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Sat 18 Nov 2017 09:47 AM

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Dubai hotel group says to roll out new brand identity

Citymax Hotels to renovate all its properties as part of new brand launch

Dubai hotel group says to roll out new brand identity

Citymax Hotels, the hospitality division of the Dubai-based Landmark Group, has announced the launch of its new brand identity.

The new-look is being rolled out in phases across the group’s portfolio of hotels, with all operating hotels to be renovated, the company said in a statement.

Russel Sharpe, COO, Citymax Hotels, said: “Citymax Hotels is being revitalized through a series of marketing and product design improvements to meet our guests’ expectations and strengthen our market positioning.

"At Citymax Hotels our vision is to lead the way in the mid-market hospitality sector with a revolutionary new approach, transforming faceless hospitality with vibrant simplicity in order to create a high value experience. Everyone loves something extra.”

The first hotel to implement the new brand identity along with product enhancement is Citymax Hotel Al Barsha. The hotel has renovated its reception, lobby, corridors and guestrooms along with bathrooms on first, second and third floors. Other facilities, including the dining outlets, will also be enhanced over the next few months.

Russel added: “We want our guests to differentiate Citymax Hotels not only through our identity but as much through the product and value we offer. We are focused on offering an experience rather than a place to stay.”

Citymax Hotels said it is expanding rapidly in the UAE as well as other key markets in the Middle East.

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