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What's in a name?
You've probably heard of ‘The Address' by now but do you know what it actually is? Emaar Hospitality Group chief operating officer Christoph Mares gives LTN the lowdown.
What is the central concept behind The Address?
The brand name ‘The Address' was specifically chosen to align with the brand positioning - ‘Where Life Happens' - signifying the place to be; to do business, relax and socialise. The defining character of the Address Hotels + Resorts brand is the location advantage on offer, the tangible guest benefits that are assured and the service standards that have been set, specifically creating a ‘one size fits one' hotel for discerning guests offering a total lifestyle experience.
Why have you chosen to operate three properties very close to one another in Downtown Dubai?
Downtown Burj Dubai is Emaar's AED 73 billion (US $20 billion) flagship project, located in the most prestigious kilometre on Earth.
Apart from being home to the tallest tower and largest shopping mall in the world - the Burj Dubai and The Dubai Mall - what makes it special is its proximity to Sheikh Zayed Road, Dubai's main commercial centres and the easy access offered with its Dubai Metro connectivity via the Downtown Burj Dubai tram system.
It will be the place to live, work and play, which complements our brand philosophy of ‘where life happens'. For all these reasons it makes perfect sense for us to have hospitality properties in very close proximity to one another.
How do they all differ?
The Palace, The Old Town Hotel, which is now managed by The Address, is already a well established name in the centre of The Old Town Island. The Address, Downtown Burj Dubai - the first and flagship property of The Address Hotels + Resorts brand - is the first of several hotels expected to set new trends in luxury hospitality offerings. Facing the iconic Burj Dubai, it is an architectural marvel and the second tallest building in Downtown Burj Dubai.
A luxury five-star hotel linked to one of the world's largest shopping and entertainment destinations, The Address, Dubai Mall is strategically located to offer ease of access to many attractions within Downtown Burj Dubai, as well as other popular landmarks in Dubai. The hotel is less than 30 minutes from the Dubai International Airport.
What will be the unique selling points of these properties?
The Address Hotels + Resorts adopts a ‘one size fits one' approach where the philosophy is to offer more benefits for guests, rather than focus on amenities or services rarely used by guests.
Providing a personalised service is one of our key attributes and some of the services we offer are various check-in methods: en route to the hotel at our exclusive airport lounge; via Wi-Fi; or in-room on arrival, but rarely at the front desk. We have also appointed Guest Advisors and a dedicated concierge service to ensure that we can meet all our guests' needs.
Another unique selling point is our 24-hour stay policy for guests booking suites or executive rooms.
What other opportunities do you see to expand in the UAE?
The travel and tourism industry in Dubai and indeed, the UAE, is booming. Dubai already has the highest room occupancy rate in the region at 84.2% and there are currently more than $354 billion worth of hotels, aviation and other hospitality infrastructure projects in development in Dubai.
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