News

Emaar Hospitality Group, the hospitality and leisure business of Emaar Properties PJSC, today announced the roll-out of its 28th upcoming hotel project – the signature Address Fashion Avenue, located directly opposite the iconic Burj Khalifa and linked to the Fashion Avenue in The Dubai Mall that is currently being expanded.

Address Fashion Avenue, featuring the 167-room Address Fashion Avenue hotel and Address Residences Fashion Avenue with only 78 high-end residences, also marks the Group’s 20th hotel project under its premium luxury brand Address Hotels + Resorts, and the 12th Address project in Dubai.

With two other hotel brands, the upscale lifestyle Vida Hotels and Resorts, and the contemporary Rove Hotels, Emaar Hospitality Group now has 11 operational hotels and 28 hotel projects in the pipeline in Dubai and international markets including Saudi Arabia, Bahrain, Egypt and Turkey.

Address Fashion Avenue stands out for its spectacular location next to Burj Khalifa, and near the Mohammed bin Rashid Boulevard. Linked directly to the Fashion Avenue, a veritable showcase of flagship outlets by the world’s leading fashion brands in The Dubai Mall, the project is one of the last developments in Downtown Dubai.

The project complements the ongoing expansion of The Dubai Mall, which will witness the Fashion Avenue being expanded to add over 150 international fashion brands as well as a selection of restaurants and leisure attractions. Living up to the name, Address Fashion Avenue will celebrate its ‘fashion connection’ with a contemporary design and elegant architectural features.

With fashion forward living spaces highlighted by soft hues and silhouettes, Address Fashion Avenue is thoughtfully created to exude style. Each room of the project – both the hotel room and serviced residence – unfolds like a distinct piece of a designer’s signature collection.

Olivier Harnisch, Chief Executive Officer of Emaar Hospitality Group, said: “With 28 upcoming projects and 11 operational hotels, Emaar Hospitality Group has set a distinctive imprint in the hospitality sector. As our flagship hotel brand, Address Hotels + Resorts has been a driving force of our growth, with its positioning of ‘where life happens’ resonating with our guests and residents. The new Address Fashion Avenue is even more exceptional not only because it is the 12th Address project in Dubai but also for its unique location by Burj Khalifa and linked directly to the expanded Fashion Avenue of The Dubai Mall.

“The hotel and serviced residences will appeal to those value exclusivity, love fashion and wish to make a personal statement on their preferences and aspirations. With Dubai fast evolving as a global fashion hub, the project will appeal to the trendy and trend-setters. Address brings enriching experiences for our guests, and we will continue to enrich their lives with luxury, style and elegance,” he added.

The welcome foyer of Address Fashion Avenue will have a specially commissioned art installation and dining rooms feature a lively open kitchen. The library, lounge and fumoir will appeal to connoisseurs for relaxing and meetings. The rooftop pavilion overlooking the spectacular vistas of the city as well as Burj Khalifa and The Dubai Fountain will be the place to-be-seen for trend-setters.

The deluxe guest rooms and suites are stylishly designed to appeal to the discerning with elegant décor and plush bedding, seating and work spaces. Other hotel amenities include a cafe, restaurant, rooftop pool and lounge, spa, fitness facilities, and children’s play areas.

Address Residences Fashion Avenue, with only 48 one-bedroom and 30 two-bedroom apartments, also redefines style and comfort. Fully serviced by Address Hotels + Resorts, the interiors are thoughtfully planned and laid out, and every aspect of the apartment designed to maximise the style factor associated with this prestigious project.

Address Fashion Avenue adds to a choice of hotels and serviced residences in Downtown Dubai, with the already operational Address Boulevard, Address Dubai Mall, Palace Downtown, Vida Downtown, Manzil Downtown and Rove Downtown, that are sought-after by guests and residents.

Marking its tenth year of operation, Emaar Hospitality Group has redefined the hospitality sector of Dubai and is fast expanding its footprint to international markets.

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, visited Dubai Holding, the global investment holding company, where he announced the launch of ‘Marsa Al Arab’. The comprehensive tourist destination aims to elevate the family tourism proposition in Dubai; provide supporting foundations to host Expo 2020 Dubai, as well as reinforce Jumeirah Group’s leading position locally and globally as one of the driving forces behind the growth and prosperity of the tourism sector.

The mega-project Marsa Al Arab is spread across 4 million sq. ft. and comprises two islands on both sides of Burj Al Arab Jumeirah. It adds 2.2 km of beach frontage and will be the newest addition to Dubai’s long-standing track record of world-class tourist facilities. One island will be dedicated to entertainment and family tourism, while the other comprises an exclusive luxury resort.

Commenting on the project, His Excellency Abdulla Al Habbai, Chairman, Dubai Holding said “The launch of this new and ambitious project is in line with the directives of the visionary leadership to provide the finest and rewarding tourist experiences for visitors to Dubai, as well as enhance Dubai’s position as a global tourist destination. We are proud of the vital role that Dubai Holding plays in this sector through supporting innovation and contributing to the economic diversification of Dubai.

He added: “Dubai has achieved a global reputation for unique offerings and unprecedented achievements. This was feasible through proper planning and accurate execution of such projects, complemented by in-depth knowledge of the local market’s needs and capabilities. As part of strengthening local capabilities, ‘Marsa Al Arab’ will support Emiratisation in the tourism sector by providing new job opportunities and encouraging UAE Nationals to commit their innovative and creative ideas to this vital sector.

Al Habbai concluded “We will continue to build on our past success with a focus on the future. Madinat Jumeirah’s visitor footfall and statistics demonstrate its tremendous success over the years, making it the pivot point of our latest development. We at Dubai Holding will continue to comply with the highest environmental standards and global sustainability measures throughout the facilities in our project.”

Family Resort with World-Class Facilities

Through this resort, Jumeirah Group will introduce new leisure concepts and services to complement its existing family entertainment offer, which includes its portfolio of: Burj Al Arab Jumeirah, Jumeirah Beach Hotel, Jumeirah Al Naseem, Jumeirah Mina A’Salam, Jumeirah Al Qasr and Jumeirah Dar Al Masyaf.

This will be achieved through the construction of a new family-oriented hotel. To boost guest experience at this new resort, Wild Wadi Waterpark, which has seen great success as one of the most significant recreational destinations in the UAE since its opening, will be relocated closer to the beach. The new location will grow the Wild Wadi’s size by more than twice of its existing size. With new thrills, family rides and record breaking attractions Wild Wadi will boost its position as a popular water park globally.

Dubai Holding will also develop ‘Marine Park’, a first-of-its-kind marine life edutainment centre in the Middle East, providing a rich learning and entertainment experience for the entire family. With a live theatre of a 1,000 seat capacity, the park will attract world-class shows that showcase various elements of marine life allowing its visitors to interact with exotic aquatic animals and fish.

Together, the enhanced Wild Wadi and Marine Park will sprawl over an area of 2.5 million sq. ft. The new family destination will house a dedicated theatre with a capacity of 1,700 seats, which will become home to the world-renowned show Cirque du Soleil for the first time in the Middle East.

Daniel Lamarre, President and CEO of Cirque du Soleil, also commented: “Dubai’s unique geographical position between East and West, along with its regionally unparalleled infrastructure and sophisticated hospitality offering means that demand is strong for a beloved and enduring institution such as Cirque du Soleil, and we look forward to raising the curtain for new fans in this new facility with new shows designed specifically for Dubai. Cirque du Soleil already enjoys great patronage from residents and visitors alike and we are pleased to now have a permanent base in the new epicenter of global tourism.”

In addition, Dubai Holding will launch the Dubai Pearl Museum to showcase a historical collection of rare and ancient pearls from the region and worldwide. The Dubai Pearl Museum aims to shed light on the lives of the divers as well as the tools they used to find the precious jewels, reflecting the UAE’ heritage, culture and national pride. The museum will include a functional pearl farm in the adjoining sea, cultivating quality pearls. To complement this experience, Dubai Holding will create a pearl-inspired boutique hotel with unique facilities, services and specialist retail outlets that introduce its visitors to the rich past of the UAE and the Gulf region as a whole.

Marina

Marsa Al Arab will include a private yacht marina and a yacht club, in addition to recreational attractions, such as diverse food and beverage offerings, making it a globally attractive tourist destination. Amongst the features of this unique development is a helipad to accommodate the needs of the discerning guests.

A New Business Destination

To complement the success journey of Madinat Jumeirah, as not only a destination for luxury tourism but also for business and international conferences, Dubai Holding will offer a signature serviced commercial space at ‘Marsa Al Arab’ to attract international companies looking to set up base in this unique development.

Dubai Holding will establish a mixed-use convention centre fully equipped to host large international conferences and festivals. The convention centre will be supported by a new hotel, offering a selection of services for businessmen and corporates.

The project will also include a large retail space stretching across 20,000 sq. m, which will replace the current Wild Wadi Water Park area. The shopping centre will consist of international high-end brands, as well as a selection of restaurants and coffee shops to meet the needs of its luxurious shoppers. Marsa Al Arab will also offer 300 sea-front residential apartments in the heart of the development.

#BeMyGuest, a promotional film produced by Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) starring Bollywood superstar Shah Rukh Khan, has won two top awards at the 10th anniversary of the International Tourism Film Festival, “Tourfilm Riga”, held in Riga, Latvia.

#BeMyGuest won the main award, the Grand Prix, as well as first prize in the ‘Tourism Destination’ category at the festival held on 29 April. Organised by the Riga City Council of Latvia, the event is represented in the prestigious International Committee of the Tourism Film Festivals (CIFFT) and is dedicated to films promoting tourism destinations across the globe.

This is the second time in 2017 that #BeMyGuest has been recognised for its artistic merit. In March, the film won the Diamond Award in the ‘City’ category of ITB Berlin’s “Golden City Gate” awards, the world’s premiere film, print and multimedia competition focused on tourism.

#BeMyGuest sees Shah Rukh Khan showcase Dubai’s many attractions, bringing to life the most welcoming aspects of a city that he considers his home away from home. Since its launch in December 2016, #BeMyGuest has garnered 45 million views across multiple social media channels and 65 million engagements from around the world. #BeMyGuest also reached No.3 on YouTube’s worldwide trending list within 48 hours of its launch and became one of the top 10 most viewed videos on the website globally in December.

Emaar Hospitality Group, the hospitality and leisure business of Emaar Properties, unveiled six new hotel projects as part of its regional and international expansion plans, at the Arabian Travel Market 2017.

The new hotels and serviced residences in Dubai, Abu Dhabi and Egypt add to a portfolio of upcoming properties under the three hotel brands of Emaar Hospitality Group – the premium luxury Address Hotels + Resorts, the upscale lifestyle Vida Hotels and Resorts, and the contemporary midscale Rove Hotels.

With 10 operational hotels and three serviced residences already, Emaar Hospitality Group now has a pipeline of 26 upcoming projects, a testament to the home-grown competencies of the Group and its expansion strategy to operate hotels in key locations in high-growth markets.

Announcing the new projects at a press conference in Dubai, Olivier Harnisch, Chief Executive Officer of Emaar Hospitality Group, said the Group’s expansion is underpinned by a commitment to deliver superior guest experiences through distinctively branded properties in key markets globally.

“We have recorded a positive growth year in 2016 and continue to build on the success, with the launch of new properties including Address Boulevard and three Rove Hotels in a span of just nine months, all in Dubai. This demonstrates our focus on not only serving the luxury hospitality market of the city but also to create distinctive brand experiences that appeal to the new millennials and next generation of travellers,” added Harnisch.

Emaar Hospitality Group’s track-record – with average daily rates and occupancy levels higher than industry average – reflects the strong growth of Dubai’s tourism and hospitality sector, said Harnisch. “The Dubai Tourism Vision and Expo 2020 Dubai are strong drivers of growth for the industry, and we will continue to drive our expansion and create a truly world-class infrastructure for visitors to Dubai.”

New projects in Dubai, Abu Dhabi and Egypt

Emaar Hospitality Group’s new projects include Address Dubai Creek Harbour and Address Residences Dubai Creek Harbour in Dubai, which will serve as a vibrant hospitality and leisure hub within Dubai Creek Harbour, the 6 sq km mega-development anchored by the iconic new Tower, designed by Santiago Calatrava. The project opens to spectacular views of the waterfront and the Downtown Dubai skyline.

Also under Address Hotels + Resorts are the new Address Marassi Beach Resort and Address Residences Marassi Beach Resort, which are part of the beachfront Marassi master-planned development by Emaar Misr in Egypt. Emaar Hospitality Group has already signed a management contract to operate Address Marassi Golf Resort + Spa in the same master-development. These add to the upcoming projects of Address Hotels + Resorts in Dubai, Fujairah, Bahrain and Turkey.

Four new projects will be operated under the Vida Hotels and Resorts brand. These include the Vida Dubai Creek Harbour, Vida Dubai Marina and Vida Residences Dubai Marina. Further, Vida Hotels and Resorts marks its expansion to Abu Dhabi with the management contract to operate Vida Beach Reem Island Abu Dhabi and Vida Residences Beach Reem Island Abu Dhabi, both for Aldar Properties.

Having already expanded with hotel management contracts in Saudi Arabia and Bahrain, Vida Hotels and Resorts is further strengthening its international portfolio with Vida Marassi Marina and Vida Residences Marassi Marina in Egypt.

Emaar Hospitality Group plans to expand its footprint to other high-growth markets as well as gateway cities such as India and China, and other global gateway cities for the group.

Upcoming properties in Dubai

“While we are focused on international markets, we are also growing our footprint in the UAE to meet the burgeoning demand for hotel rooms – in the luxury, upscale and midscale segments,” said Harnisch.

This is reflected in the recent opening of Address Boulevard, the first city lifestyle resort under the portfolio of Address Hotels + Resorts, and three Rove Hotels – Rove Downtown, Rove City Centre and Rove Healthcare City. The Group is on course to open Rove Trade Centre shortly as well as drive the roll-out of six more hotels in Dubai Marina and Dubai Parks and Resorts, among others.

The current portfolio of hotels by Emaar Hospitality Group in Dubai includes Address Boulevard, Address Dubai Mall, Address Montgomerie, Address Dubai Marina, Palace Downtown, Vida Downtown, Manzil Downtown, Rove Downtown, Rove City Centre and Rove Healthcare City.

“An award-winning hospitality and leisure provider, our commitment is to surpass guest expectations. In addition to expanding our portfolio, we are driving the digital transformation of our services to create added value for our guests. Our projects are showcased at ATM 2017 and we look forward to strengthening our partnerships at this premier event, and to highlight our focus on doubling our portfolio by 2020,” concluded Harnisch.

Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum today launched a new beachfront entertainment destination located at Jumeirah beach near Burj Al Arab in Dubai, that features MGM and Bellagio hotels.

Sheikh Mohammed was accompanied by H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai; Chairman H.H. Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Civil Aviation Authority and Chairman of Emirates Group, and Director- General of the Department of Protocol and Hospitality in Dubai Khalifa Saeed Suleiman.

Wasl Hospitality and Leisure, a subsidiary of Wasl Asset Management Group, is in charge of developing the project and has selected MGM Hospitality to advise on the development of a premier destination resort in Dubai and to operate the resort when completed.

His Highness praised the development of the project and highlighted the key components of tourism industry of the UAE which is considered as key contributor of economic diversification.

H.H. Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, Deputy Ruler of Dubai and Chairman of Dubai Real Estate Corporation and Wasl Asset Management said that all the operations of the group translate the directives of H.H. Sheikh Mohammed bin Rashid, which focus on distinction and quality, as well as creating innovative approaches during the planning phase of the group’s projects, that fall in lines with the Dubai Plan 2021 and UAE Vision 2021.

Hesham Al Qassim, Chief Executive Officer of Wasl Asset Management, and Bill Hornbuckle, President of MGM Resorts International, jointly briefed Sheikh Mohammed about the different component of the resort that will contain two million square feet of built-up space, including an MGM Hotel, MGM-branded residences and a Bellagio-branded hotel containing a total of 1,000 rooms and 10 villas. There will also be a 500,000-sq-ft theatre, a range of restaurants, museums, a major beach club and adventure zones for both adults and children.

The site will “occupy the longest stretch of waterfront ever developed in Dubai” along the Jumeirah Beach front.

Work is set to start on the project in the third quarter of 2017 and will take four years to complete. “We are excited and honoured by the opportunity to introduce our brands in one of the world’s fastest-growing tourist destinations,” said Bill Hornbuckle, president of MGM Resorts. “This marks the first time we will offer multiple MGM luxury brands at a prime beachfront location.”

Defining a new lifestyle choice in Dubai Marina, one of the largest waterfront developments, global developer Emaar Properties is unveiling an exceptional collection of branded residences that overlook the shimmering waters of the Arabian Gulf.

Vida Residences Dubai Marina brings a unique value proposition for customers with its exotic location in Dubai Marina and elegant Miami-style. As part of the Vida Dubai Marina Hotel, residences and Yacht Club, they will have within reach an assortment of lifestyle amenities and marine pursuits.

The residences share a range of amenities with the Vida Hotel, an upscale, contemporary hotel brand that brings a trendy and chic boutique-style approach and delivers stimulating environments for the new generation of business executives, entrepreneurs and leisure travellers.

Residents are in close proximity to Dubai Marina Mall with an assortment of outlets and leisure attractions. They are also in walking distance to the Dubai Metro and the Dubai Tram, and in direct access of Sheikh Zayed Road. In addition to beachfront attractions, residents are only a few steps away from Pier 7 Dubai Marina, which offers seven exciting culinary choices.

Ahmad Al Matrooshi, Managing Director of Emaar Properties, said: “Vida Residences Dubai Marina offers a distinctive lifestyle choice for residents who prefer waterfront living in a central location. With its focus on the nautical heritage of Dubai Marina, the homes are ideally suited as first homes for long-stays or as a holiday home, thus appealing to both UAE-based and international investors. Dubai Marina is one of the vibrant lifestyle destinations in the city and our new residences bring exceptional value for customers.”

Located in levels 14 to 56 to maximise views, Vida Residences Dubai Marina has only 360 one to four-bedroom apartments that take inspiration from Dubai Marina’s nautical legacy. The architecture is defined by simple, clean, geometric lines, with breeze blocks that allow for the play of light and shadow throughout the interior space. Timber paneling reminiscent of decking and precise metal detailing is an additional nautical reference.

Pastel coloured buildings, beach huts, vintage cars and Miami sunsets are the inspiration behind the calming colour palette offset with clean, fresh and neutral hard finishes. Lush vegetation is an important aspect of the interior referencing Miami’s tropical climate. Inside and outside spaces merge to create a harmonious environment. A comfortable and spacious lobby gives a warm welcome to guests. Benefitting from double height volume the lobby has a sense of verticality enhanced by warm oak timber wall planks.

All apartments have spacious balconies with stunning marina views. The homes assure a comfortable and relaxed feel with a pastel mint colour scheme, and contrasting patterned fabrics. Upholsteries are natural for a comfortable beachy look. Playful artwork in accent pastel colours add to the Miami touch.

Sales open on March 15, 2017. Customers can visit Emaar Sales Centre at Downtown Dubai, Dubai Hills Estate Sales Centre or Dubai Creek Harbour Sales Centre or the sales centre in Abu Dhabi on the ground floor of Al Nahda Tower. For more information, call 800 36227(UAE) or +9714 3661688 (International); or email: Sales_Enquiry@emaar.ae. Also, visit the online sales centre at www.emaar.com

Emaar offers long-term investors and end-users the opportunity to register for the Emaar Preferred Access programme, at www.emaar.com. More information on the project is also available through the new ‘Online Sales Centre’ feature on Emaar’s e-Services App that can be downloaded on iPads and iPhones.