Emaar Hospitality Group on Thursday launched its first global hotel brand, The Address, with total assets worth Dh3.67 billion.
The brand will operate five-star premium hotels in Dubai, the Middle East, North Africa, the Indian Subcontinent, Europe, America and Asia.
"We have already signed memorandums of understanding in 10 countries," said Richard Riley, managing director of The Address Hotels and Resorts.
Three hotels will be built in Dubai by the end of this year and include The Address Downtown Burj Dubai, a 63-storey building with 196 rooms; The Address, Dubai Mall with 43 floors and 244 rooms; and The Address Marina Mall, which will have 143 rooms.
As part of its brand identify, The Address hotels will be created from four distinct categories – resort, urban, business and retreat. Riley told Emirates Business: "We looked at the processes that are employed, and did a huge amount of research that focused on customer convenience and what kind of things will give them the highest level of service. Analysing all the processes and combining ideas and technology we came up with deskless check-in. By the time the client arrives from airport to hotel, they will already be checked in. We have the technology, people, look and identity to set themes for guests and create memories for them."
Chairman of Emaar Properties Mohammed Ali Alabbar said the brand was a natural expansion strategy for the company. "The Address will be one of the prime drivers in our global expansion strategy in the hospitality and leisure business. Hospitality is one of the fastest-growing sectors in the world, especially in the Middle East. And creating a new brand to operate our hotels and resorts globally is a key component of our business integration strategy."
CEO of Emaar Hospitality Group Marc Dardenne said the brand had done the legwork in advance of its launch to distinguish itself in the crowded hospitality sector. "The Address is positioned as a premium hospitality brand with a focus on service excellence, quality product and contemporary design. The Address Hotels and 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, which will defiitely assure our guests a refreshingly different experience."
Dardenne also expected occupancy rates at hotels to be very high. "The properties are expected to generate strong revenues, on par with the established hotels in the rest of Dubai. We expect the hotels to report the average 80 per cent plus occupancy rates enjoyed by Dubai hotels," he said.
Dh3.67 In billions is the total assets of The Address – the global hotel brand launched by Emaar Hospitality Group
63 The Address Downtown Burj Dubai will be a 63-storey building with 196 rooms, while The AddressMarina Mall will have 143 rooms