resorts will leverage on the lifestyle attractions around the properties, thus offering new experiences for customers in convenient proximity. For local residents, Emaar’s hotels will offer some of the finest food & beverage options and leisure outlets including spa and fitness facilities.

Emaar will add more hotels and resorts under The Address banner as the brand develops. The addition of The Address completes Emaar Hospitality’s portfolio as a full-service hospitality company. With total assets of development value US$1 billion (AED 3.67 billion), Emaar Hospitality
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.

Emaar Hospitality