A new Address for Egypt marks international push

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The Address, Uptown Cairo is set to be a flagship component of the US $2.1 billion Uptown Cairo development.

Emaar Hospitality Group's new hotel brand has announced its first project outside of the UAE, with The Address, Uptown Cairo set to open in 2011.

The property, which includes 200 rooms and 300 serviced apartments, is located in master-planned community Uptown Cairo in Egypt, developed by Emaar Misr for Development SAE.

Emaar Hospitality chief executive Marc Dardenne said The Address Hotels and Resorts was a "global brand".

"By managing [the] first international project in Egypt... we are underscoring our capabilities to offer world-class hospitality services in international markets," he said.

The groups senior corporate director development and operations, Patrick Heuze, said: "the management contract for opening an Address property in Uptown Cairo is part of our ongoing strategy of international expansion".

"This also reflects our corporate philosophy of growing in tandem with Emaar Properties internationally, as it fits with Emaar's vision to develop integrated lifestyle communities," he added.

The first three properties from The Address are expected to open in Dubai later this year.

Emaar Hospitality has also announced the introduction of ‘Passion Plus', a set of standards and procedures to "enhance the guest experience" at its properties. The system was developed with consultants Guest Best.

"Attaining tangible quality and service deliverables is the key to owning and managing benefit-focused properties - one of the unique selling propositions of Emaar Hospitality Group's properties," Dardenne said. "Passion Plus will be one of our key drivers in accrediting all our properties to the highest international standards in quality certification."

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