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Emaar enters midscale segment with Rove

Dubai - 35 new hotels and serviced residences to open under three of its brands

Emaar Hospitality Group, on Monday at the Arabian Travel Market (ATM 2016), announced its entry into the midscale hospitality segment, with the launch of Rove Hotels.
A contemporary new midscale hotel and residences brand, Rove has been developed as a joint venture with Meraas, a Dubai-based holding company. Rove Downtown Dubai, the first hotel under the brand, will open doors to guests in May, offering 420 rooms, located right next to The Dubai Mall and with direct access to the restaurants along Mohammed bin Rashid Boulevard.
Emaar Hospitality Group also announced the launch of the Rove Satwa hotel, with 480 rooms offering direct access to the Dubai International Convention Centre and Dubai International Financial Centre. The twin-tower, located in the Satwa neighbourhood, will also feature Rove Home Satwa, the first serviced residence concept under Rove Hotels, with only 157 serviced residences open for sale to investors in the future.
Speaking at the press conference, Chris Newman, corporate director of operations at Emaar Hospitality Group, said: "Our aggressive development pipeline strategy, particularly in the midscale market, supports Dubai's Tourism Vision 2020 and also Dubai Expo 2020. In line with the Dubai Government's objectives of doubling tourism in the next five years, it is critical that we expand and develop new brands that can support this type of growth going forward."
In addition, Emaar Hospitality Group, also announced its expansion plan, highlighted by 35 new hotels and serviced residences to open under its Address Hotels + Resorts, Vida Hotels and Resorts, and Rove Hotels brands.
"In just eight years since our inception, we have developed three compelling hotel brands with distinctive niches. Today, we are taking our home-grown expertise to international markets and newer geographies. The scope and scale of our expansion is set to establish Emaar Hospitality Group as a premier provider of world-class hospitality not just in the UAE but globally," said Newman.
The new openings will take the total number of new hotel rooms being added by Emaar Hospitality Group in the UAE to 3,835 and the number of new serviced residences to 4,249. Internationally, Emaar will add to its portfolio 707 hotel rooms and 833 serviced residences.
One of the key expansions by Emaar Hospitality Group in the UAE is its partnership with Eagle Hills, an Abu Dhabi-based private real estate investment and development company, to operate The Address Fujairah Resort + Spa, located in Sharm, known for its breathtaking mountain and sea views. In addition to offering 196 luxury hotel rooms, The Address Hotels + Resorts will also operate 177 apartments set in four residential buildings as well as 10 luxurious villas under The Address Residences Fujairah Resort + Spa.
The Address Hotels + Resorts is also expanding in Dubai with the addition of three new hotels including The Address Boulevard Dubai, with 196 rooms and suites; The Address Sky View Dubai, with 169 rooms; and The Address Fountain Views Dubai, with 193 rooms, all located in Downtown Dubai. The Address Downtown Dubai, with 196 rooms, is currently being redeveloped.
In another expansion move, Vida Hotels and Resorts is entering the Saudi Arabian market with its first hotel and serviced residence project in Jeddah Gate, an elegant master-planned community by Emaar Middle East. Vida Jeddah Gate has 202 thoughtfully designed rooms located in the heart of the development and Vida Residences Jeddah Gate with 162 serviced residences in 1, 2, 3 and 4-bedrooms ideal for families and business travellers.
Vida is also expanding to Bahrain through a management contract to operate the Vida Marassi Al Bahrain with 160 rooms offering sea-facing views, and the Vida Residences Marassi Al Bahrain with 140 elegant 1, 2, 3 and 4-bedroom homes in an idyllic setting. In Dubai, Vida Hotels and Resorts is also expanding its footprint with two new hotels - Vida The Hills Dubai with 157 rooms, and Vida Townsquare Dubai with 160 rooms - and three new serviced residences - Vida Residences The Hills with 136 residences, Vida Residences Downtown Dubai with 334 residences and Vida Residences Townsquare Dubai with 172 residences.
Emaar Hospitality Group has also signed a strategic partnership agreement with Dubai Opera, the world-class multi-format performing arts venue opening this year in The Opera District in Downtown Dubai. As the 'Official Hotel Partner of Dubai Opera,' Emaar Hospitality Group assets will host the guests of the premier venue, host galas for selected premieres and private functions, and arrange special amenities for VIPs, among others.
rohma@khaleejtimes.com