Emaar enters midscale segment with Rove
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 to operate The Address Fujairah Resort + Spa, located in Sharm. In addition to offering 196 luxury hotel rooms, The Address Hotels + Resorts will also operate 177 apartments set in