Emaar Launches New Hotel Brand

Emaar Hospitality Group, the hospitality and leisure subsidiary of Emaar Properties, has launched a new hotel brand - Vida Hotels and Resorts.

The first branded outlet in the hotel chain will open in Downtown Dubai, offering 156 rooms.

According to the ITB World Travel Trends Report 2012/2013, more than a third of travellers are aged 15-34.

Vida Hotels and Resorts aims to tap into this rapidly emerging market, offering services and an ambience designed to appeal to the younger generation, as well as the practical advantages that go with great hotels in the best locations.

Mohamed Alabbar, Chairman of Emaar Properties, said, "The profile of today's global traveller is changing, with a more youthful, upwardly mobile audience seeking a distinct hospitality experience to suit their needs. Vida will add life to the hotel stays of this increasingly important tourist community, delivering an intimate touch but also the freedom they expect. With Vida Hotels and Resorts, we are creating a brand new concept in inspired living, elegant yet simple, and a new urban hub for the discerning traveller."

Vida Hotels and Resorts will offer the convenience of the latest technology, including check-in via iPad and uninterrupted Wi-Fi service.

Emaar plans to roll out the new hotel chain in its key global markets, starting with the Vida Downtown Dubai (formerly Qamardeen hotel), in the heart of Emaar's world-famous master-planned community, Downtown Dubai.

The new hotel brand will also oversee the operations and management of the neighbouring Al Manzil Hotel.

The portfolio of Emaar Hospitality Group includes: The Address Hotels + Resorts, Arabian Ranches Golf Club, Dubai Polo & Equestrian Club, and Dubai Marina Yacht Club, in addition to restaurants including At.mosphere Burj Khalifa, The Palace Cafe and Madeleine.