Ten years ago, when Emaar Hospitality Group was established, its primary remit was to create vibrant hospitality experiences in the integrated master-planned communities developed by its parent group, Emaar Properties, the developer of icons such as Burj Khalifa, The Dubai Mall and Dubai Opera.

Today, Emaar Hospitality Group is spreading wings globally with three hotel brands and the geographic footprint now spanning Dubai and the UAE – its home-market, Saudi Arabia, Bahrain, Egypt, Turkey and Maldives.

With 11 operational hotels and three serviced residences in Dubai, Emaar Hospitality Group now has an announced upcoming portfolio of 29 hotel projects across these markets, with several more set to be launched in the coming days.

The diversity of Emaar Hospitality Group’s portfolio is the highlight of its participation at the World Travel Market, where visitors can experience the differentiating strengths of its three hotel brands – Address Hotels + Resorts, a premium luxury hotel and residences brand; Vida Hotels and Resorts, an upscale lifestyle hotel and residences brand; and Rove Hotels, a contemporary midscale hotel and residences brand.

Olivier Harnisch, Chief Executive Officer of Emaar Hospitality Group, said the focus of the Group is to expand its footprint to newer geographies through management contracts for hotel projects in Europe, China, India and other growth markets.

“International visitors to Dubai have a strong affinity for our hotel brands, each of the three resonating to niche audiences – both business and leisure. That is our competitive edge as we focus on our global expansion strategy because guests understand the value that we deliver,” he said.

Harnisch said that the differentiating strength of the hotel group are the locations of its properties, a focus on guest service excellence and innovative initiatives to create continued value. “We have integrated digital technologies as part of the guest experience, and with our track-record in welcoming repeat guests, we are offering additional value through our U By Emaar rewards programme.”

Underlining its impressive growth, Emaar Hospitality Group opened three new properties this year – Address Boulevard, a city lifestyle resort set by Burj Khalifa; Rove Healthcare City and Rove Trade Centre – both in unbeatable central locations that add to the convenience of business and leisure guests.

Address Hotels + Resorts has the largest roster of upcoming hotel projects in the UAE, Saudi Arabia, Bahrain, Egypt, Turkey and the most recently announced Address Madivaru Maldives Resort + Spa, a picturesque beachfront resort set in a private island in the Indian Ocean, only 20 minutes by seaplane from Male International Airport.

Also in the Address portfolio is Address Harbour Point, 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 Dubai Creek Tower, designed by Santiago Calatrava. The project opens to spectacular views of the waterfront and the Downtown Dubai skyline.

In Saudi Arabia, Address was chosen by Jabal Omar Development Company to manage its flagship hospitality project in the Holy City of Makkah, Jabal Omar Address Makkah, a true milestone in the brand’s evolution.

Vida Hotels and Resorts too has a fast-growing portfolio in the UAE, Saudi Arabia and Bahrain. Serving as lively and vibrant hubs for the new generation of business executives, entrepreneurs and leisure travellers, Vida is increasingly sought-after for the warmth, simplicity and creativity. A new Vida property is upcoming in Dubai Creek Harbour too.

Rove Hotels are designed for the new generation traveller who recognises value, stays connected through technology and gravitates towards culturally-inspired surroundings. Six more Rove Hotels are scheduled to open in key locations in Dubai, to support the city’s Tourism Vision 2021 and the Expo 2020 Dubai.

Harnisch concluded: “We have created three distinctive hotel brand experiences that meet the expectations of guests, whatever their preferences may be. Our ambition is to establish ourselves as the most innovative Hospitality Company in the Middle East. This, in essence, means to be the best in combining the warmth of human service, which creates emotional experiences with the power of technology, making a hotel stay smooth and seamless.”