EK Hotels & Resorts announces a re-brand

Emirates Hotels & Resorts has re-branding its portfolio of properties.

While the division, which comes under the Emirates Group umbrella, will remain Emirates Hotels & Resorts, the word ‘Emirates' will be removed from the title.

The move comes just weeks after the company opened its most recent property - Emirates Marina hotel & Residences at Dubai Marina, which has now been re-badged The Harbour Hotel & Residence.

It is believed the cost of re-branding will dent the coffers given the promotional collateral already in the market, with the established Emirates Al Maha Resort & Spa simply being renamed Al Maha Resort & Spa. All forthcoming Emirates Hotels & Resorts properties - including Wolgan Valley Resort & Spa in the Blue Mountains, Australia, which recently celebrated its soil turning and Cap Ternay Resort & Spa, which will be built in the Seychelles.

Emirates Hotels & Resorts manager, commercial, David Garner said it made sense to enhance the individuality of each property by removing the Emirates tag.

"It will give each of the properties a strong identity," he added.

Garner conceded that while the re-brand was now effective, it would take "a number of weeks" to implement from an operational perspective.

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