Client Profile

BENEFITS MAKE THE DIFFERENCE

Emaar Hospitality Group, the premier hospitality and leisure provider headquartered in Dubai, approaches hospitality with a view to assure tangible guest benefits…and it makes all the difference. Marc Dardenne, CEO, explains why.

Hospitality is a tradition in Arabia. The region has welcomed strangers with open hands and hearts, and that essential camaraderie continues to this day. It is therefore no exaggeration to say that one never gets lost in Dubai -- or the larger Arab world -- simply because there is always a kind host ready to accommodate you.

Modernity has brought in its quotient of change and the tradition of hospitality is being redefined, and becoming more corporate driven.

But characteristic of the region’s hospitality tradition is the evolution of home-bred hospitality and leisure brands that have not only brought in world-class standards but also enjoy the global spotlight.

This is particularly impressive, as it positions Dubai on the global hospitality map on par with destinations that have built their reputation and portfolio over several decades. Indeed, Dubai’s growth in prominence in the hospitality sector is owed to the ingenuity and dynamism characteristic of the city’s business environment.

Integrated lifestyles

Emaar Hospitality Group (EHG) is a thought-leader in the hospitality sector of the United Arab Emirates (UAE). EHG is the wholly-owned hospitality & leisure subsidiary of Emaar Properties PJSC, the global property developer with a presence in 36 markets including the US and Europe. We pioneered the concept of master-planned communities in Dubai, and created world-class neighbourhoods that meet the residential and commercial property needs of Dubai’s cosmopolitan population of over 180 nationalities.

Emaar’s evolution as a property leader is tied-in with the growth in stature of Dubai as the region’s hub for the knowledge economy. By creating growth engines in media, information technology and general business, Dubai has focused on non-oil based GDP growth, and in the process, continues to attract global professionals. Dubai’s concerted efforts to build the tourism and the aviation sector have yielded significant results, and the city is poised to host some 15 million visitors by 2015.

This growth can only be described as awe-inspiring. Indeed, Emaar has leveraged and contributed to the city’s growth, and created integrated lifestyle communities.

Our competency in project development is highlighted by our iconic developments including Burj Dubai, the world’s tallest building, and Dubai Marina, one of the first and largest of its kind waterfront projects in the region.

Vision 2010

Having consolidated our growth in Dubai and contributed to overall socio-economic growth in less than 10 years since our inception, we have shaped our global growth goal as outlined in Emaar’s Vision 2010: to become one of the most valuable companies in the world by 2010.

Our approach to achieving this goal is two-pronged: geographic expansion and business segmentation. Emaar has now expanded to emerging markets in the Middle East and North Africa, the Indian Subcontinent and South Asia, apart from establishing a presence in the US and Europe through strategic acquisitions and partnerships.

As part of our business segmentation approach, Emaar has expanded to five other businesses – healthcare, education, shopping malls, financial services and hospitality and leisure. These businesses were chosen to complement the company’s goal of being the provider of integrated lifestyles.

Hospitality and leisure is one of the key components of modern living. This is particularly true for a fast-growing city like Dubai, which is focused on tourism growth. Guests to the city need world-class hotels and resorts; the residents need quality leisure pursuits. These are offered by Emaar Hospitality Group.

Extensive hospitality portfolio

maar Hospitality Group was therefore established to build on the hospitality & leisure portfolio of Emaar. Today, with total assets of development value US$1 billion (AED 3.67 billion), EHG owns and manages a diversified portfolio of hospitality assets such as hotels, serviced residences, golf resorts, polo and equestrian club, health clubs, and the Dubai Marina Yacht Club and Marinas.

The choice of this diverse portfolio also reflects the modern lifestyle that Dubai offers to visitors. Today, Dubai is part of the professional golf circuit while marina enthusiasts find the city’s offerings captivating. Serviced residences are ideal for short to medium haul visitors, particularly business visitors to Dubai, while hotels in various categories from leisure to urban meet the requirements of tourists.

To offer a differential experience, Emaar partners with leading operators such as Southern Sun and Troon Golf in managing respective businesses. Southern Sun, a leading hotel group from Africa, currently manages and operates two properties – Al Manzil and Qamardeen Hotels at The Old Town in Downtown Burj Dubai. The two hotels offer 21 suites and over 350 rooms as well as a host of amenities. EHG has also launched the Nuran Serviced Residences and Hayya! Health and Fitness clubs.

Hotel brand roll-out

HG highlighted its competencies in the hospitality sector with the launch of The Address Hotels + Resorts, a 5-star premium global hotel brand.

The Address Hotels + Resorts have been specifically conceived to create a bouquet of flagship, urban lifestyle, resort and retreat properties in all markets where Emaar Properties has a geographic footprint. It also marks the integration of Emaar Hospitality Group’s offerings to provide the entire gamut of services including operating hotels and resorts.

The Address is opening three properties in Dubai in two of Emaar’s mega projects in the city – Downtown Burj Dubai and Dubai Marina. These will be branded The Address, Downtown Burj Dubai, The Address, Dubai Mall and The Address, Dubai Marina.

The Address, Downtown Burj Dubai faces the iconic Burj Dubai, the world’s tallest building. The architecture of the 63-floor flagship hotel is unique and breathtaking, and enhances the mood of the venue as a premier lifestyle destination. The Address, Dubai Mall is a luxury 5-Star hotel linked to one of the world’s largest shopping and entertainment destinations. The Address, Dubai Marina, overlooks the world’s largest man-made marina and has a prime location in one of Dubai’s most popular lifestyle districts, Dubai Marina.

This followed Emaar’s association with Giorgio Armani S.p.A to form Armani Hotels & Resorts. An ultra-luxury development proposition, Armani Hotels & Resorts envisages the creation of hotels and resorts in key international cities. Burj Dubai, the world’s tallest building is hosting the Armani Hotel Dubai and Armani Residences, one of the first undertakings by the Emaar-Armani partnership.

One size fits one

The Address is a modern brand that focuses on a ‘one size fits one’ strategy where benefits to guests are a priority. There are three differentials to The Address experience: location, service and benefits.

At The Address, cool meets warmth, and style meets luxury. Positioning its messaging as ‘Where Life Happens’, The Address will be more personal, approachable and experiential to guests.

Offering vast options for business travellers, tourists and group travellers alike, The Address offers world-class amenities such as international cuisine, ample health & fitness and spa options, along with links to some of the best shopping, entertainment and leisure destinations in the world.

We have plans to unveil The Address brand in key cities and tourist destinations in the Middle East and North Africa region, the Indian Subcontinent, Asia, Europe and America within the next ten years.

Global ambitions

Indeed, EHG’s roster of projects marks the arrival of Emaar in the global spotlight as a leading name in hospitality & leisure.

For every one of us at Emaar Hospitality Group, it’s a valuable learning curve, where we build a full-service hospitality company from scratch and add value to both guests and our stakeholder. However, our success in a short space of time has been driven by three watchwords – guests, associates and benefits. These will continue to lead us in meeting our global ambitions.